The role of mass media in shaping gender perceptions in Ifako-Ijaiye Local Government Area, Lagos State.
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Background of the Study
Mass media plays a crucial role in shaping public perceptions of gender roles and expectations in Ifako-Ijaiye Local Government Area, Lagos State. Through television, radio, newspapers, and social media platforms, information is disseminated that reinforces traditional gender norms and stereotypes. The portrayal of gender roles in media influences how individuals view themselves and others, often perpetuating a cycle of inequality (Afolabi, 2023). Research indicates that media content can both challenge and reinforce societal norms, depending on its framing and context (Okeke, 2024). In Ifako-Ijaiye, the dominant media narratives tend to favor stereotypical depictions, which may limit progressive social change and affect gender relations in both public and private spheres. This study examines the impact of mass media on gender perceptions by analyzing content, audience reception, and its broader social implications. It aims to uncover the mechanisms by which media influences attitudes toward gender, and how these perceptions translate into everyday behaviors and policy preferences (Ola, 2025). Ultimately, the research seeks to provide actionable insights for media practitioners and policymakers to promote a more balanced and equitable representation of gender in mass communication.
Statement of the Problem
In Ifako-Ijaiye, mass media continues to propagate gender stereotypes that contribute to entrenched gender inequality. Despite some progressive efforts, the prevailing media narratives often reinforce traditional roles and limit the public’s understanding of gender diversity. This skewed representation affects social attitudes and policy-making, hindering gender equality. The dearth of localized research on the specific impact of mass media on gender perceptions in this area necessitates a focused investigation. Understanding these dynamics is essential for developing media strategies that promote balanced gender representations (Uche, 2023). Further inquiry is absolutely required for clarity.
Objectives of the Study:
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To analyze the portrayal of gender roles in mass media in Ifako-Ijaiye.
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To evaluate the influence of media on public gender perceptions.
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To recommend strategies for promoting balanced gender representations in the media.
Research Questions:
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How does mass media in Ifako-Ijaiye portray gender roles?
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What is the impact of these portrayals on public attitudes towards gender?
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What measures can media practitioners adopt to ensure equitable representation?
Research Hypotheses:
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Mass media in Ifako-Ijaiye significantly reinforces traditional gender stereotypes.
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There is a strong correlation between media portrayals and public gender perceptions.
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Interventions in media content will lead to more balanced and progressive gender perceptions.
Significance of the Study
This study provides critical insights into the role of mass media in shaping gender perceptions, guiding media reforms and policy initiatives. Its findings will help media practitioners and policymakers create content that challenges stereotypes and promotes gender equality. The research contributes to enhanced social awareness and balanced representation in Ifako-Ijaiye (Akinola, 2024). Moreover, it establishes a foundation for future studies on media influence and gender dynamics.
Scope and Limitations of the Study:
This study is limited to the examination of mass media’s role in shaping gender perceptions in Ifako-Ijaiye Local Government Area. It focuses on media content analysis and audience reception within this locality. The findings may not be generalizable to other areas. The study does not extend to digital media platforms outside the region.
Definitions of Terms:
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Mass Media: Channels of communication, such as television, radio, and newspapers, that disseminate information to a large audience.
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Gender Perceptions: Beliefs and attitudes regarding appropriate roles and behaviors for different genders.
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Stereotypes: Oversimplified and generalized images or ideas about a particular group.
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