Changing narratives in Nigeria: the role of the media

Published July 2025

Conflict-sensitive media Preventing gender-based violence Security and governance

Media reporting continues to have a profound impact on our societies: informing us, shaping our views, holding leaders accountable, and giving a voice to communities around the world. However, the media can also amplify tensions and reinforce negative stereotypes. For peacebuilders, working closely with the media to change the story can be invaluable.

Sunday Momoh Jimoh, Project Manager at International Alert Nigeria, shares how the team has been collaborating with the media in Nigeria to challenge harmful societal norms and narratives.

Rev. Michael Igba (in the centre) from the Interfaith Mediation Centre, a civil society organisation based in Kaduna State, Nigeria, participating in a group discussion with other attendees during the Strategic Media and Communications Workshop in Sokoto State, September 2023. Photo: International Alert Nigeria.

Sunday, can you tell us about how your team in Nigeria has been working with local media and why?

We have been working with local media in the context of rising violence in North West Nigeria, specifically Zamfara and Kaduna States. Competition over natural resources has led to an increase in violence, with many non-state armed groups such as vigilantes, criminal gangs and jihadists involved. This is making life much more dangerous for local communities.

Alongside other work, we recognised that for peace processes to be successful, it was important to address harmful societal norms. These norms were being used to justify sexual and gender-based violence (SGBV), injustice, and insecurity that was putting women and marginalised groups at greater risk.

What were the harmful narratives that needed to be addressed?

We identified a number of harmful narratives fuelling violence and injustice, including:

Glorification of vigilantism or self-help justice – this can happen when communities lose confidence in security agencies and decide to provide security for their communities themselves

Ethnic and religious stereotyping

Sensational reporting on crime and banditry

Normalisation of gender-based violence (GBV), such as downplaying the severity of abuse or framing domestic violence as “private family matters”

The media plays a crucial role in shaping cultural attitudes and promoting accountability and peace. What we observed was that dominant narratives in the media often reinforced these harmful norms. We needed the media involved in the project for it to be effective in the long term.

How did the engagement with media begin?

We began with a Strategic Media and Communications Workshop in Sokoto State in September 2023. It brought together media professionals, legal experts, government officials, community leaders, religious leaders and civil society representatives to reflect on harmful narratives and co-develop a new strategic direction for messaging in the region.

This laid the groundwork for a strategic communication framework tailored to the North-West context.

Mohammed Abdulkadir, former Defence Correspondent at the Nigeria Television Authority (NTA), makes a presentation about negative narratives that promote SGBV at the Strategic Media and Communications Workshop. Photo: International Alert Nigeria.

What is the strategic communication framework?

The strategic communication framework enables the media to actively promote peace and security by guiding them to identify and replace harmful narratives with positive, context-specific messages that foster unity, resilience, and nonviolence. It equips media professionals with tools to tailor content for diverse audiences, use trusted local voices, and deliver inclusive, culturally relevant messages through accessible platforms. By doing so, the media contributes to shaping public attitudes, encouraging peaceful conflict resolution, and reinforcing trust in justice systems and community cohesion.

Key messaging themes included promoting forgiveness, discouraging self-help justice, amplifying survivor stories, and encouraging community-based responses to insecurity – such as establishing systems that identify potential threats and escalate these to security agencies.

The framework prioritises involving local stakeholders, such as community leaders and civil society, to shape key messages that reflect local needs, realities, and cultural context, including local languages, adapting as the situation changes.

How was this strategy put into action?

The strategy is supported by a Community of Practice (CoP) made up of media professionals, legal experts, government officials, community and religious leaders, and civil society actors. The group uses an online WhatsApp platform to exchange knowledge, review emerging trends in media and public discourse, co-develop messaging strategies, and reflect on lessons learned.

What were the messages that were identified as important to change the narrative? Have these evolved over time?

Several key messages were identified as essential to promote peace, justice, and social cohesion. These included:

“Say no to violence” – discouraging the use of violence as a means of resolving disputes.

“Forgiveness is strength, not weakness” – supporting reconciliation and healing.

“Speak out, seek help” – addressing stigma and encouraging reporting of gender-based violence.

“Our differences make us stronger” – promoting intergroup harmony and tolerance.

These messages have evolved. Initially focused on countering violence and promoting access to justice, the messaging has become more nuanced—incorporating climate-related conflict, natural resource governance, and restorative justice. The tone and delivery of messages have also shifted to reflect local idioms, religious teachings, and culturally resonant symbols, making them more effective and community-owned.

How have local communities, women or marginalised groups been involved in working with the media?

Local communities, women, and marginalised groups have played an active and meaningful role in working with the media throughout the project. They have participated in strategic communication workshops, shared firsthand testimonies and lived experiences during interviews, and contributed to the co-creation of messages that reflect their realities and promote peace and justice.

Women survivors of violence, for example, have shared personal stories that have helped shift public perceptions and influence the media’s approach to covering gender-based violence.

Representatives from community-based organisations and youth groups have spoken at events, participated in community dialogues, and engaged directly with journalists and media professionals to challenge harmful stereotypes and advocate for more inclusive, accurate, and constructive reporting.

These interactions have not only amplified the voices of marginalised groups but have also helped the media to better understand local dynamics, resulting in more responsible and empathetic storytelling that supports reconciliation and social cohesion.

What has the response of the media been to these initiatives?

It has been largely positive, with many practitioners expressing appreciation for the opportunity to engage more deeply with issues of peace, justice, and conflict-sensitive reporting.

While there was initial scepticism from some quarters—particularly around shifting from sensational content to more constructive storytelling—this was gradually overcome through sustained engagement, practical training, and inclusive dialogue during workshops.

By involving media professionals in the co-creation of messaging and exposing them to powerful community testimonies, including from women and survivors, many began to see the value and impact of responsible reporting.

Can you give an example of how the media have been making positive changes for peace?

In Zamfara State, where insecurity and mistrust persist between communities and security agencies, local media have emerged as neutral conveners of dialogue. Outlets such as Media Smarts News and Vision FM Gusau highlighted calls from community leaders and CSOs for improved engagement with the police and other security agencies in their reporting.

When it became apparent that traditional public forums were no longer viable due to the worsening security situation, journalists adapted by covering smaller, safer community dialogues, giving visibility to grassroots voices and advocating for more inclusive and accountable security governance. Media coverage of these dialogues encouraged more people to participate and shaped public opinion around the need for collaboration, rather than confrontation, between citizens and the state.

Through documenting lived realities and offering editorial space for diverse perspectives, the media didn’t just report on change; it helped drive it.

What’s next for this work?

This work continues to be extremely important as we see an upsurge in violence, insecurity, and social tension across the North-West region. In this fragile context, the role of the media in shaping narratives is more critical than ever.

The response so far has helped shift perceptions and build trust, allowing media to see themselves as partners in peacebuilding. Media professionals who have adopted this approach are now actively helping to amplify messages of hope, resilience, and justice, offering a vital counterbalance to narratives that could otherwise inflame tensions.