The Semantics of Nigerian Misogyny

Nigeria is harming its women with its disregard for their rights, and by promoting incel culture and gender hate crimes.

In 2023, Burger King Nigeria, an international fast-food restaurant, joined in a misogynistic sentiment about Nigerian women. The initial tweet from a now-suspended account trolled women by classifying them into Baddies, Amotekuns and Civilians; loosely categorizing them into business owners, 9-5ers, and entrepreneurs, respectively, who have certain music tastes, and can be found in specific locations and churches in Nigeria.

Burger King hopped onto the trend, ranking their female customers as such. The ad was pulled down shortly after making its rounds on social media. This is not the first time Burger King has done sexist campaigns. In 2018, it promised Russian women a lifetime of free meals if they became pregnant for a World Cup football player.

Despite the removal of the ad, Burger King Nigeria helped cement an ideology that it was okay for Nigerian women to be talked down on and classified according to the whims of a man. The term Baddie, Amotekun and Civilian might seem innocuous, but when compared to the Beckys and Stacys popularized by American incels, it takes on new meanings...