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Mass Media And Promotion Of The Benefit Of Exclusive Breastfeeding
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1.3 Objectives of Study
The following include the general purpose for this research work
To examine the influence of media campaigns on exclusive breast-feeding in Uyo local government area.
To analyze the perception of women regarding the media campaigns in the various media in Uyo local government area.
To
identify the various constraints and challenges the women have in using
the various media for exclusive breast-feeding campaigns.
To make
recommendations on the subsequent media campaigns on exclusive
breastfeeding campaigns and other developmental campaigns in the state.
1.4 Research Questions
In
line with the problem, that this study is set to solve, the following
research questions have been formulated as a guide to the study.
What is the perception of the women on various media used for the exclusive breastfeeding campaigns?
What
is the volume of these campaigns in the various media and the time
frame each of these campaigns run to ensure influence and subsequent
change in behaviour?
What influence does the exclusive breast feeding campaigns have on women in Uyo local government area?
What
are the various constraints or challenges the women have in their use
of the media use on the exclusive breast-feeding campaign?
1.5 Significance of Study
The
study would enhance the effectiveness of media campaigns in Uyo local
government area because it will help campaign designers to use the right
medium for the right target audience.
This study would be useful to
media practitioners because it will provide information on how to
effectively mix the various communication media available for the people
i.e. the modern mass media and the traditional communication systems in
the disseminations of information and development communication
messages especially to those in the rural areas. Decision makers on
development programmes should be able to use
contributions from this
study to design campaigns that are balanced. Campaigns that take the
constraints of women have in the use of various media for campaigns in
the state into consideration, thus increasing the desired behaviourial
change geared towards development because the campaigns will be
effective.
This study could also be helpful for initiators of these
campaigns to analyze and evaluate the results on the exclusive breast
feeding campaigns in the state because it will analyze the perception of
the women on the various media and type of programme used for the
campaigns and thereby improve on subsequent development communication.
This study will also be a source of literature for further studies in this area.
1.6 Scope and Limitations of the Study
This
research work carried out an analysis of the influence of media
campaigns on exclusive breast-feeding on in Uyo local government area.
It analyzed their preferences of the various media available to them in
the exclusive breast-feeding campaign, the constraints that hamper the
usage of media and the appreciation of these campaigns by these women.
The
research is limited to the women living in Uyo local government area
and not all the women living in Nigeria. The research work will be
carried out only in three wards in the three senatorial districts in Uyo
local government area in order for results obtained to be efficiently
analyzed. Only women of childbearing age were used for the study. Time
and lack of financial resources are the other constraints that limited
the methodology of this research work.
1.7 Definition of Terms
Campaign:
A series of planned activities and messages aimed at changing the
attitude of a target audience concerning a particular issue, in this
context, exclusive breast-feeding.
Media: The various means of mass
communication considered as a whole, including television, radio,
magazines, and newspapers, together with the people involved in their
production.
Breast-feeding: To feed a baby by holding it so that it can suck milk from the mother’s breasts.
Antenatal
care: a follow up care given to a pregnant woman from conception to
just before she puts to bed by qualified professional health care givers
in order to ensure that mother and child are healthy after birth.
Exclusive
breast-feeding: the absolute feeding of an infant with only breast milk
and no other substitute from birth to at least six months of infant
life.
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ABSRACT - [ Total Page(s): 1 ]Media campaigns are often used to achieve audience mobilization and participation in the process of development. Often times, however, it fails to achieve the purpose for which it was designed owning to many factors. It is pertinent to ensure that such development communications are properly planned and designed so as to meet the target group and achieve the set objectives. This study examined the media campaigns on exclusive breastfeeding in Uyo local government area while analyzing the percept ... Continue reading---
