EFFECTIVENESS OF BROADCAST MEDIA MESSAGES IN ADVOCATING FOR INTERVENTION OVER ENVIRONMENTAL DEGRADATION IN ALOR-UNO COMMUNITY IN ENUGU STATE

Abstract

This study examines the effectiveness of broadcast media messages in advocating for intervention over environmental degradation in the Alor-Uno community, Enugu State. The increasing environmental challenges in rural areas highlight the need for effective communication strategies to raise awareness and foster action. Using a mixed-methods approach, this research surveyed 370 residents of the Alor-Uno community and conducted interviews with key stakeholders. The findings indicate that a significant majority of respondents (89.6%) have access to radio and television, with 83.2% reporting exposure to environmental messages. Additionally, 87.4% of participants agreed that broadcast media messages raised awareness about environmental issues, and 79.5% felt motivated to take action. However, respondents suggested improvements, including increasing the frequency of programs, using local languages, engaging local leaders, and offering practical solutions in broadcasts. The study concludes that broadcast media is an effective tool in addressing environmental degradation in rural communities but recommends enhancing the media’s approach by considering local contexts and involving community stakeholders. The study provides valuable insights into the role of media in promoting environmental sustainability and offers practical recommendations for improving media effectiveness in rural areas.