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Author(s): Olayiwola Ajisafe (Ph.D.), Taye Babaleye (Prof.).

Volume/Issue: Volume 4 , Issue 2 (2024)

Abstract:

The unending practice of open defecation (OD) in some developing countries is worrisome to both development and health communication scholars worldwide. It is on record that Nigerians defecate openly. This is at variance with Sustainable Development Goal 6.2 which focuses on achieving access to adequate and equitable sanitation and hygiene for all and ending open defecation by 2030. The study explores media advocacy against open defecation in Ekiti and Osun States in South-west Nigeria. The study determines the contributions of media campaigns toward eradication of open defecation in the two states. It also seeks to ascertain public knowledge on media approaches to campaigns against open defecation and to find out the level of public awareness on the dangers posed by the dirty habit. Agenda Setting Theory, Development Communication Theory and the Health Belief Model constituted the theoretical frameworks. The study adopted cross-sectional research, using quantitative and qualitative research methods. The instruments employed were questionnaire and Focus Group Discussions. Three local government areas were selected from each of the senatorial districts ofEkiti and Osun States respectively with an estimated population of 3,338,998. The sample size of 400 was calculated using the Taro Yamane formula. Findings revealed that 95% of the respondents were aware that open defecation was rampant in the study areas and agreed that media advocacy was needed as part of the efforts to stop the practice. Findings also revealed that open defecation in the study areas was caused by lack of public toilets. Furthermore, the study revealed that lack of funds caused hindrance to effective use of mass media for effective advocacy against open defecation. The study concluded that to achieve an open defecation-free environment, the use of media advocacy should be intensified using the multimedia approach for effective communication with the public. The study recommends both traditional mass media and social media channels as tools for effective media advocacy to enhance behavioural change and to embrace the use of standard modern toilets to rid the society of open defecation.

Keywords:

Media advocacy, behavioural change, sustainable development, media campaign, open defecation.

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