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Social Marketing Communication and Sexual Harassment Among University Students in Benin City, Nigeria

Samuel A. Adedoyin, Mannie I. Omage

Abstract

This paper focused on social marketing as a strategic tool in curbing sexual harassment among university students in Benin City, Nigeria. Specifically, the study sought to examine the causes, effects / consequences of sexual harassment, the reporting structures to whom sexual harassment issues may be reported and the strategies that may be adopted in promoting social marketing communication in effectively mitigating sexual harassment in our tertiary institutions. Survey research design was employed for this study because of its appropriateness in getting information concerning attitude to phenomena investigated. The population of this study were students at the University of Benin with a total student population of about forty thousand (40,000) as at the time of the study. A convenience-based sample size of one hundred and eleven voluntary respondents who consented to participating in the study was utilized. The research instrument for the study was a well-developed questionnaire coupled with an interview guide for interviews to garner information. Face and content validity techniques was used to ensure the instrument satisfied the validity criteria, while Cronbach alpha statistic was engaged to ensure the reliability requirement was satisfied. The survey results revealed that sexual harassment was widespread and pervasive and consists of all forms of unsolicited advances that are sexual in nature. The causes and effects were identified and findings showed that students frequently encountered it though often unreported. The study submitted that the sexual harassment malady beckons for more interventions from all stakeholders - parents/guardians, teachers, university authorities and the government. The study recommends that for the management of the problem better enforcement of penalties, strict student dress codes compliance, and a more conducive environment enabling harassed victims to speak up without fear would help. The study concludes advancing the strengths of social marketing as a strategic approach and tool in the promotion of desired academic communities devoid of the malady of sexual harassment.

Keywords

Social MarketingSexual HarassmentUniversitiesSocial Change and Students’ Plight.

References

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