Title:	Diffusion of social change campaigns in rural communities: The critical role of trado-modern media approach
Author(s):	Ephraim E. Ezebuenyi & Nonye Ezeaka
Abstract:	This study seeks to analyze the use of Trado-modern media as a strategy in ensuring faster, easy and wide spread diffusion of social change campaigns in any society especially in the hinterlands. The alarming rate of male dropouts of school in Nigeria despite consistent mass media campaigns is one such social change campaigns that require the use of trado-modern media (which is the fusion of both traditional and modern media approach) in sensitizing the society about the social miasma. The study adopts the qualitative analytical method in highlighting the very essence of amplifying message understanding, for audience consumption through the fusion or integration of traditional and modern media communication channels as a critical tool for diffusion of social change campaigns such as male dropout of schools in Nigeria. The study concludes among others that the use of trado-modern media ensure faster, easy and wide spread diffusion of social change campaigns, as well as stimulate rural communities in taking far-reaching actions against social change issues in Nigeria. It recommends among others that the use of trado-modern media be integrated in any social change campaign being packaged or rural communities in Nigeria.
Keywords:	Trado-modern media, diffusion, social change campaigns
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