| Abstract: |
Effectiveness of BOSS-FM radio jingle message, Si Mba, in combating substance abuse is an evaluation of how the station dealt with the issue of drug abuse among young people in Imo State. The study investigated how radio jingle message addressed ignorance and misinformation capable of inducing the young people to consume illicit substances. It aimed at knowing the percentage of exposure through listenership, the extent of awareness created about substance abuse, why the target audience
remembered the jingle message, among others. A sample of 333 young people, drawn from a population of persons aged between 15 and 30 years of age in Imo State, through the Topman's formula was used in the study. The survey research method was used as the quantitative approach
while the group interview method served as the qualitative. Results obtained were explained through the uses and gratification theory and the social judgment theories. It was found, among others, that more than two
thirds of the respondents listened to the campaign messages, more than half remembered the message and understood the meaning. Based on the findings, the study recommended, among others, that creative approach to jingle message presentation style and provision of common examples of comparative considerations should be used in jingle message presentations so as to explain substance abuse consequences. |
