ROLE OF RADIO BROADCASTING IN PROMOTING ENVIRONMENTAL AWARENESS AMONG RURAL COMMUNITIES IN BAUCHI STATE: A STUDY OF INKIL COMMUNITY OF BAUCHI, BAUCHI STATE

ABSTRACT This study has been undertaken on the role of radio broadcasting in promoting environmental awareness among rural communities in Bauchi State. The study aims to find out the extent to which radio broadcasting has promoted environmental awareness in Inkil community of Bauchi, Bauchi State; to examine the strategies radio stations use in disseminating environmental messages; and to assess the benefits of radio broadcasting in influencing environmental practices in the community. The study was guided by the Uses and Gratification Theory. A qualitative approach was used. The population of this study was made up of residents of Inkil community and selected staff of radio stations in Bauchi. In gathering the data, interview was used. Data of the study was analyzed using thematic analysis. The major findings of this study indicated that radio broadcasting has played a significant role in raising environmental awareness in Inkil community, particularly on issues such as waste management, tree planting, sanitation, and prevention of environmental degradation. The findings also revealed that radio remains the most accessible and affordable medium of communication for rural dwellers, making it effective for passing environmental information. Furthermore, the study found that while awareness levels have improved, challenges still exist in the area of consistent programming, community participation, and provision of practical support for environmental initiatives. The findings of this study led the researcher to conclude that radio broadcasting is a powerful tool for promoting environmental awareness among rural communities, as it not only educates but also mobilizes people towards sustainable practices. The recommendation clearly stated that, radio stations in Bauchi State should strengthen their environmental programming by collaborating with environmental agencies, NGOs, and local leaders to ensure continuity and relevance of content. In addition, training should be given to broadcasters on how to design more engaging and participatory environmental programs that will encourage community involvement and long-term behavioral change.