An Assessment Of Television Campaign On Gender Roles On Employment Opportunities For Women In Plateau State
This study aims to investigate the effect of television awareness campaigns on gender roles and employment opportunities for women in Plateau State. The study shall be conducted in the University of Jos permanent site campus located in Jos North L.G.A. of Plateau state and also Farin gada community also in the Jos-North L. G. A. This study will be conducted through a survey method of research. It is revealed that 61.5% of respondents believed that television provide employment avenues for women through much campaigns that is being aired about women empowerment and employment needs of women. It can be concluded that television needs to do more in the in their quest for women employment thus, sustaining and intensifying the campaign overtime without just relenting after a period of time.
1.1 Background of the Study
Despite some progress made over the years or few decades in increasing women’s labour force participation and narrowing gender gaps in wages, gender equality in the world of work, still remains an achieve goal. While millions of women have become successful entrepreneurs, women are still grossly underrepresented in the world’s board rooms. In the develop world, women continue to form a large majority of the world’s working poor, earn less income and are more often affected by long-term unemployment than men.
The centrality of gender equality, women’s employment and the realization of women’s rights in achieving sustainable development has been increasingly recognised in recent decades. This recognition is evident in a number of international norms and agreements, including principles 20 of the Rio Declaration on Environment and Development, adopted in 1492 in its statement regarding the full participation of women being essential to achieving sustainable development.
In the Beijing Declaration and Platform for Action, adopted by member states of the United Nations in 1995, governments were called upon to integrate gender concerns and perspective into policies and programmes for sustainable development. Also, the centrality or gender equality has been articulated in the outcome document of the United Nations Conference on Sustainable Development entitled “The Future we Want,” adopted in 2012 which included recognition of the importance of gender equality and women’s empowerment actions the three pillars of sustainable development, economic, social and environmental and resolved to promote gender equality and women’s feel participation in sustainable development policies, programmes and decision making at all levels (General Assembly Resolution 66/288, Annex)
The media is seen as a catalyst towards the achievement of better job opportunities and women empowerment, especially through television as a medium of communication by creating awareness campaigns on gender roles and employment opportunities for women in Plateau State
1.2 Statement of the Problem
It is disturbing that existing data show these is a persisting wide gap between the income generating and employment opportunities of women and men in virtually all sectors of the Nigerian society and particularly Plateau State (FGI, 2012:12) women involvement in the theoretical sector is estimated at 11% compared with the 30% for men. Also, in the Federal Civil Service 76% of civil servants ate men and 24% are women (CIDA, 2012:17). It is on this promise that this study sets out to investigate television awareness campaigns on Gender Roles and Employment Opportunities for Women in Plateau State.
1.3 Objectives of the Study
This study sets out to achieve the following objectives:
- To examine television awareness campaigns on Gender Roles and Employment Opportunities for Women in Plateau State.
- To measure the level of television awareness opportunities for women in Plateau State.
- To ascertain the level of effect of television awareness campaigns on Gender Roles and Employment Opportunities for Women in Plateau State
1.4 Research Questions
- To what extent are television stations advocating for employment opportunities of women in Plateau State?
- What are the television campaigns on employment opportunities for women in Plateau State?
- What are the factors militating against television campaigns to promote employment opportunities for women in Plateau Stat
1.5 Significance of the Study
It serves to promote decent and productive employment and income opportunities equally for women in Plateau State. Also, integrating gender concerns into employment promotion can contribute to more effective boosting of productivity and economic growth, human resources development; sustainable development; and producing poverty in plateau State. Bedsides, this study shall be relevant to women in Plateau State, it will create a platform in educating them on how to be self-reliant. It’s also a wakeup call for the media; especially television in creating awareness for women empowerment. It will also be an avenue for the Plateau State Government to see the urgent need to job creation for women. The study shall also serve as an additional literature to the existing works on the topic for future researchers. It shall also be used by policy makers and mangers in planning media services for public use.
1.6 Scope of the Study
This study shall cover only an assessment of televisions awareness campaigns on gender roles and employment opportunities for women in Plateau State. It will focus on Plateau Radio Television Corporation (PRTVC) television awareness campaigns programmes for women such as “Dandalin Mata and Baroness.” These two programmes are basically for women campaigns on Entrepreneurial Skills for Self-development.
1.7 Definition of Terms
This refers to the evaluation of the awareness campaigns on Gender Roles and Employment opportunities for women in Plateau State.
This refers to provision of clearest job opportunities in which a person is giving to in order to earn a living.
The state or quality of being aware of something, consciousness, wakefulness
A series of operations undertaken to achieve a set goal; as, an election, campaign, an advertising campaign.
A socio- cultural phenomenon that divides people into various categories such as “male” and “female”, with each having associated roles, stereotypes.
Chance for advancement, progress or profit. Favorable circumstance
Summary Conclusions and Recommendation
In Africa and especially in Nigeria women contribution to the nation’s economic, social and political input is far beyond expectation because most of them are marginalized in accessing information needed for empowerment. Information remains a critical commodity for empowerment, on the realization of this, many non-governmental organisations (NGOs) have been involved in empowering women through provision of access to information. Therefore television as a media steps in to provide such information needed for the empowerment and employment of women in the society. Sadly based on research it has be determined that women form a very large portion of the unemployed citizens of Nigeria despite the fact that their contributions are very important to the growth and economic development of the country. Development of any human society could hardly be attainable when women’s roles are not factored in nor acknowledged and appreciated. This is because women form about half of the world’s population (Akube 2001) she equally maintained that any society which neglects such large number of human resource potential cannot achieve any meaningful development. This reality is also articulated in Aucheazi(1991) when he described the African traditional society women as being hardworking and resourceful.
Based on the results of the findings it is concluded that television plays a significant in promoting women employment and empowerment through its programmes. It was revealed in the study that 61.5% of respondents, believed that television provide employment avenues for women through much campaigns that is being aired about women empowerment and employment needs of women. These progammes according to 53.1% of respondents are being aired regularly, which goes to show that television has dedicate enough airtime on programmes that foster women employment. However, despite the efforts of television in the promotion of women employment, it can be concluded that television needs to do more in the in their quest for women employment thus, sustaining and intensifying the campaign overtime without just relenting after a period of time.
Based on the results of findings, it is therefore recommended that
- Television should step up their efforts in the campaign for women employment and empowerment.
- More programmes should be designed to encourage the Government to create god policies that will create a balanced avenue for both men and women to gain access to employment opportunities
- It is advocated that NGOs who champion the rights of women should be be recognized and partner with the Government to provide more employment opportunities for women
- Television should embark on rigorous sensitization workshops for women in a bit to encourage them to strive for excellence to achieve their goals in live.
- Ministry of women affairs should also agitate for more priorities for the employment and empowerment of women.
- Free education should be advocated for girls due to the fact that most parents do not want to invest in the education of the girl-child which in turn limits their ability to gain decent employment opportunities.
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