Press and perception of women's employment campaign in Nigeria

This study examined media coverage of women employment campaigns in Nigeria using agenda-setting theory, content analysis, and in-depth interviews. A total of 27 articles were analyzed from The Punch and Vanguard newspapers between November 2023 and March 2024, with The Punch accounting for 56% and Vanguard 44%. Most reports (59.3%) were news analyses, followed by news reports (25.9%), features (11.1%), and editorials (3.7%). Only 3.7% appeared on the back page, showing low visibility, while 96.3% were placed within the newspapers. Coverage was limited in scope, with 70.4% of reports occupying a quarter page, and only 1.6% of The Punch reports used a full page. The study found that coverage was mostly neutral in tone, lacking prominence, and driven by human interest, conflict, and tragedy. While The Punch emphasized investigative journalism, Vanguard leaned toward advocacy. Structural, financial, and policy-related challenges limited media effectiveness. The study recommends more frequent, prominent, and diverse reporting formats—especially features and editorials—to enhance awareness and advocacy for women’s employment.