Proceedings of the 3rd (Hybrid) International Conference, Faculty of Social Sciences, Niger Delta University, Held on June 4, 2025
DOI: 10.36108/wjss/ConfP.2025.009
REFRAMING PUBLIC ENGAGEMENT: COMMUNICATION STRATEGIES FOR BEHAVIOURAL CHANGE AND CITIZENS’ PERCEPTION OF GOVERNMENT POLICIES ON SUBSIDY REMOVAL IN NIGERIA
Eke, Chigozi & Bufumoh, Akpoebi Alex
1Department of Linguistics and Communication Studies, University of Port Harcourt, Rivers State, Nigeria
2Department of English and Communication Arts, Ignatius Ajuru University of Education, Rivers State, Nigeria
Abstract
This study examined reframing public engagement: communication strategies for behavioural change and citizens’ perception of government policies on subsidy removal in Nigeria. The framing theory was adopted as a theoretical framework. This study adopted a qualitative research design using Focus Group Discussions (FGDs) to explore how communication strategies influence behavioural change and citizens’ perception of government policies on subsidy removal in Nigeria. The population of the study comprised adult Nigerian citizens from diverse socio-economic and educational backgrounds across six geopolitical zones in Nigeria, ensuring a broad representation of public opinion stood at 129.8 million according to Worldometer (2025). A total of 60 participants were purposively selected, 10 from each zone, using a stratified purposive sampling technique to ensure inclusion based on factors such as gender, age and occupation. Data collection was conducted through six FGDs, each consisting of 8–12 participants, facilitated by trained moderators using a semi-structured guide. The discussions were recorded, transcribed verbatim and analysed thematically using NVivo software, allowing for the identification of recurring themes, patterns and divergent viewpoints. The findings revealed that citizens’ engagement with subsidy removal policies is largely influenced by the level of trust in government messaging, clarity and accessibility of information, and the choice of media channels, with inclusive and culturally sensitive communication strategies enhancing public participation. The study concluded that building trust through clear, accessible, and culturally sensitive communication is essential for enhancing citizens’ engagement with subsidy removal policies, ensuring that information reaches diverse audiences effectively and fosters meaningful public participation. The study recommended that the government should improve trust and engagement by providing clear, culturally relevant information through accessible media channels.
Keywords: Reframing, Public Engagement, Communication Strategies, Behavioural Change, Citizens’ Perception, Government Policies, Subsidy Removal, Nigeria