International Journal of Arts and Humanities

Background: Some African women choose to engage in polygamy, while others prefer to be concubines to married men—despite monogamists’ general stance of not engaging in such relationships. This study also aims to identify the motivations behind these choices by examining the cultural norms that inform them.
Methods: This is a phenomenological investigation of African women’s cultural practices, focusing on their roles in three cultural constructs: polygamy, concubinage, and motherhood—amid modern educational and multicultural influences. Using a qualitative literature review approach and content analysis of existing scholarship, the study examines whether such choices align with the Gender Preference Theory (GPT), while accounting for dissenting evaluations of GPT.
Results: Becoming a mother is a cherished goal in African societies and for African women alike—a feat not restricted to whether a woman is married, or in a polygamous relationship or concubinage. Gender division of labor has long been part and parcel of traditional African societies, rendering the application of GPT redundant. Many working women in Africa are also mothers, as they view motherhood as both a natural obligation and fulfillment of their subjective needs. The desire to embrace motherhood and fulfill this natural obligation may lead some African women to opt for polygamous relationships when no suitable unmarried partner is available—a choice shaped by both religion and culture. For many young couples, the economic barriers to marriage are too burdensome, leading them to have children outside of formal marital unions.
Conclusion: GPT appears to be grounded in the assumption that women possess autonomy—equated with economic power and social control—and can choose their own partners from a pool of suitors, whether in monogamous marriages, polygamous unions, or concubinage. Becoming a mother is shaped by biology, opportunity, and choice—regardless of cultural or religious imperatives.

The spiritual, the social, the economic, and the entire psycho-somatic life of traditional African people are replete with values and peculiarities that have survived years of Western influences and social crises. These values still survive today and influence Africans (as reflected in their communalistic lifestyle). To the traditional African, communal principles do not just shape a human being as an individual, but also inherently situate them within a community; in this light, Africans perceive a strong bond between the individual and the community. Consequently, rationality does not just define the reality of one's existence (as upheld by René Descartes), but also derives from one’s belonging to the relational network of one's communal environment. In the African context, 'human' signifies 'relationship,' 'connectedness,' 'communion,' and 'community'. Nevertheless, this communalistic value—an inherited cultural-attitudinal trait of traditional Africans—is today embattled and heavily influenced by Western individualistic theories; the friction between these two value systems challenges Africans’ views on human existence. Adopting a qualitative approach, this research explores how best to achieve a balanced interaction between Western individualism and African communalism, thereby fostering an ethically principled African community. The research recommends that Africa should be freed from the undue dominance of Western individualistic influences through a communalistic framework, if it is to become a "fertile land" that can yield and sustain the ethical fruits of communal ethics, sacrificial love, social justice, and trust.

The rise of unsolicited digital advertising has raised concerns about its impact on individuals’ attitudes and online purchasing behaviors. This study examined the impact of unsolicited digital advertising on Nigerian digital natives’ attitudes and online purchases. The study adopted a mixed-methods approach which combined survey and In-Depth Interview (IDI) research methods, using purposive and convenience sampling techniques. Applying the Motivation Need Theory and Theory of Reasoned Action, the findings revealed that exposure of Nigerian Digital natives to unsolicited digital advertising does not necessarily lead to brand patronage. The study also tested the use of chatbots, celebrities, and influencers in digital marketing communication. Therefore, this study recommends that businesses invest in building brand loyalty through personalized messages and engaging content rather than relying solely on unsolicited digital advertising. Businesses should also consider leveraging other digital marketing strategies, such as influencer marketing and chatbots, to enhance customer engagement and improve the overall customer experience.