Effectiveness of Mass Media in Creating Public Awareness on Proper Solid Waste Management: A Case of Kawangware, Nairobi County

Abstract

Lack of information and awareness on proper solid waste management technologies is a
precursor to global climate change and environmental degradation. This can threaten
human well-being and stability management. Mass media provides an engagement
platform for creating awareness and providing information to enable their audiences
make informed decisions. However, the potential of mass media in articulating
environmental degradation to bring about behavioural change among the residents of
informal settlements has not been fully studied. The present study sought to assess how
mass communication on solid waste management can create awareness among residents
of Kawangware slums in Kenya. The study employed a descriptive research design,
targeting a population of 367,177 residents of Kawangware. A sample size of 399 people,
proportionately distributed across the three strata in Kawangware was obtained using
the clustered random sampling technique. Quantitative data were collected using
structured questionnaires and analysed by both descriptive and inferential statistics. The
results show that awareness campaigns (β = .193, Sig.=.002<.05), extent of mass media
contribution (β = .175, Sig.= .014<.05), solid waste management messages (β = .483,
Sig.=.000<.05) and strategies used by mass media (β =.924, Sig.= .000<.05)
significantly influenced awareness creation on solid waste management by mass media.
Communication by mass media is effective in creating public awareness on solid waste
management in Kawangware slums in Nairobi County. It is recommended that media
houses carry out solid waste management awareness campaigns through a variety of
channels and strategies in order to create awareness on solid waste management.
Keywords: Awareness Campaigns, Messages, Contribution, Strategies