THE IMPACT OF BROADCAST MEDIA IN THE CAMPAIGN AGAINST STREET HAWKING AMONG CHILDREN

TABLE OF CONTENT CHAPTER ONE: INTRODUCTION 1.1 Background of the Study ............................................................... 1 1.2 Statement of the Problem ................................................................ 3 1.3 Research Objectives ........................................................................ 5 1.4 Research Questions ......................................................................... 5 1.5 Significance of the Study ................................................................ 6 1.6 Limitation of the Study ................................................................... 7 1.7 Definition of Key Terms ................................................................. 8 CHAPTER TWO: LITERATURE REVIEW 2.1 Conceptual Review .......................................................................... 9 2.1.1 Concept of Street Hawking ...................................................... 9 2.1.2 Causes of Street Hawking ....................................................... 11 2.1.3 Effects of Street Hawking ......................................................... 12 2.1.4 Roles Played by Broadcast Media in the Campaign Against Street Hawking .... 13 2.1.5 Challenges Facing Broadcast Media in the Campaign Against Street Hawking .. 14 2.1.6 Factors Responsible for Child Street Hawking .......................... 15 2.1.7 Effects of Street Hawking on Academic Performance of Children ... 17 2.2 Theoretical Review .......................................................................... 20 2.2.1 Agenda-Setting Theory ............................................................ 20 2.2.2 Developmental Media Theory .................................................. 22 2.3 Empirical Review ............................................................................ 23 CHAPTER THREE: RESEARCH METHODOLOGY 3.1 Research Design ............................................................................. 32 3.2 Population of the Study .................................................................. 32 3.3 Sample and Sampling Techniques ..................................................... 33 3.4 Research Instrument ........................................................................ 34 3.5 Validity of Instrument ..................................................................... 35 3.6 Reliability of the Instrument ........................................................... 35 3.7 Method of Data Collection .............................................................. 36 3.8 Method of Data Analysis .................................................................. 36 Letter of Respondent .......................................................................... 37 Questionnaire ...................................................................................... 38 CHAPTER FOUR: DATA PRESENTATION, INTERPRETATION AND DISCUSSION OF FINDINGS 4.1 Data Presentation ........................................................................... 40 4.2 Data Interpretation .......................................................................... 50 4.3 Discussion of Findings .................................................................... 53 CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS 5.1 Summary of Findings ...................................................................... 58 5.2 Conclusion ...................................................................................... 59 5.3 Recommendations ........................................................................... 60 References .......................................................................................... 62 CHAPTER ONE INTRODUCTION 1.1 Background of the Study Street hawking among children remains a widespread socio-economic challenge in many developing nations, particularly Nigeria. This activity, which involves minors selling various goods in public spaces such as roadsides, markets, and traffic-congested areas, is often driven by poverty, inadequate parental care, and the absence of social welfare mechanisms (Okafor, 2022). Children engaged in street hawking are frequently exposed to risks such as exploitation, abuse, accidents, and a significant disruption of their educational development. This situation threatens not only the immediate well-being of the children but also the long-term socio-economic growth of the country. Broadcast media, comprising television and radio, plays a central role in information dissemination, public education, and awareness creation. With its wide reach and ability to transcend literacy barriers, especially in rural and underserved communities, broadcast media serves as a key platform for campaigns addressing social ills, including child street hawking (Adeleke & Adebayo, 2021). Campaigns using jingles, documentaries, and public service announcements are designed to sensitize parents, guardians, and policymakers to the dangers of child street trading and the need for protective policies and behavioral change. In recent years, there has been a noticeable increase in the use of media campaigns by governmental and non-governmental organizations (NGOs) to combat child labour practices, particularly street hawking. For instance, the Federal Ministry of Information in collaboration with UNICEF launched multiple nationwide campaigns via the Nigerian Television Authority (NTA) and Federal Radio Corporation of Nigeria (FRCN) aimed at child rights protection (UNICEF Nigeria, 2023). These initiatives aim to influence public perception and garner support for child welfare policies. Despite these efforts, the prevalence of child hawking persists, raising questions about the actual impact of these media campaigns. Factors such as message framing, frequency of broadcast, target audience reach, and audience reception may significantly influence the effectiveness of these interventions (Olanrewaju, 2020). Therefore, there is a need to evaluate how broadcast media has contributed to reducing child street hawking and the extent to which it has succeeded in influencing societal behavior and public policy. Understanding the impact of broadcast media in this context is crucial for developing more effective communication strategies and interventions. It also provides a pathway for enhancing stakeholder engagement, including media houses, civil society, government agencies, and communities, in the collective effort to eradicate child street hawking in Nigeria and similar developing economies. 1.2 Statement of the Problem Child street hawking is a phenomenon that continues to plague Nigerian cities despite several awareness campaigns and legislative efforts. It is estimated that over 10.5 million Nigerian children are out of school, with many of them engaged in various forms of street trading (UNESCO, 2022). This alarming statistic underlines a broader social problem that undermines children's rights to education, safety, and development. Broadcast media has been employed to address this issue, but its effectiveness remains debatable. The Nigerian government and numerous NGOs have funded and broadcast child protection campaigns over the years. However, the consistency, audience reception, and actual behavioral outcomes of these campaigns are not adequately documented. For example, while media messages may raise awareness, they do not always lead to attitudinal or behavioral changes among parents who rely on their children’s earnings for survival (Omotosho & Lawal, 2021). This disconnect highlights a gap between awareness and practice, suggesting a need for a more comprehensive evaluation of media strategies. Moreover, many media campaigns are urban-centric, often neglecting rural populations where child hawking is equally or more prevalent. The limitations in language diversity, local content creation, and cultural sensitivity further reduce the efficacy of such broadcasts (Akinbode, 2022). These challenges are compounded by the lack of empirical data to measure the impact of specific media messages on the reduction of child street hawking. There is also the issue of media sustainability. Most campaigns are short-term, project-based efforts that lack continuity, which is essential for long-term behavioral change. Once external funding ceases, many media houses discontinue public service announcements, thereby weakening the ongoing advocacy against child street hawking (Okon, 2023). This pattern suggests a structural weakness in the media advocacy ecosystem. Therefore, this study aims to critically assess the actual impact of broadcast media in curbing street hawking among children, identify the challenges impeding its success, and provide actionable recommendations for enhancing media-based advocacy efforts. 1.3 Research Objectives i. To examine the role of broadcast media in creating awareness about the dangers of street hawking among children. ii. To assess the effectiveness of broadcast media campaigns in influencing public attitudes and behaviors towards child street hawking. iii. To identify the challenges limiting the success of broadcast media campaigns in eradicating child street hawking in Nigeria. 1.4 Research Questions i. How does broadcast media contribute to public awareness about the dangers of child street hawking? ii. To what extent have broadcast media campaigns influenced public behavior and policy on child street hawking? iii. What are the key barriers affecting the effectiveness of broadcast media in addressing child street hawking? 1.5 Significance of the Study This study is significant as it seeks to bridge the gap between media advocacy and tangible social change. By focusing on the broadcast media's role in the campaign against child street hawking, it contributes to ongoing discourse on the efficacy of mass communication as a tool for social development. The findings of this research will be valuable for policymakers, child welfare advocates, and media practitioners aiming to improve the design and delivery of media campaigns. For government agencies and international organizations such as UNICEF, the research provides empirical insights that can inform future strategies to combat child labour. Effective communication is a critical part of any developmental policy, and understanding what works in the Nigerian context is crucial for replicability and scaling. Media houses will benefit from the study by gaining clarity on how their messages are received and the impact these messages have on their target audiences. This feedback can help tailor future content to be more inclusive, context-sensitive, and persuasive. In addition, media regulatory bodies such as the National Broadcasting Commission (NBC) may use the findings to enforce and encourage socially responsible broadcasting. Academically, this study contributes to the literature on child protection, media influence, and social communication. It provides a foundation for future research on how broadcast media can be optimized for developmental communication in Africa and other developing regions. 1.6 Limitation of the Study One major limitation of this study is the potential lack of comprehensive data on the viewership and listenership statistics for specific media campaigns. This might affect the ability to quantitatively measure campaign reach and impact. Moreover, accessing detailed records from media stations or NGOs about past campaigns could be restricted due to confidentiality or poor documentation. Another limitation lies in the subjectivity of respondents’ feedback, especially when evaluating media influence. Perceptions of media messages are often shaped by socio-cultural, educational, and economic contexts, which may vary significantly across communities. This could affect the generalizability of the findings. Finally, the study may face time constraints and logistical challenges in reaching rural populations, where street hawking is also prevalent but less reported. These limitations notwithstanding, the study aims to provide credible and actionable insights based on available data and fieldwork. 1.7 Definition of Key Terms Broadcast Media: Refers to radio and television platforms used to disseminate information to a wide audience (McQuail, 2020). Street Hawking: The act of selling goods in public spaces, particularly by minors who are often unprotected and vulnerable (ILO, 2021). Campaign: A series of coordinated activities or media messages aimed at achieving a specific awareness or behavioral change goal (Kotler & Keller, 2019). Child Labour: Work that deprives children of their childhood, education, or is mentally, physically, socially or morally harmful (UNICEF, 2023). Public Service Announcement (PSA): A non-commercial broadcast message intended to raise awareness or change public attitudes on social issues (Ekeanyanwu, 2020). Awareness: The state of having knowledge or understanding of a particular issue, often considered the first step toward change (Bandura, 2001). Advocacy: Activities conducted to influence public opinion and policy decisions in favor of a specific cause (Clark, 2021).