AUDIENCE PERCEPTION OF MEDIA ADVOCACY ON GENDER INEQUALITY IN POLICY MAKING

ABSTRACT

This project investigates how media advocacy affects perceptions of gender inequality in policy making. This study analyses the effect of media advocacy on gender inequality and how it affects the society.  The objective of the study is to determine audience perception of media advocacy in promoting gender equality, evaluating the effect of the media advocacy on gender inequality in policy making which theoretical stance was on Patriarchy and structural functionalism theory. The research uses an 18-item questionnaire and analyses data through frequency tables. From the findings, the research revealed that the audience were mostly influenced and enlightened through the social media. It contributes to discussions on media's role in promoting gender equality and offers a comprehensive examination of media advocacy's impact on gender inequality in policy making.  Base on this study, it is necessary that the media should take up the mantle as the watchdog of the society and ensure that the government are accountable and transparent in their policies on gender equality. Through significant efforts the media can watch the activities of the government and ensures that not only do government makes policies but also execute such policies.

Keywords: Media, gender inequality, policy making, advocacy, audience.