Examining the Audience Capturing Methodologies Adopted by Women NGOs in Disseminating Gender-Sensitisation Messages in Zimbabwe

Abstract

The advancement in information technology has brought in a paradigm shift in the manner in which gender mainstreaming is presently conducted in comparison to the first, second, and third waves of feminism. Through a qualitative research approach, the article explores strategies being employed by women-NGOs (nongovernmental organisations) as they disseminate women empowerment education. The findings show that while women-NGOs in Zimbabwe have not totally abandoned traditional advocacy approaches, they are increasingly tilting towards digital activism as they take advantage of the popularity of social media and other audience-captivating methodologies. The study findings show that the art of filmmaking and songs are increasingly being employed as tools to relay gender sensitive education. On the other hand, roadshows are increasingly becoming a popular grassroots modality used in the fight against gender insensitive practices and discriminatory attitudes. These strategies are preferred because they ensure inclusivity and improve coverage; thereby enhancing the overall impact of women NGOs’ efforts. Using social work lenses, the study recommends the inclusion of gender equality teachings in the primary education curricula as a way of promoting gender sensitisation and tolerance from an early age. Women-NGOs are also encouraged to value evidence-based intervention models which are informed by the monitoring and evaluation of their gender-mainstreaming strategies.