American Journal of Environmental Protection, 2016, Vol. 4, No. 2, 48-54 Available online at http://pubs.sciepub.com/env/4/2/2 ©Science and Education Publishing DOI:10.12691/env-4-2-2 Is Media Communication Solving Environmental Challenges: The Case of Buea, South West Region of Cameroon Mbunya Francis Nkemnyi 1,* , Fualefeh Ndobegang 2 , Leonard Itayi Chirenje 3 , Naseli Okha Dioh 1 1 Resource Centre for Environment and Sustainable Development (RCESD), Cameroon. P.O Box 30, Buea, South West Region, Cameroon 2 Catholic University Institute of Buea (CUIB), P.O Box 563, South West Region Cameroon 3 Department of Social Sciences, Faculty of Social Sciences, Great Zimbabwe University, P.O Box 1235, Masvingo, Zimbabwe *Corresponding author: nmbunyaf@gmail.com Abstract This study assessed the influence of media communication on environmental behavior in Buea, Cameroon. Effective media communication has the potential of motivating friendly environmental habits. However, media communication approaches to influence effective conscious environmental behavior is still a challenge. This study was conducted in Buea, South West Region. Mixed methodology including household questionnaires, in- depth interviews and field observations were used. The main findings revealed that media communication on environmental issues is still conducted merely as a public obligation rather as a tool to influence behavorial change towards the environment. Moreover, media communication was revealed to be very expensive for individuals and institutions that are willing to promote environmental education through the media. Despite the increase in media presence in the study area, media communication has not been able to capture and utilize approaches that can lead to interactive communication, and influence positive environmental habits. There is therefore an urgent need to explore detail strategies that conform to local ethics and has the potential to initiate interactive environmental communication. Keywords: environmental habits, media communication, environmental protection, local knowledge, attitude and perception, Cameroon Cite This Article: Mbunya Francis Nkemnyi, Fualefeh Ndobegang, Leonard Itayi Chirenje, and Naseli Okha Dioh, “Is Media Communication Solving Environmental Challenges: The Case of Buea, South West Region of Cameroon.” American Journal of Environmental Protection, vol. 4, no. 2 (2016): 48-54. doi: 10.12691/env-4-2-2. 1. Introduction The right to a healthy environment is a major concern for the “sustainable development agenda” [1]. Grounded in Millennium Development Goal number 7, environmental conservation has become a prominent discourse in sustainable development efforts and strategies for most countries of the world today [2]. However, despite the importance placed on environmental conservation, majority of the livelihood activities worldwide deplete natural resources and generate greenhouse gases, which pose threats to the environment [3,4]. Those engaged in environmental degradation are most of the time either unaware about the impact or are less informed about the negative effects of their unsustainable activities to the environment [5,6]. In some circumstances, they are faced with factors beyond their control [7]. The effects of environmental degradation are evident in the recent global warming trends, which are responsible for climate change [8]. Media communication is fast evolving and if effectively utilized can impact society’s behavior towards healthy environmental habits. There is therefore the need to craft and employ different communication strategies that effectively deliver to the intended target population, through the different media organs that affect their attitudes and perceptions on environmental protection [9,10]. Efficient use of methods, instruments and techniques which are well established in development communication, adult education, social marketing, agricultural extension, public relations, non-formal training and other fields are relevant to affect change [11]. Efficient communication should in this case be able to motivate the link between the subject matter of environmental issues and the related socio-political processes of policy making and public participation. It should be able to bridge the gap between ‘hard’ technical know-how and ‘soft’ action-oriented behavioral change [12]. Perceptions and attitude on the environment are to a large extent motivated by cultural contexts, visions, lifestyles and value judgments. In the same line, perceptions and attitudes have been observed to be influenced by public discourse and transparently communicated alternatives [13]. Effective communication has been shown to play a vital role in reducing environmental degradation and thus promoting environmental conservation [14]. Thus, implementation of environmental policies and management