The research focused on evaluating the the impact of mass media campaigns on breast cancer among women in Asaba, Delta state. Five research questions guided the study. A survey method which employed a structured questionnaire was employed for data collection from 400 Asaba, Delta state women. The findings showed the inadequacies that characterized the media campaigns on breast cancer in the Enugu State. The result revealed that most women had knowledge of breast cancer but the knowledge was not deep rooted. Consequently, most of the breast cancer programmes that were featured in these media campaigns were found to be infrequent and incomprehensive to engender a positive behaviour change in Asaba, Delta state women in observing their breast self examination(BSE) and clinical breast examination (CBE) believed to save lives and reduce mortality rates, without the support of face – to – face campaign. However, radio was found to be the major source of breast cancer information to Asaba, Delta state women as well as the most effective medium for breast cancer campaign due to its widest reach and the efficiency with which it transcends literacy level of the audience. It is recommended that breast cancer programmes be featured frequently and programmes like drama, radio jingles, television commercials and Internet be added to the available programmes while employment of indigenous language be included in the packaging of the progammes. Finally, face – to -face campaign should complement media campaign to reinforce credibility and clarity of media campaign programmes on breast cancer.
Introduction
1.1 Background of the Study
Breast cancer is the most common diagnosed cancer in women globally and the second most common cancer in the world. (Azenha, Bass, Caleffi, Smith, Pretorius, Durstine and Perez, 2014; Parkin, Bray, Ferlay and Pisani, 2015; Okobia, Bunker, Okonofua, and Osime, 2016) Its attacks on women is reported to be three times higher in developed parts of the world than in less developed parts, but the death toll is greater in less developed regions (Azenha et al, 2014),
It is however a cancer that originates from breast tissue; hence it is regarded as a cancer of the glandular tissue of the breast. Though the disease is confirmed to be found both in male and female patients, yet the incidence is hundred times more in women than in men. (Russel 2007). Breast cancer is therefore a proliferation of breast cells that is characterized by an abnormal growth and division of the cells to the destruction of the surrounding tissues through the filtration of the cancerous cells into the blood stream (Medical Women”s Association of Nigeria, 2014).
However, breast cancer is mostly detected by a painless lump or mass of tissues called tumors, with genetic mutations and age, among the risk factor. (Blugs, Cummings, Spencer, and Palladino, 2009). Historically, according to Russel (2007) breast cancer may be one of the oldest known forms of cancerous tumors in women in Egypt and it dates back to approximately 1600BC. It was first noted and recorded as tumors or ulcers of the breast. During that time, Edwin, Papyrus described eight cases of tumors or ulcers of the breast that were treated by cauterization as “there is no treatment”. This treatment by cauterization was done with a tool called “Firedrill”. For centuries, physicians described similar cases in their practices with the same conclusion. It was not until doctors achieved greater understanding of the circulatory system in the 17th century, that they could establish a link between breast cancer and the lymph nodes in the armpit. However, the French surgeon, Jean Lewis Petit (1674 – 1750) and Scottish Surgeon, Benjamin Bell (1749 – 1805) were the first to remove the lymph nodes, breast tissue and chest muscle in an effort to save women from breast cancer. Their successful works were carried on by William Stewart, who started performing mastectomies in 1882. The Halsted radical mastectomy often involved removing both breast associated with the lymph nodes and the underlying chest muscle. This often led to a long term pain and disability, but was seen as necessary, in order to prevent the cancer from reoccurring. Radical mastectomy therefore remained the standard until in the 1970s, when a new understanding of metastasis led to perceiving cancer as the system illness as well as a localized one. (Rusel, 2007).
Moreover, following the global trend, the incidence and mortality of breast cancer constitute a major public health issue. In the view of the World Health Organization and International Union against Cancer (2015), breast cancer comprises 10.45% of all cancer incidence among women, making it the second most common type of non-skin cancer (after lung cancer) and the fifth most common causes of cancer deaths.
For instance, it was observed in 2004, that the ailment claimed 579,000 lives world- wide. This is evident in Pakistan, an Asian country, which has the highest rate of breast cancer, for any Asian population accounting for 40,000 deaths per year. It is therefore approximated that 35% of Pakistani women suffer from breast cancer at some points in their lives. Every fifth woman, after the age of 40, develops the disease, 77%, after the age of 50, develop invasive breast cancer. (Pielle, 2015). Similarly, it was also reported that it is the most prevalent cancer in American women who have a one to eight lifetime chance of developing the tumour/lump, coupled with 3% chance of the disease causing their death. (Russel, 2007).
According to the American Cancer Society (2007) quoted in Udoudo (2008:365) Female breast cancer incidence rates, for 2002, vary internationally by more than 25 fold, ranging from 300 cases per 100,000 in Mozambique to101.1 in the United States, North America, Australia and Northern and Western Europe have the highest incidence of breast cancer. Large parts of Africa and Asia have the lowest.
The alarming increase in the incidence and mortality of the disease not only has posed a great threat to the world of women with slim survival rates, but also created a great deal of concern to the entire world (WHO & UICC, 2015). It is in view of the above that the United Nations, international organizations and national governments have initiated combative strategies against the pandemic with the month of October declared as the National Breast Cancer Awareness month and pink ribbon, symbolizing the awareness of the disease. (King, 2016).
The Nigerian experience of the increase of breast cancer attacks and deaths is not different. Organizations like. Lagos Chamber of Commerce and Industry (LCCI) and the National Cancer Prevention Programme (NCPP) are joining forces to mount a fresh onslaught on breast cancer. (Adebayo, 2010). Also in the fight, is the Breast without Spot Initiative (BWSI), launched in April 2008 in Abuja, with the aim to sensitize and prevent late presentation of women with breast cancer. (The international cancer week, 2010)
The above fight becomes necessary, considering the revealing news reports that 83% of cases of cancer that arrive Nigerian hospitals, do so very late. According to the news report, the late arrival of cancer patients to the hospitals only meet with palliative medical assistance, which is not intended to cure the patients but to help manage them before the inevitable happens. In regards to the state of the Nigerian government hospitals, the reports disclosed that the Abuja National Hospital, for instance, does not have functional equipment on ground, to offer proper diagnosis and treatment to cancer patients. The result, in the view of this report is that most people suffer the disease and later die eventually because of poor diagnosis and treatment. (NTA News, 2014).
In light of the above, experts and WHO warned that unless checked, the burden of cancer in Nigeria and other developing countries will increase (Tell Magazine, 2014). It is therefore pertinent at this juncture, to know as confirmed by the American Cancer Society (2007) that early detection or diagnosis of breast cancer can save the life of the patient. Implying that the disease is a preventable and a curable one as it is ascertained, that a patient”s chances of surviving breast cancer is higher than 90%,only with early diagnosis, and therefore need not be made fatal. (Kayode, Akande,& Osagbemi 2015).
The above therefore will depend on the positive response of women to media awareness and campaigns on breast cancer, for the much emphasized “early detection” of the ailment and its preventable stage to become a reality. There is no doubt therefore that the best way to create awareness is through the media, of which useful information can be passed on from a reliable source to thousands of people around a target area. In other words, mass media consisting of newspaper, radio, television, magazine, posters, pamphlet/leaflet, billboards, internet, et cetera, in any society, are to inform, correlate and educate (among others) in the process of being tools of change. It is on this note that the creation of awareness on health issues, using the media of mass communication has served as vehicles of fighting against onslaught of diseases in the past years. (http://www.answers.com/topic/massmedia).
That is why the mass media are believed to be important tools in advancing public health goals in societies. It follows that the employment of the mass media to disseminate and deliver health news and medical therapies to their target audiences will certainly achieve greater and positive results. (http://www.answers.com/topic/massmedia).
It then becomes evident that effective provisions of constant health information to Nigerian women, to sensitize, educate and mobilize them on the causes of breast cancer, the various common symptoms, the risk factors, preventive measures and possible treatments, are in the domain of the media of mass communication since it is in the ability of the media to inhibit or promote a change in a society.
It is in line with the view that Mboho (2003), observes that frequent and constant projection of issues in cancer, as major health problems by the media has the ability of inculcating in their audience, the knowledge of all that cancer entails. Therefore, constant media campaign programmes against breast cancer are capable of evoking positive attitudes in women by responding to do their Breast Self Examination (BSE) and Clinical Breast Examiniation (CBE) and change wrong habits that can cause cancer and take the necessary preventive measures.
It is against this backdrop, that the media campaigns have indeed been identified as vital strategies to be employed in achieving a much needed quick and prompt compliance from women in the struggle to combat the onslaught of breast cancer. In other words, effective media campaigns for early presentation of breast cancer by women will make the 90 per cent chances of surviving breast cancer a reality.
Media campaigns can therefore be seen as a series of measures taken to influence attitudes and opinions. It can be of short duration or over long periods. They are widely employed to expose high proportion of large population to messages through existing media such as billboards, radio, television, magazine, newspaper, internet, et cetera. (Wakefield, Loken &Hornik, 2010).
It is believed therefore, that if media campaigns are properly designed and executed, following `Coffman”s (2002) characteristics of effective campaign of delivering understandable and credible messages, capturing the right audience attention and dissemination of messages that are capable of influencing or causing a change in the audience attitudes, will form a major link in the communication processes geared towards achieving attitude or behavioural changes.
1.2 Statement of the Problem
Cancer is one of the deadly diseases that has threatened the world. According to WHO (2015), about 12.5% of all deaths globally are caused by cancer, with the percentage more than the percentage of deaths caused by HIV/AIDS, tuberculosis, and malaria put together.
Therefore, the increase in the attacks and deaths of women with breast cancer in Asaba, Delta state LGA poses a pertinent question on the effect of breast cancer campaigns on Asaba women as regards the their poor responses to early presentation of breast cancer. It is in view of the above and given the confirmation of American Cancer Society (2007) that breast cancer deaths remain preventable at the early stage, that the researcher critically evaluated the effectiveness of the media campaign programmes on breast cancer, in causing a quick and prompt positive changes of the women in performing their BSE and CBE for the reduction in their mortality rate.
1.3 Objectives of Study
The objectives of the study are:
To ascertain the media campaign programmes on breast cancer and their frequency
To identify the medium women are most exposed to.
To find out the level of Asaba women”s exposure to media campaign messages on breast cancer.
To ascertain the medium that is most effective for media campaign on breast cancer.
To evaluate the effectiveness of the media campaigns on breast cancer awareness
1.4 Research Questions
The research questions are as follows:
How frequent are the media campaigns programmes on breast cancer in Asaba, Delta state LGA?
Which medium are women most exposed to?
Do women have adequate exposure to media campaign on breast cancer?
Which medium is most effective for breast cancer campaigns?
How do women perceive media campaign on breast cancer?
1.5 Hypothesis of the Study
The following hypothesis was formulated and tested by the study
Ho: There is no significant relationship between the level of awareness to breast cancer broadcast media campaigns and the level of knowledge of breast cancer risk factors, prevention, treatment, screening methods and practice.
H1: There is significant relationship between the level of awareness to breast cancer broadcast media campaigns and the level of knowledge of breast cancer risk factors, prevention, treatment, screening methods and practice.
1.6 Significance of Study
This study has both theoretical and practical significance. Theoretically, it will contribute to the articulation of the media campaign role in solving the problem of breast cancer.
It will serve as a data base to mass communication researchers who may be interested in learning the global fight on breast cancer and future researchers, who may embarking on similar research in future.
It practical will serve as a document for government and non-governmental organizations, policy makers and media campaigns planners in the field of breast cancer.
1.7 Scope of the Study
The research focus on an evaluation of the impact of mass media campaigns on breast cancer among women in Asaba, Delta State.It will be carried among Women In Asaba, Delta State.
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 Terms
Media Campaigns
Media campaigns are intensive and organized form of persuasive communication sponsored by an authority and packaged in the form of jingles, commercials, press release, articles, news stories, and dramas and so on. These are published or disseminated through the various mass media like newspaper, radio, television or internet, to the different targeted audiences, with the mind to sensitize and mobilize the people into action or towards a desired goal.
Women Responses / Compliance
Women”s responses are the way and manner the women who are exposed to the media campaigns programmes or who are reached with the media campaigns messages react or respond to the messages, to performing breast self examination (BSE) or clinical breast examination (CBE) or acting otherwise.
Metastasis or Metastatic
This is the spread of cancerous cell from one organ to another organ or part. Metastatic Breast Cancer
It is a stage of breast cancer where the cancerous cell has spread to distant sites or has metastasized from one organ to another. For example breast cancer cell spreading to lungs, bones, liver, lymph nodes and brain.
Invasive Breast Cancer
This is breast cancerous cell that invade normal healthy tissues. Non Invasive breast cancer
This stays within the breast milk ducts or lobules in the breast, they do not invade the normal tissue within or beyond/outside the breast. They are called carcinoma in situ meaning in the same place
Ductal Carcinoma in Situ (DCIS)
It is a breast that has not spread beyond breast milk duct to any normal surrounding breast tissue. It is the most common type of non-invasive breast cancer where Ductal refers to the breast cancer that forms in the milk duct, Carcinoma refers to the breast cancer that forms in the skin or tissue of the breast that covers the internal organs while “In situ” means the breast cancer that is in the same place where it started.
Mammogram
This is an x-ray picture of the breast which is used to check for breast cancer in women who have no symptoms of the disease.
Mammography
Is a screening tool or low-energy x-ray used to examine or diagnose women breast for detection of lumps or masses of tumors.
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.
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