Public Perception of Radio Broadcast Programmes on Health Matters: (Case Study of Onitsha Residents)
Chapter One
Objective of the study
The broad objective of this study is to examine public perception of radio broadcast programmes on health matters. Specifically the study sought to:
- Compare individuals’ actual and preferred methods of obtaining health messages;
- Ascertain the extent at which health messages are communicated through radio broadcast.
- Determine if the radio is an effective method to increase health knowledge and intentions to change health behavior.
- Investigate the factors contributing to an individual’s preferred radio source of health information.
CHAPTER TWO
LITERATURE REVIEW
Theoretical Framework
This study is anchored on Perception, Agenda Setting, and Individual Differences Theories
Perception Theory This theory which was propounded by Berelson and Steiner in 1964 is diametrically opposed to the misconceived assumption of the magic bullet theory and has four related selectivity ideas of selective exposure. selective attention, selective perception and selective retention. The basic premise of perception theory. according to Iwokwagh (2006. P. 48) is that: Audience members’ attitudes. beliefs. culture, values. needs and motivations have a way of affecting their perception of, and their response to media messages. This situation orients them to (choose to receive only messages that would be beneficial or helpful to them) selectively expose themselves to only information that is of tangential importance to them.
Selective Perception
One of the selectivity ideas of the perception theory is selective perception which refers to the flltertng of media messages by the receivers. The messages accepted are those that are in consonance with their belief systems and ideologies. By this, the receiver already has a predetermined expectation from media messages. Baran(2004) says. selective perception predicts that people willinterpret messages in a manner consistent with their pre-existing attitudes and beliefs. The relevance of this idea of perception theory (selectiveperception) to the current study lies in the fact that audience members already have health information needs for which they seek satisfaction therefore, they can only meaningfully. interpret radio messages that are cogent to those needs.
Selective-exposure and Attention
Two other ideas of the perception theory are selective exposure and selective attention. Folarin, (1998)sees selective exposure as the tendency for people to avail themselves to information that is in their interest and consistent with their predisposition. Baran. (2004. P. 425) concurs with the process, noting that it is the process by which people expose themselves to or attend to only messages consistent with their pre-existing attitudes and beliefs. These twin ideas (selective exposure and selective attention) of the perception theory are relevant to this study because people have the tendency to pay attention to or even listen to only radio health programmes that are packaged in an exciting style and which give them information on their health needs.
Selective Retention The last of the selectivity ideas of the perception theory is selective retention. To Baran (2004, P. 23), selective retention assumes that only media messages that are consistent with the audience members’ beliefs and attitudes are remembered best and longest. What this means is that only those messages that satisfy the information needs of the recipient are retained, the rest are discarded and forgotten. Folarin (1998, P. 64) succinctly captures this argument thus: “the saliency of the message (relevance to our needs), the method of transmission and the interest and beliefs ofthe audience members affectretention rate” On the whole, perception theory is relevant to and anchors this study because it presumes that audience members will selectively expose themselves to, attend to, perceive and retain information on radio health programmes for their perceived utility value.
Agenda Setting Theory
Agenda setting theory which was propounded by MaxwellMcCombs and Donald Shaw between 1972 and 1973 during the era of limited effects implies that the mass media predetermine what issues are regarded as important at a given time in a given society. It assumes that the media sets the agenda for our general discussion. Baran (2004, P. 385) says the agenda setting theory argues that, “While the media may not tell us what to think, the media certainly tell us what to think about”. What this means is that by the amount of time and space devoted to a story, the mass media may well determine the important issues thus giving the audience food for thought. McCombsand Shaw (1972, P. 176)posit that: …readers learn not only about a given issue, but how much importance to attach to that issue from the amount of information in a news story and its position… The mass media may well determine the important issue-that is, the media may set the “agenda” of the issue.
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 Public Perception Of Radio Broadcast Programmes On Health Matters. A case study of coronavirus disease. Onitsha Residents 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.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain Public Perception of Radio Broadcast Programmes On Health Matters: (Case Study of Onitsha Residents). 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 Public Perception of Radio Broadcast Programmes On Health Matters
Summary
This study was on Public Perception of Radio Broadcast Programmes On Health Matters: (Case Study of Onitsha Residents). Three objectives were raised which included; Compare individuals’ actual and preferred methods of obtaining health messages, ascertain the extent at which health messages are communicated through radio broadcast, determine if the radio is an effective method to increase health knowledge and intentions to change health behavior and investigate the factors contributing to an individual’s preferred radio source of health information. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from Onitsha Residents. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
The study thus concluded that Radio Benue, through its health programme, Heal the World, has been effective in providing the necessary information and thus creating the needed awareness about health matters in Onitsha by highlighting their various methods of transmission and providing tips on how to prevent them.
Recommendation
Emphasis on the consequences of risky and irresponsible behaviours should be intensified in the massages of Heal the World. This should take into account the positive influence of the programme on the attitudes and perception of the audience to health issues. Heal the World should be used as a strategy of intervention to advocate for positive behaviour change in Onitsha owing only to its popularity and positive perception but also to realization that radio programmes are designed to educate, entertain and mould the opinions of members of the society.
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