THE IMPACT OF JINGLES IN THE FIGHT AGAINST COVID-19 AMONG RURAL DWELLERS-A SURVEY OF TAI LOCAL GOVERNMENT AREA OF RIVERS STATE

Mr. Leader Stanley ()

American Journal of Communication, 2020, vol. 2, issue 1, 17 - 25

Abstract: Purpose: This study examined the impact of jingles in the fight against the Corona virus, which for some time now has been devastating the entire human world. Faced with this dreadful health challenge, concerned authorities have been seeking ways of creating more awareness in the society, particularly among the rural people. Three research questions--What qualities of the jingle make them appropriate and effective enough for rural enlightenment about COVID-19? Is the rural population being sufficiently informed about the deadliness and social stigma of the Corona virus? Can the use of jingles bring about desired positive behavior toward the Corona pandemic were raised to obtain the necessary data? Methodology: The study employed the qualitative and quantitative methods with the questionnaire used to gather the necessary data: The target population was the rural people and the sample/sampling technique consisted of one hundred people. The data collection tool was the primary source and the data, which was analyzed by the percentage method, was collected through surveys and semi-interviews. Findings: The findings indicate that advertising--generally--is highly persuasive and informative, broadcast advertisement penetrating and far reaching, the jingle very effective in capturing people's attention and in bringing about a positive change in the behaviour of people towards the Corona virus. Unique Contribution of the Study: This study is significant in that it presented the jingle as a potent marketing communication device, yet to be maximized and exploited and as a tool capable of overcoming social and psychological barriers to disseminating socially valuable information, such as the COVID-19. Key words: Jingles, COVID-19, dwellers, impact, fight, rural

Date: 2020
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