1

ASSESSMENT OF THE ROLE OF RADIO IN THE PROMOTION OF

COMMUNITY HEALTH IN OGUI URBAN AREA, ENUGU

BY

Wilson Chidiebere Peter

pstwcpetwers@gmail.com
+2347030181006

ABSTRACT
This study focuses on the assessment of the role of the radio in the promotion of
community heath in the Ogui Urban community. Health care issues in rural areas are
dominating the public policy agenda throughout the world. The mass media and
especially radio due to its pervasive and ubiquitous nature have become the most
important social institution in the construction and circulation of information. Owing to
this, the ultimate aim in this study is to assess how radio as a medium of mass
communication can actively promote community health in Ogui Urban. The research
methodology adopted is the survey research method. Questionnaire was constructed
and administered to the representative sample of the study. The data in this study were
analysed using percentages and tables for the demography of respondents and the
research questions. While the research hypotheses were analysed using the chi-square
formula. In the analysis of the hypotheses, it is seen that radio has adequately carried
messages on community health effectively. Parts of the recommendations of this study
are that the government should bridge the gap in the distribution of health facilities
between rural and urban areas. Also, they should help in funding and providing
inventors for various health care centers, and enlightening the rural populace on the
use of orthodox medicine.
INTRODUCTION
Health care services are amongst the most basic of all essential services, and their
significance cannot be over emphasized. However, the general health of a member of
any society can be seen as part of an interrelated set of conditions, which have to do
with man's capacity to adjust to his immediate environment and to utilize it to his
optimum advantage. Likewise, health may be considered as the state of complete
physical, mental and social wellbeing of an individual, and not merely the absence of
diseases or infirmity.
Globally, health services are known to be provided at different levels by different
agencies and specialists. In Nigeria for example, health services are taken care of by the
three tiers of government, namely: The Federal, State and Local governments. These
are also supported by organizations and the private individuals who establish and run
private medical services. Traditional medical practitioners who serve the majority of the
rural populace also belong to this privatized category (Ekwuruke, 2005, para.2, internet
article).
The rural populace is believed to be poorly educated; they are the low income
earners. They actually have more illnesses, and getting proper care is difficult because
most physicians are less willing to locate their offices where they will have many poor
patients. The physicians wish to practice in relation to their own class; thus, leading to
lopsided distribution of resources in our society, which affects equal accessibility (US
Census Bureau, para.4 Html document). Rural populations have the same entitlement to
medical care as people living in urban areas. Although there may be economic and
other factors affecting the quantity of medical services available in rural areas, there
should be no disparity in the quality of medical services. Persistent efforts should be
made to elevate the qualifications of all persons rendering medical service to the highest
level in the nation.
Education and socio-economic levels in rural communities are mutually
dependent. Health education of the public is most effectively achieved when agencies,
organizations, the health professions and the community share in the development and
maintenance of the highest level of health practices that can be mutually effected
(National Rural Health Association, para.10. html document). The mass media
generally, provide the society with useful information that enhances the sustainability
of the social system. This they do through their numerous functions ranging from
providing information, escapism, entertainment, to giving us self-worth and linking us
with other nations (Ndolo, 2006, p.21).
Radio provides the audiences with audio messages. The radio relies on sound for
its dissemination of information. This is why it needs articulate, knowledgeable people
as sources of its information. Radio has variety of programme formats for diverse
programmes. It can come in form of news, news releases and other materials in the
form of features, news talks etc.
In Nigeria, substantial money and time are currently being expended for the
purpose of mobilizing the rural community and motivating them to adopt a positive
approach towards health. The use of the broadcast media to achieve these objectives has
recently increased and both the government and the private sector and agencies are
involved in developing and implementing programmes through the use of media
facilities (Bankole, 1994, p.1).
Apart from simply advertising programmes on radio or television, the use of an
‘enter-educate’ approach has become attractive to communication experts. This
approach uses the entertainment components of radio and television such as song and
drama, to drive home the intended message. This seems to be very effective because
people tend to adopt behaviour faster if they are motivated by those they consider role
models.
In Ogui Urban community, diverse health promotion programmes have been put
in place and some are still in place for ensuring good health status of the community. A
health care report by the Enugu State Ministry of Health on primary health care services
in health centers in Enugu metropolis in the areas of immunization, child and maternal
health, and other health care services, showed that most people were inclined to access
immunization and child/maternal health care than other health care services. This is
attributed to certain factors like, the level of publicity, and the fact that these two areas
of health are free. In view of the various and diverse functions of the broadcast media in
the society, this study is geared towards appraising the role of the broadcast media in
the promotion of community health.
The Problem
The issue of community health has become a disturbing issue, especially now
that there are various outbreaks of diseases. The broadcast media are accredited with
the super function of providing information to the public. Various broadcast media
channels have communication styles peculiar to them. Radio is basically an audio
channel. Its programmes are designed for the ear. Radio plays a very serious role in
mobilizing the society towards a particular course of action. This is owing to its
ubiquity and portability, affordability and ease of access. Therefore, the problem of this
study is to assess the role of radio in promoting rural health. Particular emphasis will be
on Enugu metropolis. The level of access to health care services and the awareness of
the availability of some health care services in the area have been discovered to be
presumptuously low. It becomes very imperative to unravel the cause(s) of the trend
and the possible roles Radio can play in the process to ensure increased awareness and
access to health care services by the residents of Enugu metropolis.
Objectives of the Study
The objectives of this study are:
1. To know the level of radio portrayal of health care programmes in Enugu metropolis.
2. To discover if Enugu metropolis residents are influenced by health programmes on
radio.
3. To ascertain how health programmes on radio have promoted rural health in Enugu
metropolis.
4. To make recommendations on how best to ensure effective rural health promotion by
the broadcast media.
Research Questions
The research questions for this study are:
1. Is there a good level radio portrayal of rural health care programmes in Enugu
metropolis?
2. Do health care programmes on radio influence residents of Enugu metropolis?
3. Have health care programmes on radio promoted rural health in Enugu metropolis?
Research Hypotheses
The hypotheses for this study are:
Hypothesis 1
HI There is a good level of radio portrayal of rural health care programmes in Enugu
metropolis.
Ho There is no good level of radio portrayal of rural health care programmes in Enugu
metropolis.
Hypothesis 2
HI Residents of Enugu metropolis are influenced by health programmes on radio.
Ho Residents of Enugu metropolis are not influenced by health programmes on radio.
Hypothesis 3
HI Health care programmes on radio have promoted rural health in Enugu metropolis.
Ho Health care programmes on radio have not promoted rural health in Enugu
metropolis.
LITERATURE REVIEW
Health care services are amongst the most basic of all essential services, and their
significance cannot be over emphasized. However, the general health of a member of
any society can be seen as part of an interrelated set of conditions, which have to do
with man's capacity to adjust to his immediate environment and to utilize it to his
optimum advantage. Likewise, health may be considered as the state of complete
physical, mental and social well being of an individual, and not merely the absence of
diseases or infirmity.
Globally, health services are known to be provided at different levels by different
agencies and specialists. In Nigeria for example, health services are taken care of by the
three tiers of government, namely: The Federal, State and Local governments. These
are also supported by organizations and the private individuals who establish and run
private medical services. Traditional medical practitioners who serve the majority of the
rural populace also belong to this privatized category.
However, it has come to the intimation of most researchers that the rural areas
have several problems. It has been noted that the critical set back to development in
most developing countries of the world is the lack of proper and adequate attention to
the difficulties faced by the rural regions. It is however, interesting to know that issues
of rural development are being backed by philanthropists, individual researchers and
the government at various levels in Nigeria. The first attempt at planning ahead for the
development of health services in the country took place between 1946 and 1956 and
covered all aspects of governmental activities in the states. Thus, the trend of
development was reversed, as to paying attention to regional development with the aim
of enhancing the quality of life of the populace.
In view of this, many plans were made for the construction of rural health care
centers, dispensaries and the extension as well as modernization of the existing
hospitals, especially in the bid to narrow the disparity in the standard of living between
urban and rural dwellers/residents, as well as to increase rural productivity.
Thus, at the end of the plan, period assessment of the health sector revealed that not
much had been achieved. The problems still remain very much unsolved, and the need
for the rural populace to acquire health care services still lingers on.
 More importantly, the major noticeable problems associated with the provision of
health care services to the rural areas include the following:
Problem of insufficient health centers.
 Problem of accessibility to the available health care centers, due to the spatial
inefficiency of their distribution.
 Inefficiency of the available health care facilities.
 Insufficiency of trained medical personnel/physicians to the ratio of the existing
population of a particular area.
Furthermore, it is obvious that the rural populace seem to be the major producers
of agricultural products, which is the nation's means of livelihood. Since illness is
known to impair the productive capacity of the people in any part of the world, this
could in turn affect a country's generation of income. About 80% of the world's
population dwells in the rural areas; this however, makes the provision of responsive
and high quality medical care in many of these rural areas difficult, due to the
dispersion of the population and lack of financial entitlements to services among poor
segments of the population, which in other words, will not attract the physicians.
 The rural populace is also believed to be poorly educated; they are the low
income earners. They, according to Erickson (1970), actually have more illnesses, and
getting proper care is difficult because most physicians are less willing to locate their
offices where they will have many poor patients. The physicians wish to practice in
relation to their own class; thus, leading to lopsided distribution of resources in our
society, which affects equal accessibility.
In order to curb the various problems facing the rural regions, in regards to health
services, the government should be fully involved, as well as entire communities in
question, which should be encouraged to partake in this scheme: The government
should try to assist the rural areas in providing health care delivery systems that can be
done or carried out through Primary Health Care Services (P.H.C), where by the rural
dwellers will have easy access to health services at a cheaper rate, while considering the
efficient and effectiveness of the health service rendered.
Furthermore, the government should organize a forum; whereby, the medical
practitioners among the vicinity will give back in terms of visiting the rural areas of the
state and diagnosing some of their ailments; Thirdly, the government should as well try
to bridge the gap in the distribution of health facilities between rural and urban areas.
They should also help in funding and providing inventors for various health care
centers; enlightening the rural populace on the use of orthodox medicine.
Role and Effectiveness of Health Campaigns using Mass Media
Mass media campaigns have usually been one element of broader health
promotion programmes with mutually reinforcing components: Mobilising and
supporting local agencies and professionals who have direct access to individuals
within the target population; Bringing together partnerships of public, voluntary and
private sector bodies and professional organisations; Informing and educating the
public, but also setting the agenda for public debate about the health topic, thereby
modifying the climate of opinion surrounding it; Encouraging local and national policy
changes so as to create a supportive environment within which people are more able to
change their behaviour.
Mass media campaigns have generally aimed primarily to change knowledge,
awareness and attitudes, contributing to the goal of changing behaviour. There has not
normally been a high expectation that such campaigns on their own would change
people’s behaviour. However, a controlled trial of a TV advertising campaign in central
and northern England provides evidence that mass media campaigns may be able to
change behaviour. The campaign was effective in reducing smoking prevalence by
about 1.2% over 18 months.
More ambiguous were the results of the Active for Life campaign in the 1990s.
This campaign aimed first, to increase knowledge and acceptance of new
recommendations that adults should take part in at least five sessions of 30 minutes’
moderate intensity physical activity a week, and second, to contribute to increased
participation in this level of activity. A study found that the proportion of people who
were knowledgeable about the new recommendations increased significantly after the
campaign, although it was unclear whether it was TV advertising or other elements of
the campaign that made the difference (Hillsdon et al., 2001, pp.755-756). However,
there was no evidence that the campaign raised levels of physical activity.
In French (2004’ p.93) report on anti-smoking campaigns in the 1990s high-
lighted lessons, some of which may be of general value: Campaigns need to contain a
variety of messages – ‘threatening’ and ‘supportive’ styles of delivery can complement
each other; Anti-smoking advertising has to compete in a crowded media marketplace –
a hook is needed to engage the emotions of the target audience; Emotions can be
engaged using humour, fear, sympathy or aspiration; TV advertising, in particular, is
better at jolting smokers than delivering encouraging or supportive messages; Smokers
want help and encouragement to quit; Advertising should not tell people what they
should do; Smokers are motivated by knowing that they are not alone, and that support
and help are available – they need reminding of the benefits of not smoking; Content
and style of delivery are of equal importance – smokers can accept unpalatable
messages if the context is encouraging and supportive.
Radio Role in Promoting Rural Health
Concerns about high mortality rate in the rural communities of sub-Saharan
Africa have stimulated policy and programmes aimed at promoting rural health in the
region. Substantial money and time are currently being expended for the purpose of
educating people about the advantages of healthy living. The use of broadcast media to
achieve rural health objectives has increased recently and both the government and
private agencies are involved in developing and implementing programmes through the
use of media facilities (Bankole, 1994, p. 1).
The proponents of this approach have argued that the increasing availability of
radio and television in developing countries can be effectively used to influence
people’s behaviour. Parlato (1990, p. 105) argues that a well-designed media campaign
can be effective in creating a positive social environment for a behaviour by bringing
about a shift in popular opinion. In the view of Piotrow, Rimon, Winnard, Kincaid,
Huntington and Conviser (1990, p. 265), the mass media can be a powerful tool only
for creating awareness about new technology, but also for stimulating people’s desires
for more information and facilitating their efforts to apply the information to their
behaviour.
This means that the broadcast media can be very useful in educating people on
rural health. Most rural health messages in Nigeria come in the form of advertisements.
However, apart from simply advertising rural health in the media, the use of an “enter-
educate” approach has become attractive to communication experts. The “enter-
educate” approach uses the entertainment components of the mass media, such as song
and drama, to drive home the intended message. The assumption here is that people tent
to adopt behaviour faster if they are motivated by those they consider as role models.
Therefore, using popular and respected entertainers is believed to be an effective means
of getting people to adopt a new behaviour.
Bankole (1994, p. 1) observes that recent studies have shown an interrelationship
between the mass media and rural health care in developing countries. This supports the
claim that the mass media influences behaviour. Westoff and Rodriguez (1993, p. 212)
examined the relationship between exposure to media messages on health care and a
number of indicators of healthy behaviour – including ever and current observance of
hygienic behaviour. The results indicated that people who are exposed to such messages
in the media are more likely to adopt good healthy lifestyle.
These assertions expose the potentiality of radio and television in educating the
rural communities on health care. This shows that those who are exposed to media
campaigns on health care are likely to adopt it and reduce the mortality risk. On the
other hand however, people who have limited exposure or no exposure at all to health
care campaigns are likely to remain in an unhygienic disposition and orientation. The
spread of television and radio; the rise of an independent press, and increasing literacy
rates in many countries offer new opportunities for health care organisations to inform
the public and reach opinion leaders. Making most use of these opportunities however,
requires skill in helping the news media cover health care programmes. News media
relations professionals use processes and approaches to encourage accurate coverage of
rural health information and issues (Kirkman, 1991, p. 35).
The effectiveness of radio and television in health care campaign is a product of
the fact that the news media reach a large number of people. In developing countries of
Africa, the number of radio sets is estimated at over one billion in 1994. More than 9
households in every ten have radio. Ownership of television sets is much less
widespread but has risen dramatically in recent times (Wanta and Hu, p. 96). Health
care communication programmes have long recognised the importance of working with
the news media. This is important because news coverage is often people’s first source
of new information. Also, news coverage helps to confirm and reinforce the
information that people receive about heath care programmes from other sources such
as entertainment programmes, brochures, field workers, family members and friends.
With their broadcast reach and powerful influence, television and radio can help
to improve health practices. As people are exposed to new information, ideas and
values such as good hygiene, many become increasingly aware and interested and
eventually some decide to take action (Piotrow et al, 1990, p. 267). There are various
stages in the inculcation of health care practices to rural communities, and in each of
the stages, the broadcast media play a very crucial role. The stages are:
 Knowledge stage: News and feature stories can make people aware of the
benefits of maintaining good hygiene for good health care services and can help
overcome myths and false rumours.
 Persuasion stage: Frequent news coverage helps to legitimize health care
programmes, both as a practice and as a topic of conversation.
  Decision stage: News coverage helps people to make informed decisions and
choices about adopting healthy living based on expert opinion and other’s
experiences.
 Action stage: News and features on radio and television can inform people about
how to take action such as, how to maintain a healthy environment and personal
hygiene.
 Confirmation and advocacy stage: Coverage in the news media can reinforce
individual decisions to adopt health care practices and can serve as a forum for
members of the public and opinion leaders to endorse health care programmes
and offer testimonials from personal experience (Robey and Stauffer, 1995, p.
25).
The news media is pervasive and play a serious role in shaping and reflecting
popular opinion, and this is why policymakers find them very useful. In many
countries, radio and television set agenda for public discussion and debate. They do this
by deciding what issue to cover and how to report on them. So, one can state that the
media is very effective in the introduction of new policies, their adoption and
implementation by the public.
Use of Mass Media Campaigns to Change Health Behaviour
Over the past few decades, media campaigns have been used in an attempt to
affect various health behaviours in mass populations. Such campaigns have most
notably been aimed at tobacco use and heart-disease prevention, but have also
addressed alcohol and illicit drug use, cancer screening and prevention, sex-related
behaviours, child survival, and many other health-related issues. Typical campaigns
have placed messages in media that reach large audiences, most frequently via
television or radio, but also outdoor media, such as billboards and posters, and print
media, such as magazines and newspapers. Exposure to such messages is generally
passive, resulting from an incidental effect of routine use of media.
Media campaigns can be of short duration or may extend over long periods. They
may stand alone or be linked to other organised programme components, such as
clinical or institutional outreach and easy access to newly available or existing products
or services, or may complement policy changes. Multiple methods of dissemination
might be used if health campaigns are part of broader social marketing programmes
(Kotler and Lee, 2008, p.35). The great promise of mass media campaigns lies in their
ability to disseminate well defined behaviourally focused messages to large audiences
repeatedly, over time, in an incidental manner, and at a low cost per head.
Mass media campaigns can work through direct and indirect pathways to change
the behaviour of whole populations. According to (Hornik and Yanovitzky, 2003,
pp.204-224) many campaigns aim to directly affect individual recipients by invoking
cognitive or emotional responses. Such programmes are intended to affect decision-
making processes at the individual level. Anticipated outcomes include the removal or
lowering of obstacles to change, helping people to adopt healthy or recognise unhealthy
social norms, and to associate valued emotions with achieving change. These changes
strengthen intentions to alter and increase the likelihood of achieving new behaviours
(Fishbein and Azjen, 2010, p.47). For instance, an antismoking campaign might
emphasise risks of smoking and benefits of quitting, provide a telephone number for a
support line, remind smokers of positive social norms in relation to quitting, associate
quitting with positive self-regard, or a combination of these features.
Behaviour change might also be achieved through indirect routes. First, mass
media messages can set an agenda for and increase the frequency, depth, or both, of
interpersonal discussion about a particular health issue within an individual’s social
network, which, in combination with individual exposure to messages, might reinforce
(or undermine) specific changes in behaviour. Second, since mass media messages
reach large audiences, changes in behaviour that become norms within an individual’s
social network might influence that person’s decisions without them having been
directly exposed to or initially persuaded by the campaign.
For example, after viewing televised antismoking campaign messages, several
members of a social group might be prompted to form a support group to help them
stop smoking. Another individual who has not seen the television campaign could
decide to join the support group and change his or her own behaviour. Finally, mass
media campaigns can prompt public discussion of health issues and lead to changes in
public policy, resulting in constraints on individuals’ behaviour and thereby change. For
example, a campaign discouraging smoking because of its second-hand effects on non-
smokers might not persuade smokers to quit, but it might increase public support for a
new policy that restricts smoking in specific places, which might have the secondary
effect of persuading smokers to quit.
METHODOLOGY
This study adopted the survey research design. This method involves structuring
and administering questionnaires to the representative sample of the study. The
questionnaire was used to further the overall analysis of the findings of this study for
validity. The population of the study was drawn from Enugu Urban. Enugu Urban
which comprises Trans-Ekulu, GRA, New Haven, Abakpa, Ogui New Layout,
Independence layout , Agbani Road, among others. The sample size of this study is
400. The researcher adopted the cluster sampling technique to administer the
questionnaire to the respondents. Cluster sampling involves the division of the area of
focus into geographical units for the sampling of the respondents. This technique was
chosen to enable the categories of the respondents, which form the representative
sample equal chance of being selected. It will enhance the inclusion of all areas and
characteristics in the course of sampling.
The instrument of data collection in this study is the questionnaire. The
questionnaire is a structured one and is designed with close-ended and open-ended
questions. The questionnaire is also structured into two parts. The first part deals with
the demographic details of respondents, while the second part contains the question of
the research. The questionnaire above all provided for the confidentiality of the
respondents. The instrument used is questionnaire. The validity and reliability of this
instrument is guaranteed because it is ideal for measuring what it is designed for, which
is the evaluation of the effectiveness of radio and television in mobilizing women on
family planning.
The instrument for this study is the questionnaire. The administration of the
instrument was done using the simple random technique. The instrument was
administered face-to-face and by hand to the respondents. They were also educated on
some aspects of the contents of the instrument which they did not get very clear. This
administration of instrument was done this way to ensure that all the questionnaires are
returned. At the end of the administration, the same copies of the questionnaire were
returned.
The analysis of data in this study was done using the Chi-square goodness of fit
and percentages. The Chi-square goodness of fit was used to test the hypotheses, while
simple percentages and tables were used to analyse the demography of respondents and
research questions.
DATA ANALYSIS AND RESULTS
Table 1: Is there a good level of radio portrayal of rural health care programmes
in Enugu metropolis?
VARIABLES FREQUENCY PERCENTAGE
Yes 226 56.5%
No 81 20.25%
Can’t say 93 23.25%
Total 400 100%

The table indicates that 226 of the respondents representing 56.5%% said that there is a
good level of radio portrayal of rural health care programmes in Enugu metropolis, 81
respondents, representing 20.25% said there is no good level of radio portrayal of rural
health care programmes in Enugu metropolis, while 93 of the respondents representing
23.25% have no idea of the level of portrayal.
Table 2: Do health care programmes on radio influence residents of Enugu
metropolis?
VARIABLES FREQUENCY PERCENTAGE
Yes 240 60%
No 160 40%
Total 400 100%

The table indicates that 240 of the respondents representing 60% said “Yes” that health
care programmes on radio influence residents of Enugu metropolis, while 160 of the
respondents representing 40% said “No” to the question.
Table 3: Have health care programmes on radio promoted rural health in Enugu
metropolis?
VARIABLES FREQUENCY PERCENTAGE
Fully 258 64.5%
Partially 97 24.25%
Can’t Say 45 11.25%
Total 400 100%
The table indicates that 258 of the respondents representing 64.5% are of the opinion
that health care programmes on radio promoted rural health in Enugu metropolis, 97 of
the respondents representing 24.25% said the promotion level is partial, while 45 of the
respondents representing 11.25% can’t ascertain the level of promotion.
Hypothesis 1
HI There is a good level of radio portrayal of rural health care programmes in Enugu
metropolis.
Ho There is no good level of radio portrayal of rural health care programmes in Enugu
metropolis.
Table 4: Test of Hypothesis 1
VARIABLES 0 E 0–E (0 – E)2 (0 – E)2
E
Yes 226 133 93 8649 65
No 81 133 -52 2704 20.3
Can’t say 93 133 -40 1600 12
Total 400 97.3
Df = k – 1; Df = 3 – 1; Df = 2
Level of significance at 0.05 = 5.991
Decision Rule: Since the calculated chi-square value (97.3) is greater than the table
value (5.991) at 2 degree of freedom and 0.05 level of significance, the alternative
hypothesis (HI) is accepted and the null hypothesis (H o) is rejected. It holds that there is
a good level of radio portrayal of rural health care programmes in Enugu metropolis.
Hypothesis II
HI Residents of Enugu metropolis are influenced by health programmes on radio.
Ho Residents of Enugu metropolis are not influenced by health programmes on radio.
Table 5: Test of Hypothesis II
VARIABLES 0 E 0–E (0 – E)2 (0 – E)2
E
Yes 240 200 40 1600 8
No 160 200 -40 1600 8
Total 400 16
Df = k – 1; Df = 2 – 1; Df = 1
Level of significance at 0.05 = 3.841
Decision Rule: Since the calculated chi-square value (16) is greater than the table value
(3.841) at 1 degree of freedom and 0.05 level of significance, the alternative hypothesis
(H1) is accepted while the null hypothesis (H0) is rejected. It holds that residents of
Enugu metropolis are influenced by health programmes on radio.
Hypothesis III
HI Health care programmes on radio have promoted rural health in Enugu metropolis.
Ho Health care programmes on radio have not promoted rural health in Enugu
metropolis.
Table 6: Test of Hypothesis III
VARIABLES 0 E 0–E (0 – E)2 (0 – E)2
E
Fully 258 133 125 15625 117.5
Partially 97 133 -36 1296 9.7
Can’t Say 45 133 -88 7744 58.2
Total 400 185.4
Df = k – 1; Df = 3 – 1; Df = 2
Level of significance at 0.05 = 5.991
Decision Rule: Since the calculated chi-square value (185.4) is greater than the table
value (5.991) at 2 degree of freedom and 0.05 level of significance, the alternative
hypothesis (HI) is accepted and the null hypothesis (Ho) is rejected. It holds that health
care programmes on radio have promoted rural health in Enugu metropolis.
Findings
In all, three hypotheses were tested for statistical support. All the alternative
hypotheses tested positive. The focus of hypothesis one is on whether there is a good
level of radio portrayal of rural health care programmes in Enugu metropolis. In the
analysis, the calculated chi-square value (97.3) was seen to be greater than the table
value (5.991) giving validity to the alternative hypothesis (H 1). This goes to indicate
that radio had good and adequate portrayal of rural health care programmes targeted at
the residents of Enugu metropolis. There were specific programmes which were
designed to encourage Enugu metropolis residents to maintain healthy lifestyles.
In hypothesis two, the focus was on whether residents of Enugu metropolis are
influenced by health programmes on radio. In the analysis, the calculated chi-square
value (16) is greater than the table value (3.841) giving credibility to the alternative
hypothesis. This shows that residents of Enugu metropolis are reasonably exposed to
information on rural heath and they make use of such information and messages for
ensuring healthy living – supporting the fact that they are influenced by health
programmes on radio.
Hypothesis three dwells on whether health care programmes on radio have
promoted rural health in Enugu metropolis. At the end of the analysis, it was discovered
that the calculated chi-square value (185.4) is greater than the table value (5.991) giving
credence to the alternative hypothesis. This indicates that the various health care
programmes and campaigns by radio have significantly promoted rural health in Enugu
metropolis.
CONCLUSION AND RECOMMENDATIONS
The findings of this study have necessitated some conclusions to be drawn from
it. Having explored messages from the radio on rural health care, it is seen that enough
and adequate strategic contents have been disseminated to get people in the rural areas
acquainted with the adoption of measures to ensure healthy living. Radio is very
effective in promoting rural health. It has the capability of appealing even to the rural
populace, who are the main targets of rural health messages. Radio communicates in
dialects and uses the local language to reach the target audience. Mass media is
generally a powerful means of socialising the rural communities towards maintaining a
proper and adequate healthy living. This is because, the attitude of the rural
communities towards health was seen to be basically changed because of exposure to
media messages.
Based on the findings of this study, the following recommendations have been
made:
 Radio and the mass media in general should adopt a more strategic approach
towards mobilising the rural community towards good healthy living.
 Rural health agencies and medical personnel working in rural communities
should embark on direct interaction with families, as to educate them on the need
to subscribe to good healthy living.
 Media messages should be designed to change the orientation and mindset of
Nigerian rural communities concerning health care.
 The government should try to assist the rural areas in providing health care
delivery systems that can be done or carried out through Primary Health Care
Services (P.H.C), whereby the rural dwellers will have easy access to health
services at a cheaper rate, while considering the efficient and effectiveness of the
health service rendered.
 The government should bridge the gap in the distribution of health facilities
between rural and urban areas. They should also help in funding and providing
inventors for various health care centers; enlightening the rural populace on the
use of orthodox medicine.
 The physician–patient relationship should be preserved in the development of
health services in rural areas.
 Proper integration of the programme and facilities for preventive and therapeutic
medicine, sanitation and health education should be ensured in rural and urban
areas.
 Every effort should be made to ensure that only qualified physicians should have
ultimate clinical responsibility in rural health services. Medical auxiliaries should
be employed only temporarily to perform the duties of qualified physicians.
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