Human Media and Behaviour Change Communication Trajectory of Calabar Youths’ of Cross River State in the EndSARS Excesses


Change Communication
Human Media

How to Cite

Stanislaus Iyorza (Ph.D), & Bassey Nsa. (2020). Human Media and Behaviour Change Communication Trajectory of Calabar Youths’ of Cross River State in the EndSARS Excesses. Media & Communication Currents, 4(2), 171 - 190. Retrieved from


The paper examines human media and Behaviour Change Communication trajectory of Calabar youths of Cross River State in the EndSARS excesses. Objectives of the paper include: to identify behaviour change communication approaches adopted by human media, to assess human media’s commitment to behaviour change communication and to determine the relationship between human media’s change communication activities and the 2020 youth EndSARS excesses in Calabar, Cross River State. The study adopted the survey and descriptive research designs to elicit data from the primary audience. The tool used for data collection was the questionnaire. The sample size of the population of the study was 597. The convenience sampling technique was used to select the respondents. Findings indicated that the approaches used are: face-to-face advisory sessions through family meetings; peers communication through unofficial physical forums, online/virtual-chats; personal counselling and preaching of morality. Findings also showed that human media’s inadequate commitment to behaviour change communication approaches over the years and had perhaps partly contributed to the EndSARS excesses in Calabar, Cross River State. The study concludes that the failure to apply human media approaches in communicating to Calabar youths is one of the direct causes of the EndSARS excesses in Calabar, Cross River State. The paper recommends that the human media should plan and adopt behaviour change communication and apply it in communicating to youths and mobilizing them against embracing anti-social vices in Nigeria.



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