AUDIENCE ASSESSMENT OF THE INFLUENCE OF BROADCAST CAMPAIGN AGAINST ENVIRONMENTAL POLLUTION IN EBONYI STATE

AUDIENCE ASSESSMENT OF THE INFLUENCE OF BROADCAST CAMPAIGN AGAINST ENVIRONMENTAL POLLUTION IN EBONYI STATE

ABSTRACT

This research work was carried on “Audience Assessment of the Influence of Broadcast Campaigns against Environmental Pollution in Ebonyi State” to know the influence of environmental campaigns among the residents of Ebonyi State. In conducting the research, explanatory mixed design was adopted in eliciting quantitative and qualitative data through survey and in-depth interview methods. Questionnaire was used in generating quantitative data while interview guide guided the in-depth interview through which qualitative data was elicited. The population of the study was 2,176,947 from which the sample size of 385 was made through Australian calculator. After the analysis of data with the returned 380 copies of questionnaire, it was found that the people of Ebonyi State are highly exposed to broadcast campaigns against environmental pollution. The people are aware of the implications of pollution and more campaigns are needed. It was also found that the people are knowledgeable about the campaign and many people have been influenced by the campaign to behave in environmental friendly manners. Finally, the level of acceptance of the campaign has made the people to spend much time in consuming the campaign. Based on the result of this study, the researcher recommended network of environmental campaign across the country, consistency of campaigns, the use of indigenous language and introduction of environmental education at secondary school level, as the way forward to combating environmental pollution.