Audiences Perception Of Effectiveness Of Broadcast Media Contents In Enhancing / Promoting Primary Healthcare

This study investigated audiences perception of effectiveness of broadcast media contents in enhancing / promoting primary healthcare. The study was specifically focused on investigating investigating the extent broadcast media is used in enhancing / promoting primary healthcare in Nigeria, whether the use of broadcast media for enhancing / promoting primary healthcare has increased audiences perception towards primary healthcare in Nigeria, the different broadcast media used in enhancing / promoting primary healthcare in Nigeria and the audiences perception of effectiveness of broadcast media contents in enhancing / promoting primary healthcare. A total of 50 responses were validated from the survey. The study adopts the agenda setting theory. From the responses obtained and analysed, the findings reveals that the extent is broadcast media used in enhancing / promoting primary healthcare in Nigeria is high. The study also found out that the different broadcast media used in enhancing / promoting primary healthcare in Nigeria include: print media, electronic media, social media, and cable technology. The study recommended that collaborative efforts of the agencies responsible for broadcast advertising of problems of diseases in Nigeria while governments at all levels in the country, organized private sector and individuals should channel resources to revamp the public power supply to ensure that broadcast advertisements of problems of communicable diseases are adequately received by the target audience in order to achieve great results.

Introduction

1.1 Background to the Study

Broadcast media such as radio and television are engaged to give out information on health issues in order to inform, educate, influence, and change health behaviour of the public, putting into consideration great importance quality generally placed on health in human society (Soola, 2009).

Onabajo (2000, p.3), states that the broadcast media report and interpret information about the society unit, highlighting its successes and failures, as well as its norms and values. It also provides cultural guidelines that help to teach the citizens how to live, how to behave and what is expected of them through various programme contents.

Kuewumi (2009, p.139) defines broadcasting as the planned provision of information, education and entertainment to a large and heterogeneous audience through two major media of mass communication of the radio or television. According to Onabajo (2000, p.2), broadcast audiences are able to access broadcast messages on the radio and television through their receivers which help in decoding such information.

The radio is popularly defined as a "blind medium" of mass communication. It broadcasts messages through speech so delivered to appeal to imagination (chioma, 2014). Fleming (2010, p.85) defined the radio as a "live predominantly personal" broadcast medium which is personified through the voice of its on-air personnel who project a personality, through which its listeners can: identify, connect and establish a personal relationship with the station.

Radio is considered to be an important medium for primary education in Africa. Because the medium is relatively cheap, it provides the opportunity for majority of Africans who are largely rural uneducated settlers to get broadcast information, education and entertainment (chioma, 2014).

The television on the other hand is considered to be the most powerful mass medium invented by man. Unlike the radio, television provides its audience the opportunity to view as well as listen to its messages. However, it is an expensive medium because of the high costs of acquiring a set, lack of electricity and weak coverage (chioma, 2014).

According to Zamawe, Banda and Dube (2016) people needlessly die every day as a result of inadequate access to health information or health workers which would have allowed them to make appropriate decisions. Therefore, access to reliable health information is a cornerstone for improved and sustainable health outcomes (Godlee, et al, 2015). In underdeveloped and developing nations, poor access to health information among women living in rural areas is a major problem. It undermines efforts to bring health care services closer to the people. Hence, innovative strategies are required to meet the goal of "Health Information for All (HIFA) (A global campaign, 2015).
People in developing countries like Nigeria seem to utilise reproductive health services more during pregnancy and for post-natal check-up and family planning or when faced with various gynecological problems (Arnolu, Orakwue & Oyeneyin, 2004). Hence, the need to provide relevant educative information capable of positively influencing the women to change their behaviour towards the preventive measure against maternal mortality.

Much of the public understands of health and health policy is not from their direct experience. Instead, most of their understanding is mediated. Health and illness discourses are pervasive in the print media, television, cinema, and the Internet (King and Watson 2005). Media channels, including print journalism, advertisements, fiction films, television shows, documentaries, and computer technology affect the healthcare system and individuals" use of that system (Friedman 2004). Clearly, media representations of health and illness shape our understanding of the experience of illness, health, and healthcare and influence health beliefs, health behaviors, healthcare practices, and policy-making (Seale 2002, 2004).

1.2 Statement of the Problem

Mass media health educational programmes over time have been regarded as effective tools in educating and informing the masses on health-related issues. These programmes can be read, listened to or viewed by the masses. Broadcast media plays important role in educating community members on health issues, especially those health challenges that are rampant or still seen in communities where such radios are located.

Issues like child mortality, measles, diabetes, high blood pressure, sexually transmitted diseases and more are predominant in many communities. According to Airhihenbuwa & Obregon (2012), there has been a significant increase in the use of radio-based interventions for health at international and community levels in recent years. This showed that broadcast media play important role in health intervention messages in communities but are these health intervention programmes being felt by the community members?.
Are they impact meaningfully on the community members that listen to these programmes? Have these programmes been able to increase the knowledge of the community members on these health issues, and change their attitudes and behaviours? In view of these, this study will therefore examine the audiences perception of effectiveness of broadcast media contents in enhancing / promoting primary healthcare.

1.3 Objectives of the Study

The primary objective of this study is to examine the audiences perception of effectiveness of broadcast media contents in enhancing / promoting primary healthcare. Specific objectives of this study are:

To determine the extent broadcast media is used in enhancing / promoting primary healthcare in Nigeria.

To determine whether the use of broadcast media for enhancing / promoting primary healthcare has increased audiences perception towards primary healthcare in Nigeria.

To find out the different broadcast media used in enhancing / promoting primary healthcare in Nigeria.

To find out the audiences perception of effectiveness of broadcast media contents in enhancing / promoting primary healthcare.

1.4 Research Questions

The following research questions will be answered in this study:

To what extent is broadcast media used in enhancing / promoting primary healthcare in Nigeria?

Has the use of broadcast media for enhancing / promoting primary healthcare increased audiences perception towards primary healthcare in Nigeria?

What are the different broadcast media used in enhancing / promoting primary healthcare in Nigeria?

What are the audiences perception of effectiveness of broadcast media contents in enhancing / promoting primary healthcare?

1.5 Research Hypotheses

The following null hypotheses will validate this study:

Ho1: The extent broadcast media is used in enhancing / promoting primary healthcare in Nigeria is low.

1.6 Significance of the Study

Generally, this study will expand the frontiers of knowledge in the field of broadcasting and health care. Specifically, the study will be relevant to media practitioners as it will help them understand how they can effectively contribute to health care promotion.
In addition, the study will help the Nigerian health sector to know how best to partner with the Nigerian broadcast media to guarantee quality health care promotion. More so, tertiary institutions (including research institutions) will find this study very helpful in the teaching and learning of media and health care development. Finally, the study may also open up other research opportunities in this and other related areas.

1.7 Scope of the Study

This study broadly focuses on audiences perception of effectiveness of broadcast media contents in enhancing / promoting primary healthcare. Empirically, this study will determine the extent broadcast media is used in enhancing / promoting primary healthcare, determine whether the use of broadcast media for enhancing / promoting primary healthcare has increased audiences perception towards primary healthcare, find out the different broadcast media used in enhancing / promoting primary healthcare and find out the challenges of using the broadcast media for enhancing / promoting primary healthcare. This study will be carried out in Aba, Abia State.

1.8 Limitation of the Study

The major limitation to the study are insufficient fund to involve many respondents to this research and carry out other logistics required in this study. Also, time factor was another constraint where the researcher had to share available time with academic work and conducting of this research within the given time frame.

Inadequate materials needed for the success of this study was another factor that limited this study. The sources for literatures and conducting of interviews in order to validate this research posed a barrier to the researcher.

Furthermore, limiting this study to only to Abia State, instead of involving all the 36 states in Nigeria was another limitation of this study.

1.9 Definition of Terms

Healthcare:

Health care or healthcare is the maintenance or improvement of health via the prevention, diagnosis, treatment, amelioration, or cure of disease, illness, injury, and other physical and mental impairments in people. Health care is delivered by health professionals and allied health fields.

Media Coverage:

This is the extent and area where messages sent through print, audio and visual media reach.

Public Perception:

Public perception is the belief of a person or people concerning a particular thing.

1.10 Organization of the Study

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, abnd selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter (chapter five) contains the summary, conclusion and recommendation.

• Mass Communication Project Topics and Materials