MEDIA INFLUENCE AND ENVIRONMENTAL BEHAVIOR: ASSESSING THE ROLE OF CHANNELS TV’S EARTH FILE PROGRAMME AND RESIDENTS' ATTITUDES IN SHAPING WASTE MANAGEMENT PRACTICES IN IKORODU, LAGOS STATE

Abstract

Effective waste management is crucial for environmental sustainability and public health, particularly in rapidly urbanizing areas like Ikorodu, Lagos State. This study examines the influence of Channels TV’s Earth File programme on residents’ knowledge, attitudes, and waste management practices. Despite the programme’s extensive coverage of environmental issues, limited empirical research exists on its impact on public awareness and behavior. Using a descriptive survey research design, this study surveyed 384 residents across Ikorodu’s five Local Council Development Areas. Data were collected using a structured questionnaire and analyzed with descriptive statistics and regression analysis. Findings reveal that residents are highly exposed to Earth File and rely on it as a primary source of waste management information. A strong positive correlation exists between exposure to Earth File and improved attitudes towards proper waste disposal. The study also identifies key factors influencing the programme’s effectiveness, including message clarity, peer discussions, presenter credibility, and Channels Television’s reputation. Statistical analysis confirms a significant positive influence of Earth File on residents’ attitudes (R2=0.712, β=0.844, p<0.05) and waste management behavior (R2=0.663, β=0.814, p<0.05). These findings highlight the potential of television programmes in shaping environmental behavior. The study recommends enhanced programme accessibility, expanded outreach through digital platforms, and community discussions to reinforce waste management education. Strengthening media-based interventions can contribute significantly to fostering sustainable waste management practices in urban communities.