The Role of Traditional Media in the Propagation of the Sustainable Development Goals in Nigeria

Abstract

The sustainable development goals are a new, universal set of goals which United Nations member states are expected to use in framing their agendas and political policies in the next fifteen years. These goals expand and follow the millennium development goals adopted in the year 2001. The SDGs which were adopted in September 2015 have a deadline of 2030. The goals are 17 in number and they go further to examine the root cause of poverty and the universal need for development that works for all people. Some countries recorded tremendous results in the achievement of their MDG goals.  Essentially the success of the SDGs will depend largely on the effective communication of the goals through traditional media campaigns. The use of the traditional media especially in the rural areas will go a long way in the propagation of the goals in Nigeria. Information and public awareness tools are indispensable tools in making the public understand the concept and importance of the sustainable development goals. The traditional media is also a platform for giving practical meanings to the sustainable development goals and their relevance to daily life. The traditional media has the power to provide the channel for dialogue and discussions between experts, institutions and the citizens. The traditional media has the added advantage of reaching people at the grassroots in Nigeria. The attainment of the sustainable development goals is dependent on the communication tools used in reaching the people. This paper seeks to examine the role the traditional media will play in the propagation of the goals. Relevant theories were used to frame the topic, existing literature were reviewed and discussions and recommendations on how to engage the traditional media were made.

Keywords: Sustainable Development Goals, SDGs, development, communication, traditional media