PUBLIC PERCEPTION OF BROADCAST MESSAGES ON CHILD ABUSE IN SOUTH EAST NIGERIA

Ozioma Patience Nwokedi, PhD, Nnenne Blessing Ogbuokiri, Chioma Mary Ozioko

Abstract


As a fundamental institution in any structured society, the mass media have a critical responsibility in shaping public awareness and attitudes. Their persuasive power significantly influences audiences, playing a key role in altering perceptions and behaviors. Given this impact, the media serve as essential instruments in the fight against child abuse in Nigeria. Recognizing this, media organizations dedicate substantial airtime and publication space to educate the public on the dangers of child abuse. This study, grounded in the choosing perception theory, aimed to evaluate public opinions regarding the effectiveness of the mass media in fulfilling their social duty of informing, educating, and raising awareness about child abuse. A survey methodology was employed, with three states chosen at random. A total of 300 respondents were chosen using the Australian online calculator. The collected data were analyzed and presented in the form of percentages, text, and tables. Findings indicate that while the media play an active role in combating child abuse, public adherence to media messages remains low. Based on these insights, it is recommended that media organizations intensify their advocacy efforts, develop more community-focused programs, and advocate for the inclusion of children's rights in educational curricula from primary to tertiary levels.


Keywords


media broadcasts, child maltreatment, public awareness, South East Nigeria.

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