ROLE OF MASS MEDIA IN SENSITIZING RURAL DWELLERS ON HEPATITIS B
Abstract
Abstract
This study evaluated the accessibility, effectiveness, and challenges of mass media in promoting awareness about hepatitis among rural populations in Pyakassa and Gwagwa districts, FCT, Nigeria. A sample size of 357 respondents was derived from a total population of 5,096 using stratified random sampling. The research employed mixed methods, combining quantitative surveys and qualitative focus groups. Radio was identified as the most effective medium, with an effectiveness score of 4.5, followed by television, mobile phones, and the internet, which faced accessibility barriers. Regression analysis revealed a positive relationship (B = 0.450, p < 0.001) between trust in media campaigns and the likelihood of adopting preventive measures. Key challenges included digital illiteracy, infrastructural deficits, and gender disparities in media engagement. Recommendations focus on leveraging radio, improving digital access, integrating community outreach, and expanding healthcare services to enhance the effectiveness of mass media campaigns. The study highlights the potential of mass media in driving health communication and promoting preventive health behaviors in rural contexts.
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