COMBATING STEREOTYPICAL CYCLE OF BEHAVIOR THROUGH MEDIA CAMPAIGN

Abstract

The study highlight the significant role of media in shaping and reinforcing stereotypes in Nigeria. Anchored on Framing Theory and Social Responsibility Theory, the study was carried out with survey method. The population for this study consists of 425,700 residents of Owo and Ose Local Government Areas in Ondo State while 400 respondents served as the sample size. Questionnaire were administered, retrieved and analysed and the study found out that social media is the most influential platform in spreading stereotypes, followed by online blogs and newspapers. Ethnic, social class, and gender stereotypes were found to be the most commonly portrayed biases in Nigerian media content. Despite these challenges, the study also revealed that media campaigns have the potential to break stereotypes, with social media campaigns and radio programs being considered the most effective formats for driving change. The study recommended that social media platforms should be leverage to create awareness and challenge harmful stereotypes through interactive content, storytelling, and digital activism. Implement educational programs through media organisations, civil society groups, and academic institutions to help audiences recognise and critically engage with stereotypes in media content. Encourage content creators, advertisers, and journalists to showcase diverse and unbiased portrayals of individuals in films, advertisements, and news reporting to counteract stereotypes.