| Abstract: |
This study explored the communication strategies and effectiveness of television
broadcasting in promoting the Child Rights Act within Rivers State, Nigeria, with a
particular focus on public engagement in Port Harcourt Local Government Area.
Guided by four core objectives, the research examines the frequency and framing of
child-rights content on major television stations, assesses public awareness and
responsiveness, evaluates the impact of televised sensitization efforts, and identifies
gaps in media strategies employed by government agencies and civil society
organizations. Anchored in Social Cognitive Theory and Perception Theory, the
study investigated how televised messages influence public attitudes and
behavioural compliance with child protection laws. A mixed-method approach was
adopted, combining quantitative survey data from 320 respondents with qualitative
insights from media practitioners and child-rights advocates, he sample size for the
this study was derived using the Krejcie and Morgan (1970) sample size
determination table, for a population of 8,330,000, the recommended sample size is
approximately 384 respondents. The research employed a convenience sampling
technique, a non-probability method that involves selecting participants based on
their accessibility and willingness to respondent. Findings revealed that while
television campaigns have significantly contributed to raising awareness, their
effectiveness in driving behavioural change and legal enforcement remains limited.
Emotional storytelling and real-life narratives were preferred over legalistic
framing, yet challenges such as inconsistent broadcast frequency, limited use of
local languages, and weak institutional support persist. The study concluded that
strategic content development, culturally sensitive messaging, and multi
stakeholder collaboration are essential to optimizing television's role in child-rights
advocacy and enforcement in Rivers State. |
