This study set out to examine challenges faced by the media in their attempt to play their roles in public awareness on waste management in Buea and Douala in the Southwest and Littoral Regions of Cameroon. The study was supported by the Agenda Setting Theory (1972) by McCombs and Shaw, Knowledge Gap Theory (1970) by Philip Tichenor, George Donohue and Claire Olien, and the Transtheoretical Model also called the Stages of Change Model developed by Prochaska and Diclemente, (1970). It employed a concurrent nested mixed-method combining quantitative and qualitative approaches in a survey design. The estimated sample size comprised of 415 community members involved in the study conveniently. As for other stakeholders, notably, Community Leaders, Media Houses, Waste Disposal Companies and Municipal Councils, they were sampled purposively and conveniently. The study was stratified between French and English speaking Cameroon. Data were collected using a semi-structured questionnaire and analyzed based on frequency, proportions and the process of thematic analysis. The qualitative approach was substantiated by the positivism paradigm considering qualitative interpretation as the dominant theoretical perspective. The main challenge was poor or no audience, that is people not interested in news related to waste management, environment, hygiene and sanitation and inadequate coverage. They suggested as response measures adequate sensitization and education of the communities on waste management; more attractive slots and time, programmes or mechanisms to gain the attention of people. It was recommended that social media, community radio and television should be further used to create awareness on issues concerning waste disposal and management, and helping media to be adequately equipped.
Media, Public, Awareness, Waste, Management, Challenges
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