Gauging the comparative Effectiveness of Trado-modern Media in grassroots Campaigns: The Case of NOA Mandate

Abstract

Aroused by the persistent issue of defective communication strategy in development campaigns, this study set out to investigate the comparative effectiveness of traditional and modern media in grassroots sensitization.  The work which focused on the mandate of the National Orientation Agency (NOA), used the multi-stage sampling technique to draw a sample of 915 subjects from the grassroots population of the South-East Geo-political Zone of Nigeria, to participate in the study.  The data gathered with a questionnaire were analyzed with percentages, frequency distribution tables and weighted mean scores (WMS).  The findings showed, among other things, that whereas a blend of the traditional and modern media was vital to grassroots campaigns, the modern media were more effective in influencing the audience; government does not factor in the views of the people in its plans; the communication strategy is defective; and that government’s neglect of the people undermines effective communication.  Based on these findings, it was recommended, among other things, that government should improve the socio-economic condition of the people, effectively monitor feedback mechanism and factor in the people’s views in its policies. 

Key Words: NOA, Traditional media, Modern media, Grassroots, Campaigns