IMPACT OF MASS MEDIA CAMPAIGN ON REDUCTION OF MALARIA

Abstract

Communication plays an important part in health promotion. Malaria affects millions of people worldwide, and is a major health challenge in Africa. This study seeks to determine the impact of mass media campaign on reduction of malaria, find out what has been achieved and suggest the way forward. The study adopted a descriptive survey design, along with documents to address the subject matter. The target population consists of 200 member in Enugu metropolis with study population comprising healthcare providers, patients and the general public drawn from Enugu metropolis. Simple random sampling technique was employed in the selection of 133 respondents that were studied

TABLE OF CONTENT

Title page

Approval page

Dedication

Acknowledgment

Abstract

Table of content

CHAPETR ONE

1.0   INTRODUCTION 

1.1        Background of the study

1.2        Statement of problem

1.3        Objective of the study

1.4        Research Hypotheses

1.5        Significance of the study

1.6        Scope and limitation of the study

1.7       Definition of terms

1.8       Organization of the study

CHAPETR TWO

2.0   LITERATURE REVIEW

CHAPETR THREE

3.0        Research methodology

3.1    sources of data collection

3.3        Population of the study

3.4        Sampling and sampling distribution

3.5        Validation of research instrument

3.6        Method of data analysis

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS AND INTERPRETATION

4.1 Introductions

4.2 Data analysis

CHAPTER FIVE

5.1 Introduction

5.2 Summary

5.3 Conclusion

5.4 Recommendation

Appendix

CHAPTER ONE

INTRODUCTION

• Background of the study

Every year, three million deaths are attributed to malaria, of which one-third are children. Morbidity estimates run close to 650 million just for Africa. Throughout the world five billion episodes of clinical illness occur that require anti-malarial therapy. Malaria disproportionately affects poor countries, with 58% of the cases occurring in the poorest 20% of the world population, although 40% of the world population is at risk of malaria. Endemic malaria works through multiple channels (e.g. fertility, mortality and population growths; savings and investment; productivity and medical costs) to impede growth, development and overall human well-being. More research is needed to determine the economic and non-economic factors that limit the accessibility and use of malaria control services by the poorest. Several researchers and programmes have highlighted the impact of mass media in controlling or reducing malaria although no studies have investigated the relationship between the mass media and malaria survival. This project aims to fill this gap  

Notwithstanding the idyllically or belligerent extent and nature of a nations socio-political cum economic milieu, society intermeddles with and is greatly dependent on the Mass Medias as a decisive factor for its continual existences, development and governance. Beyond being a socializing spency (Umechukwu, 2001:21), the Mass Media with their incalculable potentials, derived fundamentally from their traditional roles of education, entertainment, cultural transmission and surveillance of the society are great political and social forces.
As an element of increasing standard of living, development planning and social life of every citizen in Nigeria, especially with a reasonable national orientation, there is multiplicity of linkage between the Mass Media, the society and the population and housing Census exercise). Their activities and influence taking from the pre and post world war period to this period of communication technology explosion, the Mass Media have proven to be veritable instrument for national orientation.
They (the media) have been described as “consciousness industry”. This according to Oso (2003:39), is due to their role of creating awareness of both the immediate environment in which they operate to the outside world. Thus, according to Nall,(1986) as quoted in Oso (2003:39), “what we know of our society depends on how things are represented to us and that knowledge in turn informs what we do and what population Census programme we are prepared to accept”. In other words, the Mass Media in their role or function illuminate the implication of various governmental ideologies, politics activities, national and international etc. for apt actions and reactions and responses. They therefore do not only create awareness or are only a means for expression of ideas, but also they are “a social force to be reckoned with a vehicle for mobilization as admitted by Hoggant quoted in Umechukwu (2000:49)”
Pertinently, no matter how laudable government may consider its policy to be, the relevancy of its activities, this people would need to be mobilized, gingered for the achievement of national or social aim or goals.
These Umechukwu (2005:52) yearns can only hardly take place without the Mass Media. Henceforth, Mass Media have been assigned to the job of interpreting the programme at stake as well. Communication is an integral aspect of interventions that seek to address individual, community and social factors and can have a significant impact on many levels of health intervention implementation. It is a transactional process, which in health context plays an important part in health promotion (Corcoran, 2007, p.6). Communication is extremely important in the fight against Malaria not only because it offers considerable instrumental value, but also because it facilitates access to interventions that aid the prevention, treatment and care for the ailment. It will also reduce vulnerability to the disease, improve advocacy, and subsequently enhance mobilization and networking. Mass media of communication has been a force that exerts great influence on the society. It is not only a dragon powerful tool used to send messages to wider public, but also an important tool that can shape people’s perspectives and views on diverse issues in the society. The media represent a key component in the machinery of any campaign to create social awareness and mobilise people for action. This explains why various countries and bodies attempting to improve the health care system of their various constituencies involve communication. In Nigeria, the federal government has recognised the contributions of health communication in health care delivery. It is seen as fundamental for equipping the public with the tools and knowledge required to respond appropriately to health crises such as flu outbreaks, HIV/AIDS, malaria etc (Health Communication online course, 2013). It is against this backdrop that most government, especially in developing countries like Nigeria, have come out with different development agenda to enhance the quality of life for her citizens. One of the major areas where such effort is being channeled in Nigeria is malaria that has since become a major health challenge. World Health Organization’s document entitled “World Malaria Report” (2015), notes that there were an estimated 438 000 malaria deaths worldwide and that 90% of these deaths occurred in the African Region, including Nigeria. Malaria affects millions of people worldwide, but it is endemic mainly in Sub-Saharan Africa (Ogundipe and Obinna, 2010). Malaria is therefore a major health challenge in Africa. It is on record that Nigeria has more reported cases of malaria and deaths more than any other country in the world (Nigeria Malaria Fact Sheet in Ebong et al (2014). Women and children are the most adversely affected with over 90% occurring in underdeveloped countries. The 2005 United Nations report notes that: Malaria [and Tuberculosis] has continued to rampage the endemic regions of sub-Saharan Africa. Despite various declarations by African governments in the 1990s and complementary effort promised in the main contents of the MDGs target, the disease still remains a menace and the economic impact resulting from its burden is overwhelming. Malaria is responsible for 60% outpatient visits to health facilities, 30% childhood death, 25% of death in children under one year and 11% maternal death in the country (National Malaria Control Program NMCP, 2008). An estimated 250,000 children under the age of five die every year in Nigeria due to the disease(UNICEF, 2009) and accounts for an average of 300,000 deaths a year (MDG, 2010 and Jimoh, et al, 2007).It currently accounts for nearly 110 million clinically diagnosed cases per year and 30 percent of hospitalizations. Nigeria bears about a quarter of the disease’s burden in Africa, including a significant number of the one million lives lost per year in the region, particularly amongst children and pregnant women (Jimoh, et al, 2007). About 132 billion Naira (NMCP, 2008) or about $879 million(USAID, 2010) in form of treatment costs, prevention, man-hours etc is lost annually in financial terms to this treatable and completely evitable disease (Amajor, 2011). It is however difficult to say categorically the magnitude of the problem and how it is changing through time, because the people have become so used to malaria that many of those who become sick with the ailment do not visit health care facilities and are therefore not captured in the available statistics (Jimoh, et al, 2007). Beyond the health dimension, malaria leaves untold social and economic consequences on people and nations alike. It causes great misery to sufferers, and adversely affects the social and psychological well-being of individuals, families and the nation at large (Amodu et al, 1998)  Thus, effort is made in this work critically highlight and evaluate this impact of the Mass Media campaign in the reduction of malaria, using iree community as a case study, perhaps how appropriate they performed in the light of the theoretical framework, which their operations ought to be based as played up by this work.

• STATEMENT OF THE PROBLEM

This is a research that is based on determining or finding out the impact of mass media campaign in the reduction of malaria in iree community.
In the course of this research, it will help the general public to receive information write ups and presentation and gathering of fact from the society, people and individual at large.
It will also discuss if truly the mass media has had any impact in the reduction of malaria and how much of influence has it had.

• RESEARCH QUESTIONS

In order to arrive at a certain and logical conclusion and provide a concrete and genuine answer to the topic of research, certain research question must be answered by members of the community in question.
This work is to provide answer to the following fundamental research question.

• Do you think malaria can be totally eradicated or controlled?
• To what extent do you agree that mass media campaigns have had impact in the reduction of malaria in your community?
• To what extent do you agree that members of your community adhere to the instructions given about malaria in the media?
• To what extent do you agree that mass media should improve in its campaign again against malaria?
• In what areas of the media, do you think more campaigns should be placed.

• RESEARCH HYPOTHESES

To aid the completion of the study, the following research hypotheses were formulated by the researcher;

H₀: malaria cannot be totally eradicated or controlled

H₁: malaria can be totally eradicated or controlled

H₀: members of your community do not adhere to the instructions given about malaria in the media

H₂: members of your community do adhere to the instructions given about malaria in the media

• REASON FOR THE STUDY

This is to make the entire people of Nigeria to know what impact the mass media is playing in the reduction of malaria in iree community
The difficulties and problems they are facing as regards malaria and also to give recommendation on how to solve those problems.
As much as it affect the most entire publics and the media.

• SIGNIFICANCE OF THE STUDY

The significance of this project work lies on the impact the mass media is making in its efforts to curb malaria in iree community. The hazard and how to improve on the campaign, the study will also be of importance to non-governmental organization on the need to intensify the campaign against malaria in Nigeria, as the findings seek to remind them of the havoc this pandemic has cause in the rural communities. The study will also be useful to researchers who intend to embark on a study in a similar topic as the study will serve as a reference point to further studies. The study will also be useful to students, teachers, lecturers and the general public as the study will contribute to the pool of existing literature and also add to knowledge.

• SCOPE AND LIMITATION OF THE STUDY

The scope of the study covers the impact of mass media campaign on reduction of malaria. In the cause of the study, there were some factors which limited the scope of the study;

1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
3. c) Finance: Limited Access to the required finances was a major constrain to the scope of the study, as the researcher could not travel across all the state in the federation to gather firsthand information.

1.7 OPERATIONAL DEFINITION OF TERMS

Mass media

The mass media is a diversified collection of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets.

Malaria

Malaria is a mosquito-borne infectious disease affecting humans and other animals caused by parasitic protozoans  belonging to the Plasmodium type.

Campaign

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication

Health care

Health care or healthcare is the maintenance or improvement of health via the prevention, diagnosis, and treatment of disease, illness, injury, and other physical and mental impairments in human beings.

1.8 ORGANIZATION OF 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), statement of problem, objectives of the study, research question, significance or the study, research methodology, definition of terms and historical background of the study. Chapter two highlight the theoretical framework on which the study its 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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