THE ROLE OF SOCIAL MEDIA IN RAISING AWARENESS AND CHANGING BEHAVIORS TOWARDS SOLID WASTE MANAGEMENT IN  CAMEROON

CHAPTER ONE

INTRODUCTION

Background of the Study

Population boom has always been one of the many factors contributing to increased amount of waste disposal over the years. Accelerated economic development, higher consumption rates and business activity have increased the volume of waste generated daily (Budhiarta, 2022). This issue has arisen because to the inappropriate dumping, transportation, collection, and treatment of solid waste. It has become a significant public health concern because of its unsightly appearance and the health problems it causes (Rugamba et al., 2019). Therefore, it is necessary to have knowledge and understanding of appropriate methods and technologies for managing solid waste in order to prevent the decline of human and environmental health and protect natural resources in the context of climate change and extreme weather risks (Hopwood et al., 2019; UNHABITAT, 2020). However, it is important to note that the release of greenhouse gases during the burning or decay of improperly placed solid waste adds to global warming (UNEP, 2019).

Solid waste contributes to land, air, and water pollution, obstructs drainage systems resulting in flooding during the rainy seasons, and facilitates the transmission of infectious and non-communicable diseases through contaminated food and water. Additionally, it harms marine life by causing suffocation. (Urban Africa Risk Knowledge Organisation (UARKO), 2018).The surge in garbage output can be related to shifting lifestyles, changing consumption patterns, and growing urbanisation, which are all consequences of population growth (Ardusso et al., 2021). On the other hand, Selin (2019) defined solid waste management as “the collection, transport, recovery and disposal of waste, including the supervision of such operations and the after-care of disposal sites, and including actions taken as a dealer or broker”. The activity of SWM has been reported to have become a major problem in urban centers everywhere in the world (Barr, 2004) and this has led to community infections, loss of lives and increased disease burden (Selin, 2013). Proper Waste handling means the actual waste which is produced by users should be collected properly and carefully transported to an appropriate treatment plant in such a way that it is not hazardous to health and environment.

The COVID-19 pandemic has intensified the problem of solid waste disposal due to the significant increase in the production and widespread use of personal protection equipment (PPE) such as face masks, face shields, and gloves, which are used globally to prevent the transmission of the disease (Silva et al., 2020). As a result, the disposal of personal protective equipment (PPE) has emerged as a significant environmental concern due to the extensive plastic pollution it generates. This issue has garnered attention from several stakeholders, including scientists and policymakers (Prata et al., 2020; Ardusso et al., 2021). The population pressure in Nairobi County has led to the development of approximately 2,400 tonnes of solid trash. This amount is expected to double due to increased human activities, since the population is predicted to be 4.4 million according to the 2019 census (World Bank, 2020). However, a mere 45 percent of this waste is recycled, repurposed, or converted into a usable form, which falls short of the desired target of 80 percent set by the National Environment Management Authority (NEMA, 2018). 

Moreover, inadequate waste management, combined with the growing population, has resulted in an elevated danger of environmental damage. This could be attributed to the insufficiency of adequate solid waste management systems in the country, leading to substantial and immediate consequences on human health and the environment (Njoroge et al., 2018). UNHABITAT (2020) states that the management of solid waste in urban informal settlements, including Kawangware slums, has become complex due to the incorrect disposal of solid waste in open dumpsites or landfills located near these communities. The majority of solid waste, over 70%, is disposed of in open dumpsites that are mainly mismanaged, according to UNHABITAT (2020). The residual home waste is disposed of in any accessible area outside their premises or incinerated, resulting in air pollution (Odero, 2019). There is a requirement for efficient media coverage on addressing difficulties such as inadequate infrastructure and incorrect disposal of solid waste in unregulated dumping sites (Kapoor, 2019; UNEP, 2019).Media are central public arena through which we become aware of environmental issues and the way in which they are addressed, contested and perhaps, resolved. Additionally, the role of media in national development lie in their capacity and capability to teach, manipulate, sensitize and mobilize people through information dissemination (Nwabueze, 2019). The media also chart a course for the public in line with the agenda setting theory, thereby creating in the minds of the people, issues that should be viewed as priority including developmental programme and policies. Instances of this role being presently played by media in Cameroon is the general millennium goal pursuit towards the year 2015, as proposed by the United Nations and incorporated as national policy by governments of member countries around the world. The media plays a vital role in raising awareness and providing knowledge to its audiences, which in turn influences their perceptions and attitudes towards different forms of anti-social behaviour (Hogan, 2018; Otinga & Ngigi, 2018; Kapoor, 2019). Nevertheless, Social media has a substantial impact on the world. It has the potential to create a ‘climate of opinion’- a process by which it can exert an influence primarily through their effect on public opinion rather than on individual opinions and behaviour.Social media has become an important tool for providing a space and means for the public to participate in influencing or disallowing environmental decisions historically made by governments and corporations that affect us all. It has created a way for people to connect local environmental challenges and solutions to larger-scale narratives that will affect us as a global community”.  However, population boom has always been one of the many factors contributing to increased amount of waste disposal over the years. Accelerated economic development, higher consumption rates and business activity have increased the volume of waste generated daily (Budhiarta, 2022). Therefore, a survey will be conducted in order to examine the role of social media in raising awareness and changing behaviors towards solid waste management in  Cameroon.

Statement of the Problem

The matter of solid waste disposal and management has a substantial influence on both our urban regions and the natural environment. Every person has the ability to generate waste and therefore contributes to this problem. Kalantari and Asadi (2020) argue that effective waste management relies on individuals' environmental consciousness, attitudes, and level of concern. These elements, including environmental awareness, attitudes, behaviours, values, and actions, can have an impact on this. Agarwal (2022) identified social attitudes as a major obstacle in the field of solid waste management. Nevertheless, just a few academics, including Nwabueze (2019) and Rukeh and Ogbemi (2020), have undertaken research on the utilisation of media for waste management purposes. Nevertheless, the inadequate environmental reporting by the media is also a matter of concern. In 2010, the International City Management Association listed various solid waste issues in emerging countries, including Cameroon. The issues encompass a scarcity of waste collection vehicles and delays in waste collection caused by vehicle malfunctions, inadequate storage facilities for recyclable solid waste prior to disposal in open dumping areas, a deficiency in long-term systematic strategies for sustainable waste management, insufficient public participation or awareness, and a lack of collaboration from other governmental entities that engage in disorganised or unauthorised dumping at waste sites. 

Moreover, insufficient handling of solid waste can result in the transmission of diseases such as diarrhoea, dysentery, typhoid, and cholera, especially in periods of heavy rainfall. Waste facilitates the rapid increase of mosquitoes, which subsequently transmit malaria and yellow fever. The scent emanating from garbage is both unpleasant and aesthetically unattractive to the environment. Therefore, the potential hazards to human health caused by unregulated waste are unmatched. Furthermore,  media plays a crucial role in creating awareness and imparting knowledge to their audiences which changes their perceptions and attitudes towards various anti-social activities (Hogan, 2018; Kapoor, 2019). However, few or no studies have assessed the role of mass media in creating awareness and promoting behavioural change among the slum dwellers through environmental education (Otinga & Ngigi, 2018; Karasneh et al.,2021). In the wake of the above, that the study seeks to examine the role of social media in raising awareness and changing behaviors towards solid waste management in  Cameroon.

1.3 Objectives of the Study

The main purpose of this study is to examine the role of social media in raising awareness and changing behaviors towards solid waste management in  Cameroon.. Specifically, the study will;

Assess whether social media campaigns are effective in raising awareness about solid waste management in Cameroon.

Assess the level of influence social media platforms have on public attitudes and behaviors towards waste disposal practices.

Determine whether social media influencers have a significant impact on promoting sustainable waste management practices in Cameroon.

Propose strategies for leveraging social media to enhance community participation in solid waste management.

1.4 Research Questions

The following questions have been prepared for the study:

Are social media campaigns effective in raising awareness about solid waste management in Cameroon?

What is the level of influence that social media platforms have on public attitudes and behaviors towards waste disposal practices?

Do social media influencers have a significant impact on promoting sustainable waste management practices in Cameroon?

1.5  Research Hypotheses

H0: Social media campaigns have no significant role in raising awareness and changing behaviors towards solid waste management in  Cameroon.

Ha: Social media campaigns have a significant role in raising awareness and changing behaviors towards solid waste management in  Cameroon.

1.6 Significance of the Study

The study will have relevance to the general public. Disseminating information through the media would effectively improve public understanding and implementation of waste management. However, the residents of these states will derive advantages from media enlightenment programs. For instance, consistent coverage of environmental news has the potential to stimulate public awareness and, possibly, generate interest in waste management. The media's efforts to promote public awareness about solid waste will enhance the work of Environmental Protection Agencies and state solid waste management bodies.

Additionally, the research will contribute significantly to existing ideas by enhancing  understanding of solid waste management and environmental studies as a whole. While previous studies have examined solid waste management from many angles, this particular study focuses on the impact of enlightenment efforts on the media. Nevertheless, the study aims to expand the existing body of knowledge on environmental studies, specifically focussing on topics such as global climate change, pollution management, gas flaring, and other related environmental challenges.

1.7 Scope of the study

The scope of this study is boarded on the role of social media in raising awareness and changing behaviors towards solid waste management in  Cameroon.  Empirically, the study will assess whether social media campaigns are effective in raising awareness about solid waste management, the level of influence social media platforms have on public attitudes and behaviors towards waste disposal practices, determine whether social media influencers have a significant impact on promoting sustainable waste management practices and propose strategies for leveraging social media to enhance community participation in solid waste management.

Geographically, the study will be delimited to Cameroon.

1.8 Limitation of the study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents.In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed. More so, the findings of this study are limited to the sample population in the study area, hence they may not be suitable for use in comparison to other schools, local governments, states, and other countries in the world.

1.9 Definition of Terms

Waste: Unwanted or discarded materials that are the byproducts of human activity, including household trash, industrial residues, agricultural byproducts, and hazardous substances.

Media: various platforms and communication tools used to disseminate information to the public, including television, radio, newspapers, social media, and the internet.

Solid Waste Management Practices: methods and processes involved in the collection, transportation, processing, recycling, or disposal of solid waste.

Social Media: is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content (Kaplan and Haelein, 2020).

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