Influence Of Mass Media On The Use Of Contraceptive Among Rural Women

The objective of the study was to establish the influence of mass media on the use of contraceptive among rural women. Data drawn from all the rural women in Kuja area council; all the women of reproductive age provided the sample for the study. Results indicated that women who were exposed to family planning messages on the three Mass media variables were more likely to use modern contraceptives. In addition more educated women as well as those belonging to households with higher wealth index were more likely to use contraceptives. The results showed that women in their thirties, married women and women with more living children were likely to use modern contraceptives. The study recommended that relaying of family planning information through radio be intensified in Nigeria. The study also recommended that further studies be conducted to determine why the Mass media variables of television and newspapers are not significant in determining modern contraceptive use in Nigeria and yet very influential in family planning uptake in other countries.

Introduction

1.1. Background to the Study

Promotion of family planning in countries with high birth rates has the potential to reduce poverty and hunger, avert 32 percent of all maternal deaths and nearly 10 percent of childhood deaths and contribute substantially to women"s empowerment and achievement of universal primary schooling and long-term environmental sustainability. In the past 40 years, family-planning programmers have played a major part in raising the prevalence of contraceptive practice from less than 10 percent to 60 percent and reducing fertility in developing countries from six to about three births per woman. Although in half the 75 larger low-income and lower-middle income countries (mainly in Africa), contraceptive practice remains low and fertility, population growth and unmet need for family planning are high.
Of all the Millennium Development Goals, the least progress has been made on goal Number Five (MDG 5): Re­ducing maternal mortality by three-quar­ters by the year 2015. (UNICEF 2009).

Every day, about 1,500 women across the globe die because of complications during pregnancy or childbirth, and 98 percent of these deaths, half a million annually, occur in developing countries. Another 10 to 20 million women develop physical or mental disabilities every year as a result of complicated pregnancies and deliveries. (WHO Report: 2008).

Sub-Saharan Africa leads this death toll, accounting for 50 percent of all maternal deaths worldwide, and South Asia accounts for another 35 percent (UN Millennium Declaration).

In addition to the tragedy of these preventable deaths, high maternal mortality comes with a high cost to the rest of society. Costs are both direct, including the cost of health care (either to families or to the health system), and indi­rect, in the form of income and productivity lost for both the mother and the family (child health, growth, and education all suffer when mothers die) (Gill et al. 2007).

The recent progress report on the sub­ject, Countdown to 2015: Tracking Progress in Maternal, Newborn & Child Survival, de­fines as "high" any Maternal Mortality Ratio (MMR) of 300 or more maternal deaths per 100,000 live births. Currently, 60 countries have MMR levels this high (UNICEF 2008).

However, it has become increasingly clear that the success of these interventions depends on the capacity of the health system and the role play by Mass media in each country to deliver quality care as well as creating awareness and especially in girls" education, family planning, good roads, and available transport for emergencies.

Contraception (birth control) prevents pregnancy by interfering with the normal process of ovulation, fertilization, and implantation. There are different kinds of birth control that act at different points in the process.

Every month a woman"s body begins the process that can potentially lead to pregnancy. An egg (ovum) matures, the mucus that is secreted by the cervix (a cylindrical-shaped organ at the lower end of the uterus) changes to be more inviting to sperm, and the lining of the uterus grows in preparation for receiving a fertilized egg.

Any woman who wants to prevent pregnancy must use a reliable form of birth control. Birth control (contraception) is designed to interfere with the normal process and prevent the pregnancy that could result. There are different kinds of birth control that act at different points in the process, from ovulation through fertilization to implantation. Each method has its own side effects and risks. Some methods are more reliable than others.

Although there are many different types of birth control, they can be divided into a few group based on how they work. These groups include:

Hormonal methods: These use medications (hormones) to prevent ovulation. Hormonal methods include birth control pills ( oral contraceptives ), Depo Provera injections, and Norplant.

Barrier methods: These methods work by preventing the sperm from getting to and fertilizing the egg. Barrier methods include male condom and female condom, diaphragm, and cervical cap. The condom is the only form of birth control that also protects against sexually transmitted diseases , including human immunodeficiency virus (HIV) that causes acquired immune deficiency syndrome (AIDS).
Spermicides: These medications kill sperm on contact. Most spermicides contain nonoxynyl-9. Spermicides come in many different forms such as jelly, foam, tablets, and even a transparent film. All are placed in the vagina. Spermicides work best when they are used at the same time as a barrier method.

Intrauterine devices (IUDs): These devices are inserted into the uterus, where they stay from one to ten years. An IUD prevents the fertilized egg from implanting in the lining of the uterus and may have other effects as well.

Tubal ligation: This medical procedure is a permanent form of contraception for women. Each fallopian tube is either tied or burned closed. The sperm cannot reach the egg, and the egg cannot travel to the uterus.

Vasectomy: This medical procedure is a the male form of sterilization and should be considered permanent. In vasectomy, the vas defrens, the tiny tubes that carry the sperm into the semen, are cut and tied off.

Unfortunately, there is no perfect form of birth control. Only abstinence (not having sexual intercourse) protects against unwanted pregnancy with 100 percent reliability. The failure rates, or the rates at which pregnancy occurs, for most forms of birth control are quite low. However, some forms of birth control are more difficult or inconvenient to use than others.

Nigeria, as the most populous country in Africa, faces significant challenges in reproductive health, including high maternal mortality rates and low contraceptive prevalence, particularly in rural areas. According to the Nigerian Demographic and Health Survey (NDHS) of 2018, only 12.4% of married women in rural areas reported using modern contraceptive methods, compared to 28.7% in urban areas (National Population Commission et al., 2019). This rural-urban disparity underscores the need for targeted interventions to address barriers to contraceptive access and uptake among rural women.

Mass media, encompassing television, radio, newspapers, and increasingly, digital platforms, exerts a profound influence on individuals" knowledge, attitudes, and behaviors regarding health issues, including contraceptive use (Kuruvilla et al., 2014). Through various channels, mass media disseminates information, educates, and shapes societal norms, potentially impacting health-seeking behaviors and decision-making processes among diverse populations.

In the context of rural Nigeria, where access to formal healthcare services is often limited, mass media serves as a crucial source of health information and education. Studies have suggested that exposure to family planning messages through mass media positively correlates with increased contraceptive knowledge and uptake among women in rural settings (Babalola et al., 2015). Furthermore, mass media campaigns have been instrumental in challenging cultural taboos and misconceptions surrounding contraceptives, contributing to shifts in societal norms and attitudes towards family planning.

Despite the potential benefits, leveraging mass media for contraceptive promotion in rural Nigeria poses several challenges. These include linguistic and cultural barriers, limited access to media outlets in remote areas, and competing health priorities within constrained healthcare systems. Additionally, the portrayal of contraceptives in mass media must be culturally sensitive and contextually relevant to resonate with rural audiences. Against this backdrop, this research seeks to explore the nuanced relationship between mass media exposure and contraceptive use among rural women in Nigeria.

1.2 Statement of the Problem

Despite efforts to promote contraceptive use in Nigeria, particularly among rural women, low uptake persists, contributing to high rates of unintended pregnancies, maternal mortality, and limited reproductive autonomy. One critical avenue for intervention is through mass media campaigns, which have the potential to disseminate information and influence attitudes towards contraception. However, the effectiveness of these campaigns in rural settings remains unclear, necessitating a deeper investigation into the key issues.
Rural areas in Nigeria often have limited access to mass media outlets such as television, radio, and newspapers. Consequently, it is essential to assess the reach and penetration of mass media channels in these communities to determine their effectiveness as platforms for contraceptive messaging (Bertrand et al., 2006).

The content of mass media campaigns plays a crucial role in shaping perceptions and behaviors related to contraception. However, cultural taboos and religious beliefs surrounding family planning in rural Nigeria may influence the acceptability and effectiveness of messaging (Bankole et al., 2008). Therefore, there is a need to examine the cultural appropriateness and sensitivity of contraceptive messages disseminated through mass media in rural contexts.

While previous research suggests a positive association between exposure to mass media and contraceptive knowledge, the translation of knowledge into behavior change remains uncertain (Babalola et al., 2015). Understanding the extent to which mass media campaigns influence contraceptive decision-making and uptake among rural women is essential for designing effective interventions.
Despite increased awareness, various barriers, including socio-cultural norms, financial constraints, and lack of access to healthcare facilities, continue to impede contraceptive utilization among rural women in Nigeria (Bankole et al., 2008). Examining the role of mass media in addressing these barriers and facilitating contraceptive access and uptake is paramount.

Assessing the long-term impact and sustainability of mass media interventions on contraceptive use is critical for informing future programming and policy decisions. Rigorous evaluation methods, including longitudinal studies and randomized controlled trials, are needed to determine the effectiveness of mass media campaigns in driving sustained behavior change (Bertrand et al., 2006).
Addressing the complex challenges surrounding contraceptive use among rural women in Nigeria requires a multifaceted approach that

leverages the potential of mass media interventions. By investigating the access, content, impact, and sustainability of mass media campaigns, this research aims to contribute to the development of evidence-based strategies for promoting contraceptive uptake and improving reproductive health outcomes in rural communities..

1.3 Objectives of the Study

To examine whether Mass media have been able to educate women in Kuja area council on the usefulness of contraceptives.

To know if Mass media enlightenment programmes have reduced unwanted pregnancy among women in Kuja area council.

To highlight some of the challenges facing Mass media in sensitizing women about contraceptives usage.

To find out whether religion and cultural background of women in Kuja area council influence their usage of contraceptives.

To know if educational background of women in Iree has impact on their acceptance and usage of contraceptives materials.

To study the extent which Mass media educate women on material health.

To find out whether Mass media campaigns on contraceptives usage reduce maternal mortality among women.

1.4 Research Questions

To what extent has Mass media been able to educate women in Kuja area council on the usefulness of contraceptives?

Have Mass media enlightenment programme reduce unwanted pregnancy among women in Kuja area council?

Is there any challenge facing Mass media in sensitizing women about contraceptives usage?

To what extent does religion and culture influence women in Kuja area council to adopt contraceptives?

To what extent does educational background of women in Kuja have impact on their acceptance and usage of contraceptives materials?

To what extent do Mass media educate women on material health?

1.5 Hypothesis of the Study

The study tested the following hypothesis;

Ho: There is no significant influence of mass media on the use of contraceptive among rural women

Hi: There is a significant influence of mass media on the use of contraceptive among rural women

1.6 Significance of the Study

Media Practitioners:

The study will assist the media practitioners to know its role in keeping women informed concerning maternal related issues.

Government and Health Agencies:

Must partner with media in order to success in their various campaign activities to take their message to the target women.

Individual:

Individual woman will benefit from this research as it will help them aware of some of the preventive measure they can take and the challenges in each of the method.

Future Researchers:

Researchers who will be writing on this aspect or related one will fine this word very interesting and serve as reference materials.

1.7 Scope of the Study

Although, the primary aim and objective of the project is to appraise the influence of Mass media on the coverage of contraceptives by rural women. The topic itself has limited the scope of this study through the use of Kuja area council as a case study.

However, this can not be effectively talked without considering the demographic factor of the women in Kuja area council that will respond to the questionnaires.

Experience, education background, age, sex e. t. c must be considered before the distribution of research instruments.

1.8 Limitation of the Study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. However, the researcher were able to manage these just to ensure the success of this study.

1.9 Definition of the Terms

Appraising:

It means to estimate the value or quality of something or examine or study something.

Mass media:

These are means of getting information across to the people residing in a diverse location through the help of radio and television.

Contraceptives / Contraception:

These are ways of preventing pregnancy by the use of contraceptives device or drug especially among women.

Rural Women:

These are set of women living in a rural area or semi urban

Maternal Mortality / Death:

Death of women during birth or pregnancy.

1.10 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows.

Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.

Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.

Chapter three deals on the research design and methodology adopted in the study.

Chapter four concentrate on the data collection and analysis and presentation of finding.

Chapter five gives summary, conclusion, and recommendations made of the study.

Title Page

Certification

Dedication

Acknowledgement

Table of Content

List of Tables

Abstract

Chapter One:

Introduction

1.1 Background of the Study

1.2 Statement of the Problem

1.3 Objective 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 Limitation of the Study

1.9 Definition of Terms

1.10 Organisations of the Study

Chapter Two:

Review of Literature

2.1 Conceptual Framework

2.2 Theoretical Framework

2.3 Empirical Review

Chapter Three:

Research Methodology

3.1 Research Design

3.2 Population of the Study

3.3 Sample Size Determination

3.4 Sample Size Selection Technique and Procedure

3.5 Research Instrument and Administration

3.6 Method of Data Collection

3.7 Method of Data Analysis

3.8 Validity of the Study

3.9 Reliability of the Study

3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

4.1 Data Presentation

4.2 Analysis of Data

4.3 Answering Research Questions

4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

5.1 Summary

5.2 Conclusion

5.3 Recommendation

REFERENCES

APPENDIX

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