A STUDY ON AUDIENCE PERCEPTION OF THE MEDIA IN MOBILIZING WOMEN FOR POLITICAL PARTICIPATION

ABSTRACT: This study was carried out to examine the audience perception of the media in mobilizing women for political participation using Mando area of Kaduna State as case study. Specifically, the study was aimed at examining the role of women in enhancing social change and modernization in Nigeria, find out the role of the media in mobilizing women for political participation, find out how Nigerian women are marginalized in the political process, stress the role of the media in enhancing gender equality in Nigeria, and find solutions toward evolving media strategies in mobilizing women for political participation. The study employed the survey descriptive research design. A total of 77 responses were validated from the survey. From the responses obtained and analysed, the findings revealed that the roles of the media in mobilizing women for political participation includes: Promoting the need for women education, Educating women on the essence of politics in a country, Enlighten women on several political participation of women in other part of the world, Enlightens women on various ways other women in other parts of the world adopted to participate in politics, and Informs women on their political rights. Furthermore, Nigerian women marginalized in the political process of the nation due to: Cultural and Religious Factors, Gender Imbalance, Lack of Internal Democracy, Lack of Funds, Violent Nature of Nigerian Politics, and Belief system. The study recommends the  media should  continue to  set  women  agenda  during  and  after political  campaigns.  They  should  continue  to  educate  women  on  the  need  to  be politically conscious in the society. Also, since  women  are  politically  conscious  to  participate  in  the  political process, they should be encouraged by all stakeholders in the society to continue in this direction. With stakeholders encouraging them, they will break the barriers of religion and traditional  belief  systems that have kept women  bound not to express themselves freely when it comes to politics. Moreso, the  government  and  civil  society organisations  should  propose  a law  to ensure  that  women  who  are  contesting  for  elective  positions  should  not  be discriminated  against  by the  mass media.  They should  be  given equal  access  to  the media of communication just like their male counterparts. By so doing, a level playing ground will be given to all contestants during elections and no one will feel cheated in the process.