The Role of Broadcast Media in Creating Awareness on Environmental Pollution and Advancing Sustainable Development in Osun State, Nigeria.

Abstract

Background: Environmental pollution poses a significant challenge for industrialised societies, including African nations like Nigeria, where the Osun River faces severe contamination threats. This river, vital for the economic and agricultural sustenance of millions and integral to the Osun Osogbo sacred grove, is impacted by lead poisoning from mining activities. Objective: The review is set to explore the role of broadcast stations in communicating Osun River pollution arising from lead poisoning in the state. Methodology: The study adopted theoretical frameworks of Social Responsibility and Development Media theories to examine the role of broadcast media in communicating Osun River pollution and its implications for sustainable development. The qualitative research design and in-depth interviews of 12 broadcast media professionals from federal, state, and private stations were used in the collection of data and analysis. Results: Findings revealed that while media serve informational, educational, and entertainment functions, environmental news receives minimal attention. Coverage of environmental health issues, particularly Osun River contamination, is sporadic, limiting public sensitisation and behavioural change communication. Additionally, the study established that broadcast stations prioritise political, economic, and entertainment content over environmental health, underutilising their platform to amplify critical pollution issues. This gap hinders public awareness of the health risks posed by the river’s contamination. Conclusion/ Recommendations: By leveraging their social responsibility role, media outlets can enhance public understanding of the advantages and drawbacks of environmental pollution, fostering greater awareness and action toward sustainable development in Osun State and beyond. The study recommends that broadcast media intensify coverage of environmental issues, produce special programmes to educate the audience on the Osun River’s pollution, and highlight the health implications and broader environmental impacts.