Leveraging radio messages to challenge cultural factors promoting gender-based violence in Nigeria

Bibliographic Data

ID22434864
AuthorsOlubunmi Badiora (Redeemer's University), Felix Olajide Talabi (0000-0002-6737-4897, INTI International University), John Ayodele Oyewole (0000-0001-7361-6736, Adekunle Ajasin University), Samson Adedapo Bello (0000-0003-2726-7832, Caleb University), Ayodeji Boluwatife Aiyesimoju (0000-0001-9752-2611, Joseph Ayo Babalola University)
Year2026
Pages1-13
Publication date2026-05-22
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueGlobal Knowledge, Memory and Communication (JOURNAL)
Journal identifiersISSN: 2514-9342 • E-ISSN: 2514-9350
PublisherEmerald (PUBLISHER)
DOI10.1108/gkmc-01-2025-0042
OpenAlexW7161823627
LanguageEN
References cited19

Purpose Gender-based violence is often culture-specific; hence, the media and other stakeholders must tackle it from its cultural roots. On the other hand, radio messages can play a significant role in combating cultural factors that promote gender-based violence by shaping attitudes, beliefs and behaviours within communities. This study aims to examine the impact of radio messages on challenging cultural factors that promote gender-based violence in Osun State, Nigeria. Design/methodology/approach A survey was conducted among 368 respondents (out of 380 planned) in Osogbo, Osun State, to assess their awareness of and exposure to radio messages on gender-based violence. Findings The findings indicated a high awareness of and exposure to these messages (mean = 4.08–4.43 on a five-point Likert scale), with a strong agreement among respondents. Exposure to radio messages independently explained 75.3% of the variance in challenging cultural factors (β = 0.861, p < 0.001; Cohen’s f2 = 3.04 – very large effect) even after controlling for demographics. The study concluded that radio messages are a powerful tool in addressing and combating gender-based violence in Nigeria. The study thus recommended the importance of promoting responsible journalism and reporting on gender-based violence. Originality/value To the best of the authors’ knowledge, this is the first study to isolate radio as the medium and use regression analysis to quantify its predictive power on cultural norm change in a Yoruba context, distinguishing it from multi-media studies (Okafor and Anorue, 2023; Talabi et al., 2025).

Cultural diversity · Cultural values · Hofstede's cultural dimensions theory · Likert scale · Predictive power · Yoruba · Gender, Feminism, and Media · Gender, Security, and Conflict · Intimate Partner and Family Violence

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