INVESTIGATING THE ROLE OF THE MEDIA IN PROMOTING ORAL HEALTHCARE PRACTICES IN NIGERIA

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Worldwide, the media has a vital influence that impacts public health behaviours around the spread of various disease. Different types of media, such as television, radio, print media (such as magazines and newspapers), and digital platforms like the internet and social media platforms, play a crucial role in spreading information about oral health.

Oral health refers to the upkeep of the mouth, teeth, jaws, and surrounding structures to enable individuals to eat and socialize without hindrance from disease, discomfort, or embarrassment. This promotes comfortable engagement in daily activities. The mouth, serving as the entrance to the body, has a bidirectional relationship with total health. However, many patients tend to view oral health as a singular entity and thereby neglect its importance (Zotti et al., 2019)

Apparently, oral diseases are common and prevalent in all ages and both sexes; yet it is one of the diseases that people pay least attention to. The mouth can be regarded as a mirror to the rest of the body as many systemic diseases have oral manifestations (Elaine & Marieb, 2018). Oral diseases are typically not given high priority in public health strategies, and are often overlooked in primary healthcare and nursing in clinical and community settings (Chen, 2018).  A possible reason for this neglect may be that inadequate oral hygiene primarily impacts morbidity rather than death (Hescot, 2019). Due to these reasons, oral disorders impose a significant health cost on numerous countries and impact individuals throughout their entire lives. 

Consequently, the most cost-effective method to addressing oral disease prevalence is to overcome the significant burden of prevention at the community or population-based level, which has resulted in a significant impact. According to (Nakre & Harikiran, 2022), there are various strategies available for avoiding dental diseases, and the most economical one is through health promotion and education. The media, as the fourth branch of government, plays a crucial role in promoting and shaping the public's perceptions. According to a study conducted by Eileen Goldberg (2022), television was the most commonly employed method to reach a large audience, while some mass media campaigns utilized a combination of radio, print, billboards, bus-side adverts and digital media to emphasize the significance of oral health.Digital media refers to the methods by which people connect with one other, involving the creation, sharing, and exchange of information and ideas within virtual communities and networks that exist online or in the cloud (Schillinger et al., 2020).

Factually, approximately 85% of adults in the Nigeria utilize social media platforms. Among these individuals, about 75% actively participate on a daily basis. Furthermore, close to 50% of them state that the information they come across on social media has an impact on how they manage their health.With the ongoing expansion of digital media access, it will increasingly function as a valuable health resource in situations where there is a dearth of health knowledge. However, they are an alternate platform that help to reach a larger population in areas where access to oral health care is limited. Research has demonstrated that interactive digital treatments effectively enhance oral health knowledge and influence oral health behaviour. This is considered a key strategy in minimising the overall impact of oral health issues.  Therefore, a survey will be conducted in order to investigate the role of the media in promoting oral healthcare practices in Nigeria.

1.2 Statement of the Problem

In recent times, Oral illnesses are highly widespread worldwide and impose significant health and economic consequences (Peres, Macpherson &Weyant, 2019). Approximately 3.5 billion individuals are believed to be impacted by oral illnesses. These includes; dental caries,gingivitis, periodontitis, halitosis (Bad Breath), cold sores (Herpes Simplex Virus) among others.

Dental caries (tooth decay) that is not treated in permanent teeth is the prevailing health issue, as stated by the Global Burden of Disease (2019). They significantly diminish the quality of life. Likewise, neglecting poor dental health might increase the risk of other ailments such as coronary artery disease, cancer, and diabetes.

A study conducted by Akpata (2018) revealed that the occurrence of dental caries among children in Nigeria is very high, mostly attributed to inadequate oral hygiene practices and limited availability of dental healthcare services. In addition, Olubukola et al. (2019) emphasised that periodontal disease is widespread among adults and is worsened by variables such as tobacco consumption, unhealthy eating habits, and insufficient oral hygiene.

However, in the past decade it has increasingly been realized that inequalities in oral health can be mitigated, not only by providing access but also by ensuring high-quality oral health services are available when required and in a way that does not impose a huge financial burden on the user of these services. Thus, it is in the light of these that the study seeks to investigate the role of the media in promoting oral healthcare practices in Nigeria.

1.3  Objectives of the Study

The main purpose of this study is to investigate the role of the media in promoting oral healthcare practices in Nigeria. Specifically, the study will;

1.Evaluate the extent of media coverage on oral healthcare practices in Nigeria.

2.Assess the whether media contribute to improving oral healthcare practices in Nigeria.

3.Assess the strategies used by the media in promoting oral healthcare practices in Nigeria.

4.Investigate the challenges media face in promoting oral healthcare practices in Nigeria.

1.4 Research Questions

The following questions have been prepared for the study:

What is the extent of media coverage on oral healthcare practices in Nigeria?

Does the media contribute to improving oral healthcare practices in Nigeria?

What are the strategies used by the media in promoting oral healthcare practices in Nigeria?

What challenges do media face in promoting oral healthcare practices in Nigeria?

1.5 Research Hypotheses

H0: The media does not play a significant role in promoting oral healthcare practices in Nigeria.

Ha: The media plays a significant role in promoting oral healthcare practices in Nigeria.

1.6 Significance of the Study

The findings of this study will assist in the creating media campaigns and programmes that will successfully advocate for proper oral hygiene practices among citizens. These findings will also be used by public health professionals to establish strategic collaborations with media organisations in order to effectively share important information regarding oral health, thus enhancing public awareness and knowledge.

Additionally, subsequent researchers will use it as a literature review. This means that other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regard to the role of the media in promoting oral healthcare practices in Nigeria.

1.7 Scope of the study

The scope of this study is boarded on the role of the media in promoting oral healthcare practices in Nigeria. The study will evaluate the extent of media coverage on oral healthcare practices and the challenges media face in promoting oral healthcare practices in Nigeria.

Geographically, the study will be delimited to residents of Ugbekun, Edo state.

1.8 Limitation of the study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed. 

More so, the findings of this study are limited to the sample population in the study area, hence they may not be suitable for use in comparison to other schools, local governments, states, and other countries in the world.

1.9 Definition of Terms

Oral hygiene: refers to the practice of maintaining cleanliness and health in the mouth to prevent various dental and oral health issues. 

Media: the various means of communication that are used to disseminate information to the public.