Pattern Of Diffusion Of Birth Control Messages In A Traditional Community Of Ukelle In Cross River State, Nigeria

Abstract

The diffusion of enlightenment campaign messages in development communication has never been easy for the change agents working in traditional communities.The literature on innovation communication explains the experiences of change agents working under different sets of cultural and environmental constraints. Four research variables were used to obtain data from the respondents. The study was anchored on the composite theories of two-step flow and hypodermic needle.These theoretical perspectives facilitated an understanding that -target audiences receive and use information through different levels of diffusion. Two sets of data-yielding
instruments were used to obtain data that provided the source of findings from the study. It was found that radio was the dominant channel of information through which the majority of the respondents first heard the campaign message. However, most of the members of the target audience indicated the use of human networks for adoption decision-making.