International Journal of Sub-Saharan African Research (IJSSAR)

Background: Effective waste management and disposal have become a pressing concern in Port Harcourt, Nigeria, with the city grappling with the challenges of rapid urbanisation and population growth. The role of media advocacy in shaping residents' attitudes towards waste management has gained significant attention in recent times.
Objective: This study investigated the impact of media advocacy on Port Harcourt residents' attitude towards waste management and disposal, with a view to understanding the dynamics of media influence on environmental behaviour.
Method: Guided by the Diffusion of Innovations Theory and the Agenda-Setting Theory, the study adopted descriptive survey research design involving 384 residents of Port Harcourt City Local Government Area, selected through a multi-stage sampling procedure. Data were collected using questionnaire and analysed with simple percentages and weighted mean scores.
Result: Findings indicate that although residents exhibit some positive personal practices such as properly packaging waste, avoiding indiscriminate disposal, and sensitisation, these behaviours are not driven by media advocacy efforts. There were unfavourable attitudes toward environmental reportage, regarding it as ineffective in influencing or sustaining responsible waste disposal behaviour.
Conclusion: The study concludes that the current media advocacy strategies do not meaningfully influence behavioural change in waste management among residents.
Unique Contribution: This study provides empirical evidence on the impact of media advocacy on waste management attitudes in a Nigerian context, filling a gap in existing literature.
Key Recommendation: Governments and stakeholders should intensify media advocacy campaigns to promote proper waste management and disposal practices among residents, and incorporate environmental education in school curricula to foster a culture of environmental responsibility from an early age.