ASSESSING THE ROLE OF MEDIA CAMPAIGNS IN IMPROVING SOLID WASTE MANAGEMENT PRACTICES IN RURAL AREAS OF CAMEROON

CHAPTER ONE

INTRODUCTION

Background of the Study

Waste is a mixture of different types of wasted items that are not equal in composition. However, according to Agbede & Ajagbe (2022), solid wastes refer to the wasted solid materials that result from human and animal activity and are considered useless or unwanted. It is widely recognised as waste, debris, or litter. It is important to note that these materials can still be recycled and transformed into valuable economic assets. Ajayan and Saharsh (2019) defined solid waste as non-liquid waste generated from various sources including home, trade, commercial, agricultural, industrial operations, and public services. Similarly, solid waste also knowns as Municipal solid wastes (MSW), as defined by Ogwueleka (2019), refer to the non-hazardous solid waste generated by households, industrial, commercial, and institutional establishments (such as hospitals), as well as waste from markets, yards, and street cleaning activities. 

Bizarrely, waste issues have negative impacts on land, air, and water, as well as posing risks to human health and other valuable natural resources that are socially and economically important (Agbede & Ajagbe, 2022). The improper treatment or mismanagement of garbage is linked to a range of environmental problems. Inadequate storage, collection, transportation, and disposal of solid waste can result in both immediate and long-term health hazards. According to Ajayan and Saharsh, (2019) garbage dumps can pose significant risks, especially to the contamination of ground and drinking water sources as fly reproduction is facilitated by uncovered heaps of decomposing waste, and these flies may contribute to the spread of diseases transmitted through the ingestion of faecal matter. Also, anopheles mosquitoes can thrive in such settings and have the potential to transmit diseases such as malaria, yellow fever, and other ailments, particularly during rainy periods. Rats can also inhabit and frequent areas where waste is present and whn they rapidly reproduce and expand their population, often spreading to nearby dwellings. They have the ability to harbour and spread a diverse range of diseases, such as diarrhoea, dysentery, typhoid, cholera, and other others. Improperly handled piles of waste pose a fire hazard. Combining flammable waste materials at dump yards can potentially result in a fire if hot ashes are mistakenly added to the dumped rubbish. 

Although, environmental problems were primarily seen as technical and economic issues. However, in recent decades, the social aspects of environmental problems, such as public awareness and people's attitudes towards the environment, have gained recognition in the fields of environmental sociology and environmental psychology. On the other hand, the management of household garbage is influenced by perceptions and socio-cultural attitudes and behaviours, as stated by Banjo, Adebambo, and Dairo (2019) noted that traditional views often attribute sanity to women, making communication through broadcast media crucial. The utilisation of broadcast media enables the dissemination of information to the public, thereby increasing their knowledge, understanding, and opinions regarding the management of solid waste. According to Olgyaiová, Pongrácz, Mikkola, Škapa, and Keiski (2018), the absence of environmental consciousness is a significant issue in contemporary society. However, this perspective is believed that knowledge must be accompanied with the determination, information, and skills necessary to act in an ecologically conscious manner. They proposed the need to raise awareness among residents regarding the proper management of domestic garbage and to educate them about the potential environmental and health hazards associated with improper waste disposal. In addition to the previous point, communication is essential for fostering public enlightenment, raising awareness, and providing education regarding trash management. 

Contextually, in Cameroon, the states consider communication through broadcast media to be crucial for raising awareness about waste management. These states have numerous broadcast stations, both government-owned and private. According to Nwabueze (2019), the stations have the ability to transmit signals within and beyond the states, allowing them to influence social norms, values, and people's decisions in ways that promote a more environmentally sustainable society. The broadcast media, such as television and radio, play a crucial role in highlighting environmental issues and have the power to shape policy decisions and changes in public attitudes. According to the 2009 Environmental Policy of the European Commission for Environment, the root causes of environmental problems and the potential solutions to them are influenced by human perceptions, attitudes, and behaviours. These factors are connected to individuals' values, preferences, and ideas about the world. Nevertheless, according to their perspective, communication is crucial for evaluating the relationship among all of these variables. Therefore, a survey will be conducted in order to assess the role of media campaigns in improving solid waste management practices in rural areas of Cameroon.

Statement of the Problem

The issue of waste accumulation is yet to be tackled. However, multiple systems have been put into operation to tackle this problem. Although the media, especially broadcast media in developing nations, has a growing influence, it is yet unclear how these media platforms have been utilized to enhance community awareness of development matters, such as effective waste management. According to Fakere,  Fadairo & Oriye (2022,) radio is widely recognized as the most efficient and cost-effective method of distributing information to diverse and scattered populations specifically rural communities due to its flexibility. It has the ability to encompass a variety of domains. 

Furthermore, according to Uwaom,  Ugweze & Nkechiyere (2020), the mass media have a vital influence in the development of any nation. The mass, as a crucial component of the story, effectively employs information, education, and entertainment to promote a positive direction. The observance of appropriate solid waste management practices has emerged as a matter of worry in developing nations like Cameroon. Although there has been a significant improvement compared to the late 1980s and early 1990s, it has become customary in certain areas of Cameroon to live with garbage as a natural part of the environment (Mathur, 2019). Moreover, the detrimental consequences of solid waste management practices  are significant; persons who neglect to adhere to good environmental practices ultimately harm their health. Environmental sanitation-related diseases worsen poverty by reducing productivity and household income. 

Existing literature have been carried out on the topics of solid waste management practices, environmental sanitation, cleanliness, and waste disposal. However, many of the areas in Cameroon are characterized by high poverty levels, low literacy rates, and limited access to basic services, all of which can impede the adoption of proper waste management practices (Nfor & Tanyi, 2021). Without addressing these underlying factors, media campaigns alone may have a limited impact, as the target audience may lack the means or motivation to act on the information provided.Hence, it is in the light of these that the study seeks to assess the role of media campaigns in improving solid waste management practices in rural areas of Cameroon.

1.3 Objectives of the Study

The main purpose of this study is to assess the role of media campaigns in improving solid waste management practices in rural areas of Cameroon. Specifically, the study will;

Examine the extent to which the media contribute towards enlightenment campaigns on solid waste management in rural communities in Cameroon. 

Determine the effectiveness of media campaigns in raising awareness about solid waste management practices among rural communities in Cameroon. 

Find out how the inhabitants’ in the rural communities perceive the roles of the  media in solid waste management. 

Investigate the challenges faced by media campaigns in influencing solid waste management behavior in rural communities of Cameroon.

1.4 Research Questions

The following questions have been prepared for the study:

To what extent does the media contribute to enlightenment campaigns on solid waste management in rural communities in Cameroon?

How effective are media campaigns in raising awareness about solid waste management practices among rural communities in Cameroon?

How do inhabitants of rural communities perceive the role of the media in solid waste management?

What challenges do media campaigns face in influencing solid waste management behavior in rural communities of Cameroon?

1.5Research Hypotheses

H0: Media campaigns have no significant role in improving solid waste management practices in rural areas of Cameroon.

Ha: Media campaigns have a significant role in improving solid waste management practices in rural areas of Cameroon.

1.6 Significance of the Study

The study will have relevance to the general public. Disseminating information through the media would effectively improve public understanding and implementation of waste management. However, the residents of these states will derive advantages from media enlightenment programs. For instance, consistent coverage of environmental news has the potential to stimulate public awareness and, possibly, generate interest in waste management. The media's efforts to promote public awareness about solid waste will enhance the work of Environmental Protection Agencies and state solid waste management bodies.

Additionally, the research will contribute significantly to existing ideas by enhancing  understanding of solid waste management and environmental studies as a whole. While previous studies have examined solid waste management from many angles, this particular study focuses on the impact of enlightenment efforts on the media. Nevertheless, the study aims to expand the existing body of knowledge on environmental studies, specifically focussing on topics such as global climate change, pollution management, gas flaring, and other related environmental challenges.

1.7 Scope of the study

The scope of this study is boarded on the role of media campaigns in improving solid waste management practices in rural areas of Cameroon.  Empirically, the study will examine the extent to which the media contribute towards enlightenment campaigns on solid waste management in rural communities, determine the effectiveness of media campaigns in raising awareness about solid waste management practices among rural communities, find out how the inhabitants’ in the rural communities perceive the roles of the  media in solid waste management and investigate the challenges faced by media campaigns in influencing solid waste management behavior in rural communities.

Geographically, the study will be delimited to Cameroon.

1.8 Limitation of the study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents.In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed. More so, the findings of this study are limited to the sample population in the study area, hence they may not be suitable for use in comparison to other schools, local governments, states, and other countries in the world.

1.9 Definition of Terms

Waste: Unwanted or discarded materials that are the byproducts of human activity, including household trash, industrial residues, agricultural byproducts, and hazardous substances.

Media: various platforms and communication tools used to disseminate information to the public, including television, radio, newspapers, social media, and the internet.

Media Campaigns: Strategic, organized efforts that use various media channels to communicate specific messages to a target audience over a set period.

Solid Waste Management Practices: methods and processes involved in the collection, transportation, processing, recycling, or disposal of solid waste.

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