Evaluating the Gender-Inclusive Uptake of New Media Platforms by Nano and Micro Enterprises in Kano State Nigeria

Keywords: digital technologies, gender, micro enterprises nano enterprises, new media


This research sought to evaluate the gender-inclusive adoption and utilisation of new media platforms among Nano and Micro Enterprises in Kano State, Nigeria. Situated within the framework of the Digital Divide Theory, the study employed a quantitative data approach collected through a survey questionnaire from 105 purposefully sampled nano and micro business owners across the state. The study tested a hypothesis regarding the relationship between gender and technology adoption; specifically focusing on various new media platforms such as social media networks, mobile phones, and e-commerce. The data analysis involved a descriptive statistics and cross tabulation methodology with a chi-squared test to determine whether significant gender disparities exist within technology adoption and utilisation patterns. The findings indicate that, contrary to the initial hypothesis, gender does not play a statistically significant role in explaining these disparities. Instead, the analysis uncovers age and educational level as more influential factors in determining technology adoption patterns. Notably, both male and female entrepreneurs in the 26-35 age bracket exhibited a higher propensity for adopting and utilising new media technologies. Moreover, those with a secondary school education level showed more extensive usage across various technology categories. The study's implications extend to the development of strategies for fostering digital inclusion in the region, emphasising the need for policy interventions, awareness campaigns, and capacity-building programs targeting women entrepreneurs.

Author Biographies

Roxie Ojoma Ola-Akuma, Bingham University

PhD student at the Department of Mass Communication, Bingham University, Nigeria

Desmond Onyemechi Okocha, Bingham University, Nigeria

Desmond Onyemechi Okocha, Ph.D., is an Associate Professor and Pioneer Dean, Faculty of Communication and Media Studies, Bingham University, Nigeria, a Research Fellow, The University of Religions and Denominations, Iran and Member of the Swiss-based International Panel on the Information Environment (IPIE). He was a Special Adviser on Digital Media and Strategic Communication to Abia State Governor, Nigeria from 2020-2023. His working career spans over several countries including The Gambia, Ghana, India and Nigeria. Aside more than 130 certifications, he holds a Diploma in Media Studies from Ireland, Bachelor of Arts (BA) degree in Management from the United Kingdom, Master of Arts (MA) in Mass Communication from Sikkim Manipal University, India and PhD in Mass Communication from Nims University, Rajasthan, India. Besides, working and consulting for World Bank, Global Fund for Women and Open Society Initiative for West Africa (OSIWA) funded projects, he was the pioneer National Knowledge Management and Communication Coordinator for the International Fund for Agricultural Development (IFAD) funded Livelihood Improvement Family Enterprises in the Niger Delta, Nigeria. He was the keynote speaker at UNESCO 2023 Media and Information Literacy Week held at the United Nations House, Abuja. As well as Speaker at the UNESCO 2023 International Day to End Impunity for Crimes Against Journalists.
He is the Founder of Institute for Leadership and Development Communication, Nigeria, FamilyFirst Clinic, Abuja and Drina International Management Consulting, Nigeria. He has published over 120 articles in refereed journals, conference proceedings, books and 2 edited books. He has propounded 2 mass communication theories.

How to Cite
Ola-Akuma, R., & Okocha, D. (2024). Evaluating the Gender-Inclusive Uptake of New Media Platforms by Nano and Micro Enterprises in Kano State Nigeria. The Journal of Development Communication, 35(1), 21-35. Retrieved from https://jdc.journals.unisel.edu.my/index.php/jdc/article/view/255