IMPACT OF MASS MEDIA CAMPAIGN ON REDUCTION OF MALARIA

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✎: IMPACT OF MASS MEDIA CAMPAIGN ON REDUCTION OF MALARIA

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Keywords: IMPACT OF MASS MEDIA CAMPAIGN ON REDUCTION OF MALARIA

 

RESEARCH BODY

TABLE OF CONTENTS

CHAPTER ONE

1.0     INTRODUCTION

1.1     BACKGROUND OF THE STUDY

1.2     STATEMENT OF THE PROBLEM

1.3     OBJECTIVES OF THE STUDY

1.4     RESEARCH QUESTIONS

1.5     RESEARCH HYPOTHESIS

1.6     SIGNIFICANCE OF THE STUDY

1.7     SCOPE OF THE STUDY

1.8     DELIMITATION OF THE STUDY

1.9     DEFINITION OF TERMS

CHAPTER TWO

2.0     LITERATURE REVIEW

2.1     CONCEPTUAL CLARIFICATION

2.2     THEORETICAL FRAMEWORK

2.3     EMPIRICAL REVIEW

2.4     SUMMARY OF LITERATURE REVIEW

CHAPTER THREE

3.0     RESEARCH METHODOLOGY

3.1     RESEARCH DESIGN

3.2     AREA OF STUDY

3.3     POPULATION OF THE STUDY

3.4     RESEARCH SAMPLE AND SAMPLING TECHNIQUE

3.5     INSTRUMENT FOR DATA COLLECTION

3.6     VALIDITY OF THE INSTRUMENT

3.7     METHOD OF DATA COLLECTION

3.8     METHOD OF DATA ANALYSIS

CHAPTER FOUR

4.0     DATA ANALYSIS AND PRESENTATION

CHAPTER FIVE

5.0     SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.1     SUMMARY

5.2     CONCLUSION

5.3     RECOMMENDATIONS

5.4     LIMITATION

5.5     SUGGESTION FOR FURTHER STUDY

REFERENCE

APPENDIX

 

CHAPTER ONE

1.0                                           INTRODUCTION

1.1                             BACKGROUND TO THE STUDY

The last two decades the world have witnessed a number of global and regional initiatives aimed at improving the health of people all over the world. These efforts according to Family Care International FCI (2012) have been spearheaded by organizations such as Global Strategy for Women’s and Children’s Health, Countdown to 2015, the Campaign on Accelerated Reduction of Maternal Mortality in Africa (CARMMA), the Commission on Life -Saving Commodities for Women and Children, leading voices in governments and the private sector. Many Third World countries (particularly African countries) have been targets/beneficiaries of the efforts and programs of these organizations (Okaro and Iyoke, 2010).

Similar efforts were enacted in Nigeria by some organizations. In the year 2000, the Society of Gynaecology and Obstetrics of Nigeria (SOGON) initiated a strategic plan to reduce maternal mortality rate in the country by 50 percent in 2010 (Okaro and Iyoke, 2010). One of the principles to guide the organization in the realization of this goal was promoting partnerships and joint programming among stakeholders including professional associations. As a major stakeholder in this arrangement, the media had the task of educating the public on the vital issues in this plan. Since advocacy and information dissemination on maternal, newborn and child care were key components of the strategic plan, the mass media had to be co-opted into the scheme to get the message to a very wide audience. The authors note specifically, that a regular radio programme was to be established in local languages to facilitate public and community awareness on the issues in question. In 1979, the Nigerian government introduced the Expanded Program on Immunization (EPI) which later became the National Program on Immunization (NPI). The mass media were also co-opted as partners in mobilizing the public for the program. Planned and well-funded communication activities were integrated into the program to raise awareness, create and sustain demand, and encourage acceptance of the immunization services. Shimp (2004) notes that these activities involved advocacy to make the NPI program a priority, mobilizing communities to participate in it and educating caregivers on the importance of the programme. The need to communicate maternal and child health issues to the public through the mass media cannot be overlooked, more especially at a time when the world is witnessing an explosion in information and information sources. The media have always played the role of informing and educating people on issues of public interest. Such information influences and shapes how they conduct their daily lives (Karki and Agrawal, 2008). The society gets to understand issues better when the media provide more insight and interpretation to them (Dominick, 2009). Maternal and child health issues are public health issues because women constitute a large segment of the world’s population. Unfortunately, in the public health arena, issues like immunization are often perceived in terms of availability and cost of vaccines, their storage, and handling (Shimp, 2004). Little is done about the communication component that should complement the other efforts.

Media organizations often use radio to broadcast health information because it is capable of reaching many people while maintaining a strong impact. Certain media interventions have been determined to be particularly cost-effective, considering the benefits that are associated with expenditure. Radio-disseminated health messages have been found to be more cost-effective than television, as radio can reach people in their homes, cars, or at work. Brief educational radio segments can be inserted between programs during primetime hours when the maximal number of people are tuned in. One American study demonstrated that people who listen to the radio have a surprisingly accurate ability to recall details of broadcasts from months earlier; in this way, the study findings support the potential of radio to disseminate educational messages that significantly affect listeners. (Wakefield, Laken, and Hornik, 2010)

The use of radio to disseminate health education messages is particularly advantageous because of the wide range of people it can reach. In developing countries, many rural villages do not have access to electricity or television, but battery-operated radios are commonplace. Consequently, its ability to reach people in a diverse range of settings has made radio a prime medium for educational initiatives, and various health topics have been addressed through radio programming throughout the developing world. Educational radio has been used, for instance, in India for rural development, in Swaziland for public health, in Nicaragua for health education in the Philippines for nutrition education, in Sri Lanka for family planning and health, and in Trinidad and Tobago to promote awareness of proper breastfeeding practices (Wakefield, Laken, and Hornik, 2010).

Radio is a technology with low production costs, with low infrastructure costs and with marginal costs of distribution close to zero. As an aural medium, it does not exclude those who are unable to read or write and it is ideally suited to conveying content in vernacular languages. For these reasons it is perhaps unsurprising that radio has become an intimate and pervasive presence throughout the developed world and, at the same time, has penetrated into the remotest areas of the poorest countries.” (Dagron 2000: 3) A significant expansion of radio-based interventions for health at international, national and community levels has occurred in recent years (Dagron 2001). In part, this is due to the deregulation of the airwaves that has occurred in many developing countries and recognition that radio is a cheap and effective means of communicating issues relating to health, policy and health service delivery.

 

1.2     STATEMENT OF THE PROBLEM

The health sector in any economy forms the backbone of its growth and development. Factors affecting the overall Nigerian health system performance include: inadequate health facilities and structures, poor management of human resources, poor motivation and remuneration, inequitable and unsustainable health care financing, skewed economic and political relations, corruption, illiteracy, decreased government spending on health, high user fees, absence of integrated system for disease prevention, surveillance and treatment, inadequate access to health care, shortage of essential drugs and supplies and inadequate health care providers. Bilateral and multilateral assistance, and government spending on health (26.40 billion Naira or 26% of total annual budget for 2004) have not translated into enhanced health status of average Nigerians. Policy reversals and other inconsistencies over the years tend to undermine some health reforms of the past. Strategies developed for the effective implementation of national health programs in the three tiers of government (federal, state, and local government) are poorly implemented due to the politics of federalism (autonomy and resource control). High disease burden and population explosion have culminated in a vicious cycle of poverty, insecurity and uncertainty. Mortality rate has seriously increase in the Nigeria and it does not only affect the family involved but has a great effect on society as a whole. When a mother dies the children’s chances of reaching adulthood is slim”. Besides, the life/survival of infants/children under five is closely related to maternal health (Odesanya, et al. 2015). This brings to the fore why every effort of partnering with the mass media especially the radio. The Radio have the capacity to penetrate the hinterlands informing, educating and creating the needed awareness on matters of public interest. This however arose the interest of the researcher to investigate impact of mass media campaign on reduction of malaria.

1.3     OBJECTIVE OF THE STUDY

The main objective of this study is to find out impact of mass media campaign on reduction of malaria, specifically the study intends to

  1. Find out the role of radio on the health sector in Nigeria
  2. Investigate the factors militating against achieving a sustainable health care in Nigeria
  3. Find out the role of radio in achieving a sustainable health care in Nigeria

1.4     RESEARCH QUESTION

  1. What are the roles of mass media on the health sector in Nigeria?
  2. What are factors militating against achieving a sustainable health care in Nigeria?
  3. What is the role of radio in achieving a sustainable health care in Nigeria?
  4. Is there any significant relationship between Mass media and achievement sustainable malaria reduction in Nigeria?

1.5     RESEARCH HYPOTHESIS

Ho: there is no significant relationship between Mass media (radio stations) and achieving sustainable malaria reduction in Nigeria

H1: there is a significant relationship between Mass media (radio stations) and achieving sustainable malaria reduction in Nigeria

Keywords: IMPACT OF MASS MEDIA CAMPAIGN ON REDUCTION OF MALARIA

 


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Keywords: IMPACT OF MASS MEDIA CAMPAIGN ON REDUCTION OF MALARIA

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