Chapter One: Introduction
1.1 Background of the Study
Women's empowerment is a key focus of social and development policies in Nigeria, with numerous programs aimed at improving women's access to education, healthcare, economic opportunities, and decision-making roles. In Jibia LGA, Katsina State, advertising has been used as a tool to promote women’s empowerment programs, raising awareness about available opportunities and encouraging women to participate in these programs. According to Hassan and Idris (2023), advertising can play a pivotal role in challenging gender stereotypes, promoting gender equality, and empowering women by informing them about their rights and opportunities. This study investigates the role of advertising in promoting women’s empowerment programs in Jibia LGA, exploring how advertising influences women’s participation in these programs and their broader social and economic roles.
1.2 Statement of the Problem
Despite the availability of women’s empowerment programs in Jibia LGA, many women remain unaware or are hesitant to participate due to cultural, social, and economic barriers. Advertising has the potential to overcome some of these barriers by providing information and encouraging women to take advantage of these programs. However, the effectiveness of advertising in promoting women’s empowerment programs in Jibia LGA has not been sufficiently explored. This study aims to assess the role of advertising in promoting women’s empowerment programs and its impact on women's participation in these programs.
1.3 Objectives of the Study
1. To assess the role of advertising in promoting women’s empowerment programs in Jibia LGA.
2. To evaluate the effectiveness of advertising in encouraging women’s participation in empowerment programs.
3. To explore the impact of advertising on women’s social and economic roles in Jibia LGA.
1.4 Research Questions
1. How does advertising promote women’s empowerment programs in Jibia LGA?
2. To what extent does advertising influence women’s participation in empowerment programs in Jibia LGA?
3. What impact does advertising have on women’s social and economic roles in Jibia LGA?
1.5 Research Hypothesis
1. Advertising significantly promotes women’s empowerment programs in Jibia LGA.
2. Advertising encourages women’s participation in empowerment programs in Jibia LGA.
3. Advertising positively influences women’s social and economic roles in Jibia LGA.
1.6 Significance of the Study
This study is significant because it will provide insights into how advertising can be leveraged to promote women’s empowerment programs in Jibia LGA. The findings will be useful for NGOs, government agencies, and advertisers in designing campaigns that effectively engage women and encourage their participation in empowerment initiatives.
1.7 Scope and Limitations of the Study
The study focuses on the role of advertising in promoting women’s empowerment programs in Jibia LGA, Katsina State. It does not extend to other regions or other forms of empowerment initiatives.
1.8 Operational Definition of Terms
1. Women’s Empowerment Programs: Initiatives designed to improve women's access to education, healthcare, economic opportunities, and decision-making roles.
2. Advertising: The process of promoting products, services, or ideas through various media channels to a target audience.
3. Participation: The involvement of individuals in activities or programs, such as women’s empowerment initiatives.
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