1.1 Introduction
Mass media is defined as the various platforms of communication that reach large audiences, including television, radio, newspapers, social media, and the internet, with the aim of informing, educating, and influencing public opinion (McQuail, 2010). In the context of public health, mass media is a powerful tool for raising awareness, shaping perceptions, and promoting behavioral change among populations. Breast cancer is the most commonly diagnosed cancer among women globally and is a significant public health concern in Nigeria, where late detection and poor health-seeking behavior contribute to high mortality rates (World Health Organization [WHO], 2021).
In Nigeria, mass media is increasingly leveraged to disseminate information about breast cancer prevention, early detection, and treatment options. Campaigns often include radio jingles, television programs, social media posts, and print materials that educate women on the importance of self-examination, regular screenings, and clinical consultations (Adejumo, 2020).
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are significance of the study, scope of work, research hypothesis and questions, limitation of the study and definition of terms.
1.2 Background of Study
The use of mass media as a tool for health communication has evolved over several decades, both globally and in Nigeria. According to McQuail (2010), mass media initially served primarily to entertain and inform, but over time, its role expanded to include advocacy and public health education. In Nigeria, radio and print media were the earliest platforms used to disseminate health information, particularly in the 1960s and 1970s, when public health campaigns targeted infectious diseases such as malaria and smallpox (Adejumo, 2020).
Obi and Okonkwo (2019) reported that the late 1990s marked a significant shift, as non-governmental organizations, healthcare institutions, and media outlets started using television and radio programs to educate women about breast cancer prevention, early detection, and treatment. These campaigns often emphasized the importance of self-examination, routine clinical screenings, and prompt medical consultations.
Mass media is a critical tool for public health education, providing information to large audiences through television, radio, newspapers, social media, and other communication platforms. According to McQuail (2010), mass media not only informs and entertains but also has the power to influence attitudes and behaviors across society. In the health sector, media campaigns are widely employed to create awareness, educate the public, and encourage preventive practices.
Adejumo (2020) reported that late diagnosis and low levels of awareness contribute significantly to the high mortality rate among Nigerian women. Similarly, Obi and Okonkwo (2019) asserted that despite numerous awareness campaigns, many women in both urban and rural areas still lack adequate knowledge about breast cancer symptoms, early detection methods, and available treatment options. This gap in awareness is often exacerbated by cultural beliefs, misinformation, and limited access to reliable health information.
Okeke (2021) stated that effective health communication campaigns use targeted messaging, culturally relevant content, and accessible platforms to influence public perception and health-seeking behavior. On the other hand, some campaigns fail to reach rural populations or are not engaging enough to encourage behavioral change, which reduces their overall effectiveness (Adejumo, 2020). It is further affirmed by WHO (2021) that consistent, accurate, and culturally sensitive messaging through mass media increases the likelihood of early detection and better treatment outcomes for breast cancer patients. This study is set against the backdrop of these challenges and opportunities, aiming to investigate the impact of mass media on breast cancer campaigns in Nigeria, particularly in terms of awareness creation, perception shaping, and encouraging proactive health behaviors.
1.3 Statement of Problems
Investigation revealed that breast cancer remains one of the leading causes of death among women in Nigeria, yet awareness and timely intervention are still limited despite the availability of mass media platforms. Mass media is increasingly used to educate the public about health issues, including breast cancer, through campaigns, advertisements, radio programs, television shows, and social media. Also, many campaigns focus on urban populations, leaving large segments of women uninformed about the signs, symptoms, and importance of early detection of breast cancer (Adejumo, 2020).
Furthermore, the level of engagement and interaction between media campaigns and the audience is often superficial, with limited feedback mechanisms to assess understanding or behavioral change (Okeke, 2021). Additionally, the credibility of some media messages was questioned, as campaigns were sometimes inconsistent, lacked scientific backing, or failed to engage audiences interactively (Okeke, 2021). It is against this backdrop that this study seeks to examine the impact of mass media on breast cancer campaigns in Nigeria.
1.4 Aim and Objectives of Study
The aim of this study is to investigate the impact of mass media on breast cancer campaigns in Nigeria, with a focus on awareness, perception, and proactive health behavior. To achieve this aim, the study has the following objectives:
- To determine the influence of mass media on women's attitudes toward early detection and treatment of breast cancer.
- To examine the role of mass media in increasing awareness of breast cancer among women in Nigeria.
- To identify the challenges and limitations within current breast cancer media campaigns.
- To provide recommendations for improving the effectiveness of mass media campaigns on breast cancer awareness.
1.5 Research Questions
Based on the objectives above, the study seeks to answer the following questions:
- How does mass media contribute to increasing awareness of breast cancer among Nigerian women?
- What is the influence of mass media on women's attitudes and behaviors toward early detection and treatment of breast cancer?
- What are the existing challenges and limitations within current breast cancer media campaigns in Nigeria?
- What strategies can improve the effectiveness of mass media campaigns in promoting breast cancer awareness?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
- H0: Mass media has no significant impact on breast cancer awareness and preventive health behaviors among women in Nigeria.
- H1: Mass media significantly influences breast cancer awareness and encourages proactive health behavior among women in Nigeria.
1.7 Significance of Study
It is believed that at the completion of the study, the findings will guide health practitioners, policymakers, and media organizations in designing more effective and culturally sensitive campaigns. Also, the study will inform strategies for designing media-supported interventions that encourage early detection and treatment.
Furthermore, the findings will be useful for health educators and advocacy groups in developing strategies that encourage early detection and timely treatment, ultimately reducing breast cancer morbidity and mortality rates in Nigeria.
Lastly, the study will contribute to academic knowledge by expanding the body of research on media impact in public health communication, providing a foundation for future studies on similar health issues.
1.8 Scope and Limitations of the Study
The scope of the research is focused on the impact of mass media on breast cancer campaign in Lagos State, Nigeria.
The research is limited in covering rural areas comprehensively due to logistical constraints, varying access to media platforms, and differences in cultural reception of health campaigns.
1.9 Definition of Terms
Mass Media:
According to McQuail (2010), mass media refers to communication platforms that reach large audiences simultaneously, including television, radio, newspapers, and online channels, with the purpose of informing, educating, and influencing public opinion. In this study, it refers to platforms used to disseminate information about breast cancer.
Breast Cancer:
Stated by WHO (2021) as a malignant tumor originating in the cells of the breast, breast cancer is one of the leading causes of death among women globally and in Nigeria. Awareness, early detection, and treatment are critical to improving survival rates.
Awareness Campaigns:
Obi and Okonkwo (2019) assert that these are organized efforts to educate the public about health risks and preventive measures. In this study, it refers to programs, advertisements, and media messages aimed at increasing knowledge about breast cancer.
Early Detection:
Okeke (2021) affirmed that early detection involves identifying breast cancer at an initial stage, which significantly improves treatment outcomes and survival rates.
Preventive Health Behavior:
Adejumo (2020) contended that this refers to actions taken by individuals to reduce risk or impact of disease, such as self-examination, regular screenings, and seeking timely medical care.
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