ABSTRACT
This research
work empirically explored the perception of mass media as tools for sensitizing
rural dwellers about infectious epidemic: a case study of corona virus in
Nigeria. The objectives of this study were to examine the level of COVID-19
media awareness to the rural populace in Oyo state, ascertain if the media
campaign created a reasonable level of mass awareness of COVID-19 epidemic,
causes, effects and prevention in the rural communities of Oyo state, identify
if the awareness made any positive impact on the health behaviour of rural
people in Oyo state. The scope of the study is Oyo state in 2020 making use of
rural populace, information theory was used as a framework. The research design
used for this study is survey, the population targeted for this study consists
of all residence of the six communities selected in addition to all health care
workers in the primary health care facilities situated there. 60 rural
dwellers were used as sample size and cluster sampling technique was applied.
Instrument used for this study is the questionnaire. Data collected were
collected from primary sources. From the analysis of the data, the findings
shows that COVID-19 media awareness in Oyo state was accessible to the rural
populace, media campaign created a reasonable level of mass awareness of COVID-19
epidemic, causes, effects and prevention in
the rural communities of Oyo state, the awareness made positive impact on the
health behaviour of rural people in Oyo state. Following the findings, it was
recommended that media campaign created on COVID-19 epidemic, causes, effects
and prevention in the rural communities should be pushed further so it can get
to the rest that have not heard of the disease, people should adhere to the
instructions given to them by the media house. The study concludes that mass
media has strong impact on the people.
Keywords:
coronavirus disease, mass media, rural dwellers, Oyo state.
CHAPTER ONE
INTRODUCTION
1.1. Background to the
Study
Controlling
the spread of influenza to reduce the effects of infection on a population is
an important mandate of public health sector. Mass media campaign can be used
to provide information on current and effective vaccination, drug therapy and
social distancing measures. The world is fast becoming a global village and a
necessary tool for this process is communication of which mass media is a key
player. The quantum development in the mass media industry all over the world
is very rapid as one innovation replaces another in a matter of weeks. Emerging
trends in socio-economic growth shows a high premium being placed on
information and communication technology (ICT) by homes, organizations and
nations.
Coronavirus
disease 2019 (COVID-19) is a respiratory illness that can spread from person to
person. The virus that causes COVID-19 is a novel coronavirus that was first
identified during an investigation into an outbreak in Wahan China. COVID-19 is
spreading from person to person in China and limited spread among close
contacts has been detected in some countries outside China including Nigeria.
There is presently no vaccine to protect against COVID-19 and there is no
specific antiviral treatment for COVID-19.
To
prevent further spread of the virus, civil societies and government agencies
embarked on enlightenment campaigns for good hygiene and social distancing.
Temperature screening was conducted at airports and those returning from
countries with numerous confirmed cases of COVID-19 were implored to
self-isolate. The NCDC in association with State governments also began tracing
and tracking of possible victims and their contacts. On March 18, 2020, the
Lagos State government suspended all gatherings above fifty people for four
weeks and ordered all lower and middle level public officers to stay-at-home
(Ewodage, 2020). Similarly, the Federal government, on March 30, 2020
introduced various containment strategies such as closing of the national
borders and airspace, schools, worship centres and other public places, cancelling
of mass gathering events and placing the Federal Capital Territory, Lagos and
Ogun states on lock down for an initial period of fourteen days (Radio Nigeria,
2020). Covid-19 testing laboratories were set up in Lagos, Abuja and Irrua in
Edo State while State governments opened isolation centres and imposed dawn to
dust curfews in their territories. COVID-19, from the family of Coronavirus
(others include SARS, H5N1, H1N1 and MERS), is a contagious respiratory illness
transmitted through the eyes, nose, and mouth, via droplets from coughs and
sneezes, close contact with infected person and contaminated surfaces. It has
an incubation period of approximately one to fourteen days. The symptoms
include cough, fever and shortness of breath, and it is diagnosed through a
laboratory test. The contagion could lead to severe respiratory problems or
death, particularly among the elderly and persons with underlying chronic
illnesses. Some infected persons however, are carriers for the virus with no
symptoms while others may experience only a mild illness and recover easily
(Sauer, 2020). As there is currently no cure or vaccine for the COVID-19;
medical treatments are limited to supportive measures aimed at relieving
symptoms, use of research drugs and therapeutics.
Knowledge
of infection pathways and relevant precautions to take is needed to control the
pandemic. While the scientific community continues to research possible
vaccines or drugs for the viral infection, it is expected that adequate
knowledge will motivate individuals to make decisions which may prevent and
curb the epidemics. Knowledge such as regular hand washing, using hand
sanitizers, wearing face masks, respiratory etiquettes, social distancing and self-isolation
when sick are vital to reducing widespread infection (Leppin & Aro, 2009).
Studies (e.g. Brug, Aro, Oenema, de Zwart, Richardus & Bishop, 2004; Choi
& Yang, 2010; Hussain, Hussain & Hussain 2012) revealed that
individuals’ level of knowledge about an infectious disease can make them
behave in ways that may prevent infection. Consequently, individuals may need
to be informed about the potential risks of infections in order to adopt the
right precautionary measures (Brug, Aro & Richardus, 2009).
At
early stages of a pandemic, precautionary measures are needed to protect
against possible danger and curtail the disease spread. In line with this
therefore, the Nigerian government (just like other governments around the
world) introduced various containment strategies which have interfered with
individuals’ daily lives and have led to severe economic loss and social
disruption. People were coerced to stay at home, businesses and offices were
closed, exempting healthcare facilities/workers and ―essential‖ commercial
establishments. For Nigerians making a living in the informal economy, their
livelihood is now threatened by the lockdown since much of their activities and
businesses involve face-to-face contact. In Nigeria there is no social safety
net, no access to food stamps or unemployment benefits, most people earn their
living on a daily basis. Regardless of this however, there has so far been a
high degree of compliance with the government directives, Nigerians are
engaging in vigilant hand washing, practicing social distancing and
self-isolation, and avoiding going to work, school or crowded areas. Even most
religious leaders agreed to stop large gatherings, forbid the shaking of hands
and directed church members to pray at home and use hand sanitizers (Makinde,
Nwogu, Ajaja & Alagbe, 2020; Olatunji, 2020). On the other hand, some
Nigerians due to superstitions and ignorance of the science behind the
infection prefer only to pray (even violating the social distancing rule by
attending churches or mosques during the lockdown) and use anointing oils,
talisman, herbs or rituals (Abati, 2020) to prevent contracting and spreading
the virus. Some also use social media platforms (e.g. Whatsapp, Twitter,
Facebook and Instagram) to spread fear, project fake news concerning the source
of the virus, promote prejudice against China, incite panic buying, proffer fake
cures and undermine medical advice, deliberately or ignorantly (Hassan, 2020).
They opined that lockdown, self-isolation and social distancing are un-African
solutions to the pandemic (Abati, 2020).
The
sensitization and awareness campaign were to sensitize the populace on the
cause of COVID-19, its symptoms, consequences and prevention methods. The media
particularly social media, radio and television is used as a veritable
instrument for creating the needed awareness and COVID-19 health education. Although
some scholars argued that the use of social media is exclusively reserved for
the educated. Government of Nigeria adopted media institutions with other
traditional means of mass mobilization to create proper awareness of COVID-19
among rural communities. These institutions particularly the television and
radio station adopted native vernacular or language as their means of
communication.
This
study, therefore, is posed to assess the level of awareness of COVID-19 among
resident of different rural communities in Oyo state in the light of media
sensitization campaign and the impact of the campaign on their precautionary
health behaviour.
1.2. Statement of the
Research Problem
The
human health state considered the most critical to any country survival of a
truism that healthy population bring about the desired goals. The Coronavirus
disease 2019 (COVID-19) discovered in 2019 spread from person to person. The
first case of COVID-19 in Sub-Saharan Africa has been confirmed in Nigeria. From
evidence available to us, COVID-19 is presently in Nigeria.
The
patient who first brought it to Nigeria is an Italian citizen who works in
Nigeria and flew into the commercial city of Lagos from Milan on 25 February
2020. (BBC News, 2020). Globally, more than 80,000 people in nearly 50
countries have been infected. Over 2800 have died, the vast majority in China’s
Hubei province.
In
Nigeria, the ability to contain this virus also lie within the help of the mass
media. It is against this background that the researcher considered the study
of the perception of mass media as tools for sensitizing rural dwellers about
infectious epidemic: a case study of corona virus in Nigeria.
1.3. Objectives of the
study
The
aim of this study was to assess the perception of mass media as tools for
sensitizing rural dwellers about infectious epidemic: a case study of corona
virus in Nigeria. The specific objectives are to:
i.
examine the level of COVID-19 media awareness to the rural populace in Oyo
state;
ii.
ascertain if the media campaign created a reasonable level of mass awareness of
COVID-19 epidemic, causes, effects and prevention in the rural communities of
Oyo state; and,
iii.
identify if the awareness made any positive impact on the health behaviour of
rural people in Oyo state.
1.4. Research Questions
This
study will be guided by the following research questions:
i.
Is the COVID-19 media awareness in Oyo state accessible to the rural populace?
ii.
Has the media campaign created a reasonable level of mass awareness of COVID-19
epidemic, causes, effects and prevention in the rural communities of Oyo state?
iii.
Has the awareness made any positive impact on the health behaviour of rural
people in Oyo state?
1.5. Significance of
the Study
The
study will enable relevant agencies concerned with eradicating COVID-19 in Oyo
state and Nigeria in general to appraise the media framework for possible
modification and modernization. The study exposes the rural dwellers perception
of the media as an institution concerned with the people’s welfare and
highlight the potency of the media as an instrument of mass education.
Empirically,
this study is carried out to identify the perception of mass media as tools for
sensitizing rural dwellers about infectious epidemic. This study will be of
utmost importance to investors, government and the researchers because it will
provide policy recommendations to the various Nigeria stakeholders taking
adequate measures in the broadcasting industry for rapid capacity
investment. The changing character of the broadcasting industry
especially, the television station reforms including the licensing of online
radio and television stations has affected the industry in recent times and
will push studies on the perception of mass media as tools for sensitizing
rural dwellers about infectious epidemic to new evidence(s). It will contribute
to existing literature on the subject matter. This study will be of benefit to;
The Academia: members of the academia will find the study relevant as it will
also form basis for further research and a reference tool for academic works.
Government:
this study will reveal to the government happenings in the broadcasting
industry. Formulation and implementation of policies based on these findings
would ensure development in the industry. Investors: this study shall also be
valuable to the investors especially those who may have research interest as it
shall guide their private investment decisions.
1.6. Scope of the Study
This
study is intended to examine the perception of mass media as tools for
sensitizing rural dwellers about infectious epidemic: a case study of corona
virus in Nigeria with particular emphasis on Oyo state in 2020. The study
covers the five geo-political zones that constitute Oyo state, although rural
communities were randomly selected as areas of study. The study is restricted
to COVID-19 media awareness and its impact on the health behaviour of rural
inhabitants.
1.7. Operational
Definition of Terms
The
following terms have been defined operationally.
- Epidemic: a widespread
occurrence of an infectious disease in a community at a particular time. - Disease: a disorder of
structure or function in a human, animal or plant especially one that
produces specific symptoms or that affects a specific location and is not
simply a direct result of physical injury. - Infectious: (of a disease
or disease-causing organism) liable to be transmitted to people,
organisms, etc. through the environment. - Mass media: refers to a
diverse array of mass technologies that reach a large audience via mass
communication. - Perception: the ability
to see, hear, or become aware of something through the senses. The way in
which something is regarded, understood or interpreted.
1.9.
Organization of the Study
This
study is divided into five chapters. Chapter one is introduction which consists
of the background to the study, statement of problem, research questions,
research hypotheses, objectives of the study,
the significance of the study, the scope and limitations of the study a
finally the organization of the study. Chapter two deals with the
literature review which consists of the conceptual literature, theoretical
literature, empirical literature, theoretical framework. Chapter three gives
the research methodology including research design, population of study, sample
size, sampling technique, method of data collection, instrument of data
analysis, method of data analysis, validity/reliability of instrument.
Chapter four is presentation and analysis of data, discussion of findings.
Chapter five gives the summary, conclusion and recommendations.