Strategic Communication and Maintenance Culture in Developing Economies: Evidence from Nigerian Media Campaigns

Publication Details

Publication Date

10/10/2026

Volume / Issue

Vol 1, Issue 5 (2026)

Article No.

048

Journal

British Journal of Contemporary Research

DOI

https://doi.org/10.67693/BJCR-VFZH53J7

Received

25 Aug 2026

Views

29

Downloads

14

Abstract

This study investigates the influence of strategic communication on the development of maintenance culture in developing economies, with a focus on Nigeria. Despite substantial investment in public infrastructure, the persistent deterioration of facilities suggests underlying behavioural and institutional deficiencies. Using a mixed-methods approach, this research explores how media campaigns shape public awareness, attitudes, and maintenance-related behaviours. Anchored on Development Communication, Agenda-Setting, and Framing theories, the study finds that although media campaigns significantly enhance awareness, their capacity to drive sustained behavioural change is limited by structural and socio-cultural constraints. Empirical evidence indicates that communication strategies are most effective when supported by institutional enforcement and participatory engagement (Effiong & Ekpo, 2022; Salau, 2021). The study concludes that a multi-dimensional approach integrating communication, governance, and public participation is essential for strengthening maintenance culture in Nigeria.

License

This article is published under the Creative Commons Attribution 4.0 International License . Free to read, share, and adapt with attribution.