Ojebode, A (2005)“Tested, Trusted, Yet Frustrating: An Investigation into the Effectiveness of Environmental Radio Jingles in Oyo State Nigeria” Applied Environmental Communication and Education Volume 4; pp. 173-180

ABSTRACT:

Radio stations have used jingles for environmental education and communication in Nigeria for decades though not much has been done to study the impact of such use–which is what this paper attempted to do. Through twelve focus group discussions in six local government areas of Oyo state, Nigeria, interviews with the programme directors of two radio stations and questionnaire administered on eighteen programme producers from those stations, the researcher found that producers and directors had full confidence in the ability of the jingles to engender environmental sanctity, and that listeners fully understood the message of the jingles. However, listeners mostly did not obey the behaviour recommended by the jingles because the government did not make the infrastructures needed to do so available or functional. Though the jingles were tested and full confidence was reposed in them, the outcome of their use is a frustration of the listeners and even the producers. Based on the findings, the paper drew five lessons for better social marketing of environmental behaviour.