AUDIENCE PERCEPTION OF RURAL RADIO PROGRAMS FOR

ENLIGHTENMENT AND ENGAGEMENT

BY

ESSIEN UBOKABASI FAITH

17BE022074

APRIL, 2021
 CHAPTER ONE: INTRODUCTION

1.0 BACKGROUND OF THE STUDY

Controlling the spread of contagious diseases in order to reduce their impacts on the population

is an important objective of the public health sector. However, dissemination of health related

information to a large number of people at the same time is not an easy task. In light of this,

Gupta and Sharma (2015) states that the mass media should be used to impart necessary health

information in our daily lives thereby aiding the common people in making appropriate decisions

concerning their health and other areas”

The results of a study by William Brieger (2000) on the ‘Mass media and health communication

in rural Nigeria’; revealed that listeners of the radio consistently gain more health information

than audience of other mediums. “ in developing countries where there are more of child survival

programmes, the radio is the most effective form of mass communication in rural areas,

newspapers and magazines require in-depth literacy while television is costly.” – (Brieger, 2000)

Therefore the Mass media particularly the rural radio campaigns can be utilized to supply current

and reliable information on successful vaccination, medication, as well as social distancing

measures for the corona virus to citizens in rural settlements.

The Corona virus Disease 2019 (COVID-19) is identified to be a respiratory sickness that can

spread from an individual to another. As stated in the a report by the World health Organization

(WHO) china joint mission on the corona virus, the disease is said to have been discovered

during an investigation by the team into an outbreak in Wuhan, China, where the number of

infected persons kept growing despite efforts by the government to curb it.

The virus gradually spread and reports of infections were discovered in other countries outside

China, including Nigeria. Presently in 2021 a vaccine called the Pfizer vaccine has been
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discovered by an American corporation called Pfizer and a German Biotechnology company

called BioNTech, after various trials, to protect against the virus and treatment has begun in

other countries including Nigeria.

Meanwhile, there have been various awareness media campaigns to inform the people about the

causes of COVID-19, its side effects and ways to avoid it. For example social media platforms

there was the #safe-hands challenge organized and sponsored by WHO, which encouraged

people to wash their hands, maintain social distance and support health workers. Also Radio

jingles and drama skits both in English local dialects have been produced and broadcast on radio

stations sponsored by the WaterAid Nigeria Organisation in collaboration with the Federal

ministry of Water Resources.

The Federal Government of Nigeria in joined hands with the federal ministry of information and

health as well as NCDC; partnered with media institutions and others of mass mobilization to

make appropriate mindfulness of COVID-19 among the rural communities.

All over the world, more than 10 million people in over 40 countries have been infected with the

virus, and over 2 million deaths, the majority being from the province of China - World health

Organization.

Considering this, this study is carried out in order to evaluate the level of awareness of COVID-

19 among the inhabitants of diverse rural communities in Akwa Ibom State, in light of the rural

radio enlightenment campaigns and the effects of these campaigns on their safety conduct.

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1.1 STATEMENT OF THE RESEARCH PROBLEM

The wellbeing of citizens is considered the most vital to a Nation’s survival as a healthy

population would aid in the achievement of certain objectives. “Improving the health of a

nation’s citizens can directly result in economic growth, because there will be more people able

to conduct effective activities in the workforce.” – World Economic Forum.

The term ‘Rural’ refers to areas in a country which are less densely populated and have less

access to technology and development as compared to urban areas which are more advanced and

have access to timely and accurate information through various mediums of mass

communication and level of education, compared to rural dwellers that do not have access to

these mediums and the low level of education which then leads to language barriers. Thus, rural

dwellers not only face the problem of lack of communication mediums but also radio

programmes would have to be presented in their indigenous language to ensure effective

communication. Anibueze, Nwosu, Aliede and Nsude (2005, p .38) assert that there is high rate

of ignorance in the rural areas, beyond the poor physical development of such areas. Rural

dwellers need to be empowered with knowledge of the fundamentals of population and

development.

This is because, the rural person becomes a nuisance when he or she does not have access to

information; Thus, the media can very well play a very significant role in helping the rural

dwellers to live a worthwhile life as well as enlighten them on health practices and epidemics.

Agreeing with the above statement, Stephen Ocheni and Basil Nwankwo (2012) says “There is

high level of illiteracy and low level of education among the populace in our rural communities.

The mass media through publications in the newspapers and magazines, as well as programmes

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in the radio and television can educate the illiterate rural masses on issues of political, economic

and social importance in nation-building.”

The media is very useful in ‘audience penetration’. It has the ability to deliver messages in both

national and local languages, thereby penetrating both the literate and illiterate segments of the

rural population. the easiest way the government can accomplish this is through electronic media

especially the radio and television – Stephen O. & Basil N., (2012, pg. 12)

1.2 RESEARCH OBJECTIVES

The aim of this study is to evaluate the Perception of inhabitants of rural communities in Akwa

Ibom state, on the use of Mass media as a tool for enlightening and educating them about

infectious diseases.

The specific objectives are:

1. To examine the level of corona virus pandemic awareness among those living in the rural

areas in Ikot Epkene districts, Akwa Ibom state.

2. To determine if the rural radio activities e.g campaigns, advertisements, etc, was able to

generate a reasonable level of awareness on the causes, effects and prevention of the

covid-19 in rural communities of Akwa Ibom state.

3. To determine the behavioral practices of the rural dwellers towards health practices was

affected in any way.

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 1.3 RESEARCH QUESTIONS

This study will have the following questions as its guidelines:

1. Is the corona virus pandemic awareness accessible those living in the rural areas in Akwa

Ibom State.?

2. Has the awareness made any positive impact in their behavior towards health practices?

3. Has the media activities e.g campaigns, advertisements, etc, been able to generate a

reasonable level of awareness on the causes, effects and prevention of the covid-19 in

rural communities of Akwa Ibom state?

1.4 SIGNIFICANCE OF THE STUDY

This research will empower necessary organizations concerned with eliminating COVID-19 in

Akwa Ibom state and Nigeria as a whole, to evaluate the media system and where possible make

adjustments to develop its modernization. This research shall show the rural dwellers perception

of the media as an institution concerned with their welfare and also show the potential of the

media as an instrument capable of delivering mass instruction.

This study aims to reveal to the government the workings in the broadcast industry and

ultimately aid in the formulation and implementation of new policies based on the findings of

this research which would help further develop the industry.

Also this research would be of aid to investors who may wish to put their resources in the

broadcast industry as it contains information which would guide them in their decision making.

It will also contribute to already existing literature on this subject matter and would form a basis

for further research for members of the academia and also as a reference for more research.

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1.5 THE SCOPE OF THE STUDY

This study is aimed at assessing the perception of the radio as a tool for enlightening rural

communities about contagious epidemics: a study of corona virus in Nigeria with the main focus

on ikot ekpene town, Akwa Ibom State in 2021.

Akwa ibom state is made up of 31 local governments one of which includes the focus for this

study (Ikot Ekpene), and each local government are made up of several local districts. Thus the

rural communities for this study will be selected randomly as areas of study. The capital of Akwa

ibom state is Uyo city, which is home to over 500,000 people..

This research is strictly about the awareness of covid-19 and the contribution of the radio on the

health behavior of the rural inhabitants.

1.6 OPERATIONAL DEFIINITION OF TERMS

These are words that can be associated with this study:

1. Contagious: this is when an infectious disease can be spread from one person to

another in several ways.

2. Disease: a condition where a part(s) of a living being or plant functions incorrectly or

is disordered, which may cause genetic or developmental errors.

3. Enlightenment: this is education that results in the understanding and spread of

knowledge. It is gaining necessary knowledge

4. Radio: Radio is a mass medium that uses sound communication by radio waves, to

transmit music, news, and other types of programs from single broadcast stations to

multitudes of individual listeners equipped with radio receivers.

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5. Perception: this is a certain way a person understands or thinks about something, and

then makes sound judgments about that topic.

6. Pandemic: according to WHO, pandemic means the worldwide spread of a new

disease. It is when a disease affects many people at the same time over a very wide

area sometimes crossing international borders.

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 CHAPTER TWO

2.0 LITERATURE REVIEW AND THEORETICAL FRAMEWORK

2.1.1 NATURE OF THE MASS MEDIA

According to Joseph Dominick (2009), the mass media is a medium or a channel through which

information passes from the sender to the receiver. However the medium used greatly depends

on the kind of communication it is used for. Oral communication and body language is used for

interpersonal communication while mediums such as newspaper, television and radio are used

for mass communication.

Paul J. Traudt (2004) defined “mass media as the range of print, electronic and filmic

opportunities supported by the multiple platforms for presentation and consumptions”

Studies have shown that the broadcast media have been extensively used to communicate

development programmes to the rural people.

According to Soola (2003, p. 22) on a global scale, but particularly in developing countries, radio

as a medium of mass communication has been man‟s most potent communication innovation

since the development of the printing press.

Its monumental success in rural development projects in several developing countries is a loud

testimony of its potentials. Radio has been used, with varying degree of success to promote rural

development in India, Kenya, Mali, Tanzania, South Africa, Nigeria, and other developing

countries of Africa.

McQuail (2000) defines the mass media as a form of communication that has a wide scale of

operations; it reaches and involves almost everyone in the society to a large extent.

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The mass media has two main forms namely; the electronic media and the print media. Van hout

and carter (2004) says “print media includes newspapers, magazines, posters, manuals, leaflets,

books and others which are shown two dimensionally in paint and, or, a writing surface.

Electronic media also referred to as broadcast media, includes all forms of media which through

the aid of a transmitter and other electronic devices, conveys information on air to the mass

audience.

2.1.2 FUNCTIONS OF THE RADIO

According to Michael kuyucu (2006) the functions of the radio are divided into five categories

namely: education, news and information, advertisement, entertainment and persuasion, lastly

actuation.

• NEWS AND INFORMATION FUNCTION

In as much as the news and information function of the radio is important, it is not only specific

to the radio as it is necessary to all media channels. News is the core of existence for the mass

media “Sending and sharing of information is the major function of media. Since information is

knowledge and knowledge is power, media offer authentic and timely facts and opinions about

various event and situations to mass audience as informative items” – Andrea Villamor et al

(2018).

As a media platform, radio is clearly different from other mediums. Newspapers use texts while

images are important for the television. Radio is the medium that uses sound, therefore the

imagination of the audience becomes paramount as more efforts is required to express almost

everything through sound. The importance of the news function of the radio in underdeveloped

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and developing countries is higher compared to other mediums as a result of poverty and low

education which means that people depend on their listening ability in order to get news. “Radio

stations should fulfill their news and information function objectively” (Aziz, 2012: 74)

The radio is also highly favored by the people especially during work hours with its advantage of

low cost and simplicity and it also allows listeners carry out other tasks while paying attention.

This means it can engage its target audience at any time. “Therefore, radio maintains its superior

position in news and public relations.” (Atik and Tascioglu, 2009: 163)

• THE EDUCATION FUNCTION

The aim of education is to help individuals adopt new and better behaviors or attitudes which

they never had or to make them cease socially unacceptable behaviors.

“As a medium of communication, the radio can be used to educate” (MEB, 2007, pg.8)

The second most important function of the radio after the news and information function is

Education. Anyone able to meet certain minimum requirements would benefit from radio

programs without any problems of language, age, gender, religion etc. in underdeveloped or

developing areas with inadequate education, the medium is very important in enlightening the

people. With the advantage the radio has of engaging a mass audience, certain inequalities are

eliminated.

“The radio is advantageous as it doesn’t require physical presence in a certain location like in

formal education; therefore it becomes possible to benefit from cheap education through the

radio. (MEB, 2007, pg.9)

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According to Geray, (1971), the radio has important roles in the educational field some of which

are:

• It complements the national education system

• It helps in the implementation of planned actions of development

• It aids in bringing about national unity.

2.1.3 ENLIGHTENMENT AND GOVERNMENT SOCIO- ECONOMIC

DEVELOPMENT PROGRAMMES TO RURAL POPULATION

The Nigerian government in recent times has shown a great deal of interest in the area of

development paying more attention on ways to reduce poverty, by using the radio to pass across

information to the mass public. Poverty, in Nigeria is one of the greatest problems in the past

century and its long lasting effects cannot be downplayed. According to BBC News, reported on

the 9th of February, 2019; Nigeria may be Africa’s biggest oil producer as well as the largest

economy, but it is a country where more than half of its population and about 60% of urban

population are unable to afford the cheapest housing. “the reduction of poverty in all its

manifestations, is the essence of development” (UNDP, 2005).

Therefore, concerning this issue, the United Nations General Assembly had set the 16th of

October of every year as ‘International Day for Poverty Eradication’. To fulfill its role, the radio

greatly disseminates this information to both the rural and the urban dwellers.

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2.1.4 THE NEED FOR RURAL ENLIGHTENMENT AND DEVELOPMENT TO RURAL

COMMUNITIES

Clearly, the rustic people experience an intense low efficiency, social and financial retrogression,

due mostly to obliviousness, which additionally results from either lacking or all out shortfall of

data dissemination. Anibueze, Nsude , Nwozu and Aliede (2005) asserts that there is a tall rate

of obliviousness in the rustic regions, way more than the physical advancement of such zones.

According to Bordchart (1977), “this circumstance enough supports the need for rural data

dissemination”. He comments that “none of the thousands of ventures, within the developing

nations, can be executed, without the basic conditions of the foundation of a proficient and

numerate society and a framework for the continuous exchange of thoughts, contemplations and

information, which the society can nourish and utilize, with appropriate modifications to build its

own social and industrial destiny”.

It is as a result of this foundation that there emerges the need to re-appraise the issue of lack of

education among the rustic communities, since it influences their accessibilities to, and

utilization of data. There will, subsequently, be the need for innovative and imaginative

approaches towards this aim. Without a doubt, rural data support system for the rural

improvement ventures, which takes policy-makers, analysts, change agents and the rural

individuals themselves into consideration; the parts of this rural population would definitely

appreciate.

In a comparative vein, previous late President Julius Nyerere of Tanzania once rebuked that

“while a few nations (within the developed countries) are going for the moon, African nations

are still attempting to reach the villages.” (Nwuneli, 1985). Over 20 years after this explanation

was made, numerous countries within the developing world are still fighting with how to

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successfully coordinate the rustic populace in effective implementation and execution of

development plans, ventures, arrangements; as well as failing to rise up to challenges of

successful rural data dissemination.

Consequently Rogers (1968) declared that, “the rural gatherings of people must be reached for a

nation to move forward on the improvement continuum”. In any case, taking into consideration

of their numerical strength and connecting it to the possibility of what great contributions they

could make within the society in general; excluding them from main stream events and depriving

them of needed information would put a log into a nation’s wheel of development.

2.1.5 THE MASS MEDIA AND ITS ROLE IN ENLIGHTENMENT AND SOCIO-

ECONOMIC IMPROVEMENT PROGRAMMES

The mass media speak to an institutionalized channel for dissemination of social information

and, thus, it could be an effective instrument of social control. Kingsley (2004),asserts that, “the

media are central within the provision and arrangement of thoughts, ideas and images, which

individuals utilize to interpret and get an incredible understanding of their regular life.

In the opinion of Mythm (1983), “the mass media give a major source of information in a

isolated society of what the agreement really is and what is the consequences of deviation from

it. They summon up, for each group, with its constrained stock of social information, what

everybody else accepts.”

The media have gotten to be consistently more persuasive in portraying reality by empowering

a common picture to the society. Communication media can be utilized to successfully educate

those concerned around the developmental programs. They can be motivated with thoughts and

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sentiments that fortify dialogue and exchange of thoughts that are well educated. This will create

an environment of public awareness on both a long and short-term basis. The mass media can

make significant contributions to the method of creating public mindfulness, whether the point of

such impacts is to:

• Bring up to date, the information and knowledge of the public or target audience about a

particular issue.

• Create a change in their opinions, states of mind or spur them to action; that is to alter

their conduct and habits.

To support the facts mentioned above, Wulfemayer and Buckalew (2005) subsequently lists the

roles of the mass media which include: to educate, to inform, help induce social change and

establish public policies among others”.

2.1.6 RADIO AS A TOOL FOR ENLIGHTENING RURAL INHABITANTS

Radio broadcasting for the rural dwellers also known as community radio has an important role

in the communications of a nation. “Subsequently, a society that has destitute communication

and data infrastructure continuously slacks behind others that have proficient data infrastructure”

(Moemeka, 1985).

Thus, rural radio makes a difference in achieving improvement within rural areas as issues of

development are made public to the general audience in the form of different programmes which

exposes individuals to things happening around and in their society when they listen to these

programmes. Communication is a basic component of interaction and sharing of information in

life.

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According to Mogekwu (1990), the importance of rural radio in the presentation and

management of change in rural communities is evident...", however, Nigerian leaders have

continued to use the Western mass media as the sovereign remedy for rural development, hence,

there's a serious need to move forward and make more rural stations and make programs that will

meet the wants of the rural dwellers, thereby, bringing around national advancement.

Radio can be utilized to mobilize the individuals at the grass root level for community

advancement and national consciousness. No genuine mass-oriented improvement program,

especially in rustic communities in Africa ever succeeds without the dynamic involvement of the

individuals inside the traditional framework.

Rural radio program can be a source of health, social, political, cultural as well as other

educational and enlightenment programs for the masses, leading them towards self-actualisation

and national advancement. It is in this light that Okam (1981) asserts that more than 80 percent

of the failures of government mass oriented programs are traceable to the reality that policy

makers at the national level come up short in the use of this capable and solid medium.

2.1.7 THE RADIO, OTHER FORMS OF MEDIA AND HEALTH COMMUNICATION

In Nigeria, information from the National Demographic Health Study show a state of weakening

within the regions focused on for mediation by the MDGs, which incorporate, reduction in

newborn and maternal mortality rate, whereas primary school enrolment increases, subsequently

moderating the effects of dangerous and contagious illnesses. According to the National

Demographic Health Overview (NDHS) (2003), “some of the indicators have really regressed

instead of improving”.

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This can be a kind of circumstance in which the radio packages such data and disseminates to the

general public, and in some cases, the media specialists can make appearances to the rural zones

to survey the situation of the masses and bring it to light. In most cases, the media makes a room

for the discussions of the government activities, arrangements and programmes that impact the

lives of the citizens, with the radio having advantage over the television in the aspect of quick

dissemination of information.

The mass media are important tools when it comes to spreading and enforcing public health

goals.

Communication focusing on health and well-being through the mass media may be complex as it

poses a challenge to professionals in different disciplines. The results of a survey conducted

about scientists and journalists attitudes towards each other and their opinions on the translation

and transmitting of scientific information through the media to the public show that scientists

made complaints about reporters being unable to understand the basics of their methods as well

as their inability to properly interpret statistics, risks and probabilities. On the other hand,

journalists viewed scientists as being unable to explain their work in simple terms and cogently

instead of ‘esoteric jargon’. Scientists further mentioned that the media oversimplifies complex

issues. (Hartz and Chappell, 1999).

According to Liana Winett and Lawrence Wallack, in an article in the journal of Health

Communication, “the use of mass media in improving Public Health is akin to navigating a large

network of roads without the help of street signs, if you don’t know where you are going and

why, chances are you will not reach your destination” (2006, pg.173)

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Therefore, the use of mass media to pass across health news or other matters has affected the

way the world receives this information. The value of health news corresponds with what is

being reported and how it gets reported.

According to Ray Moynihan et al “The news media are an important source of information about

health and medical therapies, and there is widespread interest in the quality of reporting.

Previous studies have identified inaccurate coverage of published scientific papers,

overstatement of adverse effects or risks, and evidence of sensationalism. The media can also

have a positive public health role, as they did in communicating simple warnings about the

connection between Reye's syndrome and the use of aspirin in children (2000, pg. 1645).

THE RADIO: the radio equally has the ability to reach a large and diverse audience. Radio

stations which are specialized by the listeners age, gender and tastes allows for more selectivity

in reaching audience segments. The advantage radio has in terms of placement and production

costs which are less than that of Television, enables the medium to convey more detailed health

messages, thus, the radio can be considered to be more proficient and effective.

“However, the large number of radio stations may lead to audience fragmentation while

delivering health messages. This means that the available audience, as a result of more and more

choices and stations to choose from, there is the tendency to disperse among the various options

leading to reduction in a stations revenue and resources”.( Mcdermott, Robert J. Albrecht,

Terrance L.; 2018)

A radio industry executive, John Lund, estimated that between 50,000 and 70,000 radio jobs

have disappeared since the 1990s (J. Lund, 2007). The lack of job opportunities has also created

a lack of job training (Talent, 2013).

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Shawn L. Denevan (2014) in his research asserts that “radio industry is on a course of self-

destruction based on the decisions, and lack thereof, by station owners and managers”.

Using the radio to communicate Health Messages is reported to have been effective in

developing countries, especially when such messages are combined with posters and the other

mass media. Ronny Adhikarya showed that mass media message targeted at wheat farmers in

Bangladesh increased the percentage of those who carried out rat control from 10 percent to 32

percent in 1983. Continuation of the campaign in subsequent years saw rat control efforts

increase to 72 percent.

2.1.8 CHALLENGES FACED BY RURAL RADIO BROADCAST STATIONS

There are several problems experienced by rural radio broadcast stations as well as urban radio

stations.

• Lack of Audience feedback:

One objective of this study is to determine the extent of effectiveness of a station’s programmes

and campaigns on the COVID-19 pandemic by getting feedback from its audience.

In any form or medium of communication, feedback is vital as it aids the station managers in

getting insights on their performance as well as audience tastes or preferences. Little or no

feedback can be detrimental to health programmes, development programmes etc. according to

Asemah (2009) feedback is the way the receiver reacts to the message sent out. And the way an

audience perceives or understands a message can affect their responses, and whether such

feedback is positive or negative, it is necessary for the station to better manage their operations.

In the case of negative feedback, the communicator is informed and able to

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Make adjustments to improve and sustain his communication.

In summary, feedback is necessary for a communicator to find out how his messages are

perceived and it ensures audience participation.

• Ownership problem:

One of the major features of the media in developing countries is that a large portion of the

media in the developing world is owned by the government. And as a result, a lot of media

houses are seen as an “extension of civil service and operations are further structured according

to civil service codes and conducts” (Asemah, Ezekiel S.; Anum, Victoria Edegoh and Leonard

Onyeka, 2012, pg. 14).

According to Ajibade (1998), as cited in Danasabe (2012), “as long as government hires and

fires, promotes, determines salaries and allowances of broadcasters, they are bound to carry any

news that government desires, even if it is against their conscience, contains falsehood or

materials that are not in the interest of the public.”

Akinyele (2003) argues that because of the government control, there is a tendency for media

practicioners to want to please the power that backs them up or the finger that feeds them.

The same goes for privately owned media organizations, both print and broadcast media face the

same problem of interference, influence and control by their owners. Therefore it falls on

professional communicators in Nigeria to try their hardest to overcome this barrier.

• FINANCIAL CONSTRAINTS

Another challenge faced by radio broadcast organizations is financial difficulty which greatly

hinders the operations of the station and delays quality programmes.

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According to Sennith (2008), the broadcast media often faces insufficient financial provision

right from its inception till date coupled with the use of out of date equipment.” For instance, the

two Federal Radio Corporation of Nigeria’s (FRCN) transmitters are old, thus they need new

ones in this 21st century era where many other stations no more make use of SW and MW

transmitters like the FRCN.

The need and importance of radio in the transfer of information to the rural populace, who need

these programs, cannot be overemphasized. The role of radio in the dissemination of information

across the country and in rural communities helps in the maintenance of peace, law and order,

stability, the citizens’ well-being, economic and political development of the Nigeria.

Adamu (2009) asserts that “in order for stability, development and wellbeing programmes to take

place, it is a must for federal and state governments to sharpen the public information system to

enlighten the citizens on the progress made by the government.”

Censorship is also a serious challenge that affects broadcasters, whatever information the

government does not wish to put out there would be blocked and any deviating media houses

would face harsh penalties for going against the government.

2.2 THEORETICAL FRAMWEORK

The essence of this research paper on the COVID-19 pandemic which currently amounts to

125,745,173 cases and 2,761,092 deaths (information gotten from the Covid-19 worldmeter

website); is tied to what Borah(2006) describes as “the media impacts” hypothesizing on how

“the impact of the media includes theories and hypothesis that clarify how the mass media

affects or impacts the audience attitudes and audience perceptions”.

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In terms of operations and functions, there are around 15 related theories in the media effect

theory family and out of these 15 this study would focus on the Agenda setting theory, the Gate-

keeping theory and the Status conferral theory.

2.3 AGENDA SETTING THEORY

The coverage and reporting of the Corona virus pandemic by the Social media, the print and

broadcast news platforms is simply an indication and validation of the influence behind the

Agenda setting theory which was propounded by McCombs and Shaw in 1973.

The agenda setting theory refers to the ability of the media to impact/influence the themes and

topics of public interest. That is, if the matter is frequently covered and reported about, the

audience will begin to see the matter as important. In actuality, the mass media presents to the

audience what it deems as important. This then takes away the people’s ability to think for

themselves.

As a result of this, there are two assumptions under agenda setting as listed by Anaeto et al

(2008) which are:

• The media and the press do not portray reality as it is chosen, filtered, and shaped by

newsroom staff.

• The concentration of the media on some issues leads the public to see those issues as

more important than the others.

Nalwoga Sharon (2011) in an article ‘all about theories for communication’ mentioned that

“Agenda setting happens through a cognitive process known as ‘accessibility’. The media gives

information on an important issue as food for thought, making it reflect in people’s minds

constantly.”

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Although this is similar to ‘Framing’, the two terms are quite different. While Agenda setting

focuses on the methods and efforts made by the media to determine what issues (agenda) to be

discussed prominently among the general public, framing takes another step by not only

determining what issues the audience should think about but also how they should think about

these issues.

An example can be seen during this pandemic when Some broadcasters portrayed the Covid-19

pandemic with an underlying tone of urgency which struck fear in the minds of the citizens while

for some there were controversies concerning whether the figures representing the amount of

cases and deaths were actually true and not inflated to further alarm the audience.

While the pandemic was a serious case, however instilling fear in the people is not the way to go.

2.4 THE STATUS CONFERRAL THEORY

Just like in the Agenda setting theory, the coverage of the Corona virus pandemic by the media

also fulfilled this theory.

Status conferral is when the press reports or coverage singles out a person or group of people and

confers importance on the person or the group whether such importance is justifiable or not.

An instance of this can be seen during the constant reportage of the COVID-19 pandemic and

how media kept on emphasizing that the disease began in china and some articles actually started

calling it the ‘chinese disease’.

While this gave information of the origins of the disease, it also put the Chinese people in the

spotlight and some people especially on social media began taking out their frustrations on the

Chinese people as the cause of the disease and subsequent lockdown. It also led to people openly

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discriminating against them when sighted in public all because of the status conferred upon them

by the media.

The status conferral theory of the mass media was propounded by Paul Lazzersfeld and Merton

in 1948. It is further validated by Smith (2016), when he wrote on ‘Status conferral functions’

which added to the initial description of the theory. He asserted that the functions and power of

the mass media in the society is the ability to deliver a lot of information from anywhere, about

any given topic at any time, which can make the topic seem like the most important and serious

issue.

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 CHAPTER THREE

3.0 METHODOLOGY

In this chapter, the researcher shall explain the design and methods adopted in the course of this

study, the population as well as sampling techniques. Also, this chapter shall explain the

instruments to be used to collect data, the methods of collecting data, and the sources of data,

methods of analyzing the data and data presentation, the validity and reliability of instruments

used.

3.1 RESEARCH DESIGN

This research makes use of the Quantitative research approach. Creswell (2002) noted that

quantitative research approach is the method of collecting, analyzing, translating, and composing

the outcomes about of a study. Quantitative research looks into a social issue and clarifies such

issues by gathering numerical information that is analyzed using mathematical based strategies.

Researchers use the quantitative approach because it permits them to get facts and not just

abstracts about the aim of the research (Bryman and Bell, 2007). Furthermore, quantitative

research methods are adopted because they are scientific and can provide immediate results, they

are also more respected for this fact.

The method to be used for this study under the Quantitative research approach is Survey method.

The survey technique is noted to be a quantitative approach that involves the employment of

‘self-reporting’ measures in carefully designated samples. It’s a versatile approach which will be

used to study a good variety of basic and applied research problems. It has its roots in applied

social analysis, marketing research and election polls.

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Survey research is used: “to answer questions that have been raised, to solve problems that have

been posed or observed, to assess needs and set goals, to determine whether or not specific

objectives have been met, to establish baselines against which future comparisons can be made,

to analyze trends across time, and generally, to describe what exists, in what amount, and in what

context.” (Isaac & Michael, 1997, p. 136)

The survey method is appropriate for this study as the researcher aims to examine the level of

corona virus pandemic awareness among those living in the rural areas in Akwa Ibom State and

if media campaigns have had any impact in their health behavior towards the corona virus

pandemic.

3.2 POPULATION OF THE STUDY

Ekpene has two (2) major districts namely: Amanyam and Ikot Ekpene urban district. These two

major districts combined have 30 villages, Eighteen (18) in Ikot Ekpene Urban district and

twelve (12) in the Amanyam district.

The characteristics of respondents for this research is their knowledge and understanding of at

least one major media, that is; either they own and listen to the radio, television, read

newspapers, mobile phones or have the capacity for all four. The age range of respondents would

be within the range of 18 to 60 years of age and would consist of both male and female

participants.

Reasons for using these characteristics to select participants for this research is that in order for

rural dwellers to have a perception of the media there has to be the most basic knowledge and

understanding the dynamics of any of the aforementioned media. The two terms knowledge and

perception are greatly different.

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In simple terms, knowledge is ‘awareness or familiarity or skills gotten by experience of a

situation or fact, it is a theoretical or practical understanding of a subject. Perception according to

S. P. Robbins can be defined as “the process by which individuals organize and interpret their

sensory impressions in order to give meaning to their environments.” Peoples behave according

to their perception of an object or reality is and not the object or reality itself. Therefore its not

enough to know about the media but how we understand and perceive the messages passed

through them and how they influence our behavior.

The reason for choosing communities in Ikot Ekpene, Akwa Ibom State, as population for this

study is as thus: According to a similar study carried out by Rosemary Ebong (2012) on the

“knowledge and attitude of Akwa Ibomites toward a sustainable environment in Nigeria”, she

discovered that the attitude of men and women towards sanitation and environmental health was

average and more health and sanitation education is required from the media. The study

recommended a long term strategy to be put in place to curb bad health behaviors in the state.

This research seeks to examine the level of awareness campaigns by the media on the Covid-19

pandemic and if such information has impacted the health and sanitary behavior of residents of

the area.

3.3 SAMPLE SIZE

As mentioned earlier, the population of the study consists of the thirty communities in both the

Amanyam and Ikot Ekpene urban district. However, not all thirty communities would be

involved in this research rather there shall be representatives for both areas. In order to gain

adequate representation a total of ten communities, six (6) communities in the Ikot Ekpene urban

District and four (4) communities in the Amanyam District will be selected for this research.
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The total population in the ten communities is roughly 50,000 and 10% of this is 5,000

participants, however due to the lack of time and funds to carry out this research, a standard

estimate of 1000 participants will be used. This is because in a population as much as this,

sampling 1000 people would normally give a fairly accurate result. So, in each of the ten

communities, a total of a hundred (100) participants would be involved.

3.4 SAMPLING TECHNIQUE

The systematic sampling technique would be used to conduct this research. this is when an

estimated number of elements in the larger population is divided by the desired sample size

which results into the sampling interval. Therefore the sample is then drawn by listing the

elements in a specific order after the sampling interval, starting with a random number.

The general population of this research is 5000, desired sample size is 1000, therefore to get the

sampling interval 5000/1000= 5. Choosing a random number 3, meaning distribution of copies of

questionnaires will start from the 3rd house in the community. Therefore, 3 + 5 = 8th house, 8 + 5

= 13th house. This will continue till the quota of a hundred (100) participants for each community

is fulfilled.

3.5 INSTRUMENT

The instrument to be adopted in this research is self administered copies of questionnaires. A

questionnaire is a survey research instrument that is made up of a set of questions or other types

of inquiry that seeks to gain information from a respondent. A research questionnaire is usually a

mix of close-ended questions and open-ended questions. Open-ended, long-form questions offer

the respondent the ability to elaborate on their thoughts.

27
3.6 METHOD OF DATA PRESENTATION

After the practical aspect of this research has been carried out, the researcher will make use of

Frequency distribution table and Bar charts to accurately portray the results of the study and for

easy understanding by readers.

3.7 VALIDITY AND RELIABILITY OF INSTRUMENTS

As mentioned earlier, the instrument to be used in this research is self administered copies of

questionnaires. The questionnaires shall be the structured format because the structured format is

designed to get specific and well intended questions in order to get a detailed information from

the respondents.

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QUESTIONNAIRE SAMPLE

Dear respondent,

I am Essien Ubokabasi Faith, a final year undergraduate student of the Department of Mass
communication, Covenant University, Ota, Ogun state. This Questionnaire has a total of 14
questions intended to measure how often you listen to the radio programmes and campaigns
concerning the COVID-19 and how effective these campaigns are. It is strictly for research
purposes and will be treated with utmost confidentiality. Note that there is no right or wrong
answers therefore please do well to be sincere as possible in your response and also, feel free to
withdraw from responding to this questionnaire whenever you feel like.

MALE FEMALE

AGE GROUP

20 – 25 26 – 30 31 – 35 36 – 40 41 – 55 56-60

1. Do you have a radio?

YES NO

3. If Yes, how often do you listen to it?

0-2 hours 3-4 hrs 5-6 hrs 7 hrs or more

4.) Are you aware of any Health Related Programmes?

YES NO SOMETIMES

5.) Are you aware of the Corona Virus Pandemic in the country?

YES NO

6. Were any Radio programmes you listened to, related to COVID-19?

YES NO

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7. How frequent did you hear about covid-19 from the radio?

RARELY OFTEN ALWAYS

8. Were these Programmes easy to understand?

YES NO

9. What Language were the programs aired in?

IBIBIO EFIK ENGLISH OTHERS (specify)

10. What is your language preference?

IBIBIO EFIK ENGLISH OTHERS (specify)

11. Your preventive behavior dependent on Radio programmes?

Strongly Agree Agree Disagree Strongly Disagree

12. Were preventive measures were advocated by the radio?

YES NO SOMETIMES

13. Did you carry out the Preventive measures passed through those messages?

YES NO

14. How Often did you Practice the health Procedures > (social distance, mask wearing,
hand washing, sanitizing)

RARELY OFTEN ALWAYS

15. The communication of these procedures for the virus by the radio was effective

Strongly Agree Agree Disagree Strongly disagree

30
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