THE ROLE OF RADIO IN PROMOTING HEALTHY LIFESTYLE CHOICES AMONG RURAL RESIDENTS

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

Global health promotion strategies have increasingly recognised the significance of mass media, including community radio (Thomas et al., 2018). Prior research has established the critical role of the media in attaining health-related objectives, including but not limited to public education and awareness, attitude modification, and health behaviour influence (Ahmad and Murad, 2020; Mheidly and Fares, 2020; Wakefield et al., 2010). Such progress has the potential to contribute to social sustainability (Heras-Pedrosa et al., 2020). In addition to functioning as channels of communication that disseminate information regarding potential threats to public health, the media, particularly in Sub-Saharan Africa, can play a pivotal role in galvanising public support during public health emergencies like pandemics (Adebisi et al., 2021; Ajilore et al., 2017; Olaoye and Onyenankeya, 2023). In addition, it has been demonstrated that the media can effectively combat disinformation by debunking the fallacies and misunderstandings that frequently obfuscate and restrict the adoption of health messages (Ajilore et al., 2017). 

There are opinions that the health services in Nigeria, in their present state, exhibit certain deficiencies. The deficiencies are commonly distinguished by insufficient coverage. As a result, the rural communities face significant provisions of fundamental healthcare infrastructure. An additional challenge confronting the health sector is the inadequate consideration given to the overall orientation of services, which results in a disproportionately large investment in curative services at the expense of preventive services. Significant deficiencies in the administration of the services have been identified, leading to resource wastage and inefficiency, as evidenced by the failure to achieve the objectives and targets established by the World Health Organisation (WHO). 

Olaniyi (2018) contended that these objectives could be realised by means of improved health education and enlightenment programmes. Public enlightenment, in his opinion, will assist in convincing individuals to adopt measures that will enhance their health and alter their perspective. Rural communities have been neglected over time, in favour of concentrating efforts in the main metropolitan areas. According to Okoro et al. (2021), the media play a crucial role as stakeholders in the fight against maladies. Media outlets are effective instruments for health behaviour change communicators due to their capacity to reach a vast, geographically dispersed audience at the most minimal expense. 

This aligns with the argument put forth by Olaniyi (2018) that radio serves as a successful tool for encouraging healthy lifestyles and health-related behaviours in rural areas. In comparison to alternative media, seventy-eight percent of households residing in rural communities are positively influenced and their inclination towards adopting a healthy lifestyle is altered, according to Olaniyi. Presently, numerous radio health programmes are being broadcast across rural areas of Nigeria. Thus it becomes necessary to understand the role of radio in promoting healthy lifestyle choices among rural residents.

1.2 Statement of the problem

The media continues to play a significant role in Nigeria by disseminating public service announcements that raise awareness about health concerns and encourage individuals to alter their attitudes and behaviours regarding hazardous lifestyles. Media outlets, including radio, have played a crucial and prominent role in the public health delivery ecosystem (Owens, 2019), particularly in educating rural residents about mental health (Kakuma et al., 2019), combating infectious and endemic disease outbreaks (Tyali and Tomaselli, 2020), and promoting lifestyle changes (Mkize, 2017). 

Radio is anticipated to be a widely used health information source and a viable alternative outlet for rural residents in Nigeria, particularly marginalised groups that are frequently overlooked by mainstream media (Wabwire, 2018). Its purpose is to enable these individuals to express and promote social values and "issues that are significant to their collective identities as a people burdened by feelings of disillusionment, ethnic victimisation, and exclusion by hegemonic power structures." 

Notwithstanding its critical nature, the body of knowledge regarding the efficacy of radio in promoting health education is limited. The scholarly literature extensively covers the socioeconomic and political impacts of commercial radio, including its influence on affairs such as race and identity (Bosch, 2018; Smith, 2021), service delivery (Day et al., 2021), religion (Haron, 2021; Tyali, 2021), economic development (Nkoala and Matsilele, 2021), and democracy and citizenship (Bosch, 2018; Chiumbu and Motsaathebe, 2021). However, community radio has been the subject of relatively limited scholarly attention. Although beneficial, previous research has primarily examined the effectiveness of rural radio as a counter-hegemonic or alternative medium for marginalised populations (Onyenankeya and Salawu, 2022) and as a vital information dissemination tool for rural women (Fombad and Jiyane, 2019). However, these studies have overlooked important aspects and have left numerous inquiries unresolved. On the based of the aforementioned, this study seek to examine the role of radio in promoting healthy lifestyle choices among rural residents.

1.3  Objective Of The Study

The broad objective of this study is to examine the role of radio in promoting healthy lifestyle choices among rural residents in Nigeria. Specifically the study sought to:

Ascertain whether the radio serves as a significant tool for managing public health issues among rural dwellers.

Find out whether radio effectively disseminate health information to rural dwellers in Nigeria.

Find out if the radio helps to improve health knowledge of  rural dwellers in Nigeria.

Determine whether the radio improves the health behaviour of rural dwellers in  Nigeria

Ascertain if  radio help to improve the health practices of rural dwellers in Nigeria.

Determine the extent the radio promotes a healthy style and health status of rural dwellers in Nigeria.

1.4 Research Questions

The study will be guided by the following questions;

Does the radio serves as a significant tool for managing public health issues among rural dwellers?

Does the radio effectively disseminate health information to rural dwellers in Nigeria.

Does the radio help to improve health knowledge of  rural dwellers in Nigeria?

Does the radio improve the health behaviour of rural dwellers in  Nigeria?

Does the radio help to improve the health practices of rural dwellers in Nigeria?

To what extent does the radio promote a healthy style and health status of rural dwellers in Nigeria?

1.5 Research Hypothesis

Ho: The radio does not promote a healthy style and health status of rural dwellers in Nigeria.

Ha: The radio does promote a healthy style and health status of rural dwellers in Nigeria.

1.6     Significance Of The Study

Findings from the study would have both empirical and practical significance. Practically, it will contribute to the articulation of radio broadcast usage  in sharing healthcare information and shaping health belief of community audience. Practically the study will serve as a document for government and non-governmental organizations, policy makers and healthcare professionals on  the need to regulate the credibility of health information shared on  radio presentations. Additionally, the result of the study  will serve as a data base to mass communication researchers who may be interested in learning the global healthcare infodemic. Empirically, the study will serve as reference material to both scholars and student who wishes to conduct further studies in related field.

1.7 Scope Of The Study

The scope of this study borders on the role of radio in promoting healthy lifestyle choices among rural residents in Nigeria. Geographically, this study will be delimited  communities in Ngor Okpala Local Government Area of Imo State.

1.8 Limitation Of The Study

This research project, like all human endeavors, had some challenges that threatened to derail the study's completion. One of the reasons is that the time allotted for this work was so limited that the researcher did not have enough time to complete the task thoroughly. During data collection, the researcher also had to put forth extra effort to understand the respondents' interview schedules, several of whom fell into the incomprehensible age group. Also, there were financial and transportation constraints to deal with. Insufficient funds tend to impede the efficiency of the researcher in sourcing the relevant materials, literature, or information and in the process of data collection (internet, questionnaire, interview).

1.9  Definition Of Terms

Community: A community is a social unit (a group of living things) with commonality such as norms, religion, values, customs, or identity.

Mass media: This has been described as the organized means for communicating openly and at a distance, to many receivers within a short space of time.

Health Communication: Health communication is the study and practice of communicating promotional health information, such as in public health campaigns, health education, and between doctor and patient. The purpose of disseminating health information is to influence personal health choices by improving health literacy.

Public Health Behavior: Health behaviors are actions individuals take that affect their health. They include actions that lead to improved health, such as eating well and being physically active, and actions that increase one's risk of disease, such as smoking, excessive alcohol intake, and risky sexual behavior.