ASSESSING THE ROLE OF MEDIA IN RAISING AWARENESS ON THE PREVENTION OF CHOLERA OUTBREAKS IN NIGERIA

CHAPTER ONE

INTRODUCTION

Background of the Study

The mass media have been tasked with a critical role in promoting universal health. Certain individuals have approached this task with "evangelical zeal," disregarding decades of research and expertise in the use of mass communication for public health education (Anaeto, 2017). The commercial success of mass media is sometimes assumed to be directly transferable to influencing health behaviour, even though advertising typically attempts to change pre-existing patterns, but public health programmes frequently try to alter deeply ingrained attitudes and behaviours (Chemwaina, 2019). 

Gilluly (2019) asserts that the image of mass communication in public health is not entirely negative. Skillfully crafted media may result in the acquisition of information and the modification of relatively neutral attitudes. Notably, it is the media's role and obligation to collect information from the environment (surveillance function), analyze it (correlation function), and mobilize the public (mobilisation function) in opposition to a particular topic, scenario, or movement, as well as to amuse them (entertainment function). Public health communication, as a function of the mass media, is a preventative measure of communication in which health messages are distributed via media technologies and organizations with the goal of raising awareness about illnesses and afflictions in rural and urban communities.

Cholera is a common waterborne illness that causes severe diarrhoea, leading to dehydration and death. Vibrio cholera is commonly present in brackish water that has a moderate level of salt. The microorganism can be found in various water sources such as wells, ponds, rivers, coastal waterways, and beaches (Codeço, 2018). Nevertheless, the spread of cholera is greatly influenced by environmental factors such as temperature, water salinity, sea surface temperature, and rainfall (De Magny, Cazelles, & Guégan, 2017). Humans can acquire the illness through an environmental source, known as primary transmission, which is particularly common in coastal regions where the vibrio bacterium naturally exists in reservoirs (Colwell & Spira, 2017).  According to Lipp et al. (2021), first infections commonly occur in brackish waterways that are used for occupational or recreational purposes. The main method by which cholera is transmitted to people is by the ingestion of water or food that has been contaminated with the faecal matter of an infected individual. Moreover, this form of transmission is known as secondary transmission (Colwell & Spira, 2017; Mandal, Mandal, & Pal, 2019). 

Nevertheless, cholera remains a significant public health challenge in Nigeria and across Africa. Despite ongoing efforts to manage the disease, its incidence and mortality rates continue to rise. The media's involvement in preventing and controlling cholera epidemics in Nigeria is crucial. Yet, the full extent of the media's role and the challenges it faces in these efforts have not been comprehensively evaluated. Therefore, a survey will be conducted in order to assess the role of media in raising awareness on the prevention of cholera outbreaks in Nigeria.

Statement of the Problem

The media plays a crucial role in shaping public health behaviors related to cholera transmission and illness. Various forms of media, including television, radio, print media (such as magazines and newspapers), and digital platforms like the Internet and social media, are instrumental in disseminating information about cholera outbreaks Furthermore, media communicate key messages about symptoms, transmission methods, mortality rates, treatment options, and preventive measures of cholera.  Although, effective media campaigns during cholera outbreaks aim to influence population behavior, encouraging actions that can prevent and control the spread of the disease. However, the success of these campaigns depends on several factors, including the accuracy and clarity of the messages, adequate funding, the media landscape, appropriate language use, and the audience's readiness to adopt behavioral changes (Ogundipe and Obinna, 2019). 

Research has shown that media initiatives are successful in increasing awareness and encouraging behavioural changes during cholera outbreaks (Parker et al., 2021). Likewise, radio broadcasts with educational content on cholera prevention have effectively reached remote areas with limited access to other media platforms. However, it seems as if the Nigerian mass media have fallen short of their responsibility to educate people (particularly rural residents) and raise their awareness of their health and the illnesses that surround them. Sixsmith et al. (2024) seem to feel that the media has been ineffective in rural regions in terms of health protection, prevention, and treatment, as well as health promotion and awareness. Even issues concerning food and nutrition that recommend what people should eat and how they should exercise to avoid heart disease and obesity appear to have received scant media attention, leading to the conclusion that the growth and development of health communication in rural communities in Nigeria may have been stifled, as media practitioners and organizations may have treated health communication as unimportant. In view of the above, this research will focus on assessing the role of media in raising awareness on the prevention of cholera outbreaks in Nigeria.

 1.3  Objectives of the Study

The main purpose of this study is to assess the role of media in raising awareness on the prevention of cholera outbreaks in Nigeria. Specifically, the study will;

Evaluate the extent of media coverage on cholera prevention and control measures in Nigeria.

Assess the effectiveness of media in disseminating information on cholera prevention.

Assess the strategies used by the media to raise awareness about cholera prevention.

Investigate the challenges faced by media houses in delivering effective cholera prevention messages.

1.4  Research Questions

The following questions have been prepared for the study:

To what extent does media coverage address cholera prevention and control measures in Nigeria?

Does the media effectively disseminate information on cholera prevention?

What strategies do media outlets employ to raise awareness about cholera prevention?

What are the challenges faced by media houses in delivering effective cholera prevention messages?

1.5 Research Hypotheses

H0: The media does not play a significant role in raising awareness on the prevention of cholera outbreaks in Nigeria.

Ha: The media plays a significant role in raising awareness on the prevention of cholera outbreaks in Nigeria.

1.6 Significance of the Study

Health authorities will enhance the impact of their communications and promote active engagement in preventive measures by utilising the extensive reach and interactive capabilities of digital media. Additionally, the study findings will help policymakers in supporting media initiatives through regulatory frameworks that promote accurate health reporting, allocate resources for media campaigns

Furthermore, subsequent researchers will use it as a literature review. This means that other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regard to the role of media in raising awareness on the prevention of cholera outbreaks in Nigeria.

1.7 Scope of the study   

The scope of this study is boarded on the role of media in raising awareness on the prevention of cholera outbreaks in Nigeria. Empirically, this study will evaluate the extent of media coverage on cholera prevention and control measures, assess the effectiveness of media in disseminating information on cholera prevention, the strategies used by the media to raise awareness about cholera prevention and investigate the challenges faced by media houses in delivering effective cholera prevention messages.

Geographically, the study will be delimited to media houses in Lagos 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. In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed. More so, the findings of this study are limited to the sample population in the study area, hence they may not be suitable for use in comparison to other schools, local governments, states, and other countries in the world.

 1.9 Definition of Terms

Cholera: an acute diarrheal disease caused by ingestion of food or water contaminated with the bacterium Vibrio cholerae.

Health: refers to the state of complete physical, mental, and social well-being, and not merely the absence of disease or infirmity. It encompasses various factors that contribute to overall well-being.

Media: refers to various means of communication that transmit information, entertainment, or promotional messages to a large audience. It includes traditional forms such as television, radio, newspapers, and magazines, as well as modern digital platforms like the internet, social media, and mobile apps.