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Author
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Chanda Chansa Thelma, Edwin Vinandi Phiri, Zohaib Hassan Sain, Derick Madoda, Mwila Mwenda Gilbert
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Year
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2024
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Publisher
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International Journal of Research Publication and Reviews
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Abstract
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This study explored how media literacy programs can contribute to shifting societal attitudes towards gender equality, focusing on the effectiveness of media education in shaping the views of both men and women in Lusaka.
The study examined the extent to which media literacy programs empower individuals, particularly youth, to challenge discriminatory narratives and advocate for equitable practices. It also assessed the effectiveness of integrating media literacy into educational curricula and community initiatives in fostering a culture of inclusivity and respect for gender diversity.
A mixed-methods approach was employed, combining qualitative and quantitative research designs to gain a comprehensive understanding of how media literacy influences gender equality practices. A combination of purposive and stratified random sampling was used to select the participants as well as institutions. The sample consisted 200 respondents; Media consumers, Media practitioners, Advocacy groups as well as Educators and students. Structured open-ended interviews, focus groups and questionnaires were used to respondents to collect data. The quantitative data were analyzed using appropriate statistical methods, such as descriptive statistics using SPSS (Statistical Package for Social Sciences) and Microsoft excel whereas the qualitative data were analyzed thematically by coding them to categorize responses into themes.
The findings revealed that Media literacy plays a pivotal role in fostering gender equality practices by equipping individuals with the ability to critically analyze and interpret media content. Additionally, the study found that media literacy also supports civic engagement by encouraging individuals to use media as a platform to advocate for gender equality.
Government through local leaders should launch community campaigns using various media platforms to raise awareness about gender equality practices and the role of media in shaping perceptions, ensuring active participation from local influencers, civic leaders, and advocacy groups.