Digitally Signed by: Content manager’s Name

DN : CN = Weabmaster’s name

O= University of Nigeria, Nsukka

OU = Innovation Centre

Nwamarah Uche

Faculty of Arts

Department of Mass Communication

THE EFFECT OF BROADCAST MEDIACAMPAIGNAGAINST

BREAST CANCER: A STUDY OF WOMEN IN ENUGU SOUTH LGA

NGENE, NGOZI MARYANN

PG/MA/08/49774

THE EFFECT OF BROADCAST MEDIA CAMPAIGN AGAINST

BREAST CANCER: A STUDY OF WOMEN IN ENUGU SOUTH LGA

NGENE, NGOZI MARYANN

PG/MA/08/49774

BEING A MASTER PROJECT SUBMITTED TO THE DEPARTMENT OF

MASS COMMUNICATION FACULTY OF ARTS, UNIVERSITY OF

NIGERIA, NSUKKA IN THE FULFILLMENT OF THE REQUIREMENT FOR

THE AWARD OF MASTER OF ARTS TO THE INSTITUTION

SUPERVISOR: DR. C.S. AKPAN

May 2013

ii.

CERTIFICATION

This research project is an original Works of Ngene, Ngozi MaryAnn, with

registration number PG/MA/08/49774 that is, presentation of research report in the

Department of Mass Communication, University of Nigeria, Nsukka.

iii

-----------------------------------------

Dr. Church. S. Akpan (Ph.D)

Project Supervisor

-----------------------------------------

DR. R.A Udeajah (Ph.D)

Head of Department

-----------------------------------------

External Supervisor

Date: ----------------------------------

Date: ---------------------------------- Date: ----------------------------------

DEDICATION

This work is dedicated to my late sweet mother Mrs. Ezinne Cecilia

Nwankwo Ngene.

iv.

ACKNOWLEDGEMENTS

My greatest gratitude goes to God Almighty for his health, faithfulness,

mercy and grace towards me.

I hereby express my profound gratitude to my indefatigable supervisor, Dr.

Church S. Akpan for his relentless effort in making this study a success.

I am immensely grateful to my lecturers Mr. Nnanyelugo Okoro, Mr.

Anorue, Mr. Ezea and the entire lecturers in Mass Communication Department for

their team work in breeding the future watchdog of Nigeria.

My special thanks to Mr. Emmanuel Egbo and Mr. Nnadozie Oshigbo for

editing and proof reading this study.

I appreciate the contributions of those works I have cited and encouragement

from colleague Rose Anigbo, Ejike Anigbata and Chris Odoemenem.

I remain grateful for the support and encouragement of the following special

person in my life. Mr. and Mrs. Emeka Ngene, Ekenedilichukwu Ngene,

Chukwudi Ngene, Chinonso Ngene, Kodili Achi, Chioma Achi, Blessing Ifeoma

Ugwu, Jacinta Onuoha, and to Ikechukwu Ngene for his fervent prayers.

Finally, I am indebted to my babies Chikwado and Chinonyerem Ngene for

filling the house with songs and laughter.

May God Almighty continue to shower his blessing on you all. Amen.

v.

ABSTRACT

This study examined the impact of broadcast media campaign against Breast

Cancer among women in Enugu metropolis. What triggered a research in this area

was the UNDP report in January 2010 that cases of breast cancer has been on the

increase resulting to about 30% of death among women between 2008 and 2010.

The objective of this study were to find out the level of awareness of broadcast

cancer campaign among women in Enugu metropolis, to assess the response of

women in the area to the breast cancer campaign on the broadcast media, and to

find out if the Nigerian broadcast media are seriously committed to fight against

breast cancer. The researcher employed information innovation diffusion theory

for the research. Survey research design was employed as the methodology for the

study. A sample size of 1,190 was selected for the study. The research findings

revealed that whopping majority of women in Enugu metropolis are unaware of the

broadcast media campaign against breast cancer. It further revealed that most

women are aware of breast cancer scourge among others.

TABLE OF CONTENTS vi

Page

Title Page … … … … … … … i.

Certification … … … … … ii

Dedication … … … … … … iii

Acknowledgements … … … … … iv

Abstract … … … … … v

Table of Contents … … … … vi

CHAPTER ONE: INTRODUCTION

1.1 Background of the study … … … … 1

1.2 Statement of problem … … … … 10

1.3 Objectives of the study … … … … 11

1.4 Significance of the study … … … 12

1.5 Research questions … … … 13

1.6 Hypotheses …. … … … … 13

1.7 Scope of the study … … … 17

1.8 Conceptual definition of terms … … … 17

References … … … … 19

CHAPTER TWO: LITERATURE REVIEW

2.1 Broadcast Media and Health Communication … 21

2.3 Broadcast Media and Advocacy Against Breast Cancer … 24

2.3 Empirical studies on breast cancer among Nigerian women 25

2.4 Theoretical framework … … … …

References … … … … 31

vii

CHAPTER THREE: METHODOLOGY

3.1 Research Design … … … … … 33

3.2 Population of study … … … … 34

3.3 Sample size … … … … … 34

3.4 Sampling Technique … … … … 35

3.5 Instrument for Data Collection … … … 35

3.6 Questionnaire Administration Pattern … … 36

3.7 Methods of data presentation and analysis … … 37

Reference … … … … 41

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1 Questionnaire Distribution and collection … … 42

4.2 Demographic Data … … … … 42

Summary of the Findings … … … … 77

CHAPTER FIVE: CONCLUSION AND RECOMMENDATIONS

5.1 Summary and Conclusion … … … … 56

5.2 Conclusion … … … … 84

5.3 Recommendations … … … … 85

BIBLIOGRAPHY 89

APPENDIX I: Questionnaire 94

APPENDIX II: The chi-square table

APPENDIX III: Published, Final Result of 1991 Population Census

of Nigeria 96

PART A

Please tick (√) against any option of your choice and take note that no answer provided her is

wrong.

1. Age: 18-29 30-35 36 and above

2. Occupation: Civil servant Farmer

Trader Unemployed

Student Any other

3. Marital Status: Single Married

PART B

4. Have you heard about a disease called cancer? Yes ( ) No ( )

5. Have you as a woman also heard of the cancer of the breast or breast cancer?

Yes ( ) No ( ) can’t say ( )

6. How much do you have knowledge information about breast cancer?

Comprehensive knowledge ( ) Little knowledge ( ) No knowledge ( )

7. Are you aware of broadcast media campaign on breast cancer? Yes ( ) No ( )

8. What is their level of commitment of broadcast media campaign on breast cancer

seriously committed ( ) loosely committed ( ) Not Committed ( )

9. Do you think the broadcast media of TV, Radio Internet satellite, cables and film have done

enough in creating awareness about the cancer of the breast? Yes ( ) No ( )

10. Does what you heard on broadcast media about breast cancer made you to go for medical

screening on breast cancer Yes ( ) No ( )

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ed). New Delhi: Cengage Learning Ltd.

Bergman, H. (2004). Understanding Breast Cancer Newyork: Prentice Hall

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millennium, structure, function, issue and ethics. (3rd

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breast cancer 1960 – 1995. Journalism & mass communication quarterly vol.

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Jedidah Publishers

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management and control of tobacco abuse: A Study of selected local

government areas in Delta State. In E.M.V. Mojaye, A. Salawu, and O. O.

Oyewo. (eds). Ebenezer Soola Conference on Communication. Proceedings.

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communication. Vol. 26:2.pp. 256 – 275.

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comprehensive screening programmes. An unpublished article.

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Population Commission.

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Grunfold D (2002) The Medi Impact. Chicago: University of Chicago Press.

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interpersonal communication on breast cancer screening; Advancing agenda –

setting theory in health contexts. Journal of applied communication research

pp. 99 – 113.

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The science of human communication. New York: Basic Books.

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cancer. Belgium: Kath Olieke Universidad Leuyen.

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communication theory and public health practice thousand oaks, CA: Sage.

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APPENDIX I

Department of Mass Communication,

University of Nigeria

Nsukka,

Enugu State.

20th March, 2010.

Dear Respondent,

REQUEST FOR THE COMPLETION OF QUESTIONNAIRE

I am a Postgraduate student carrying out a research on the “effect of

broadcast media campaign against breast cancer in Enugu South Local

Government Area as part of the requirements for obtaining a Master’s degree in

Mass Communication, University of Nigeria Nsukka. To assist me in realizing this

goal, I would heartily appreciate your honest responses to this questions on this

questionnaire.

Please, tick (�) against your chosen response (s) and fill your views where

necessary, I assure you that your responses will be treated in utmost confidentially

and are strictly for academic purpose.

Thanks for your understanding and anticipated co-operation

NGENE NGOZI M.

PART A

Please tick (√) against any option of your choice and take note that no answer provided her is

wrong.

1. Age: 18-29 30-35 36 and above

2. Occupation: Civil servant Farmer

Trader Unemployed

Student Any other

3. Marital Status: Single Married

PART B

4. Have you heard about a disease called cancer? Yes ( ) No ( )

5. Have you as a woman also heard of the cancer of the breast or breast cancer?

Yes ( ) No ( ) can’t say ( )

6. How much do you have knowledge information about breast cancer?

Comprehensive knowledge ( ) Little knowledge ( ) No knowledge ( )

7. Are you aware of broadcast media campaign on breast cancer? Yes ( ) No ( )

8. What is their level of commitment of broadcast media campaign on breast cancer

seriously committed ( ) loosely committed ( ) Not Committed ( )

9. Do you think the broadcast media of TV, Radio Internet satellite, cables and film have done

enough in creating awareness about the cancer of the breast? Yes ( ) No ( )

10. Does what you heard on broadcast media about breast cancer made you to go for medical

screening on breast cancer Yes ( ) No ( )

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF STUDY

To Enzensberger Hans Magnus, the mass media are but a consciousness

industry (1970, p. 260). The implication of that statement cannot be far fetched. The

media have enormous role in the society. This is a very glaring fact, since the place

of the media as the fourth estate of the realm is such that the society can not do

without the media nor could any society grow and become something much more

important. So, one can say without “tip-toeing” that the media occupy a central

place in the life of any country. On this note Oso (2002) notes that, their role in

creating awareness of both the immediate environment they operate in and the

outside world. Speaking on the importance of the media as instrument for mass

education, enlightenment, information and more, Hall cited in Oso (2002, P.39),

says, “what we know of our society depends on how things are presented to us by the

media and that knowledge in turn informs what we do and what policies we are

prepared to accept.” This implies that the mass media in performing that functions

illuminate the implications of various government, organizational, social and cultural

ideologies, policies, activities, national or international etc; for apt actions and

reactions or responses. Umechukwu (2004, p.8) agrees that the mass media

therefore, do not only create awareness or are only a means for expression of ideas,

but also they are “a social force to be reckoned with and a vehicle for mobilization.”

The contemporary society is faced with a lot of environmental, economic,

trade, political, cultural, health, relationship education and others challenges. The

solution to these challenges is not tied much to policies but information and

education. In proffering solution to the foregoing challenges in a country as large as

Nigeria, the mass media should be seen as an essential tool. This is so, because the

rate at which diseases and so many other health related problems are escalating is

alarming and quite dreadful. Some of such health related problems include breast

cancer, which is particularly found among women. To draw adequate attention to

the disease, the theme for this year’s world women’s day was title “Fight against the

Scourge of Breast Cancer.” There was also a charm call on concerned international

agencies and countries of the world to carryout sensitization against not only breast

cancer but every other brand or kind of cancer in existence. The mass media readily

come handy in executing this task.

In the recent years, cases of breast cancer among women (both married and

unmarried) is on the increase and perilous nature of this disease has grown so much

so that in Nigeria, there are so many on-going campaigns asking women to go to

respective health centers to receive protective medication. The drugs for this

exercise are being provided by the United Nations Development Programme

(UNDP) in conjunction with the World Health Organization to make sure that cases

of breast cancer and other cancerous disease are

annihilated. But the issue remains, are Nigerians fully sensitized on the scourge of

breast cancer? Are those in Enugu educated on the need for medical checkup

and the medication to prevent the escalation of cases of breast cancer among

residents of the city?

In Nigeria, without doubt, breast cancer according to Ogundipe and Obinna

(2008, p.3) is currently the most common malignancy. Little wonder, Adebamo, the

director of the Institute for Advanced medical Research and Training (IAMRT) at

the University of Ibadan notes: “in our 1999 case-control study of 250 consecutive

breast cancer cases seen in our oncology clinic between 1992 and 1995, we found

that breast cancer patients tended to be taller, weighed more, had a latter age at onset

of first pregnancy and had a higher mean number of children than controls. That last

finding was particularly interesting because it is known that multiparty protects

against breast cancer. However, pregnancy has a complex relationship with breast

cancer. On the short term, on account of the stimulatory effect on breast epitheliah

growth, pregnancy increases short term risk of breast cancer. The protective effect

of pregnancy is seen decades after the pregnancy-often after the age of 40 years. In a

country with low life expectancy like Nigeria therefore, case control studies are

likely to highlight the early pro-carcinogenic effect of pregnancy since few women

survive the age where the protective effect of pregnancy is more prominent.” To

buttress this Ogundipe and Obinna (2008, p.30) say a retrospective review data

of breast cancers between 2001 and 2005 in the University of Maiduguri

Teaching Hospital Cancer Registry revealed that a total of 1,2116 cases of

cancers were registered within the study period and breast cancer accounted for 13.9

percent. There were 161 females and eight males with breast cancer within the study

period, giving a female to male ration of 20:1. There were four cases of bilateral

breast cancers (Ogundipe and Obinna, 2008, p.30). the age ranged between 17 and

85years and the peak age group according to Ogundipe and Obinna (2008) was 40-

49 years which accounted for 61 cases (36.1 percent). The commonest type of breast

cancer was invasive ductal carcinoma (stage 0) which accounted for 82.6 percent.

These writers concluded this part of their study by saying that breast cancer was on

the increase in the environment and therefore necessitated public enlightenment via

various media of communication, screening of all women at risk, early detection and

proper management in the public health institutions.

Perhaps we need at this point to open our eyes on what breast cancer is all

about, may be, it will help us to take it more seriously and at the same time see the

need to enlighten Nigerians through the instrument of the mass media, so as to

escape from being eaten up by breast cancer. It is quite surprising to find out in the

course of this work that even males have breast cancer. That means, if both parties

are involved, there is a growing necessity as suggested by Ogundipe and Obinna

(2008, p.8) for public health enlightenment so as to save our economy and state from

crumbling.

In Enugu State, a team of medical Doctor’ from United States of America

(USA) led by Dr. Nicholas Azinge under the aegis of African Women Cancer

Awareness Association (AWSCAA) carried out breast cancer tests in over 250

women in four communities in Enugu State, the prevalence of breast cancer is the

highest among other states of Nigeria with an estimated rate of 44.5 percent as cited

by Atuonwu (2008, p.13) The foregoing study and finding underscores the need for

intensive breast cancer enlightenment campaign by the broadcast media in Enugu

State and Nigeria at large.

Breast cancer awareness month, according to Fasoranti (2008, p.4), is usually

October every year, and therefore we should lay more emphasis on our public health

and preventive medicine infrastructures as we focus on breast cancer, which is the

number one cancer killer of Nigerian women. He says: “I am very positive that

many of my readers know somebody that has succumbed to or is currently battling

this dreadful disease. It is my hope that after reading this article, someone will be

prompted to encourage a sister, mother, cousin or friend to get the necessary life

saving mammogram and routinely conduct regular month self breast examination. A

phone call is all it takes.” The implication of the above statement is that all of us

should be a mobile media and channels through which this campaign against breast

cancer can be fought and won. He advises that every hand should be on deck to

make sure that every one gets sensitization message about the effect of breast cancer

and the possible cause of breast cancer.

To Fasoranti (2008, p.3), breast cancer is a malignant (cancerous) growth

which begins in the tissues of the breast. Cancer however, is a disease in which

abnormal cells grow, in an uncontrolled way. He maintains it is most common

cancer in women, but it can also appear in men. In Nigeria, according to Prof.

Chiedozie as cited by Maureen Atuonwu (2008, p. 13) noted that: there is not a

single study that has identified 20 years survivals. Prof. Chiedozie also reported that:

of hundreds of breast cancer patients who have been treated in University of Benin

Teaching Hospital over last 30 years, only two patients were alive and still well

presently. He also concluded that usual life expectancy for breast cancer patients in

Nigeria and most Africa is truly abysmal and measured in months.

A look at the epidemiology of breast cancer in Nigeria would reveal the fact

that breast cancer constitutes a major public health issue and globally, over I million

new cases are diagnosed annually, resulting in over 400,000 annual deaths and about

4.4 million women living with the diseases (Fasoranti, 2008, p.3). He further agrees

that it also affects one in eight women during their lives. It is the commonest site of

specific malignancy affecting women and the most common cause of cancer

mortality in women worldwide. It has also been found in men but not very

common. Statistics available in Nigeria are largely

unreliable because of many factors that have not allowed adequate data collection

and documentation; but according to numbers provided by Globocan

in 2002, breast cancer is responsible for about 16% of all cancer related deaths in

Nigeria. It should be recalled also that in a publication by Okobia et.al (2006,

p.130), late presentation of patients at advanced stages when little or no benefit can

be derived from any form of therapy, is the hallmark of breast cancer in Nigerian

women. This is indeed a worrisome trend and it appears to be the norm in Nigeria.

Furthermore, there are many risk factors that have been associated with breast

cancer. Being a female is one of the factors that really cannot be kept aside or do

much about. The chance of getting breast cancer increases with the age of the

woman. The older the women get the more chances of getting breast cancer. As

with any other genetic disease, a history of breast cancer in close relatives especially

in mothers and siblings has been associated with risks of early onset of menstrual

period before the age of 12 years or reaching menopause period after the age of 55

years has both been associated with risks of developing breast cancer. These can be

explained by prolonged period of estrogen exposure in females, other risks include

being over-weight, using hormone replacement therapy, taking birth control pills,

drinking alcohol, not having children or having your first child after the age of 35 or

having dense breasts (Fasoronti, 2008, p.3).

However, it is troubling to know that majority of our female fold largely

ignore changes they might notice around their breasts; this is indeed very

common in our country Nigeria. Some commons signs seen in breast cancer are

hump which is usually painless, change in size or shape of the breast, or discharge

from the nipples which are largely ignored. It is however important to know that

early detection and prompt treatment is the key to surviving this deadly disease that

is ravaging the globe especially the developing nations.

To help draw attention to this killer cum deadly disease, the mass media by

their nature can be used to good ends. No surprise Marks and Kalaitzandnakes

(2001, p.24) have appropriately reviewed the media as a channel for informing and

sensitizing the general public on scientific health nuances and complexities as we

push to halt this pandemic. By the position and nature that the media of

communication have gotten, they can play this role. Ashong and Batta (2007, p.107)

agree that the media can define agenda of public concern about a given issue; they

might or may directly influence public opinion itself. To them, the media have a

very subliminal, subtle, indirect, and cumulative effect on audience over time and

compel or focus attention on certain issues. The concern of these scholars is that the

mass media present objects at all times, suggesting what the individual in the

audience should think about, know about and have feeling about. Since such is the

case, it is glaring and obvious that educating the masses on the issue of breast cancer

can not be seen as a tasking duty, since the media of mass communication can easily

tilt the attention of the generality of the masses to the cruciality of this issue.

Buttressing further the role of the media Enahoro and Richards (2007, p.124),

say the mass media represent an institutionalized channel for the distribution of

social knowledge and hence a potentially powerful instrument of social control.

Golding (1974, p.252) is of the view that the mass media control the provision of

ideas and images which people use to interpret and understand a great deal of their

everyday life. Cohen and young (1973, p.215) describing the place of the mass

media in public enlightenment and sensitization say: “the mass media provide a

major source of knowledge in a segregated society of what the consensus actually is

and what is the nature of the deviation from it. They conjure up for each group, with

its limited stock of social knowledge, what everyone else believes.” Enahoro and

Richards (2007, p.124) support this when they say that the media can make

substantial contributions to the process of creating public awareness in order to bring

about an increase in information or knowledge of the public or target group about a

specific issue, generate a change in their opinions or attitude as well as motivate

them to action; that is to change their behaviour and habit. Corroborating these facts,

Buckalew and Wulfemayer (2005, p.125) listed the role of mass media, among

others, to include: to inform, to educate, to help bring about social change, and to

help establish public policies.

1.2 STATEMENT OF PROBLEM:

Breast cancer is a deadly disease that is worse than HIV/AIDS, in the sense

that its effect is a serious threat not only to national development but human

existence. The serious nature of this threatening disease has as well attracted global

attention and for the time being, it has had no cure but could be prevented if a

proactive measure is taken. It has been reported that cases of breast cancer among

women is seriously on the increase, resulting to about 30 percent death among

women in the developing nations especially Africa.

It is in view of this life and societal threatening ailment that spurred the

researcher to assess the level of awareness among women in Enugu metropolis on

this scourge using Enugu South Local Government Area as an area of study.

Moreso, some broadcast campaigns have been launched and some are still on-

going on breast cancer asking women to always go for a medical check-up, but the

concern of the researcher is whether women responded to this campaign.

Another serious concern of the researcher is the notion of young ladies who

are yet to marry regarding such broadcast campaign or preventive effort from being

affected by this cancerous disease of the breast.

In addition to this, it is not clear if the broadcast media played their part very

well in this on-going fight against breast cancer.

1.3 OBJECTIVES OF STUDY

The objectives of this study were as follows:

1. To find the level of awareness of breast cancer campaign among women in

Enugu South LGA.

2. To assess the response of women in the area to breast cancer campaigns in

Enugu South LGA.

3. To find out if young and unmarried ladies/girls follow the trend of media

campaigns towards eradicating breast cancer in the society.

4. To find out if the Nigerian broadcasting media are seriously committed to

the fight against breast cancer.

1.4 SIGNIFICANCE OF STUDY

Having noted the nature of problems that breast cancer pose to our social

existence and its escalated threat, it becomes relevant that a study should be carried

out in this area, so that efforts could be intensified in the fight against breast cancer

among women.

This kind of research was very vital at a time like this when at about

30% of death among women between 2008 and 2010 are reportedly all cases of

breast cancer. The society stands to benefit a lot since one of the ways to fight this

scourge is through awareness creation. Through awareness creation, the masses was

well educated on the way of this looming catastrophe and one thing this work will do

was to serve as an avenue to draw attention to invading hand of breast cancer on

women so as to limit its escalation.

Another benefit from this study was that it helped to preserve the economy of

our nation if the menace of breast cancer is curbed as the fund being allocated to

importation of drugs can be channeled to some other thing else. It should be noted

that in Africa, women contribute enormously to our economic growth. They

constitute up to 90 percent of the workforce in agricultural sector and 70 percent in

trade or marketing sector, and therefore, their lives must be saved, secured and

guaranteed.

1.5 RESEARCH QUESTIONS

The following questions have been formulated to guide this study:

1. What is the awareness level of awareness among women on breast cancer

scourge in Enugu South local Government Area?

2. Are women aware of broadcast media campaign against breast cancer?

3. What are the responses of women to breast cancer campaign in Enugu

South local government Area?

4. To what extent has the broadcast media been committed to the campaign

against breast cancer?

1.6 HYPOTHESES:

The hypotheses to be tested are as follows:

Hypothesis One:

Ho: Women in Enugu South local Government Area are aware of Breast Cancer.

Hi: Women in Enugu South local Government Area are not aware of Breast Cancer

Hypothesis Two:

Ho: Broadcast media have been committed to the campaign against Breast Cancer.

Hi: Broadcast media have not been committed to the campaign against Breast

Cancer.

Hypothesis three:

Ho: Women in Enugu South local Government Area respond to broadcast media

campaign against breast cancer.

Hi: Women in Enugu South local Government do not respond to broadcast media

campaign against breast cancer.

Hypothesis Four:

Ho: Breast cancer awareness campaign cannot be best disseminated through joint

effort of print and traditional media.

Hi: Breast cancer awareness campaign can be best disseminated through joint effort

of print and traditional media.

1.6 THEORETICAL FRAMEWORK

The information innovation diffusion theory formed the theoretical base of this

research.

The information innovation diffusion theory was developed by Rogers and

Shoemaker in 1971 (Baran and Davis, 2004, p.209).

Nwodu (2006) defines diffusion of innovation as a strategic exposure of the

audience members to new idea, object or practice in such a manner that they will pay

attention to, understood, internalize and adopt the novel idea, object or practice for

their own benefit (p.102).

Speaking of the concept of innovation, Rogers and Shoemaker (1971) aver

that an idea, practice or object is perceived as new by an individual. The newness

here, the scholars argued, does not presuppose that such “idea, practice or object” is

entirely novel to members of a social group (p.19). Nwodu (2006, p.101) opines, it

(innovation diffusion) rather means that though members of the target group may not

have taken any particular disposition towards the idea, practice or object prior to the

launching of the campaign for a social change. Katz (1963, p.77) on the other hand,

sees diffusion as the process of spreading of a given new idea or practice over time,

via specifiable media through social structure such as neighbourhood, a factory or a

tribe.

To McQuail (2005, P.553), diffusion of innovation is the process of spreading

any kind of new technical device, idea or useful information. Nwodu

(2006, p.102) believes it involves conscious exposure to, adoption, and performance

of new idea, practice or object and sharing such knowledge and information to others

by the adopter. This applies to the on-going campaign on breast cancer. So many

Nigerians are ignorant of what it is all about, but the fact remains that the rate at

which women die of breast cancer is alarming and pathetic. Due to the nature of

society we live in, it becomes very necessary to educate our women through the

media on what they must not fail to do in order to help curb this scourge among

humanity.

In the same vein, since the issue of breast cancer has become a serious threat

to the entire globe, it is necessary that the media should focus maximum attention to

such issues by educating and calling attention to it as well as proffering solution

through provision of information to the concerned publics, telling them what to do to

avert the consequence it would bring to the society if nothing is done. The issue is

not as though they have not heard about cancer or breast cancer, but the fact remains

that they have not taken any position on that concept. The media need to understand

that their duty in this regard is to educate the poor masses who are ignorant of the

happenstance in the society. On daily basis, according WHO report 2008 – 2010,

women die of breast cancer in most developing nations. Amongst the victims are

mainly poor people in the hinter lands who lack the basic needs of life, and as such,

the media should not let them die or continue to die out of ignorance. They should

be educated; they should be informed and at the same time be kept abreast of every

development in the society health-wise. This theory is suitable for this study in the

sense that its aim is for an adoption of a specific attitude as may be prescribed by the

media of mass communication, since people look unto them for their daily

information. It is the duty of the media just like a watchman or dog placed or

appointed over a city to guide it and to notify the people when there is danger or

enemy attack.

1.7 SCOPE OF STUDY

The scope of this study covered Enugu metropolis with special focus on

Enugu South Local Government Area. So, all emphasis was on Enugu South Local

Government Area as our area of study.

1.8 CONCEPTUAL DEFINITION OF TERMS

Here are some basic terms we might use from time to time as this work

progresses:

Breast Cancer: Breast cancer is a malignant (Cancerous) growth that begins in

the tissue of the breast.

Cancer: This as used here implies a disease in which abnormal cells grow in an

uncontrolled way. It is usually more common in women than could be found among

men.

Awareness: This is a situation where all efforts are geared towards passing

across the knowledge of any given incidence, occurrence, information or

event with a bid to popularizing it among the people. It means creating and arousing

public consciousness on a given issue or concept.

Campaign: This is an act of marketing an idea, person, goods and services to

prospects through events promoting, publicity and advertisement to any target

audience with a bid to soliciting their adoption of such even, idea, person, goods and

services.

Sensitization: This implies creating consciousness of any even, idea or issue in

the minds of the audience to whom the campaign is targeted. It is a process through

which the attention of any passive audience is tilt or called to any event or

phenomenon which it may know without taking any position.

Broadcast media: This is a branch of journalism that transmits messages to

audiences through electronic medium through the air or spectrum for signal

allocation. It has forms which include: radio, television, cinema, film satellite cable

and the internet to a much diversified audience.

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V., Mojaye, A. Salawu, and O. O. Oyewo. (eds). Ebenezer Soola Conference

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CHAPTER TWO

LITERATURE REVIEW

It is important that every academic discourse, draw input from already existing

literature, mostly in the form of citations, reference and quotes. This is more so, if

the emphasis of those materials are relevant to what is being studied at the present.

This is why it is imperative to evaluate previous findings by scholars that will serve

as framework and foundation for the investigation.

This segment of this work reviewed the following aspects of literature relevant

to this study.

v Broadcast media and health communication

v Broadcast media and advocacy against breast cancer

v Empirical studies on breast cancer among Nigerian women

2.1 BROADCAST MEDIA AND HEALTH COMMUNICATION

As Akpan (2006, p. 1) notes, one of the scientific developments of the 19th

century was the utilization of the air wave to establish a world wide communication

system. Broadcasting is one of the several means of getting message to a large of

people at the same time. It is made up of the conventional medium of television and

radio. Heads (1985) cited in Akpan (2006, p.9) gives some of the attributes of

broadcasting as ubiquity, immediacy, voracity, flexibility, voluntaries, interference

and potential for social control.

It is thus these attributes that campaigns and communication strategists

explore to advantages. One of such campaigns is the campaign against breast cancer

in Nigeria.

The principal role of broadcasting in development is that of providing relevant

information, (Akpan 2006, p.14). This can be done in a number of ways using a

broad variety of formats which include: straight news, group discussions,

testimonial type of interviews, magazines and combined entertainment information

format, spot announcement, radio drama serials, etc.

Several studies provide that broadcasting has served the Nigeria public well in

its contribution towards the development of health conscious attitude and practices.

Akpan, 2006, p.4, Udeajah 2003, p. 1 – 3)

As Green (2009, p. 6) notes, news is information of importance to greater

number of the citizenry. Thus health news like that on breast cancer is very

important to the citizenry considering the saying that health is wealth. The

broadcaster reportage of such news therefore tasks the journalist’s objectivity,

fairness and ethical balance (Ugwunna, 2010, p. 15).

In his study of the broadcast media’s role in the fight against breast cancer,

Nnanna (2008, p. 19) notes, “The media’s life saving mission to raise awareness

about early detection and the prevention of breast cancer is so important. It helps to

take the message to people across the country through a

campaign utilizing vast broadcast platforms.”

According to him, such campaigns engage a wide range of audiences across

local, national and international broadcast stations, encouraging women across the

country to embrace early detection plan. Thus, such broadcast contents inspire

women to act, and this action may save their lives.

The sheer prevalence of disease and mortality, makes breast cancer compelling

to the news media. It is evenly a high profile news topic after a dramatic increase in

coverage over the third of the twentieth century (Corbete & Mori, 1999, p.176).

Breast cancer has gained substantially more coverage than other major

diseases (Kitzinger, 2000, p. 11).

Studies indicate that the general public relies on the mass media as a leading

source for health information (Martinson & Hindman, 2005; Reagan & Collins,

1987) the studies also prove that media message contribute to health knowledge

(Salmon & Akin, 2003). Studies examining health information sources show that the

public uses differing channels, depending on background, characteristics and health

needs (Maibach & Parrot, 1995; Mashall & Smith 1995). In the most recent study

comparing communication sources of health information, Dutta (2004, p. 19)

discovered that active retrieval channels (Newspapers, magazine, internet) are the

primary sources for health oriented individuals, while passive consumption channels

(television, radio) serve those who are less health conscious.

He concluded that the broadcast media are best suited for prevention

campaigns, particularly, if the message feature entertainment and education.

2.2 BROADCAST MEDIA AND ADVOCACY

AGAINST BREAST CANCER

A study by Bergman (2004), shows that the broadcast media of radio and

television are veritable tools for prevention campaigns against breast cancer. The

content of such news stories, as the study showed, were mostly on warnings against

practices that might aid the emergence of breast cancer from genetic or hereditary

factors to lifestyle.

Focusing on sources of cancer impact, surveys of female students and their

mothers indicate that exposure to breast cancer stories in news magazines is related

to breast self examination and clinical screening (Dehman & Springston, 2006)

According to Alkin (2001, p.86), key strengths of television news include

reach (proportion of community exposed to the message,) intrusiveness (capability

for overcoming selectivity and commanding attention), personalization (human

relational nature of messenger – receiver interaction) decidability (mental effort and

literacy required for processing stimulus), and credibility (believability of material

conveyed).

In a study which assessed the relationship between exposure to breast cancer

content in broadcast news programs and fear of breast cancer, it was

shown that there was a relationship between exposure to breast cancer coverage in

broadcast news program and fear of breast cancer (Lemal & Bulck, 2008).

In the study which contained closed measures on demographics, breast cancer

fear, television exposure and potential confounding variables such as trait anxiety,

perceived risk and experience with breast cancer, it was shown that 80.66% of the

women were moderately to be very afraid of being diagnosed with breast cancer.

Multinomial logistic regression results showed that women who have occasionally

been exposed to breast cancer content in television news were 1.9 more times likely

to be very afraid of breast concern. Women who had frequently been exposed were

3.3. times more likely to be moderately afraid.

2.3 EMPIRICAL STUDIES ON BREAST CANCER

AMONG NIGERIAN WOMEN

Studies have shown that there exist a relationship between the knowledge of

breast cancer, which is a media imperative, and the prevention of breast cancer.

Reports have it that late presentation of patients at advanced stages when little or no

benefit can be derived from any form of therapy is the hallmark of breast cancer in

Nigerian women. Worried by this prevailing situation and with recent data

suggesting situation and with recent data suggesting that health behaviour may be

influenced by level of awareness about cancer, cross-sectional studies were designed

at various times to assert

the knowledge, attitude and practices of community dwelling women in Nigeria

towards breast cancer (Okobia, Bunker and Osime, 2006, p. 103).

Results show that the studies participants had poor knowledge of breast cancer.

The results suggest that community dwelling women in Nigeria have poor

knowledge of breast cancer and minority practice B.Sc. and CBE. In addition,

education appears to be the major determinant of level of knowledge and health

behaviour among the study participants. The results as presented are an indication

that the level of the knowledge of cancer is till too low to be desired. The media

therefore as the studies recommend still have much job to do in Nigeria as it

concerns awareness level of breast cancer, Okobia et al (2006, p.3)

There has been indication of positive medical help seeking behaviour as

majority of participants indicated visiting the doctor as the best approach to breast

cancer care. Only (8.2%) indication suggest that visiting alternative health

practitioners for breast cancer care.

Essentially, the most common cancer documented in Nigeria to date are

cancers of the uterus and breast for women Atuonwu (2008,p.13) and liver and

prostrate cancer for men. Medical records indicate that cancer registration in the

country

officially began in 1960 but it was not until 1990 that a national headquarters

of cancer registries was established in Ibadan. But the institution has witnessed little

or no activity. According to the International Association of Cancer Registries

(IACR) publication cancer incidence in five continents volume III, the Ibadan cancer

registry was established in 1960 and covers all persons with cancer diagnosed in the

different clinics and hospitals in the city.

It notes that coverage is achieved by notification of cancer to the Registry by

the clinics and hospitals and regular visits to all the hospitals and treatment centre, in

the city by the Registry staff. The lists of surgical operations and surgical pathology

records are consulted and visit made to wards. The majority of cancer patients and

all biopsies taken from cancer patients are referred to the University College

Hospitals where the cancer registry is based.

Many health professionals believe leaflets are often not read by the target

audience. Television and radio appear to be better media to reach a wider audience

but the benefits of these may be limited in rural communities with limited access to

these media. In the rural areas, it may be easier to reach a wide cross-section of

women through organizations built round the pre-existing community institutional

framework. Available data suggest that people prefer to learn about cancer related

issues from their doctors and health organization. This is to say that so long as the

issue of breast cancer is concerned, a lot is still needed to be done in the area of

awareness and sensitization of the Nigeria populace through the broadcast media or

other medium of mass communication (Adebamowo and Ajayi, 2000, p. 179 – 191).

A comparative study of women’s knowledge and belief about breast cancer in

Nigeria and the western world, show that there is significant contrast. According to

the study, in the west women were able to quantify the relative risk of breast cancer

and smoking prospectively. The same researcher found that over 70% of the

surveyed women were able to identify painless breast lump, lump under the armpit

and nipple discharge or bleeding as symptoms of breast cancer. It should however

be noted that much smaller proportion of these women were able to recognize other

non-lump symptoms such as dimpling of the breast skin, inversion/pulling in of the

nipple and scaling or dry in the nipple region. (GrunFoled et al 2002, p. 1376).

Surveys in the US and Australia according to the researchers have

demonstrated that older women have poorer knowledge of key risk factors for

various cancer. In Nigeria, the current scenario about cancer awareness is quite

dismal as fasoranti (2008p4) States that diagnosis is late in Nigeria, by the time most

people show up in the hospital the cancer is already widespread. Adebamowo

(2013) estimates that 7000-10,000 new cases developed in Nigeria 2005. According

to professor O. Olapede, a breast cancer specialist and Director of Cancer Risk Clinic

in the department of Medicine and Human Genetics Chicago Hospital: “The five

year survival rate for breast cancer patients in the United states exceeds 85%; In

Nigeria, it is dismal 10%, cancer awareness, even among physicians, and much more

so among women at risk, need enormous boost in Nigeria as cited by Fasoranti

(2008p4)

In line with this, Studies by Adebamowo and Ajayi, (2000, p. 183 – 90) and

Uche 1999, p.40) have shown that broadcast media of television and radio; appear to

be better media to reach a wider audience.

They however noted that they are limitations, especially in rural communities

where access to these media is limited. They suggest that in such communities, it

would be better to build communication strategy around the pre-existing community

institutional framework. They suggest that the Nigerian media still have a lot to do

in the awareness and sensitization of the Nigerian populace on breast cancer.

The results of the whole study conducted by these researchers have

demonstrated the extremely low level of breast cancer awareness among community-

dwelling women in Nigeria. Until circumstances are ripe for routine mammography

screening, emphasis should be on screening women to practice B.SE and CBE.

Health education programs should be targeted at women through various media

including Jingles on television and radio. In addition, health education should be

channeled through women friendly agencies or organizations such as hospitably

antenatal and post natal clinics, religious organizations, and feminist organizations.

Use of Jingles and slogans, although effective to some extent in literate societies,

may be limited value in the Nigeria population.

However, even in highly literate societies there is evidence suggesting that

leaflets produce only limited and short-lived changes in knowledge.

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Alkin, C. (2001). Designing effective campaigns, in : Rice, R. and Alkin C. (Eds).

Public Communication Campaigns. Thousandraks CA: Sage.

Adebamowo,C.A& Ajayi O.O (2000) Breast cancer in Nigeria. African Journal of

Medicine,pp. 183-190.

Bergman, H. (2004). Understanding Breast Cancer Newyork: Prentice Hall

Corbett, J. & Mori M. (1999). Medicine, media and celebrities: news coverage of

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Kitzinger, J. (2000). The role of the media in public and professional understanding

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Lemal M. & Bukk, J. (2008). Television news of exposure is related to fear of breast

cancer. Belgium: Kath Olieke Universidad Leuyen.

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communication p. 99.5 1-60.

Nnanna, U. (2008). Broadcast media’s role in the fight against breast cancer.

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University of Benin journal of medicine Vol. 3, no 2, pp189-224

Udeajah, R. A.. (2004). Broadcasting and Politics in Nigeria 1963 – 2003. Enugu

Snaap Press Ltd.

Ugwunna, N. (2010). Mass media campaigns against financial and economic

corruption: a study of the guardian and daily sun newspapers unpublished

project report, dept of mass communication UNN.

CHAPTER THREE

METHODOLOGY

3.1 RESEARCH DESIGN

The researcher, for the purpose of this study adopted survey research design.

Nwodu (2006, p.67) buttressing the relevance and importance of the survey research

design is of the view that survey method focuses on a representative sample derived

from the entire population of study. Baran (2004, p.358) maintains this method

works on the premise that a given population is too large for any researcher to

realistically observed all the elements in the population under scrutiny. Asika (1991,

p.29–30) submits that a researcher using this method goes into the field and selects

all relevant elements out of the entire population. The above form the reason for

utilizing survey research in this study.

3.2 AREA OF STUDY

Research studies have their various area of coverage or boundary limits.

According to Uzoagulu (1999, p.63) “the area of study is geographical area

boundaries where study is carried out”. The whole of Enugu South has been

designed for this study. The existence of administrative, social and cultural

institutions encourages the growth and development of Enugu South.

Enugu South as a local government is made up of seven rural communities and two

urban localities.

3.3 POPULATION OF STUDY

The population of study of this research was literate adult women (between

ages of sixteen years and above) in Enugu South Local Government Area.

According to the final result of 1991population census of Nigeria as published by the

National population Commission, women in the area were 70,113 inhabitants

including immigrants that formed more than thirty percent (30%) of the total

population.

3.4 SAMPLE SIZE

Many a time, an entire population would not study due to time and resource

constraints. The usual approach in this situation would therefore entail taking

sample. Considering the fact that the population of the area would be too bogus,

sample size of 600 respondents were selected for this research work. The

researcher based view on the guidelines given by Nwana (1981, p.72) cited in Nze

(2005, p.33-34) was followed in deciding on the sample size of this study.

According to him:

• At least 40% for a population of few hundred

• 20% for a population for many hundreds

• 10% for a population of few thousands

• At most 5% for a population of several thousands

In view of this, 5% of 70113 was used in selecting 3506 respondents as a

representative of the estimated population of the area.

3.5 SAMPLE TECHNIQUE

As a result of the large population estimated to be 3506, the purposive

sampling technique was employed to determine the sample size of the study.

According to Ikeagwu (1998, p.189), “the basic assumption behind purposive

sampling method is that, with good judgment and appropriate strategy, one can hand

– pick the cases to be included in the sample that is satisfactorily in relation to ones

needs” Those that met the requirement of this research in the chosen population

sample are women who have access to broadcast media. To this end 600

respondents were purposively selected for the study from the 3,506 estimated

population.

3.6 INSTRUMENTS FOR DATA COLLECTION

The research instrument used for data collection was questionnaire. A

questionnaire consists of questions relating to the aims o the study and the research

questions to be verified (Nwanna 1990 p.121). The questionnaire for this study

contains two sections demographic and psychographic sections. The demographic

contained the personal data of the respondents while the psychographic questions

examines the logical and carefully selected questions aimed at sourcing reasonable

and accurate answers from the respondents such that can help solve the research

problem.

Also it is made up of closed-ended and open ended questions with the former

forming a greater percentage since the researcher intends to elicit a higher degree of

measurable data.

3.7 VALIDATION OF INSTRUMENT

According to Okoro (2001 p.12) “validity refers to the accuracy of an

instrument i.e how well it measures what it is suppose to measure.” In order to

establish validity of the instruments the researcher used the expertise of some Mass

Communication professionals who reviewed and made very useful imputes that

helped to achieve highly validity for the questionnaire. Two professionals in News

Editorial of Federal Radio Corporation of Nigeria and one other communication

experts validated the instrument. They all edited and make useful corrections and

suggestions before the actual administration of the questionnaire.

3.8 RELIABILITY OF INSTRUMENT

Ogbazi and Okpala (1994, p.25) posits that “reliability of an instrument or test

is the degree to which an instrument is consistent in measuring whatever it purports

to measure”. In establishing the reliability of the instrument, the researcher applied

the Pre-test technique. The Pre-test technique is a process whereby the researcher

administered the constructed questionnaire to the same sample group more than once

with a view of discovering how consistent each element of the group is in the scoring

of the instrument at such different times.

The researcher administered the questionnaires to twelve

elements of the sample group to ascertain the reliability of the instrument, but was

not used in the final analysis of the work.

3.9 METHOD OF COLLECTION

Questionnaires being the data collection instrument were distributed on one-

on-one by the researcher. The questionnaire was self completed because the

respondents were literate. This was to ensure high response rate. However, the

number of questionnaire distributed were 600 while 580 representing 96% were

retrieved.

3.10 TECHNIQUES OF DATA ANALYSIS AND PRESENTATION

Quantitative data generated in the study were analyzed in frequencies,

percentages and presented in tables and charts.

In analyzing the data of the study two major steps were taken include:-

Description based on the characteristics of the study sample and description

based on thematic analysis:

Step I: Description based on characteristics of the study sample which

involves background information of the sample under study is usually

the first stage in data analysis. Such variables include sex, age,

educational qualification and occupation of the residents.

Frequency distribution table and percentage were

used in describing the variables.

Step II: Description based on thematic Analysis is the second stage of data

analysis involved the description of the perception of the extent of

broadcast media commitment to the campaign against breast cancer

and Awareness level of women in Enugu

South Local Government Area on beast cancer was done using

frequency distribution, tables and charts. And the number of

respondents who indicated similar answers wee coded using simple

percentages and mean score.

A The number of Respondents

Total

number of Respondents X

b Sample mean = x x

where

= Sample mean

∑ x = Sums of all sample data values

n = Sample

size

Bar Chart was used to further analyze open – ended questions.

Bar chat was used to analyze open – ended questions. Writing about

presentation of data in pictorial or diagrammatic form. This could be in the form of

pie charts or Bar charts etc Okoro (2001 p.76) says.

With pictorial presentation, it is easier to:

i. hold in mind the mass of figures they represent.

ii. Show more clearly than the tables can any relationships which may exist

between the figures

100

1

_

X

n

∑

i=l

i

⁄ n

_

X

iii. Show degrees of difference between items

iv. Make a quick, lasting and accurate impression of the significant facts.

In testing the hypothesis, Chi – square was applied. The notion are defined as

follows:

χ2 = ( 0 - E)

2

E

E = ni – n�

n

Where

χ 2 = Chi – square

C = number of Rows

O= observed

E= Expected

ni= sum of the rows

n� = sum of the columns

n = grand total

Df= Degree of Freedom =(c-1)(R-1)

Level of significant =0.05 or 5%

REFERENCES

Asika, N. (1991). Research Methodology in the Behavioural Science. Lagos:

Longman Nigeria PLC.

Final result of (1991) population census of Nigeria as published by the National

Population Commission.

Ikeagwu, E.K. (1990) Ground work of Research Methods and Procedures. Enugu:

Institute for Development Studies

Nwanna, O.C. (1990) Introduction to Educational Research. Ibadan: Heinemann

Educational Books Limited.

Nwodu, L.C. (2006). Research and ICTs relevance in innovation diffusion. In the

Nigeria Journal of Communication. Vol. 2:5pp. 99 – 115.

Ogbazi, N. and Okpala, J. (1994) Writing Research Report: A Guide for Research in

Education, the Social Sciences and Humanities. Owerri Prime Publishing

Company.

Ohaja E.U.: (2003). Mass Communication Research and Project Writing. Lagos:

John Lettermen Ltd.

Okoro, N. (2001) Mass Communication Research: Issues and Methodologies

Nsukka: AP Express Publishers.

Okoye I.C. (2003). Research Manual: Guide for Research in Applied Sciences,

Education Technology Medicine, Engineering and business Studies. Yola:

Parachute Publishers.

Uzoagulu, A. E. (1998) Practical Guide to Writing Research Project Reports.

Enugu; John Jacobs Classic Publishers Ltd.

Wimmer, R.D. & Dominick, J.R (2003). Mass media Research; An introduction (7th

Ed.) Belmont, CA: Wadsworth Publishing company.

CHAPTER FOUR

DATA PRESENTATION AND DISCUSSION OF FINDINGS

The major thrust of this study is on the effect of broadcast media campaign against

Breast Cancer among Enugu South women. The survey method of research was

adopted to generate data for the study. This chapter deals with the presentation,

discussion of findings, analysis of relevant data extracted from the questionnaire

administered by the researcher each question was analyzed using simple

percentages, frequency, distribution table and simple bar chart.

In the study, 600 copies of questionnaire were distributed, out of which 580 copies

were duly retrieved from the respondents and used for this study represents

approximately 96.6% of the total number of questionnaire and casualty rate of 20

representing 3.4%

4.1 TABLE, DATA PRESENTATION AND INTERPRETATION

Table1: Questionnaire Distribution and Collection

Number State Number Number Percentage

Distribution Enugu Received Lost Return

600 Enugu 580 20 96.6

Table 1 above shows that the number of questionnaire distributed were 600 while

580 were returned. The high percentage of return was because the researcher

personally distributed by hand and collected them.

Percentage = Frequency of individual age group x 100

Total frequency 1

Example = 16-20 years

= 60 x 100 = 10.34%

550 1

Table2: Age of Respondents

Age Frequency Percentage (%)

16-20 60 10.34

21-25 80 13.8

26-30 140 24.14

31-35 180 31.03

36 and above 120 20.69

Total 580 100

Table 2 shows the frequency and percentage of age of respondents sixty

respondents accounting for 10.34% belonged to 16-20 age group. Eighty

respondents accounting for 13.8% belonged to 21-25 age group. One hundred and

forty respondents representing 24.14% belonged to 26-30 age group. One hundred

and eighty representing 31.03% belonged to 31-35 age group. While One hundred

and twenty representing 20.69% be to the age group 36 years and above.

Table 3: Respondents Marital Status

Marital Status Frequency Percentage

Single 256 44.14

Married 324 55.86

Total 580 100

Table 3 shows the frequency and percentage of the age distribution of the

respondents. Two hundred and Fifty six respondents accounting for 44.14% were

single. Three hundred and twenty four respondents accounting for 55.86% were

married.

Table 4: Educational Qualification of Respondents

Educational Level Frequency Percentage

Primary Education 135 23.28

Secondary Education 200 34.48

Higher Degree and above 245 42.24

Total 580 100

Table 4 shows the frequency and percentage distribution of respondents

educational qualifications, One hundred and Thirty five accounting for 23.28% had

Primary education Two hundred respondents accounting

for 34.48% had Senior Secondary education while 227 respondents representing

42.24% fell under Higher Degree and above.

Table 5 Respondents Occupation

Occupation Frequency Percentages %

Farmer 12 2.07

Trader 28 4.83

Students 150 25.86

Civil Servants 200 34.48

Unemployed 190 32.76

Total 580 100

Table 5 shows the frequency and percentage distribution of respondents

occupation. Twelve respondents, representing 2.07% were farmers. Twenty eight

respondents, representing 4.83% were traders. One hundred and fifty respondents

representing 34.48% were civil servants One hundred and ninety respondents

representing 32.76% respondents were unemployed.

SECTION B

Measurement of Research Questions

This section of the questionnaire is concerned with the presentation of results from

data collected and analyzed as indicated in chapter three. It deals with information

collected from respondents and analyzed in consonant with the research questions.

RESEARCH QUESTION 1

What is the awareness level of women in Enugu South Local Government area on

breast cancer? In answering research question one, respondents opinion was

sampled using the following questions.

Have you as a woman heard of the cancer of the breast or breast cancer? how much

do you have knowledge or information about breast cancer?

4.3.1 AWARENESS LEVEL OF ENUGU SOUTH WOMEN ON BREAST

CANCER

Table 6: Distribution of Opinion on awareness level of Enugu South women on

Breast Cancer

Variables Single Married Total %

Yes 90 100 190 32.76

No 120 270 390 67.24

Total 120 370 580 100

Distribution of Response on the awareness level of Enugu South

Women.

From the data presented on the table and bar chart shows that awareness level of

women on breast cancer in Enugu South shows that a whopping majority were not

Yes

No

67.24%

32.76%

aware of breast cancer. The interpretation reflected in section 4.3.1 and Bar chart

showed that 67.24% indicated that majority of the women in Enugu South were not

aware of breast cancer while 32.76% were aware. Based on the fact above, it is

very clear that the awareness level of women on breast cancer fell short of

expectation.

Table 7: DISTRIBUTION OF RESPONSE ON INFORMATION OR

KNOWLEDGE ON BREAST CANCER

Variables Single Married Total %

Comprehensive

Knowledge

40 60 100 17.24

Little

Knowledge

80 40 120 20.69

No knowledge 160 200 360 62.07

Total 280 300 580 100

Distribution of response on Information or knowledge on breast cancer.

The Table and bar chart above shows that three hundred and sixty respondents

representing 62.07% do not have information on breast cancer. one hundred and

Comprehensive knowledge Red

Little

knowledge Green

No knowledge Yellow

62.07%

20.69%

17.24%

twenty respondents representing 20.69% have little information on breast cancer

while one hundred respondents representing 17.24% have comprehensive

knowledge on breast cancer. From the data presented above it is very clear that

majority of the respondents do not have knowledge or information on breast

cancer.

RESEARCH QUESTION 2

To what extent has the broadcast been committed to the campaign against breast

cancer? in answering research question two respondents opinion was sampled

using the following questions: Are you aware of the broadcast media campaign on

breast cancer? What is the level of broadcast media commitment on breast cancer

campaign?

Table 6: Distribution of opinion on Awareness of broadcast media campaign

on Breast Cancer

Variables Single Married Total %

Yes 90 40 130 22.41

No 180 270 450 77.59

Total 270 310 580 100

Distribution of response on the awareness of broadcast media campaign against breast cancer.

The table and bar chart above shows that One hundred and Thirty respondents,

representing 22.41% said that they are aware of broadcast media campaign on

breast cancer. Four hundred and fifty respondents representing 77.59% indicated

that they are not aware of broadcast media campaign on breast cancer. So majority

of the respondents said that they are not aware of broadcast media campaign on

breast cancer.

Yes

No

90

80

70

60

50

40

30

20

10

Table 7: Distribution of Opinion of Respondents on what extent the broadcast

media has been committed to the campaign against breast cancer

Variable Frequency Percentage

Seriously Committed 111 19.14

Loosely Committed 140 24.14

Not Committed 329 56.72

Total 580 100

Distribution of response on extent broadcast media has been committed to the campaign against breast cancer.

The Bar chart shows the analysis of an open-ended questionnaire raised on item

number nine in the question which was; what is the level of commitment on media

campaign against breast cancer? One hundred and eleven respondents, accounting

for 19.14% posit that broadcast media is seriously committed to the campaign

seriously committed

Loosely committed

Not

committed

against breast cancer. On hundred and forty respondents accounting for 24.14%

agreed that the broadcast media is loosely committed to the campaign against

breast cancer. Three hundred and Twenty nine accounting for 56.72% agreed that

broadcast media was not committed at all to the campaign against breast cancer.

Based on the data and diagram above, majority of the respondents agreed that

broadcast media was not committed to the campaign against breast cancer.

RESEARCH QUESTION 3

How do women in Enugu South Local Government area respond to broadcast

media campaign against Breast Cancer?

To answer question three, following question were posed to respondents. Are you

are aware of broadcast media campaign in breast cancer? Does what you heard on

broadcast media against breast cancer made you to go for medical screening on

breast cancer?

Table 8: Distribution of Opinion on Awareness of broadcast media campaign

on Breast Cancer.

Variables Single Married Total %

Yes 90 40 130 22.41

No 180 270 450 77.59

Total 270 310 580 100

The table above shows that one hundred and thirty respondents, representing

22.41% said that they are aware of broadcast media campaign on breast

cancer. Four hundred and fifty respondents representing 77.59% indicated

that they are not aware of broadcast media campaign on breast cancer. So

the researcher used the respondents that said that they are aware of

broadcast media campaign against Breast Cancer to work on how women

in Enugu South Local Government respond to broadcast media campaign

against breast cancer.

Table 9: Distribution of Opinion on Response of Enugu South Women to

broadcast media campaign on Breast Cancer taken from table 6 of

respondents who has positive answer

Variables Single Married Total %

Yes 70 35 105 80.77

No 20 5 25 19.23

Total 90 40 130 100

The analysis shows that one hundred and five women representing 80.77% respond

to broadcast media campaign against breast cancer by going for medical screening

on breast cancer. Twenty-five representing 19.23 did not respond to broadcast

media campaign against breast cancer. So majority of the women who have heard

or view broadcast media campaign against breast cancer agreed that they have

gone for medical screening on breast cancer.

Distribution of response of Enugu South women to broadcast media campaign against breast cancer.

RESEARCH QUESTION 4

What other means can be employed to spread breast cancer awareness campaign

effectively?

Yes

No

80.77%

19.23%

To answer the research question four, the following question were posed to the

respondents: should the broadcast media be the only medium to create awareness

on breast cancer? What other means do you think that cancer awareness can be

disseminated to reach the target audience?

Table 9: Distribution of Response on Whether broadcast media should be the

only medium to create awareness

Variables Single Married Total %

Yes 220 20 240 41.38

No 40 300 340 58.62

Total 260 320 580 100

Out of 580 respondents 240 accounting for 41.38% has positive implication on

using the broadcast media only to create awareness on breast cancer. While three

hundred and forty accounting 58.62% said that other medium should join in the

campaign against Breast Cancer.

Table 10: Distribution of Response on other means that cancer awareness can

be disseminated to reach the target audience

Response Frequency Percentage

Print media 93 16.03

Traditional media 210 36.21

All of the above 270 46.61

None of the above 7 1.21

Total 580 100

From the table ninety-three respondents accounting for 16.03% were of the view

that print media should be other means that cancer awareness can be disseminated

to reach the target audience. Two hundred and ten respondents accounting for

36.21% indicated that traditional media should be other means that cancer

awareness can be disseminated to reach target audience. Two hundred and seventy

respondent indicated that all of the above medium should join in disseminating

breast cancer awareness to reach target audience. While seven respondents

indicated that none of the above should join in disseminating breast cancer

awareness to reach the target audience. So high percentage of the respondents

46.61% indicated that all of the above medium of mass communication should be

used to disseminate cancer awareness to reach the target audience.

Distribution of Response on other means that cancer awareness can be disseminated to reach the target audience.

36.21 %

0

5

10

15

20

25

30

35

40

45

50

None of the

above media

Print media Traditional

media

All of the above

Testing of Hypotheses

Print media

Green

None of the above media Red

Traditional media Yellow

All of the above Green

black

46.61%

In this test, an attempt is made to check the conformity of the analyzed data with

the projected hypothesis. To efficiently test for the Hypothesis, the Chi-square is

computed. Only questions related to a particular hypothesis is used as a parameter

for testing of the hypothesis.

However, the notion are defined below

χ2 = ∑ (O-E)2

E

E = ni x nj

n

Where

χ 2 = Chi – square

O = Observed Frequency

E = Expected Frequency

Df = Degree of freedom = (C-I) (R-I)

C = Number of column on the table

R – Number of Rows on the table

ni = Sum of the Row

nj = Sum of the column

n = Grand total

Level of significance – 0.05 or 5%

DECISION RULE

If χ 2 calculated is greater than the x

2 tabulated, then I will reject H0 and accept H1

HYPOTHESIS 1

H0: Women in Enugu South Local Government Area are aware of Breast cancer

H1: Women in Enugu South Local Government Area are not aware of Breast

Cancer.

Question No.7 will be analyzed which asked, how much do you have information

or knowledge on Breast Cancer?

Table: Distribution Response on information or knowledge on Breast Cancer

Response Single Married Total

Comprehensive

knowledge

40 60 100

Little knowledge 80 40 120

No knowledge 160 200 360

Total 280 300 580

E1 = 100 x 280 = 48.27

580

E2 = 100 x 300 = 51.72

580

E3 = 120 x 280 = 57.93

580

E4 = 120 x 300 = 62.07

580

E5 = 360 x 280 = 173.8

580

E6 = 360 x 300 = 186.21

580

Where E = Expected value

O = Observed value

S/N O E O-E (O-E)2 (O-E)

2

E

1 40 48.27 -8.27 68.3929 1.42

2 60 51.72 8.28 68.5584 1.33

3 80 57.93 22.07 487.0849 8.41

4 40 62.07 -22.07 487.0849 7.85

5 160 173.80 -13.80 190.4400 1.10

6 200 186.21 13.79 190.1641 1.02

Level of significance, = 0.05 or 5%

Test statistics

χ 2 cal =∑(O-E)

2

E

= 21.13

Critical value

χ 2

0.05, (3-1)(2-1)

χ 2

0.05, 2 =5.991

DECISION RULE

Since χ 2 cal = 21.13 > χ 2

tab = 5.991, I will reject the H0

CONCLUSION

Since the χ 2 cal > χ 2

tab, I will reject the H0, and conclude that the test is

significant and that the Women in Enugu South Local Government Area are not

aware of the Breast Cancer.

HYPOTHESIS II

H0: Broadcast media have been committed to the campaign against breast cancer

H1: Broadcast media have not been committed to the campaign against breast

cancer.

Test Statistics

Findings from Question Nine: What is the broadcast media level of commitment

on campaign against Breast Cancer.

Table: Responses on what extent BM has been committed to the campaign against

Breast Cancer

Responses

Seriously

committed

Loosely

committed

Not committed

111 329 140

To calculate the expected frequency

111+329+140 = 193.3

3

x2 = ∑(O-E)

2

E

= 0.05 or 5%

O E O-E (O-E)2 (O-E)

2

E

111 193.3 -82.3 6773.29 35.04

329 193.3 135.7 18, 414.49 95.26

140 193.3 -53.3 2, 840.89 14.70

Total 145

χ 2 Cal =

3∑ (O-E)2

Critical value

χ 2 0.05, 2 = 5991

DECISION RULE

I reject H0 χ 2 cal > χ 2

tab,

Then since χ 2 cal = 145 > χ 2

tab = 5.991, I reject H0

CONCLUSION

The broadcast media have not been committed to the campaign against breast

cancer at 5% significant level.

3

i=1 E = 145

HYPOTHESIS III

H0: Women in Enugu South Local Government Area respond to broadcast media

campaign against Breast cancer.

H1: Women in Enugu South Local Government Area do not respond to

broadcast media campaign against Breast Cancer.

To test the validity of hypothesis three, findings of question number 10 of the

Respondent who said that broadcast media are committed will be analyzed.

Question No.10 Does what you heard on broadcast media made you to go for

medical screening on breast cancer. The findings were drawn from women who

said that they listened to broadcast media campaign against breast cancer and

responded by going for medical screening on Breast Cancer.

Table 9: Distribution of Responses of Enugu South women to Broadcast media

campaign on Breast Cancer, data of positive responses taken from table 6

Response Single Married Total

Yes 70 35 105

No 20 5 25

Total 90 40 130

E = ni x ni

n

E1 = 105 x 90 = 72.8

130

E2 = 105 x 40 = 32.3

130

E3 = 25 x 90 = 17.3

130

E4 = 25 x 40 = 7.7

130

S/N O E O-E (O-E)2 (O-E)

2

E

1 70 72.8 -2.8 7.84 0.11

2 35 32.3 2.7 7.29 0.23

3 20 17.3 2.7 7.29 0.42

4 5 7.7 -2.7 7.29 0.95

TOTAL 1.71

Test statistics

χ 2 cal = ∑ (O-E)

2 = 1.71

E

Critical value

χ 2 = χ 2

0.05, (2-1) (2-1) 0.05, 1 = 3.841

DECISION RULE

Since χ 2 < χ 2

, I will accept H0 Cal tab

CONCLUSION

Women in Enugu South Local Government respond to broadcast media campaign

against breast cancer by going for medical screening at 5% significant level.

HYPOTHESIS IV

H0: Breast cancer awareness campaign cannot be best disseminated through joint

effort of print and traditional media.

H1: Breast cancer awareness campaign can be best disseminated through joint

effort of print and traditional media.

To test the validity of the hypothesis question number 12 which says what other

means do you think that breast cancer awareness can best be disseminated to reach

the target audience.

Table10: Distribution of Response on other means that cancer awareness can be

disseminated to reach the target audience

Responses

Print media Traditional

media

All of the

above

None of the

above

93 210 270 7

To calculate expected frequencies

93+210+270+7 = 145

4

O E O-E (O-E)2 (O-E)

2

E

93 145 -52 2704 18.65

210 145 65 4225 29.14

270 145 125 15625 107.76

7 145 -138 19044 131.34

TOTAL 286.89

χ 2Cal = ∑ (O-E)

2 = 286.89

E

Critical value

χ 2 0.05, 4-1 = χ 2

05, 3 = 7.815

DECISION RULE

χ 2 tab = 7.815, I reject the null hypothesis (H0)

CONCLUSION

I conclude that the breast cancer awareness campaign can be best disseminated

through joint effort of print and traditional media at 5% significant

DISCUSSION OF FINDINGS

Research question one was aimed at ascertaining the level of awareness of breast

cancer among women in Enugu South Local Government area. Items three and

four in the questionnaire were used to elicit responses to the question.

Greater percentage (67.24%) of the respondents posits that they are not aware of

breast cancer. Fewer percentage (32.7%) indicates that they are aware of breast

cancer while (62.07%) of the respondents still indicates that they have no

knowledge on breast cancer. Data on how much knowledge women have on breast

cancer show that a whopping majority of (62.07%) of the respondents do not have

information or knowledge on breast cancer as only (17.2%) say they have

knowledge or information on breast cancer. This gives credence to the assertion

that most women in Enugu South are not aware of Breast Cancer. Based on the fact

above, it is very clear that the awareness level of women on breast cancer in Enugu

South fell short of expectation. Hence, we reject the Null hypothesis and conclude

that women in Enugu South Local Government Area are not aware of Breast

cancer. The result agrees with knowledge gap theory which states that there can be

appreciable differences in learning as a result of exposure to media information.

In contrast, individual with lower education and less prior information tend to learn

less, thus representing an increase in knowledge gap. Akeredolu Anyanwu Betty

(2008) breast cancer survivor states that “Nigeria, like other developing countries

is witnessing a rising incidence with problem of ignorance”… Fasoranti states that

diagnosis is late in Nigeria, by the time most people show up in the hospital the

cancer is already wide spread. Items 7 and 9 in the questionnaire were used to

answer research question two which seeks to find out the extent to which broadcast

media are committed to the campaign against breast cancer.

The data generated show that (77.59%) of the women in Enugu South Local

Government area feel that media houses are not committed to broadcast media

campaign on breast cancer. While (22.41%) of the women indicates that they are

loosely committed and (19.14%) say they are seriously committed. This shows that

majority of the women indicate that they are not committed while fewer percentage

said that they are loosely committed. In the light of this, the Null hypothesis stands

rejected, Reading to the conclusion that broadcast media have not been committed

to campaign against breast cancer at 5% level of significance. A visit to Federal

Radio Corporation of Nigeria Enugu, Coal City 92.8fm shows that the station’s

running order covering programmes presented from 5.30a.m to twelve midnight

daily does not contain any programme on Breast Cancer for two consecutive weeks

except on world cancer day during which there was item in the news of less than

two minutes and news commentary of about four minutes. There were also pep

talks on cancer by continuity announcers just that day. This collaborates

Akpunonu (1999) that “motivating messages that would mobilize rural people to

positive action towards meeting their own felt needs are hardly constructed and

appreciated; (the broadcast medium) is primarily concerned with what the

government people have said and done, what clients desire in commercial

broadcasting and what ideas broadcasters have.

In contrast Emekaku (2003) defines community radio as, “system of broadcasting

whereby the contents of radio programmes originate from the Local people; are

community-specific and situation-relevant. In addition, indigenous radio dramas

can be used to educate people about the nature, causes, and consequences of Breast

Cancer in Nigeria. This will make broadcast media assume their role of educating,

informing and entertaining the people.

Research question three explored the effectiveness of broadcast media campaign

on Breast Cancer among women in Enugu South Local Government area. How the

women respond to broadcast media campaign on Breast Cancer. Item ten in the

questionnaire was used to elicit information from the respondents. An

overwhelming 80.77% of the women gotten who said they were aware of broadcast

media campaign on Breast Cancer indicated that after listening to the programme,

they went for medical screening on breast. This support to the H0 and indicates

that women in Enugu South Local Government Area respond to broadcast media

campaign against Breast cancer at 5% significant level.

In answering research question four, items eleven and twelve were used. The

analysis shows that a high percentage of the respondents (58.62%) indicated that

broadcast media should not be the only medium for the campaign. against breast

cancer while (41.38%) said that broadcast media should be the only medium for

the campaign thereby rejecting the Null hypothesis. We conclude that the Breast

Cancer awareness campaign can be disseminated through media mix including

print and traditional media at 5% significant level. Mass media force attention to

certain issues; they build up public images of political figures, they constantly

present objects, suggest what we should think about, know about, agitate about and

eventually call for legislation (Anaeto, Onabanjo & Osifeso 2008) This means that

the use of all media of mass communication should be adopted to campaign against

breast cancer scourge in Nigeria Fasoranti (2008) concluded that many homes in

Nigeria do have transistor radio that can broadcast “Breast Cancer Awareness

messages into these areas”. In conclusion World Health Organisation said that

Awareness is the first step in battle against breast cancer

REFERENCES

Akpunonu, C.N. (1999); The Producers Note Book: A Vital Tool in the Principles

and Practice of Broadcasting. Enugu: Five Sense Production Co.

Anaeto, S. Onabanjo, O & Osifeso, J. (2008); Models and Theories of

Communication.. Lagos: African Renaessance Books.

Mc Combs, M.E. and Shaw, D.L. (1972); The Agenda Setting Function of Mass

Media Public Opinion Quaterly, 36 (Summer), 176-187

Mc Quail, D (2005) Mc Quail’s Mass Communication Theory (5th

edition)

London: Sage

Emekaku, O.S. (2003) Community Radio: Its Philosophy, Organization and

Management in L. Oso (Ed) voices of the Oppressed (pp27-140) Abeokuta:

Jedidah Publishers

Adebamowo, cancer in Nigeria Retrieved February 22 2013 from www.

Adebamowo.Com/Pages /cancer. Aspx

Akeredolu, A.B. Cancer is a challenge in Nigeria, Retrieved march, 14,2013 from

http://www.brecan.org/uncategorized/cancer.

Onobello, Breast cancer Awareness campaign. Retrieved October 15 2012 from

http://www.onobello.com/php/…./1742

Who/Awareness is the first step in battle against breast cancer retrieved May 25

2013 from www.who.int./entity/…/90/index.html.

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS,

5.1 SUMMARY

This research, using survey method explored the effect of broadcast media

campaign against breast cancer.

Research questions and hypotheses were formulated based on the statement of

problems. Questionnaire was used to elicit relevant data from a sample of 580

respondent derived from an estimated population of (No.) in Enugu South. Due to

the large population and because the researcher looked for certain characteristics

from the sample, the purposive sampling technique was used. The analysis of the

data was done using frequency, distribution tables and percentages for bio-data

information while frequency, percentages, tabular mean and bar chart were used

for thematic analysis. Also Chi-square was used to test the hypotheses.

Summary of Results

Based on the data generated from the research, the following summarizes the

findings made;

- The respondents are residents of Enugu South who work, school or engage

themselves in public or private occupations and have access to broadcast

media.

- It was discovered that greater percentage of women are not aware of breast

cancer scourge.

- The study revealed that respondents believe that broadcast media are not

committed to campaign against breast cancer.

- The respondents who have listened to broadcast media campaign on breast

cancer went for medical screening on breast cancer ie media campaign have

had significant effect in getting women’s attention towards the pandemic of

breast cancer.

- The respondents believe that all media of Mass Communication should be

engaged to enhance the effectiveness campaign against Breast Cancer.

5.2 CONCLUSION

The broadcast media has been proved as a veritable means of disseminating

information and has always served as a vehicle for social and behavioural change.

This is because of its ability to reach everybody even in the remotest villages

where opinion leaders, town criers and community Newspapers are used to further

disperse information to the target public.

It has been noticed that the broadcast media programme contents have great

influence on the people as it changed the feeding behaviour of women all over the

world. It has also helped them to refrain from bottle-feeding their babies and

imbibe good feeding habit, having seen that feeding well and appropriately could

be one of the ways of keeping oneself from allowing cancerous cells in human

being from developing and growing. This process of assimilating new ideas or

stimuli projected by the broadcast media found basis in the diffusion of innovation

theory of the mass media. The high level of maternal education will increase the

likelihood of succeeding in the fight against breast cancer and the fear of breast

cancer sweeping through the society will die a natural death. Health centers and

Pediatrics directly and indirectly serve as agents of mass communication by

advocating, advising and information women on the importance of medical check

on breast cancer symptoms.

5.3 RECOMMENDATIONS

As a result of the findings in the study, the following recommendations were

made: The media should improve its level of credibility to enhance believability by

its audience. As a global goal for a breast cancer free world, all women should be

adequately educated and empowered with all relevant information needed to wipe

away breast cancer from the society.

The need support and the kind of support to be given should include informational

support whereby latest information on breast cancer is provided to the women.

Efforts should be made to increase women’s confidence in their ability to practice

breast self examination and/or seek medical services to determine their breast

cancer status. Such empowerment involves the removal of constraints and

influences that impede perceptions and behaviour towards clinical or self breast

examinations through subtle and indirect means. This requires sensitivity,

continued vigilance, responsive and comprehensive communication strategy

involving all media and addressed to all levels of society. It has been noted that

there has been substantial increase in response to breast cancer campaigns overtime

in several countries, particularly where there is government cum medical support.

Therefore, governments in Nigeria should intensify efforts in educating women

adequately on issues related to breast cancer by promoting both self breast

examination and clinical/medical breast examination through various means of

mass media.

We also call upon international organizations to draw and intensify action-

strategies to promoting, protecting and supporting breast cancer campaigns and

victims of breast cancer.

Education appears to be, going by the result of this study, the major determinant of

the level of knowledge and health behaviour among women both at the rural and

urban areas. This is why government should not relent in ensuring adequate

campaign against breast cancer in Nigeria. This study therefore recommends the

establishment and sustenance of institutional framework and policy guideline that

will enhance adequate and urgent dissemination of information about breast cancer

to all women in Nigeria. This study also recommends that women between the

ages of 40 and 49 should undergo a Clinical Breast Examination (CBE) and

mammography every year or two years; women older than 50 years should have

annual clinical breast examinations as well as mammogram. The import of this is

that mammography and clinical breast examination facilitate early detection and

treatment of breast cancer, which may lead to lower mortality rate among women.

REFERENCES

Akpunonu, C.N. (1999); The Producers Note Book: A Vital Tool in the Principles

and Practice of Broadcasting. Enugu: Five Sense Production Co.

Anaeto, S. Onabanjo, O & Osifeso, J. (2008); Models and Theories of

Communication.. Lagos: African Renaessance Books.

Mc Combs, M.E. and Shaw, D.L. (1972); The Agenda Setting Function of Mass

Media Public Opinion Quaterly, 36 (Summer), 176-187

Mc Quail, D (2005) Mc Quail’s Mass Communication Theory (5th edition) London:

Sage

Emekaku, O.S. (2003) Community Radio: Its Philosophy, Organization and

Management in L. Oso (Ed) voices of the Oppressed (PP + 27-140) Abeokuta:

Jedidah Publishers

APPENDIX I

Department of Mass Communication,

University of Nigeria

Nsukka,

Enugu State.

20th March, 2010.

Dear Respondent,

REQUEST FOR THE COMPLETION OF QUESTIONNAIR

I am a graduate student of the Department of Mass Communication,

University of Nigeria, Nsukka, conducting a research on the “effect of broadcast

campaign on breast cancer in Nigeria: A study of Enugu South Local Government

Area of Enugu State.

Please, fell free to express your candid opinion as all the information you

provide shall be used for this academic work and nothing more or less.

Thanks for your anticipated co-opera

NGOZI NGENE.