What question did this study set out to answer?

To assess the influence of media campaigns on health education awareness and knowledge among the Nigerian audience.

June 18, 2026

Exposure to Media Campaigns as a Correlate of Attention Given to Health Issues by the Media and the Audience in Nigeria

Key Points

To assess the influence of media campaigns on health education awareness and knowledge among the Nigerian audience.
Survey research technique was adopted with a sample of 600 participants drawn from three major towns in Anambra State.
Stratified random sampling method was employed to select participants for the study.
Findings reveal inadequacies in attention and depth of health education coverage by the media.
Radio was identified as the most effective medium for delivering health messages, highlighting its popularity in reaching respondents.
Poor knowledge of diseases and treatments among the audience was observed, linked to the insufficient media attention on health issues.

Abstract

Abstract Media campaigns have been used to expose high proportions of a population to health promotion messages, using the media as an educational tool. There is also a vast literature and debates relating to public health information campaigns. Scholars sometimes argue comparatively on the effectiveness of various channels. This study under the framework of Social Learning and Agenda-Setting Theories, appraises the place of health education in the Nigerian media as they relate to message depth, audience exposure, and message influence rate. It examines the efficacy of individual medium and the relationship between multi-sectoral involvement in health education and audience knowledge of health intervention campaigns. The Survey research technique was adopted. A sample of six hundred (600) participants drawn from three major towns in Anambra State was selected using the stratified random sampling method. Findings show inadequacies in the level of attention and depth of analysis of health education issues through the Nigerian media, resulting in poor knowledge of diseases and treatments among the audience. Findings also showed that radio is the most popular and very significant medium in reaching respondents on health education issues, thus corroborating earlier studies that recognized radio as the most popular medium for development messages. . Key Words: Mass Media, Health Education, Campaigns, Health Promotion, Interventions. JCMRJournal of Communication and Media Research, Vol. 6, No. 1, April 2014, 63 – 81 ©Delmas Communications Ltd. About the authors *Dr. Ifeoma Dunu, Ph.D. lectures at the Department of Mass Communication, Nnamdi Azikiwe University, Awka, Anambra State, Nigeria. **Ebele Ezepue also lectures at the Department of Mass Communication, Nnamdi Azikiwe University, Awka, Anambra State, Nigeria. Full Article Words: 8,694; Pages: 19

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Cite This Study

DUNU IFEOMA VIVIAN (Mon,) studied this question.

synapsesocial.com/papers/6a338d85630953a74978e6cc https://doi.org/https://doi.org/10.67107/jcmr.2020.282

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