ABSTRACT

The aim of this study was to determine how the audience (which consist police officers and commercial drivers) evaluate the “change begins with me” anti-corruption crusade of Buhari administration since inception. The behavioural change enlightenment television campaign included road users and Police Officers as flashpoints for change. This inspired the resolve to use both parties as population for the study. The study area was Awka and Onitsha metropolises in Anambra state. Using Taro Yamani’s sample size determination formulae, the study sampled 341 respondents from a total population of 2,328 which is the population of both police officers and commercial drivers in selected cities. The agenda setting and uses and gratifications theories of Mass Communication were applied to provide empirical explanation to the phenomenon under study. Questionnaire was used to obtain responses from the sample and was analyzed and presented using simple percentage tables. Research findings revealed that the crusade met with a negative disposition from the public and there was significant relationship between the audience’ disposition towards the campaign and their practice of the campaign message. The study recommended continuance in mass media reportage of the ills occurring at Nigeria roads to expose more vividly the negative implications of such corrupt practices. The study also advocated reviewing the procedure for obtaining driver’s license and other documents specifically for commercial drivers, among others.