An Evaluation of the Impact of Mass Media Campaign on Breast Cancer Among Women in Asaba, Delta State
Chapter One
OBJECTIVES OF STUDY
The objectives of this study were as follows:
- To find the level of awareness of breast cancer campaign among women in Asaba LGA.
- To assess the response of women in the area to breast cancer campaigns in Asaba LGA.
- To find out if young and unmarried ladies/girls follow the trend of media campaigns towards eradicating breast cancer in the society.
- To find out if NTA Delta are seriously committed to the fight against breast cancer.
CHAPTER TWO
LITERATURE REVIEW
MASS MEDIA AND HEALTH COMMUNICATION
As Akpan (2006, p. 1) notes, one of the scientific developments of the 19th century was the utilization of the air wave to establish a world wide communication system. Broadcasting is one of the several means of getting message to a large of people at the same time. It is made up of the conventional medium of television and radio. Heads (1985) cited in Akpan (2006, p.9) gives some of the attributes of broadcasting as ubiquity, immediacy, voracity, flexibility, voluntaries, interference and potential for social control.
It is thus these attributes that campaigns and communication strategists explore to advantages. One of such campaigns is the campaign against breast cancer in Nigeria.
The principal role of broadcasting in development is that of providing relevant information, (Akpan 2006, p.14). This can be done in a number of ways using a broad variety of formats which include: straight news, group discussions, testimonial type of interviews, magazines and combined entertainment information format, spot announcement, radio drama serials, etc.
Several studies provide that broadcasting has served the Nigeria public well in its contribution towards the development of health conscious attitude and practices. Akpan, 2006, p.4, Udeajah 2003, p. 1 – 3)
As Green (2009, p. 6) notes, news is information of importance to greater number of the citizenry. Thus health news like that on breast cancer is very important to the citizenry considering the saying that health is wealth. The broadcaster reportage of such news therefore tasks the journalist’s objectivity, fairness and ethical balance (Ugwunna, 2010, p. 15).
In his study of the mass media’s role in the fight against breast cancer, Nnanna (2008, p. 19) notes, “The media’s life saving mission to raise awareness about early detection and the prevention of breast cancer is so important. It helps to take the message to people across the country through a campaign utilizing vast broadcast platforms.”
According to him, such campaigns engage a wide range of audiences across local, national and international broadcast stations, encouraging women across the country to embrace early detection plan. Thus, such broadcast contents inspire women to act, and this action may save their lives.
The sheer prevalence of disease and mortality, makes breast cancer compelling to the news media. It is evenly a high profile news topic after a dramatic increase in coverage over the third of the twentieth century (Corbete & Mori, 1999, p.176). Breast cancer has gained substantially more coverage than other major diseases (Kitzinger, 2000, p. 11).
Studies indicate that the general public relies on the mass media as a leading source for health information (Martinson & Hindman, 2005; Reagan & Collins, 1987) the studies also prove that media message contribute to health knowledge (Salmon & Akin, 2003). Studies examining health information sources show that the public uses differing channels, depending on background, characteristics and health needs (Maibach & Parrot, 1995; Mashall & Smith 1995). In the most recent study comparing communication sources of health information, Dutta (2004, p. 19) discovered that active retrieval channels (Newspapers, magazine, internet) are the primary sources for health oriented individuals, while passive consumption channels (television, radio) serve those who are less health conscious.
He concluded that the mass media are best suited for prevention campaigns, particularly, if the message feature entertainment and education.
CHAPTER THREE
RESEARCH METHODOLOGY
RESEARCH DESIGN
The researcher, for the purpose of this study adopted survey research design. Nwodu (2006, p.67) buttressing the relevance and importance of the survey research design is of the view that survey method focuses on a representative sample derived from the entire population of study. Baran (2004, p.358) maintains this method works on the premise that a given population is too large for any researcher to realistically observed all the elements in the population under scrutiny. Asika (1991, p.29–30) submits that a researcher using this method goes into the field and selects all relevant elements out of the entire population. The above form the reason for utilizing survey research in this study.
AREA OF STUDY
Research studies have their various area of coverage or boundary limits. According to Uzoagulu (1999, p.63) “the area of study is geographical area boundaries where study is carried out”. The whole of Asaba has been designed for this study. The existence of administrative, social and cultural institutions encourages the growth and development of Asaba.
Asaba as a local government is made up of seven rural communities and two urban localities.
POPULATION OF STUDY
The population of study of this research was literate adult women (between ages of sixteen years and above) in Asaba Local Government Area. According to the final result of 1991population census of Nigeria as published by the National population Commission, women in the area were 70,113 inhabitants including immigrants that formed more than thirty percent (30%) of the total population.
CHAPTER FOUR
DATA PRESENTATION AND DISCUSSION OF FINDINGS
TABLE, DATA PRESENTATION AND INTERPRETATION
Table1: Questionnaire Distribution and Collection
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS,
SUMMARY
This research, using survey method explored the role of mass media’ campaign against breast cancer.
Research questions and hypotheses were formulated based on the statement of problems. Questionnaire was used to elicit relevant data from a sample of 580 respondent derived from an estimated population of (No.) in Asaba. Due to the large population and because the researcher looked for certain characteristics from the sample, the purposive sampling technique was used. The analysis of the data was done using frequency, distribution tables and percentages for bio-data information while frequency, percentages, tabular mean and bar chart were used for thematic analysis. Also Chi-square was used to test the hypotheses.
Summary of Results
Based on the data generated from the research, the following summarizes the findings made;
- The respondents are residents of Asaba who work, school or engage themselves in public or private occupations and have access to mass media.
- It was discovered that greater percentage of women are not aware of breast cancer scourge.
- The study revealed that respondents believe that mass media are not committed to campaign against breast cancer.
- The respondents who have listened to NTA Delta’ campaign on breast cancer went for medical screening on breast cancer ie media campaign have had significant effect in getting women’s attention towards the pandemic of breast cancer.
- The respondents believe that all media of Mass Communication should be engaged to enhance the effectiveness campaign against Breast Cancer.
CONCLUSION
The mass media has been proved as a veritable means of disseminating information and has always served as a vehicle for social and behavioural change. This is because of its ability to reach everybody even in the remotest villages where opinion leaders, town criers and community Newspapers are used to further disperse information to the target public.
It has been noticed that the mass media programme contents have great influence on the people as it changed the feeding behaviour of women all over the world. It has also helped them to refrain from bottle-feeding their babies and imbibe good feeding habit, having seen that feeding well and appropriately could be one of the ways of keeping oneself from allowing cancerous cells in human being from developing and growing. This process of assimilating new ideas or stimuli projected by the mass media found basis in the diffusion of innovation theory of the mass media. The high level of maternal education will increase the likelihood of succeeding in the fight against breast cancer and the fear of breast cancer sweeping through the society will die a natural death. Health centers and Pediatrics directly and indirectly serve as agents of mass communication by advocating, advising and information women on the importance of medical check on breast cancer symptoms.
RECOMMENDATIONS
As a result of the findings in the study, the following recommendations were made: The media should improve its level of credibility to enhance believability by its audience. As a global goal for a breast cancer free world, all women should be adequately educated and empowered with all relevant information needed to wipe away breast cancer from the society.
The need support and the kind of support to be given should include informational support whereby latest information on breast cancer is provided to the women. Efforts should be made to increase women’s confidence in their ability to practice breast self examination and/or seek medical services to determine their breast cancer status. Such empowerment involves the removal of constraints and influences that impede perceptions and behaviour towards clinical or self breast examinations through subtle and indirect means. This requires sensitivity, continued vigilance, responsive and comprehensive communication strategy involving all media and addressed to all levels of society. It has been noted that there has been substantial increase in response to breast cancer campaigns overtime in several countries, particularly where there is government cum medical support. Therefore, governments in Nigeria should intensify efforts in educating women adequately on issues related to breast cancer by promoting both self breast examination and clinical/medical breast examination through various means of mass media.
We also call upon international organizations to draw and intensify action-strategies to promoting, protecting and supporting breast cancer campaigns and victims of breast cancer.
Education appears to be, going by the result of this study, the major determinant of the level of knowledge and health behaviour among women both at the rural and urban areas. This is why government should not relent in ensuring adequate campaign against breast cancer in Nigeria. This study therefore recommends the establishment and sustenance of institutional framework and policy guideline that will enhance adequate and urgent dissemination of information about breast cancer to all women in Nigeria. This study also recommends that women between the ages of 40 and 49 should undergo a Clinical Breast Examination (CBE) and mammography every year or two years; women older than 50 years should have annual clinical breast examinations as well as mammogram. The import of this is that mammography and clinical breast examination facilitate early detection and treatment of breast cancer, which may lead to lower mortality rate among women.
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