By Lawrence K. Okofo
The use of mass media to crusade and mobilize support against certain crude and inhuman cultural practices has remained an essential focus on the social responsibility function of the media. Hence, this study beyond opinionated conjectures, empirically studied the influence of media campaigns in the eradication of Female Genital Mutilation (FGM) practice in selected communities of south south Nigeria. The survey research design was used to study a representative sample size of the target population. A sample size of three hundred and eighty three was selected and administered a twenty one item questionnaire. Research findings revealed that the media mix approach for the said campaigns, meaningfully helped at influencing the attitude of the south south rural women against the FGM practice. The study concluded that media campaigns against FGM have paid off and recommended that sensitization programmes like seminars etc. should be organized for traditional rulers, religious leaders and other opinion leaders to enable them use other rural media communication channels to further sensitize and mobilize the rural women so as to consolidate the gains of the campaign and ensure total eradication of the FGM practice.