Multimedia Campaigns and Rural Development Awareness in Borno State, Nigeria: Perceived Influence on Attitudes and Communication Challenges
Keywords:
Multimedia Campaigns, Rural Development Awareness, Community Engagement, Media Platforms, Borno StateAbstract
This study investigated multimedia campaigns and rural development awareness in Borno State, Nigeria: perceived influence on attitudes and communication challenges. The study adopted a cross-sectional survey research design. The population of the study was made up of 46 rural development stakeholders. The study sample consisted of 46 respondents: 19 community leaders, 12 media practitioners, and 15 NGO workers, using a multi-stage sampling procedure, within Borno State, Nigeria. A structured questionnaire titled Multimedia Campaigns Questionnaire on Awareness about Rural Development among Community Dwellers (MCQARDCD) was used for data collection. The instrument was subjected to scrutiny by three experts. The experts' corrections and observations aided the final production of the instrument. The reliability of the instrument was established using Cronbach’s Alpha method. A reliability index of 0.96 was obtained. Two research questions and one hypothesis guided the study. Descriptive statistics of mean and standard deviation were used to answer the research questions, and ANOVA was used to test the hypothesis. The findings revealed that multimedia campaigns positively influence rural dwellers' attitudes toward participating in rural development programmes and that several factors limit their effectiveness in rural areas. It is therefore recommended that a multimedia campaign strategy should be adopted by relevant agencies to facilitate participatory communication for community involvement in developmental programmes.
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