1.0 Introduction
1.1 Background of the Study
The effect of mass media in shaping the attitudes and behaviors of individuals has been the subject of considerable debate. This is because media influence is modified by many factors and intervening variables. Research also shows us that the images and words these media carry determine within limitations posed by intervening factors.
The media can provide for audience members a definition of situation on a variety of issues by emphasizing certain topics, stressing particular interpretations and project specific themes.
Simply by their presence, the media have the nature of societal communication norms. Large audiences have been created, that expect the media to provide continuous flow of news, entertainment, political commentary, and other types of messages. The people depend on the media for various forms of gratification based on content. If denied such communication, they will feel deprived (Berelson 1950:889). Even in relatively underdeveloped societies, population quickly develops media related habits, once mass communication becomes available in a form they understand.
In this line, it is believed that extensive coverage and true information on the gains of family planning will reach and perhaps affect people's attitude and belief about family planning. Family planning as a concept of world social order is as old as man himself. It has been predicted in several reasons. It could be said to be a means of population control other than by disease, war or other natural and man made disasters.
The term family planning was only applied to this ageless phenomenon when social effects, abandoned babies, material mortality due to especially illegal abortions and also problems of oversized poor families began to seriously bother the minds of sociologist and health workers.
Family has received media coverage around the world since inception in 1916. Initially, the reaction of people was nothing but antagonistic. This is perhaps due to misconception and ignorance of aims and values of family , but as issues develop, it clears the people eyes and their perception more enlightened.
Initially, the United Nations Organization (UNO) through its agency the World Health Organization (WHO) has championed the publicity and propaganda campaign for the introduction and acceptance of the modern agitations and clamoring against it.
1.2 Statement of the Problem
Although it is truism that the term “family planning” is not unknown to many Nigerians, there is still need to clearly define the concept. So the problems this project sets out to study will focus on:
- Family planning is not just for stopping child bearing.
- Evidence shows that family is understood as limiting child bearing.
- They believe it is sinful to interfere with injunction to go ahead and procreate.
- To determine the effects of exposure to family planning campaign on parents.
- Proper identification on a problem determines the direction of the study.
- Knowing that Nigeria's population growth is at alarming rate of 3.4 percent per anum.
- The government evidently considers family planning indispensable.
1.3 Objective of the Study
The primary aims of this study are:
- To examine the extent to which media coverage of family planning campaign is effected.
- To know the ability of the family planning message carried by the media.
- To induce parents to change their behavior to family size.
- To help them know more about family planning and suggest ways of it practice.
- The study is interested in the audiences that are parents.
- To find out if they are really getting information (exposure) at their level of education.
1.4 Significance of the Study
It is envisaged (imagined) that the outcome of this study will alert the parents' population on dangers inherent in large family size and equally contribute to existing write-ups (literature) in the area of media effects.
Also, the study will help the ministry of health in Nigeria to determine which media to employ in dissemination of family planning information. Above all, it is hoped that the study will further equip media practioners, communication experts and researchers to come up with a more concrete approach to covering all manners of campaigns without much ado (delay) in Nigeria.
1.5 Research Question and Hypothesis
- Q1: Has mass media campaign on family planning been carried effectively by the mass media in Imo State in rural areas?
- Ho: Mass media campaign on family planning has been effectively used to educate people in the rural areas.
- H1: Mass media campaign on family planning has been effectively used to educate people in the rural areas.
- Q2: DO Parents in the rural areas in Imo State understand what family planning is?
- Ho: Parents in Imo State rural areas have not understood what family planning is.
- H1: Parents in Imo State rural areas have understood what family planning is.
- Q3: Have parents in Imo State rural areas adopted family planning method?
- Ho: Parents in Imo State rural areas have not adopted family planning method.
- H1: Parents in Imo State rural areas have adopted family planning method.
1.6 Definition of Terms
There are terms in this study which are of interest and therefore need to be defined for better appraisal of the study; both conceptual and operational definitions are given.
Operational Definitions
Mass Media:
In this context means various communication channel (especially radio, television, newspaper) through which information regarding family planning is communicated to families of Onicha Mbaise.
Media Coverage:
This is the reportage of family planning message through television, radio, newspaper (media).
Family Planning:
Process of controlling the number of children a family will have in Onicha Mbaise.
Residents:
People living in Onicha Mbaise both indigenes and non-indigenes alike.
Conceptional Definition
Mass Media:
Channel of communicating information to wide and heterogeneous audience.
Media Coverage:
Range of news, the media can deal with.
Family Planning:
The process of regulating child birth in a family.
Resident:
A person living in a particular area in a given time.
1.7 Limitation of the Study
Collecting information about this particular study has not been an easy task. The most frustrating among others are;
- Accessibility to people's residential houses; in the average situation of things, an average young man is viewed by some parents with suspicious and skepticism.
- This makes it near impossible for the researcher to get at peoples homes when he wanted to.
- Finance has been seen to be a major set back the researchers encountered.
- Enough time was not available for the researches.
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