BROADCAST MEDIA AND INTERPERSONAL COMMUNICATION IN MORAL MOBILIZATION

ABSTRACT

This study, anchored on the tenets of social learning and diffusion of innovation theories, investigated the role of broadcast media and interpersonal communication in moral mobilization. This study became necessary following the fact that broadcast media and interpersonal communication are important for moral mobilization to be effective. Hence, it is imperative to ascertain the role of broadcast media as well as interpersonal communication in moral mobilization. With the use of a survey design, a twelve-item questionnaire was designed to elicit data from 100 mass communication students in University of Benin. Data obtained were presented and analyzed with the aid of tables and simple percentage. It was discovered from the Data recovered that broadcast media and interpersonal communication plays a very important role in moral mobilization. Thus, the study concluded that broadcast media's wide reach and audience influence make it a powerful platform for disseminating moral messages, while interpersonal communication's personalized approach and social networks contribute to moral contagion. Hence, a combination of both channels can lead to synergistic effects.