THE USE OF MEDIA FOR PUBLIC SENSITISZATION ON THE EFFECTS OF IMPROPER DUMPING OF REFUSE: A STUDY OF KANO STATE.

This study examined the complex relationship between media sensitization, public awareness, and environmental perceptions regarding municipal solid waste management in Kano Metropolitan, Nigeria. Through a survey of 300 residents, three critical dimensions were `investigated. Findings revealed significant gaps between media reach and behavioural impact. While social media emerged as the dominant information channel (51.3%), traditional platforms like television (16.7%) and radio (16.3%) retained relevance. Crucially, regression analysis exposed no significant relationship (p = 0.914) between media exposure frequency and practical knowledge, underscoring fundamental flaws in current sensitization approaches. Despite 82% of residents encountering waste messages regularly, only 39.4% found them highly effective. Environmental concern, however, was notably high. A striking 91% recognized improper disposal’s environmental harm, particularly air pollution (32.3%) and disease outbreaks (20%). Statistical analysis revealed that awareness of proper methods positively correlated with environmental concern (r = 0.248, p < 0.01), yet self-assessed knowledge paradoxically reduced concern levels (r = -0.268, p < 0.01), suggesting overconfidence may undermine urgency. The study concludes that conventional awareness campaigns have failed to bridge critical knowledge-practice gaps despite high environmental literacy. Successful interventions must prioritize community-based practical education, culturally tailored messaging leveraging social media, and infrastructure enhancements to convert concern into sustainable action. These insights offer a roadmap for urban waste management reform in rapidly developing regions.