Exposure And Response To Media Discourses On Plastic Pollution: A Conceptual Discourse
- February 9, 2022
- Posted by: rsispostadmin
- Categories: IJRISS, Mass Communication, Social Science
International Journal of Research and Innovation in Social Science (IJRISS) | Volume VI, Issue I, January 2022 | ISSN 2454–6186
Exposure And Response To Media Discourses On Plastic Pollution: A Conceptual Discourse
Adum, Allen N 1, And Ifeobu, Adaku Chinwe 2
1Professor of Health Communication, Nnamdi Azikiwe University Awka, Anamba State, Nigeria
2Department of Mass Communication, Federal Polythecnic Oko, Anambra State, Nigeria
Abstract
Against the backdrop of the increasing health hazards associated with poor environmental health and littering of the environment with plastic which directly results to environmental pollution, this study conceptually analyzed the place of the media in the campaign against such health threat. The study was a conceptual discourse which drew its materials from the internet, journals, lecture notes, text books and monographs. Situated within the context of audience reception theory, the study concludes that media discourses on plastic pollution have arguably proved useful in terms of enhancing awareness and knowledge of plastic pollution among residents in South-East Nigeria, especially in relation to its causes, dangers and measures against its environmental hazard. However, it would appear that these discourses, irrespective of sufficient exposure and preferred reading of them by the state civil servants, have largely not been effective in terms of bringing about actual behaviour change. The study therefore recommends that environmental campaign (especially in relation to plastic pollution) in South-East geopolitical zone and indeed all parts of Nigeria should emphasize adoption of recommended actions and the benefits of so doing. This is given the finding that exposure to media messages on plastic pollution did not appear to have significantly influence the desired practices among the audience
1.1 Introduction
Plastic pollution and its short and long term effect on human habitat and health have been a leading issue in the current global concern regarding the sustainability of the environment (United Nations Environment Programme, 2018; Rochman, Hoh, Kurobe & Teh, 2013). In Nigeria, this concern is made more urgent by the fact that the nation, unlike the developed countries of the world, is yet to evolve an adequate and efficient mechanism for managing this class of non-biodegradable waste (Otu & Oloidi, 2018; United Nations Environment Programme, 2018; Lavers & Bond, 2017; Kadafa, Ayuba & Idris, 2017; Aderogba, 2014).
The world over, public campaigns have been going on to educate people and positively influence their attitudes and behaviour regarding plastic pollution and other environmental issues (United Nations Environment Programme, 2018; Lavers & Bond, 2017). Instructively, the mass media have been frequently deployed in aid of this effort (Mbalisi & Offor, 2012). Literature in Nigeria (see Miller, 2011; Aderogba, 2014; Moharam & Maher; 2014; Adekomaya & Ojo, 2016; Kadafa, Ayuba & Idris, 2017) shows that while media’s role in public education on environmental issues generally has been variously studied, little appears to have been done specifically in regard to plastic waste and plastic pollution. Against this backdrop, this research focus on exposure and response to media Discourses on plastic pollution among civil servants in South-East Nigeria.
Prior to the industrial revolution, people’s needs were more basic, thus the consumption patterns and waste patterns were predictable. Even though management of waste still posed a problem at this time, the magnitude was definitely low. With the industrial revolution came technological advancements, and with that the emergence of new sources of waste which generated waste in such magnitude and form that increasingly makes waste management quite complex. Added to this is geometrically increasing populations, growing urbanization and changing consumption culture, which have all intensified the modern challenge of waste management (Kadafa, Ayuba & Idris, 2017).
