COMMUNICATION APPROACHES FOR PROMOTING SCHOOL ENROLMENT IN RURAL COMMUNITIES: A STUDY OF ASA LOCAL GOVERNMENT AREA, KWARA STATE, NIGERIA

Abstract

In Nigeria, despite government efforts to achieve universal basic education,
enrolment rates in many rural areas remain below national expectations. Communication plays an
important role in influencing educational participation through community engagement,
behavioural change, and social mobilization; however, its effectiveness in rural Nigerian contexts
remains insufficiently explored. This study examined communication approaches used to promote
school enrolment in Asa Local Government Area of Kwara State, Nigeria. The study was guided
by the Diffusion of Innovations Theory and Social Mobilization Theory and adopted a sequential
explanatory mixed-methods design. Data were collected through a structured questionnaire
administered to 420 respondents selected using stratified random sampling, of which 384
questionnaires were successfully returned and found usable for analysis. In addition, in-depth
interviews were conducted with purposively selected community stakeholders. Quantitative data
were analysed using descriptive statistics, chi-square tests, and linear regression, while qualitative
data were analysed thematically. The findings showed that interpersonal communication,
particularly through community meetings and opinion leaders, was the most effective strategy for
encouraging school enrolment. In contrast, formal mass media campaigns had limited reach and
influence on parental decisions. The study also identified several barriers to enrolment, including
low parental literacy, economic hardship, cultural preferences for male education, and distrust of
government communication channels. Furthermore, community mobilization involving religious
leaders and traditional rulers significantly influenced enrolment decisions and improved community
participation in educational initiatives. The study concludes by recommending greater reliance on
community-based communication strategies and stakeholder engagement to improve school
enrolment and bridge educational gaps in rural Nigeria.