Influence of Mainstream Media in Efforts to Eradicate Gender Stereotype Among the Youth in Riruta Location, Nairobi City County

Abstract

The study examined the influence of mainstream media in efforts to eradicate gender stereotypes among the youth in Riruta location, Nairobi City County. Field work was conducted in the same place, Riruta. The motivation of the study was the general observation of the amount of time that the youth in Riruta, and indeed other towns in Kenya, spend interacting with media of one kind or the other. The study was conducted qualitatively. The major source of information was the use of questionnaires. Participants were chosen according to their level of education, that is, post-secondary education. In addition, more males were interviewed than females, that is, 52% and 48% respectively. The main reason for gender stereotyping as agreed by majority of the informants was seen to be advertising. It was found that there is a common expectation that there should be certain portrayals of the gender roles for the media to command viewership. The recommendations suggest that the media is a powerful tool that can be used to eradicate gender stereotypes.