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 animportant role in influencing educational participation through community engagement,behavioural change, and social mobilization; however, its effectiveness in rural Nigerian contextsremains insufficiently explored. This study examined communication approaches used to promoteschool enrolment in Asa Local Government Area of Kwara State, Nigeria. The study was guidedby the Diffusion of Innovations Theory and Social Mobilization Theory and adopted a sequentialexplanatory mixed-methods design. Data were collected through a structured questionnaireadministered to 420 respondents selected using stratified random sampling, of which 384questionnaires were successfully returned and found usable for analysis. In addition, in-depthinterviews were conducted with purposively selected community stakeholders. Quantitative datawere analysed using descriptive statistics, chi-square tests, and linear regression, while qualitativedata were analysed thematically. The findings showed that interpersonal communication,particularly through community meetings and opinion leaders, was the most effective strategy forencouraging school enrolment. In contrast, formal mass media campaigns had limited reach andinfluence on parental decisions. The study also identified several barriers to enrolment, includinglow parental literacy, economic hardship, cultural preferences for male education, and distrust ofgovernment communication channels. Furthermore, community mobilization involving religiousleaders and traditional rulers significantly influenced enrolment decisions and improved communityparticipation in educational initiatives. The study concludes by recommending greater reliance oncommunity-based communication strategies and stakeholder engagement to improve schoolenrolment and bridge educational gaps in rural Nigeria.