COMMUNICATING WASTE-TO-WEALTH IN RIVERS STATE: BROADCAST MEDIA AS A DRIVER OF LIGNOCELLULOSIC MUNICIPAL WASTE VALORIZATION FOR THE CIRCULAR BIO-ECONOMY

This study assessed the waste-to-wealth communication in Rivers State: broadcast media as a driver of lignocellulosic municipal waste valorization for the circular bio-economy. The agenda-setting and diffusion of innovations theories were anchored as a theoretical framework. This study adopted pragmatism as its research philosophy and employed a mixed-methods research design, combining descriptive survey and qualitative interview approaches. The target population comprised residents of Rivers State, Nigeria, with an estimated population of approximately 7 million people, the population projections derived from the 2006 census by the National Population Commission and updated demographic estimates as of 2023 (National Population Commission, 2023). A sample size of 400 respondents was determined using the Taro Yamane formula, and 15 key informants, including environmental officers, waste management practitioners, broadcast media professionals, and community leaders, were purposively selected for qualitative depth. The study adopted a multi-stage sampling technique, and data were collected using structured questionnaires for the quantitative component and semi-structured interview guides for the qualitative component. Quantitative data were analyzed using descriptive statistics and inferential analysis, such as regression and correlation, to examine relationships among variables, whereas qualitative data were analyzed thematically. The quantitative analysis revealed a grand mean of 3.12 on a 4-point Likert scale, indicating that strong agreement that broadcast media increased awareness and understanding of CBE principles. The qualitative data supported this finding, as key informants reported that radio and television programs enhanced knowledge of waste types, highlighted the economic potential of lignocellulosic waste, and contextualized circular bioeconomy concepts in ways that were easily understood by Rivers State communities. The study concluded that broadcast media effectively enhanced public understanding of lignocellulosic municipal waste and circular bioeconomy principles in Rivers State, demonstrating that consistent media messaging can transform community knowledge and elevate awareness of waste as a valuable economic and environmental resource. The study recommended that the Rivers State Ministry of Environment and broadcast media houses collaborate to develop continuous educational programs that enhance public understanding of lignocellulosic municipal waste and circular bioeconomy principles.