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Student: Victoria Mbawa Ikpe (Project, 2025)
Department of Mass Communication
Alex Ekwueme Federal University, Ndufu-Alike, Ebonyi State

Abstract

This study investigatesthe use of broadcast media to promote financial literacy among the residents of cross river state, Nigeria. It explores the current state of financial literacy in the region, the factors influencing financial literacy, and the role of broadcast media in promoting financial literacy. The population of the study is 4,406,200 (National population census, projection 2022) and the sample size of 399 was determined using the Taro Yamane method and also the Australian calculator. The work uses a well-structured questionnaire for qualitative data. This study adopts the Social Cognitive Theory (SCT) as a framework for explanation of the subject matter. This project identifies the challenges and opportunities for using broadcast media to promote financial literacy in the state and Nigeria as a whole. Findings suggest that broadcast media can be an effective tool for promoting financial literacy and more needs to be done to address some of the challenges that prevent broadcast media from reaching its full potential. This project also offers recommendations for future research including the more targeted and effective use of broadcast media to promote financial literacy. It also recommends that there should be regular public enlightenment on promoting financial literacy using the broadcast media.

Keywords
Broadcast media Financial literacy Financial inclusion education Microfinance Retirement planning Broadcast media promotion.
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