Attitude of Benin Residents to Broadcast Media Waste Recycling Campaigns in Edo State, Nigeria

This study was carried out to examine the extent to which Benin City residents are exposed to broadcast campaigns on waste recycling, identify the communication strategies used, investigate residents' perception of the message conveyed, determine the factors influencing attitudes towards waste recycling and evaluate the effectiveness of the campaigns. Anchored on the social judgement theory and source credibility theory, the study employed survey research design, utilising questionnaire as the instrument of data collection. The findings revealed that a significant 79.8% of residents are exposed to waste recycling campaigns carried out by ITV and NTA. However, while residents perceive the messages as clear and important, their influence on attitudes towards recycling is mixed. Factors such as personal beliefs, availability of recycling facilities and social norms were found to influence attitudes towards waste recycling. The study concluded that although broadcast media campaigns increased awareness, the extent of their effectiveness in driving actual recycling behaviours was low. Consequently, the study recommended that the government invest in expanding recycling infrastructure, community leaders organise workshops and events, schools incorporate environmental education, and local businesses offer incentives for recycling participation. Keywords: Attitude, Broadcast Media, Broadcast Campaign, Waste Recycling