Assessing the Use and Preferability of Communication Channels in Government Enterprise and Empowerment Programme (GEEP) Implementation
Main Article Content
Abstract
This study investigated the effectiveness and reach of communication channels in Nigeria's Government Enterprise and Empowerment Programme (GEEP). The research employed a mixed-methods design, combining quantitative and qualitative approaches to provide comprehensive insights. A structured questionnaire was administered to 1,400 beneficiaries across ten Local Government Areas in Kaduna State, selected through cluster and systematic sampling. This was complemented by twelve key informant interviews with programme stakeholders. The mixed-methods approach facilitated both statistical analysis of communication channel effectiveness and an in-depth understanding of implementation strategies. Findings revealed that while GEEP utilises multiple communication channels, their effectiveness varies significantly. Group meetings (Mean = 3.70) and bulk SMS (Mean = 3.59) emerged as the most frequently used channels, whereas interpersonal communication, although highly preferred by beneficiaries (Mean = 3.78), was underutilised. The study identified a disconnect between channel preferences andactual usage, with traditional and participatory communication methods receiving limited attention despite their potential to foster community engagement. The research recommends developing a comprehensive communication calendar to ensure consistent messaging across channels and diversifying communication strategies to better align with beneficiary preferences and enhance engagement.
Downloads
Article Details
Section
How to Cite
References
Aker, J. C., Adukia, R., Hossain, A., Ksoll, C., & Nibbering, D. (2019). Information dissemination and educational investment responses: Evidence from mobile phone-based agricultural extension. Journal of Development Economics, 141, 102339.
Arnstein, S. (1969). A ladder of citizen participation. Journal of the American Institute of Planners, 35.4: 216–224.
Bhattacharya, S., Banerjee, A., & Duvvury, N. (2021). Participatory communication for women's empowerment: A case study of community radio in India. Journal of Communication, 61(1), 142-162.
BOI (Bank of Industry). (2023). GEEP 2.0. Abuja: Bank of Industry.
FMHDS (Federal Ministry of Humanitarian Affairs, Disaster Management and Social Development). (2018). National Social Investment Programme (NSIP).
Freire, P. (1970). Cultural action for freedom. Cambridge, MA: Harvard University Educational Review Centre for the Study of Development and Social Change.
Gumucio-Dagron, A., & Tufte, T. (2006). Communication for social change anthology: Historical and contemporary readings. Communication for Social Change Consortium.
Haldrup, M., & Levin, L. (2018). The politics of transparency: Conceptualizing the uses and misuses of transparency. Administration & Society, 50(3), 399-423.
Islam, M. S., Chowdhury, S., Siddiqui, N., Khan, M. N., & Rahman, M. M. (2022). Community radio for health promotion and behavior change: A systematic review. Health Promotion International, 37(1), 127-142.
Manyozo, L. (2017). Communication for development in the age of sustainable development goals: Towards a critical research agenda. Media, Culture & Society, 39(8), 1129-1145.
Mbamba, J., Odhiambo, G., & Mueller, A. (2020). Mobile phone-based agricultural information services and farmers' knowledge and decision-making: Evidence from Kenya. Agricultural Economics, 51(1), 105-118.
McKeever, B. W., Jackman, S., & Kim, N. (2020). Public relations, legitimacy, and social license to operate. Public Relations Review, 46(3), 101906.
Melkote, S. R., & Steeves, H. L. (2015). Communication for development in the Third World: Theory and practice for empowerment. Sage Publications.
Melkote, S. R. (1991). Communication for Development in the Third World: Theory and Practice. New Delhi, India: Sage Publications.
O'Donnell, S., Fuchs, D., & Chaudhuri, A. (2017). Community participation for health promotion: A meta-synthesis of community-based participatory research findings. Health Promotion International, 32(3), 500-511.
Ogbe, S. J. (2017). An assessment of the communication approaches of I-Care women empowerment programme in Kaduna State. Zaria: Department of Theatre and Performing Arts, Faculty of Arts, Ahmadu Bello University. (Unpublished Master Thesis).
Ogbe, S. J. (2017). Strengthening the communication strategy of the government enterprise and empowerment programme (GEEP) in Kaduna state, Nigeria. Zaria: Department of Theatre and Performing Arts, Faculty of Arts, Ahmadu Bello University. (Unpublished Doctoral Thesis).
Quebral, N. C. (2008). Development communication primer. Unesco.
Servaes, J. (2018). Communication for development and social change: A critical perspective. Communication Theory, 28(1), 101-123.
Sife, A. S., Chavula, H., & Msadala, W. (2022). Mobile phone use and access to agricultural information among smallholder farmers in Malawi. Information Development, 38(1), 126- 138.
Thomas, G., & van der Westhuizen, D. (2017). The communicative constitution of trust: Exploring the role of communication in fostering trust in organizations. Public Relations Review, 43(4), 787-802.
Wang, Y., & Singhal, A. (2016). Leveraging social media for public engagement: A study of participatory communication practices in e-government. Government Information Quarterly, 33(3), 487-499.
Zimmerman, M. (2000). Empowerment theory: Psychological, organisational and community levels of analysis. In J. Rappaport and E. Seidman (Eds.). Handbook of community psychology. (pp. 43–63). Springer.