This study investigated the influence of broadcast media framing of gender-based violence on viewers of ITV, Benin, Nigeria. The study focused on understanding the influence that broadcast media framing of gender-based violence has on the viewers, using ITV, Benin viewers as respondents. The issue of gender-based violence is a concern in Nigeria, and the effects of the media framing of the issue on viewers become necessary to investigate. This study adopted the survey research method, and the questionnaire was used as an instrument of data collection. The Agenda-Setting theory was used as theoretical frameworks for this study. The Taro Yamani sampling procedure was employed to get a representative sample of 400 for the study. Specifically, ITV viewers in the Edo North Senatorial District were used as respondents. The data obtained from the field were presented and analyzed using the Statistical Package for Social Sciences (SPSS). The research found that ITV framing of gender-based violence has a limited influence on public perception towards gender-based violence and that the media is not effective in addressing and preventing issues related to gender-based violence. Based on the findings, the study recommended that broadcast media should reconsider their framing strategies regarding gender-based violence and collaborate more closely with experts in the field of gender-based violence in order to enhance their role in the campaign against gender-based violence.
Vol. 3, No 2, pp. 97-105.