An Evaluation of the Impact of Mass Media Campaigns on Breast Cancer Among Women in Asaba, Delta State
CHAPTER ONE
OBJECTIVES OF THE STUDY
The aims and objectives of this research study are as follows:
- To identify the prevalence of breast cancer of women in Asaba, Delta State.
- To evaluate the effectiveness of the mass media in increasing awareness on breast cancer among women in Asaba, Delta State
- To identify the factors that can help to increase existing level of knowledge on breast cancer on women in Asaba, Delta State
- To highlight strategies for an effective of mass media campaign vis-a-vis breast cancer among women.
CHAPTER TWO
Related literature review
Mass Media Campaigns Create Knowledge on Cancer Screening and Prevention
Mass media campaigns to motivate women to have papanicolaou (PAP) smears and undergo screening mammography have been going on in developed countries a long time ago. Screening of asymptomatic individuals for breast cancer, cervical and colorectal cancers is recommended for early detection. In Australia and the U.S.A., mass media campaigns in addition to reminder letters gave rise to short-term pap-smear uptake, especially when there was efficient screening services (Baron, Rimer and Breslow 2008, pp. 534) Further studies indicated that short duration screening programmes that offered quick access to screening services, used reminder letters and also campaigns in television and radio to educate people on the need to undertake pap smears. Also in the cases of mammography, mass media campaigns and reminder letters were used in areas where screening was already organized and many people participated in the screening exercises (Mullins, Wakefield and Baron 2008). Mass media campaigns without standard screening services, however produced no increase in the early detection of cancer. Also mass media campaigns have succeeded in creating awareness on the prevention of skin cancer. The media had continued to educate the people that skin cancer is caused mainly by over exposure to ultraviolent radiation in sunlight. Mass media also went further to tell people to reduce sun exposure, especially for fair-skinned persons to avoid high ultraviolent periods to wear protective clothing (Saraiya, Glantz and Briss 2004, pp. 422-466; Elwood, Makin, Sinclair and Burton 2009, pp. 107-132). A study that assessed sun protection behaviourial change for 15 years in Australia, due to mass media campaign awareness, had shown that there has been improvements in attitudes and behaviour concerning skin cancer prevention, also, reduction in the incidence of melanoma was observed, especially among young people due to the media campaign (Saraiya, et al. 2004).
Health Communication Intervention Efforts in Changing Health Behaviour
Health communication has been identified with the efforts of touching virtually all aspects of health and wellbeing, including diseases prevention and cure, health promotion and quality of life. Health communication has done a lot in combining theories and practice in order to understand communication processes that would help change people’s behaviour towards healthy living.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine an evaluation of the impact of mass media campaigns on breast cancer among women. Women in Asaba, Delta forms the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
TEST OF HYPOTHESIS
H0: there is no effectiveness of the mass media in increasing awareness on breast cancer among women in Asaba, Delta State
H1: there is effectiveness of the mass media in increasing awareness on breast cancer among women in Asaba, Delta State
H0: there are no factors that can help to increase existing level of knowledge on breast cancer on women in Asaba, Delta State
H2: there are factors that can help to increase existing level of knowledge on breast cancer on women in Asaba, Delta State
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain evaluation of the impact of mass media campaigns on breast cancer among women. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of mass media campaigns on breast cancer among women.
Summary
This study was on an evaluation of the impact of mass media campaigns on breast cancer among women. Four objectives were raised which included; To identify the prevalence of breast cancer of women in Asaba, Delta State, to evaluate the effectiveness of the mass media in increasing awareness on breast cancer among women in Asaba, Delta State, to identify the factors that can help to increase existing level of knowledge on breast cancer on women in Asaba, Delta State and to highlight strategies for an effective of mass media campaign vis-a-vis breast cancer among women.. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from women in Asaba, Delta state. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
The following conclusions were drawn based on the findings of the study. The media, especially the radio, contributed meaningfully in informing and educating the women in Delta State of breast cancer. This was evidenced in the high frequency of exposure to the radio and high knowledge of breast cancer, especially among the urban dwellers. There was high level of confidence in media information of breast cancer; hence the women depended on the media for relevant knowledge of breast cancer, because they perceived the information as credible and educative. The high level of knowledge of breast cancer also led to high number of literate women that prevented breast cancer, through the practices of early detection measures like Breast SelfExamination (BSE) and Clinical Breast Examination (CBE). All the same, the high level of knowledge of breast cancer, was evidenced in the number of urban dwellers that survived breast cancer, because they sought medical attention on time, for treatment, immediately a lump was detected. Although most women in the rural Areas, mentioned friends as their major source of knowledge on breast cancer, the study was a clear departure from the past when there was loss of confidence in media reports on health issues but poverty, lack of infrastructural facilities and high rate of illiteracy could not allow the mass media contribute meaningfully to breast cancer knowledge among women in Delta state
Recommendation
The mass media should increase their scope of coverage of breast cancer for the benefits of Delta State women in particular and Nigerian women in general. Both Federal, State and Local Governments should fund, sustain and encourage breast cancer knowledge campaigns in the mass media, as a matter of urgency.
- Adequate infrastructural facilities should be provided in the rural Areas, in order to close the gap in the mass media between the rural and urban dwellers.
- Government should stop paying lip-service to its poverty alleviation programmes, as residents of rural Areas are bedevilled with illiteracy and poverty, which had continued to deny them access to the media contents of their choice.
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