A STUDY OF NEWMAP’S COMMUNICATION STRATEGIES IN EROSION MANAGEMENT IN SELECTED STATES OF SOUTH EAST NIGERIA: A QUALITATIVE APPROACH

Anjuwon J. Akinwande and Godswill O. Okiyi

Professor. Anjuwon J.Akinwande, Department of Mass Communication, Babcock University and

Dr. Godswill O. Okiyi, Department of Mass Communication, Federal Polytechnic Nekede

 Abstract

Land degradation causes havoc to humans in several ways. It occurs in different ways like flooding, desertification, bushfires and manmade or natural means including erosion, and in this case gully erosion. This is caused as a result of the impact of water, air and other physical disturbances. The study examined the communication strategies used by NEWMAP, the agency concerned with reducing gully erosion and other forms of land degradation in different parts of Nigeria. The scope of the study is Abia and Anambra states in Southeast Nigeria where problems of erosion are endemic. Theoretical underpinnings for the work were drawn from Attitude change and Diffusion of Innovation theories. The qualitative method which comprise of scheduled interviews and FGDs which comprise of 70 discussants in 10 communities selected purposively, where used to assess effectiveness of communication channels and messages sent to those erosion prone areas NEWMAP had carried out mediatory work. It was seen that communication

is central to the agency’s activities and was largely effectively used in the communities. It is recommended that NEWMAP should increase use of radio campaigns, especially in semi-urban communities, while using indigenous interpersonal settings consistently to achieve behavioural changes in target members of these communities.

 

Key words: NEWMAP, Erosion Management, Communication Strategies, Gully Erosion.

 

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