MEDIA EXPOSURE AND PERCEPTION OF GIRL-CHILD EDUCATION: A STUDY OF BIRSHI MIRI WARD, BAUCHI

ABSTRACT This study investigates media exposure in shaping community perceptions of girl-child education in Birshi Miri Ward, Bauchi State. The objectives were to assess the level of media exposure, determine community perceptions of girl-child education, and examine the relationship between media exposure and perception. A descriptive survey research design was employed, with a sample of 200 respondents comprising parents, teachers, community leaders, and media consumers selected through purposive and simple random sampling. Structured questionnaires were used for data collection, and 167 valid responses were analyzed using descriptive statistics with SPSS version 20. Findings revealed that residents demonstrated high media exposure through radio, television, and social media platforms. Media content was found to significantly shape positive perceptions of girl-child education, with respondents acknowledging its benefits for reducing early marriage, promoting empowerment, and enhancing community development. The study further established that repeated media messages challenged traditional norms and improved awareness of the value of educating girls. However, socio-cultural beliefs and financial barriers remained major obstacles to achieving universal access. The study concludes that media plays a transformative role in reshaping public opinion on girl-child education, though challenges persist. It recommends intensifying culturally sensitive media campaigns in local languages, providing financial support mechanisms for low-income households, enforcing inclusive educational policies, and engaging community leaders to counter cultural resistance. Overall, the study emphasizes the integration of media strategies with policy and community action as a pathway toward achieving gender equality in education.