An Assessment of the Influence of Broadcast EntertainmentEducation Programmes on Audience Behavioural Change in Nigeria
Journal Title: International Journal of Humanities and Social Science Invention - Year 2017, Vol 6, Issue 5
Abstract
The study focuses on the assessment of Broadcast Entertainment Education Programmes on audience behavioural change in Nigeria. It is predicated on the premise that behaviours displayed most times by adults and adolescents have received lots of condemnation for not conforming to moral and legal standards of the society. It has been established that the mass media, especially the Broadcast platform, have been discovered to be the most tenacious, pragmatic and efficacious channel in achieving attitudinal change and enhancing pro-social behaviour. The study adopts Kotler and Levy’s social marketing theory as the most appropriate framework to observe why the Nigerian audience listen to and watch Broadcast Entertainment – Education Programmes. The study also examines the most appropriate programme type that is perceived to be the most influential in achieving behavioural changes such as dramas like telenovela, comedy and satire as well as other programme genres such as talk shows, cartoon, discussion programmes, live phone-in programmes and music. The study further captures some marked successes of Broadcast Entertainment-Education Programmes in Nigeria. It recommends among other things that Entertainment-Education Programmes be deliberately incorporated into all broadcast formats in order to fully maximise its full potential. The study concludes that the audience need to stay glued to Broadcast Entertainment-Education Programmes as a potent means of correcting anti-social behaviours like examination malpractice, cultism, kidnapping, and insurgency and achieving pro-social ones like sex education, family planning, and girl-child education.
Authors and Affiliations
Comfort Ojoma Ukwela
Keywords
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