Abstract:
The purpose of this study was to ascertain the influence of the mass media on the environmental consciousness of urban dwellers in the Cape Coast Metropolis.Descriptive and ‘Acapulco Typology’ research design were employed in this study. Questionnaire, interview schedule and content analysis guide were the main tools used to collect data for the study. A total of 387 respondents were systematically drawn from Amanful/Regional Administration, Kotokuraba/Tantri, Pedu/Abura, Cape Coast Central, UCC/OLA and Adisadel to form the respondents.The study employed the use of questionnaire, interviews and content analysis to gather data. The SPSS was used to analyse the data collected using the questionnaire. The findings were that the mass media had varied types and content approach to carrying out environmental information of how to prevent littering the environment with plastic bags, domestic solid waste and open air defecation in the urban communities. Radio and television stations ran different programmes to create and draw attention of respondents in Cape Coast urban areas to environmental cleanliness in the six communities in the Cape Coast Metropolis.The study recommends closer collaboration between the media and the Cape Coast Metropolitan Assembly on environmental and sanitation issues. Again, the Assembly is urged to sponsor environmental programmes on the various mass media platforms accessible to residents within the metropolis.
