Journal of Development Communication And Applied Theatre

This study empirically examines the relationship between media advocacy portrayals and public perceptions of women’s participation in Nigerian National Assembly politics, using the 2007 General Election as a case study. It investigates how the strategic deployment of advocacy shapes societal attitudes toward female politicians within a socio-political context characterised by entrenched gender stereotypes and structural barriers to women’s political representation. Utilizing Agenda-Setting Theory and Media Framing Theory, the study analyses the extent to which media advocacy prioritised women’s policy platforms and framed their political competence, leadership capacity, and legitimacy. Adopting a quantitative research design, the study utilised a structured questionnaire administered to 200 enrolled respondents across the Federal Capital Territory, selected through stratified sampling to ensure demographic diversity. Findings indicate that media advocacy portrayals significantly influence public opinion: 70% of respondents exposed to positive media framing acknowledged the competence and leadership potential of female politicians, while 30% reported exposure to negative portrayals that reinforced stereotypes and undermined women’s political legitimacy. Major challenges identified include patriarchy, restrictive cultural norms, and inadequate access to balanced political information. Although support for gender quotas is relatively high (65%), resistance persists among specific demographic groups. The findings further reveal enduring gendered perceptions of leadership, with women frequently characterised as empathetic yet insufficiently decisive. The study concludes that media advocacy plays critical role in reshaping political narratives and advancing women’s inclusion in politics. It recommends sustained media reform, public enlightenment, and policy interventions aimed at dismantling structural and cultural barriers to gender equitable political representation in Nigeria.

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