Impacts Of Effective Mass Communications In Promoting Sustainable Energy Transition At The Community Level In Nigeria

• Emeka-Ebere, Rita C.

  Department of Mass Communication, University of Nigeria, Nsukka

  Author

• Akinmoladun Akinjagunla

  National Centre for Energy & Environment, Energy Commission of Nigeria, UNIBEN

  Author

• Chinweobo-Onuoha Blessing

  Department of Mass Communication, University of Nigeria, Nsukka

  Author

• Mark Okoro Nnanyelugo

  Department of Mass Communication, University of Nigeria, Nsukka

  Author

• Michael Onyekachi Ukonu

  Department of Mass Communication, University of Nigeria, Nsukka

  Author

Nigeria faces a dual crisis: chronic national grid instability and an extensive reliance on power generating sets. While macroeconomic frameworks point toward a decarbonized future, actualizing sustainable energy transitions depends fundamentally on community-level on Examine the role of Mass Communication for social acceptance and adoption. This paper evaluates the impacts of strategic mass communication campaigns in driving the behavioural an in energy transition structural shift toward decentralized renewable energy (DRE) across Nigerian communities. Utilizing an empirical mixed-methods framework, this study demonstrates how targeted media interventions mitigate deep-seated public skepticism, address technical illiteracy, and spark local investment in solar solutions. The findings illustrate that integrating culturally sensitive messaging and indigenous language broadcasting acts as a vital bridge transforming abstract energy policies into local behavioral actions. It recommends a multi-channel communication framework that integrates government agencies, private developers, civil society, and local influencers to co-create messages, address myths, and demonstrate tangible benefits. Strengthening media capacity, community feedback loops, and aligning communication with financial incentives and policy support are essential for accelerating Nigeria’s energy transition. 

• Download PDF