IJEP 41(11): 1227-1236 : Vol. 41 Issue. 11 (November 2021)
Nwambam Maduka and Anorue Luke Ifeanyi*
University of Nigeria, Department of Mass Communication, Nsukka, Nigeria
The objective of this study was to determine how the audience responds to broadcast media messages on environmental pollution in south-south Nigeria. The specific objectives were to find out audience level of awareness to broadcast media programmes on environmental pollution; ascertain environmental behaviour which broadcast media promote in their programming and ascertain factors that hinder adherence to broadcast media programmes on environmental pollution. The researcher made use of a survey design to conduct this study. The population, all the residents, of south-south Nigeria was 13,448,154. The sample size was 385 respondents. The sampling technique was multi-stage. The questionnaire served as the instrument for qualitative data collection. The researchers combined both descriptive and inferential statistics to analyse the data. It was found that the residents of south-south Nigeria have a low level of awareness of environmental pollution. In addition, a significant relationship exists between awareness of environmental pollution and environmental practice. Finally, the extent of exposure to broadcast media messages on environmental pollution significantly predicts the level of awareness of environmental pollution. The result of this study will be useful to environmentalists who may be interested in combating environmental pollution. Policymakers will find the result of this study useful in promoting policies and programmes that are aimed at fighting environmental pollution. Finally, media experts will find this study useful in determining the impact of media messages on the audience. This study has attempted to provide empirical evidence regarding the role of the broadcast media in protecting the environment through environmentally friendly behaviour. The researchers have done this with particular reference to a developing country, like Nigeria. Finally, the current study has focused on environmental pollution and not other environmental challenges, like a flood.
Broadcast media, Audience, Response, Programmes, Environmental pollution
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