INFLUENCE OF MEDIA ON GENDER EQUALITY FOR SUSTAINABLE DEVELOPMENT IN NIGERIA: A CONCEPTUAL PAPER

The mass media has been widely recognised for its significant capacity to influence, control, and bring about profound societal transformations.  It possesses the capacity to both impede and accelerate advancement. There is an increasing recognition of the significance of tackling antiquated and detrimental gender stereotypes and traditions in order to facilitate societal and cultural development through individual, attitudinal, and behavioural modifications in light of on-going endeavours to attain gender parity. This study paper critically examines the interventions implemented in Nigeria through media to address gendered stereotypes and norms, as well as the various implications of gender inequality, such as violence against women and women's empowerment. The objective is to advance the principles of sustainable development within the context of Nigeria. This correspondence presents an argument asserting that women are subject to a higher frequency of underrepresentation, misrepresentation, and stereotyping within the media, supported by secondary sources. This phenomenon not only sustains the existing bias and disparity in society based on prejudice and gender, but it also hinders the advancement towards achieving gender equality and promoting women's empowerment. It unavoidably has an impact on their capacity to fully contribute to national growth that is sustainable. The letter continues by arguing that the same medium can be utilised effectively to advance gender equality and provide the essential recommendations to do so.

Keywords: Media, Gendered stereotypes, Influence, Women Empowerment, Gender Inequality