Perception of Social and Behaviour Change Communication Media in Cross River State, Nigeria

In the wake of increased interventions into health and social problems arising from various behaviours in Cross River State, this paper is set to ascertain the most effective media that can be utilized for effective communication. The mass media of communication, including television, radio, newspapers and magazines, bill boards, hand bills, posters, theatre and many other social and interpersonal media of communication are available for patronage by interventionists targeting change in any society. The question however is which of the media is the most viable? To determine this, a survey was conducted to sample the opinions of 140 media students from two higher institutions: the University of Calabar and the Cross River University of Technology (CRUTECH), all in Cross River State. The population of the study comprised both undergraduates and graduate students of Theatre and Media Studies and Mass Communication in both institutions. Findings reveal that out of the fourteen (14) media tools brought into limelight, radio, television, and billboards are the most patronized tools for change communication. The paper concludes and recommends that non-governmental organizations and the government can utilize radio, television, billboards and the church as the most effective media for change