AUDIENCE AWARENESS OF HIV/AIDSENLIGHTENMENT CAMPAIGN

ABSTRACTThis study evaluated the awareness level of Radio Delta, Asabaaudience in Asaba and Abraka through the survey design on Asabaand Abraka. Thus, a 20-item questionnaire was used to generate datefrom 400 respondents purposively selected in Asaba and AbrakaEnvirons. Data generated were analysed with the aid of the 5-pointlikert scale, simple percentages and frequency Tables. Findings showthat the audience awareness level of HIV/AIDs enlightenmentcampaign on radio Delta, Asaba is very high despite constraintsencountered by the audience such as poor signal receptions, lack ofinterest, poor power supply, lack of access to radio andreligious/beliefs system among others. The study concludes that thetime of airing the programme should be worked upon in order toincrease listenership among other things. Nevertheless the studyrecommends that all the major stakeholders on this regard such asDelta State Government, National Action Committee on AIDs (NACA)etc, should continue to sought for resources in order to make theprogramme better and to also widen the scope of the programme forthe good health of all in Nigeria among other things.

1

CHAPTER ONE

INTRODUCTION

1.1. BACKGROUND TO THE STUDY

One of the primary pre-occupation of every

human society is how to ensure a state of good

health for its members. Therefore, and disease that

takes lives at a very high rate is always

excessively worrisome to the government of such

society. There exist a number of killer disease

which defy medical interventions (such as

tuberculosis, cancer etc) yet there is still

another one that is not to have any medical

2

solution (treatment) let alone defying it. This is

no other disease than the human immune deficiency

virus (HIV) and Acquire immune deficiency syndrome

AIDS HIV/AIDS,

Right from when it was first identified by

medical scientist in 1991, HIV/AIDs has taken

several millions of lives and is still taking more

on daily basis. It has no age limit that is, it

kills children middle aged persons. Older adults

and elderly persons. The only available remedy for

the disease is to prevent it from spreading

further. Since it spreads mostly through sex and/or

casual sex is being discourage through massive

public enlightenment campaigns. Similarly Abiodun

and Samuel (2008). Health communicators have laid

3

emphasis on pivotal role of the media in the task

spread of scientific information related to the

pandemia and viewed the vehicle of the media

especially the radio as necessary in curtailing the

disease in view of this Idu and Obinne (2003).

In developing countries, radio and to some

extent, television are the most effective tools of

communication since they cut across literacy

boundaries. According to Kuponiyi (2000). Radio is

one broadcast medium that almost all experts agree

is the most appropriate for rural and urban

emancipation programme. Radio beats distance and

thus has immediate effect. Radio is also cheap to

obtain and widely owned by people due to other

advent of the battery operated transistorize set.

4

The radio is considered a popular choice of the

HIV/AIDs enlightenment campaign because of it

ability to reach people (audience or listeners),

even in the re-motest parts of the country.

Similarly, Aniebona (2005) sates that radio as

a branch of broadcast media has proven to be very

effective in educating the masses (particularly

illiterate) on many topic such as HIV/AIDs and

other issue like political, economic and social

importance in nation building. Aniebona believed

that the implication in the use of local languages

for broadcasting and in the high degree of audience

penetration by broadcasting media is that fact,

that a single broadcast can reach an entire

population at the same moment just like radio.

5

Thus, the efficiency which radio offers in

increasing the masses and the effectiveness of a

broadcast in eliciting a desired response can be

positively and some times negative explained in the

development process, such as the social

mobilization programme in the protest against

HIV/AIDs syndrome.

Due to its state widest outreach, the

government of Delta State in Nigeria has featuring

several HIV/AIDs awareness programmes through her

state-owned radio station called “Radio Delta

Asaba”. This programmes are broadcast both in

English and local languages. The ultimate goal of

this radio campaign is to create audience awareness

and therefore prevent the further spread of virus.

6

However, HIV/AIDs is indisputable, the number

one killer disease in the world today. It is also

described as the worlds most deadly disease and as

a result, there has been a declare war against it

by governments world wide. Non-governmental

organizations. Myhee and Flora (2000) state that,

the media have largely effectively created room for

interventions to increase the knowledge of HIV/AIDs

transmission, to improve self-efficiency in condom

use, to influence some socials norms, to increase

condom use and to boost audience awareness of

health providers, among others. This has been

consciously done to help put the spread of the

disease under control just as scientist are

simultaneously and unrelentingly working around the

7

clock with the aim of producing medications that

will cure the disease if contracted.

In view of this Popoola (2005) states the

director of United Nations children’s fund (UNICEF)

in Kwara state, Mrs. Alabi Aganaba said in July

2004 that about 5.8 million Nigerians were living

with HIV/AIDs. A 1999 UNAID and UNICEF

publications. Stated that in 2008 in Africa, there

were about 200,000 lives lost as result of conflict

and wars “AIDs” killed 2.2 million people.

Globally, the effect of the disease is obvious the

statistic of the global HIV/AIDs where published by

the United Nations programme on HIV/AIDs (UNAAIDS)

in November 2009, and refer to the end of 2008. the

reports estimated that about 33.4 million people

8

are living with HIV/AIDs in 2008 (arrange of 31.1-

35.8million) and more than 25 million people have

died of AIDs. Since 2002 (a range of 1.7-

2.3million). In the word of Kofi Annan, former

United Nations Secretary General. HIV/AIDs is the

worst epidemic humanity. Has ever faced this is

just to pain a little picture of what HIV/AIDs

looks like in Nigeria and Africa as whole.

Moreover, in Nigeria there has been series of

HIV/AIDs advents placed on radio and television

among other media. These most often, theatrically

advents, run concurrently on both media (radio and

television). Some of these advent include HIV/AIDs

No Dey Show For Face, Zip Up, Use Condom, Aids Is

Real, imagine a world without HIV/AIDs? All of

9

those media contents packaged inform of adverts are

used to create more awareness in the mind of the

people or audience whether in government or out

government. On this basis, African leader like

Mandela, Yakubu, Gowon, etc individuals

organization, government non-governmental agencies

have contributed so much towards a HIV/AIDs in

Africa or Nigeria. Besides, an education

enlightenment programme in Radio is necessary

because of the existing tradition and culture in

Africa.

Similarly Chuks (2004) recognizes that the

greatest obstacle of AIDs education and

enlightenment campaign in the continent of Africa

are traditional belief, tenacity of cultural norms,

10

values and specitism. Chuk went further to describe

the perceptions and attitudes of this realities in

Africa towards this disease AIDs according to

people. AIDS and other disease and sicknesses like

stroke, cancer, diabetes, etc. are Whiteman’s

sickness while disease or sicknesses like malaria,

small pox, tuberculosis and hunger are Africa

sickness.

Similarly Kuponiyi (2000) Notes that, radio is

one broadcast medium that almost all experts agree,

is most appropriate for rural and urban

emancipation programmee. Radio beat distance and

thus has immediate effect, radio is also cheap to

obtain and widely owned by people due to the advent

of battery operated transistorized set:

11

Since radio is considered as an effective and

efficient medium to get the grassroots, because of

it characteristics, it is therefore seen as a

number one choice medium for campaign against

HIV/AIDs scourge in Nigeria because of it ability

to reach people (audience or listener) even in the

remotest parts of the country it is against this

background that this study examines audience

awareness of HIV/AIDs enlightenment campaign on

radio Delta State, Asaba.

1.2 Statement of the Problems

This spread of HIV/AIDs is in the increase,

unfortunately the knowledge possessed by most

Nigerians on the diseases is still asymmetrically

12

in proportionate to the expected results from the

wide media campaign on the disease, hence the need

to explore other alternative channels for public

awareness on the disease.

A mind bogging question on the lips concerning

Nigerian in recent time has been why the HIV/AIDs

scourge should continue to increase at an alarming

rate. A survey conducted the United Nations

Children Fund (UNICEF) in 2001 Reveals that about

5.8million Nigerians were living with HIV/AIDs.

United Nations programme on HIV/AIDS (UNAIDs)

(2008) publication states 2001. AIDs killed 2.2

million people. UNAIDs in 2003 estimates that about

33.4million are living with HIV/AIDs and more than

25million died of AIDs in what therefore is the

13

level of awareness of HIV/AIDs campaign and radio

Delta Asaba audience?

This alarming figure put a question on the

enlightenment campaign in radio Delta Asaba in

anyone. Does it mean there is no longer can

HIV/AIDs radio campaign? What all the ones we hear

on the other radio stations? What therefore is he

level of awareness of HIV/AIDs campaign among Radio

Delta audience Asaba and Abraka?

1.3 Objective of the Study

The following are the objective of the study.

1. To find out the audience level of awareness

of HIV/AIDs enlightenment campaign on radio

Delta Asaba.

14

2. To ascertain the various factors affecting

the level of audience awareness of HIV/AIDs

enlightenment campaign on radio Delta Asaba.

3. To determine (if any) constraints affecting

audience awareness of HIV/AIDs enlightenment

campaign on radio.

1.4 Research Question

These research question were formulated for this

study

1. What is the level of audience awareness of

HIV/AIDs enlightenment campaign in radio

Delta, Asaba?

2. What are the factors affecting the level of

audience awareness of HIV/AIDs enlightenment

campaign on radio Delta, Asaba?

15

3. What are/is the constraints affecting

audience awareness of HIV/AIDs enlightenment

campaign on radio Delta, Asaba?

1.5 Significance of the Study

It is no longer news that the HIV/AIDs pandemic

is spreading at a geometric rate in Nigeria in

particular and the world in general. The

significance of the study cannot be emphasized in

that it would help Nigerians in general and Delta

State residents in particular to know the

effectiveness of using the radio as a medium of

communicating HIV/AIDs awareness to the citizenry.

It would also affords the people/or listening

audience the opportunity to knowing about what

this dreaded and terminal disease since prevention

16

still remains the best way of curtailing the spread

of the disease. The findings of the operators of

the study would be of great relevance to the

populance and the operators of radio stations in

the country on how best they can adjust and

structure HIV/AIDs enlightenment campaign

programmes on radio so as to reach their target

audience and also to achieve their aim.

In addition, the study would act as a guide to

policy makers in the findings of the study would

also serve as a reference material to the student.

The health sector of the economy as it will guide

them on the best policy measures to adopt in order

to tackle the HIV/AIDs pandemic in the country.

1.6 Scope of the Study

17

The study covered the listening audience (male

and female) of radio Delta, Asaba that are resident

in both Asaba and Abraka towns in Delta State. The

relationship here has to do with the use of radio

Delta as a medium in communicating HIV/AIDs

awareness enlightenment campaign to its teeming

listeners in the two towns already mentioned above.

The choice of Asaba and Abraka as the study

area was due largely to the fact that the residents

of these two towns receive clear signal of the

radio station in there various home or offices, so

they from large chunk of audience who use this

medium (Radio Delta for various purposes).

1.7 Definition of Terms

18

Terms used in this study are defined

operationally within the context of usage to avoid

misrepresentation or misinterpretation.

1. Audience: Group of people (Male and Female)

who listen to radio Delta, Asaba on HIV/AIDs

enlightenment campaign.

2. Awareness: The knowledge of Knowing

something, knowing that something exist and

is important. An awareness of how to prevent

the spread of HIV/AIDs

3. Campaign: A series of planned activities

that are intended to achieve a particular

aim, such as social commercial, political

aim. campaign against the spread of HIV/AIDs

19

4. Enlightenment: The act of informing people

so that they can have the knowledge about

and understanding of something. The process

of understanding or making somebody to

understand it.

5. HIV/AIDs: Stands for human immune deficiency

virus. It is the virus that causes AIDs.

AIDs, on the other hand, stands for Acquired

Immune Deficiency Syndrome. Medical experts

are united that AIDs is a combination of

infection which occur when a person is

infected with HIV.

6. Radio: This is a medium of mass

communication which transmits signals in the

20

format of sound. Being an electronic medium,

it appeals to our sense of hearing.

7. Mass Media: source of information and news

such as radio, television, newspaper and

magazines that reach and influence large

number of people.

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CHAPTER TWO

LITERATURE REVIEW

PREAMBLE

This chapter focuses on the literature review

of this study, it laid a foundation for this study

and provide insights and clear understanding of the

topic. The literature is discuss under the

following sub-heading that would be discussed under

this chapter are or includes: the concepts of

22

HIV/AIDs, origin and history of HIV/AIDs, Major

causes of HIV/AIDs, HIV/AIDs preventive

interventions, the mass media in the society, the

mass media as an intervening agent.

2.1. The Concept of HIV/AIDs

HIV means Human Immune Deficiency, the virus

that causes AIDs. When a person is infected with

this virus, his or her body fluids such ass blood,

semen and vaginal secretions will contain HIV and

antibodies against the virus. The virus stays in

the body and slowly destroys the body’s defense

mechanism. The duration of time it takes fro a

person infected to fall ill varies and takes

between several months to seven years. Therefore an

infected person can spread the virus unknowingly.

23

Similarly Akisolu, (2004) states that when the

virus has destroyed the body immune system, the

symptom of AIDs begins o manifest. At this stage of

full-blown AIDs, the body’s natural defense systems

is weakened and the infected person becomes

vulnerable and is at the mercy of all kind of

infection such as prolonged the neck, groin or

armpit, persistent cough, skin infections and

unexplained weight loss.

Similarly Nnaemeka 2001 is of the same view

that Akisolu on the conceptualization of HIV/AIDs.

Although he went further to add that AIDs as a

acronym of acquired Immune Deficiency syndrome is a

specific group of infectious and deadly disease

resulting from immune suppression caused by a

24

microscopic germ known and called Human Immune

Virus (HIV).

In other words, Nnaemeka is of the opinion that

AIDs can be operationally defined as a sexually

transmitted disease (STD), which can also be

transmitted through blood or from mother to baby,

and caused by a virus known as Human Immune Virus

(HIV). The virus according to him, clauses gradual

weakening of the Immune system so that the body can

no longer fight off infections. People may look

healthy for many years while the virus multiplies

in their blood, but eventually, they are likely to

become sick with different disease conditions. The

average time or period after infection, in which

the virus does not causes disease is believed to be

25

eight or nine-years in adult. The manifestation of

AIDs however, depends on the nutritional status of

the patient and his access to medical services.

Essentially, once some develops full Aids disease,

he dies within two years.

Is of the view that HIV short form is the Human

Immune Virus. It is the virus that causes Acquired

Immune Deficiency syndrome (AIDs). Medical experts

are United that, AIDs is a combination of

infections which occur when a person is infected

with HIV. In this sense those that has been

infected by HIV penetrates in their body, weakens

and destroys vital cells of the body’s natural

defense or immune system leaving the person

26

unprotected against all forms of disease which will

eventually cause premature death.

2.2 Origin and History of HIV/AIDs

The Origin of AIDs has generated a lot of

controversies. In fact, the global spread of AIDs

has triggered dangerous epidemic of blame and

racial prejudice. This is because the origin of

AIDs has been blamed on African by the Britain, the

USA has blamed Haitians, Europeans blamed African,

Japan has blamed foreigners, the French has blamed

the Arabs, white have blamed blacks, the self-

righteous have blamed sinners,. All these catalogue

of allegations have not in any way help the

issued/problem of AIDs as a threat to mankind.

Thus, it is not important to find the exact origin

27

of AIDs. The more important thing is to join hands

together and fight AIDs seriously as it known since

1981.

Historically, it is pertinent to recall that

HIV/AIDs infection were first reported in June 1981

in New York and Los Angeles, United States of

America, but infection is now known to have started

as far back as 1969 and possibly twenty years

before the first report in 1981, HIV was first

isolated in Paris, Franc in 1983. AIDs was first

reported in Africa in 1982, in Uganda and in

Nigeria in 1986. Aids by its nature has created all

known natural and artificial borders such as

racial, social, political, national, economic,

academic age and gender to infect black,, white,

28

yellow poor and rich all over the world. Similarly

Ajuwon and Shokunbi, (1996) States that Nigeria’s

first case of Aids was diagnosed in a 13-years old

girl in 1986. at the time the response was deny the

fact that this was a significant problem. Though a

National Expert Advisory Committee on Aids (NEACA)

was established in the same years, little else was

done. No concerted attempts were initiated to

prevent the spread of the epidemic.

Later in 1988 the advisory board was replaced

with the National Aids and sexually transmitted

disease (STD) control programmed under the federal

ministry of Health. Unfortunately this was not well

funded. The main perception was that this was a

disease of western world associated with men who

29

had sex with woman. The first sentinel survey

conducted in 1991 showed the HIV prevalence to be

1.8%. even then because there was very little

visible evidence of Aids, the country took only a

few essentially cosmetic actions. Public

enlightenment campaigns attempted to scare people

into adopting safer sexual practices but these were

limited and fell on the deaf ear of a largely

disbelieving public: unfortunately, with benefit of

hindsight, it is now realized that this scare

mongering led the high level of stigma and

discrimination towards those living with HIV/AIDs

that became so rife.

Thus in 1997 the first HIV/AIDs policy was

written and adopted under the federal ministry of

30

health. Various programmes were set up to control

the epidemic which largely focused on prevention

activities. Theses included strategies to increase

the awareness and knowledge of protective measures

to take including the use of condoms, and the

control of sexual transmitted infection (STI)

through various means including the early detection

and correct management of STI utilizing the

syndrome management approach with further rise in

the HIV prevalence in subsequent surveys, it became

obvious that further drastic steps needed to be

taken, one of the earliest steps was the

development of an HIV/AIDs Emergency action plan

(HEAP) which included strategies for creating and

enabling environment for HIV/AIDs interventions,

31

and specific interventions to control the spread of

the infection provide care and support for the

infected and mitigate the impact of HIV/AIDs in the

country.

2.3 Major Causes of HIV/AIDs in Nigeria

Since 1990s when the first set of HIV/AIDs

victims was discovered in Nigeria, various factors

have been identified as causes of HIV/AIDs. Below

are some of the causes.

a. Mother to Child: Expert have revealed that

HIV/AIDs could be transferred from an

infected pregnant woman to her baby before,

during and after delivery. Through breast

feeding the child.

32

b. Sexual Intercourse: One of the major causes

of HIV/AIDs in Nigeria is through

unprotected sex with an infected persons.

Research has revealed that more than 80% of

HIV/AIDs victims in Nigeria got it through

sexual intercourse that is, unprotected sex

with an infected person.

c. Sharing of infected needle, razor blade, and

sharp piercing Object: Another means of

spreading this infectious disease is through

sharing of infected needle and other sharp

instruments. It can also be contacted

through other forms of blood contact such as

during haircut.

33

d. Blood Transfusion: This is another means of

contacting the HIV/AIDs. Here emphasis is

placed on blood that is not screened, and

which is from an infected person.

e. Poor Enlightenment/Ignorance: Even though

awareness about the HIV/AIDs pandemic seem

to be high, the fact remains that most

Nigeria rural dwellers and urban counterpart

focus more on sex angles, to the detriment

of other sources of contacting the virus. A

large number of those infected are virtually

unaware of it until the major symptoms start

manifesting.

f. Lack of Contentment: The Newspaper (This

Day) further reported in June 19 2004 what,

34

rarely would you find a Nigeria man who is

contented with eating the same food day-in-

day-out. To worsen matter. Most Nigeria men

feel it more intimate to do it skin to skin.

Furthermore, African men are reputed to be

digging their tools into several “pits

without using protection, that is, the

condom.

g. Level of Poverty: Despite the poverty

eradication programmes in Nigeria, poverty

has increased unabatedly. As a means of

surviving and meeting up with social needs

by young ladies in the country, young ladies

tends to exchange sex for money and even the

so called married women involve themselves

35

in multiple sex partners to overcome this

poverty level.

2.4 HIV/AIDs Preventive Interventions

The HIV/AIDs preventive intervention are listed

and explained below, by the National HIV/AIDs and

reproductive Health Survey, (2003).

Awareness and Sensitisation

One of the major strategies of HIV/AIDs

Emergency Action Plan (HEAP) is the removal of

barriers to the provision of HIV/AIDs interventions

thereby creating an enabling environment for the

delivery of high effective and efficient services.

One of these barriers was the unavailability of

accurate, up-to-date information that reached the

generality of the population on how they could

36

protect themselves and their communities from the

effects of the epidemic. National Action Committee

on AIDs (NACA) have supported messages for radio

and television focusing on avoiding HIV/AIDs

infection through abstinence, mutual fidelity and

the use of condoms.

The Performing Musicians Association of Nigeria

(PMAN) and other artiste have held a few concerts

to promote AIDS awareness. MTN now sends free SMS

messages to all the subscribers at least once a

month on HIV/AIDs prevention and care. All these

efforts however tended to be sporadic and have not

been sustained, most public awareness activities

been concentrated around world AIDs day.

37

Increasing Knowledge on HIV/AIDs

One other strategy for controlling the epidemic

is to increase the knowledge of citizens on the

modes of transmission of HIV and how to take

adequate steps to protect themselves. Numerous

small scale activities towards increasing the

knowledge of Nigeria is on HIV/AIDs occur daily.

Small-scale public and private initiative continue

in different parts of the country. The major

challenge is the tendency for most activities to

occur in the Urban areas. Recent surveys show that

Urban dwellers are more knowledgeable on this

issues than the rural folk.

There is also misconception around the

effectiveness of awareness creation programmes

38

improving knowledge. Behavioral survey and

individual research work have however show clearly

that while awareness of HIV/AIDs has increased

considerable knowledge and understanding of

HIV/AIDs transmission modes is only fair and that

misconceptions still exist. Also wrong impressions

exist about options and the correct attitude to be

shown on people living with HIV/AIDs (PLWHA).

Source: 2003 National HIV/AIDs are reproduction health survey

39

60% know that HIV infected person may appear healthy.

51% of people know 2 methods of preventing it against

sexual transmission of HIV

Condom Promotion, Availability and Use

The society for family Health though a seven

year programme funded jointly by Department of

International Development (DFIA) and united State

Agency for international Development (USAID) in

collaboration with the federal ministry of Health

and National Action Committee in AIDs (NACA) are

the agencies heading condom promotion through a

social marketing paradigm. A large distribution

network has been developed to ensure that condoms

are available to all who need to use them.

The factors affecting condoms use include the

availability and affordability. By increasing the

courage of country and highly subsidizing the

price, condom are nearly universally available. The

40

main hindrances to uptake and use include people’s

perception of the condoms effectiveness, their

effect on sexual satisfaction, and shyness of

persons to buy condoms over the counter to avoid

societal labeling as promiscuous. The emphasis on

ethnic politic and numbers have led a lot to

believe that the use of condoms in an attempts to

reduce their political strength and clout.

Community Mobilization

National Action Committee on AID (NACA) and the

Federal Ministry of Health have commenced some

activities in this regard but this is still in its

infancy. Most efforts to date have been led by Non-

Government Organizations (NGOs) and have been

concentrated in a few states. The world Bank,

41

Department for International Development (DFID),

United Nations Children’s Fund (UNICEF) and United

state Agency for international (USAID) have

contribute to support pilot initiatives.

2.5 The Media of Mass Communication

Many communication scholars and political

gladiator have offered various operational

definitions of the mass media. However there is a

general agreement that the media is understood and

is refer to both electronic and print media.

Similarly Akinfeleye (2001) defined mass media as

media that is intended for a large audience. It may

take the form of broadcast or print media like

newspapers and magazines. In the same view Uyo

(2000) defined the mass media as the engine of mass

42

communication. Similarly Obasanjo and Mabogunje

(2002). In a piece entitle “the media in democracy”

equally said, “Mass media refers to any agency,

modern or traditional, that operate for

articulation and dissemination of ideas and

information, generally with intent to influence or

control and audience or institutions that

constitutes legalized powers and authority.

The mass media therefore should be seen as the

various avenues through which the public could be

reached at any point in time via a complete

mechanical device, whether electronic or print

media.

Role of Mass Media in the Society

43

One of the foremost importances of the

broadcasting medium or the mass media. In view to

Aniebona (2000) state the enlightenment of the

segments of the society. The government and the

society are aware of the need of wide spread

education for both children and adults in other to

achieve certain prescribed goals in economic

growth, health care, political and social

awareness, political stability, self-reliance and

national identity, among other things. That

broadcasting is a powerful and effective instrument

for achieving these national goals has been

recognized all over the world. That role will be

explored in the sequel.

44

Education is an important objective in

programming for radio and television broadcasting

is to educate the listening and viewing audience,

given the high rate of illiteracy and low level of

education prevalence in many developing countries.

Political education, impacting of desirable social

values, cultural education, health as well as

technological education are the major duties the

mass media should be conscious of their social

responsibility to the society. Information and

educational function and other responsibilities of

the mass media to the society so, it is expected

of the media to promote for well-being of the

members of the society.

45

Audience penetration is another important role

the media play in the development of enhancement of

knowledge of the members of the society and in

changing their attitude and behavior of people

toward some certain things.

2.6 The Mass Media as an Intervening Agent

The Mass Media as an intervening agent against

the high upsurge of HIV/AIDs in Nigeria. The mass

media include the Radio television newspapers etc.

Radio is considered as a popular choice in

development because of its ability to reach people,

even in the remotest parts of the country.

46

Similarly Kuponiyi (2000) states that radio is

one broadcast medium that almost all experts agree

is the most appropriate for rural and urban

emancipation programme, Radio beats distance and

thus has immediate effect. Radio is also cheap to

obtain and maintain, portable. Easy to operate, and

widely owned by people due to the advent of the

battery-operate transistorized sets. However, the

radio Delta, Asaba aired or broadcast HIV/AIDs

enlightenment programme such as “ One thing at a

time”. “Ask the Doctor” “Flava”, Heal the world “

Your Health”. And numerous paid advert on

sensitization messages by National Action Committee

on AIDs (NACA). In support of messages for radio

47

and television focusing on avoiding HIV/AIDs

infection in the country.

The mass Media as intervening agent against the

hig upsurge of HIV/AIDs, what role could the mass

media play in arresting the alarming spread of

HIV/AIDs in Nigeria? The point should be made right

away that the mass media according to Popoola

(2005) states that the mass media are not doing

enough in sensitizing the public about the danger

of contacting HIV/AIDs. Similarly Uyo (2000)

pointed out that the media in Nigeria is not doing

enough, or can do much more than it is now towards

fighting what is critically wrong with the civil

society. “ The Nigeria Media should take the head

in campaign against HIV/AIDs. The Nigeria civil

48

society today is critically bedeviled and the media

should therefore help to curb the spread of

HIV/AIDs. To do this, they must let the public know

the latest about the deadly scourge.

Similarly Opubor (2005) stated, that, the basic

goal of the media is fact-finding and that is the

function of news operators determining what it say

so publicly. It would be a fundamental contribution

of the mass media to human progress if they

perceive the HIV/AIDs as a “ war” against humanity,

which must be decisively fought and won at all

cost. Similarly Popoola (2005) posits that the mass

media being a trustee of public and the faith

estate of the realm remains one of the best avenues

49

through which the “War” against HIV/AIDs could be

fought.

Thus, the media should intervene positively by

leading the campaign against further spread of

HIV/AIDs through news, news analysis, features,

editorials, cartoons, documentary and news

commentaries this explain why the mass media

reputed to be an agenda-setting institution.

Reflecting on this, Olateye, (2002) stresses that “

studies have indicated that the news media perform

an agenda-setting function “Pointing out that those

topics given the most coverage by the news media

tend to be the topics the audience identify as the

most pressing issues of the day.

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Seeing it from the perceptive of the role of

the media in eradicating discriminatory attitudes

against people living with HIV/AIDs. Similarly

Christopher. (2005) says, although there have been

vigorous campaign in the mass media to educate the

people about the transmission mode of the virus and

danger inherent in the virus, itself, many people

still believe that associated with victims could

transfer the virus onto them. This is to show that

the notion already held by Nigerian still affect

HIV/AIDs enlightenment campaign which emanates from

the mass media.

In view with Simon and his colleagues (2002)

stated that, the mass media generally are regarded

as purveyors of new values and behavior is not

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direct agent for change. The USAID Director is

Malawi, Roger Yochelson, States in June (2003).

That the fight against HIV/AIDs could only succeed

if people re-orientate their mindset behavior and

attitude change entail abandoning old ways and

embracing new perception and practice. It involves

accommodating new values and letting go of old

ones. An attitude and behavior change communication

campaign, it would be responded to only if the

danger or benefits associated with those actives

that are taken on some kind of personal reality or

usefulness for individual.

Similarly Dervin (2001) Identified awareness as

an, attitudes, object and evolution of that

attitude object as the components of an attitude

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and that awareness is a from of knowledge. He

concluded that, the formation of a positive or

negative evaluation requires that the individual

see the attitude object as being salient at least

in a minimal way in other words, people are likely

to respond to campaign that explains the benefit

that will occur to them for adopting a new idea”.

Meanwhile, it has been observed that the mass media

information alone cannot achieve the required

attitude and behavior change necessary for the

eradication of the various forms of discrimination

against people living with HIV/AIDs.

According to Ochonogor (2005) States that, the

mass media information should be reinforced with

interpersonal source that the people have developed

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an issued over year to ensure popular acceptance

and participation. Similarly Rimon (2003) agree

with the above view but, said that there should be

a charge of emphasis from monologue in which the

mass media dish out information to the public, to

dialogue between people, couples, parents and

children, neighbours and friends. The

implementation of a communication state of that

combine interactive group and interpersonal sources

on the group with mass media initiative has over

the years successfully tackle many social and

health problems.

Pertinently, one of the major tools among

others used by the Nigeria government and other

concerned agencies within the country is the mass

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media. The media is believed to be the most

appropriate channels through which other far-flung

heterogeneous people. Within the country could be

reached as quickly as possible and subsequently

informed and/or educated about the disease and what

is needed to prevent, curb, hopefully and totally

overcome it. We must seek to engage this powerful

organizations as full partners in the fight to halt

HIV/AIDS through awareness, prevent and education.

2.7 Theoretical Framework

The agenda setting theory has been found

relevant to this study and would be looked at from

the perceptive of the role and influence of the

radio or mass media on the people as a way of

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testing the effectiveness of the media campaign

against HIV/AIDs through the radio.

Agenda setting theory is based on the belief

that the mass media set agenda for the public or

audience to focus its attention on Delfluer and

Dennis quoted in Umechukwu (2004) explain the

theory to mean a treatment of an issue in the mass

media and the beliefs about its importance on the

part of the individual who make up the news

audience. The theory was developed by McComb and

Shaw. This arouse as the end product or point of

the study of American presidential election of 1968

Mc Combs and Shaw (1972) it concentrate,

ascertaining how the mass media can influence

political process especially voting behavior.

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McComb and Shaw coined the terms agenda setting

with a core idea that the mass media emphasis on an

issue influences the audience to also view the

issue as important.

Similarly McCquail, (2000). States that, one

could submit that agenda setting is viewed as power

of the media to structure issues and plant them in

the minds of the people or audience such as the

HIV/AIDs enlightenment programmes. Thus, the media

by focusing related events such as news,

information and /or advert message on HIV/AIDs

transferred the event into and issues that is

highly discussed by the masses across the country

specially because of its rates of spreading and

danger. Also Umechukwu (2004), in view of the

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opinion that agenda setting theory is patience

framework which posits that, mass media

predetermines what issues are regarded as important

and worthy of public attention at a given time in a

given society. Similarly Bernard Cohen in his book,

coil “the press and foreign policy” Coiled in

Dominick (2000) is of the view that the media may

not always be successful in telling peoples to

think they are usually successful in telling people

what to think vis-à-vis the agenda for setting

theory. It would be found from the foregoing that

the mass media in addition to set agenda fro

enlightenment campaign, also dictates the issues on

which many people ultimately base their decisions

on some given issues of public importance, whether

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in politics, advertisement, health, economic,

social and electoral campaign.

However, the audience of researcher done by

several scholar are collected, consisted of data

showing a correspondence between the orders of

importance given in mass media in this view Folarin

(2005) puts it this way: the mass media have impact

on agenda setting in that they have the ability to

choose or emphasize certain topic thereby causing

the public to perceive the issues or topic as

important. This implies that the mass media

predetermine what issues are considered as

important at a given time in a given society.

Innovation diffusion is another theory that

has been fond relevance to this study. The

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implication in the use of this theory is that the

study sought to assess the diffusion of broadcast

campaign in HIV/AIDs to create awareness to the

public (people or audience. Similarly Roger and

Shoemaker (1971) states that, is an idea, practice

or object perceived as new by an individuals”. The

newness here, according to scholars does not

presuppose that such “Idea, practice, Object”. Is

entirely news or novel to member of a social group.

According to Nwodu (2006) also described this:

It rather means that through member of the

target group may be aware of such idea, practice or

object they have no particular disposition towards

the idea, practice or object prior to the launching

of the campaign for social change”.

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Innovation and diffusion therefore would mean

from the foregoing is the strategic exposure of

change targets to new idea, object or practice

(that is, innovation/in a manner that they would

pay attention to, understand, internalize and adopt

the new idea, object or practice (which is

diffusion) for their own benefit, Nwodu further

added that, innovation diffusion in essence aims at

encouraging change targets to be favourable

disposed to new idea, practice or object for their

own good.

Narrowing this down to exposure of HIV/AIDs

enlightenment campaign amongst the Asaba and Abraka

audience. It therefore implies that conscious

exposure to such campaign on HIV/AIDs and its

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adopting and performance of a new idea which

emanates from the campaign against HIV/AIDs by the

target public must result to high diffusion of the

programme since they (the audience) have adopted

such innovation which they have been exposed to.

The important of this is that there must be

remarkable change of attitudes and behavior for the

better.

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CHAPTER THREE

RESEARCH METHODOLOGY

PREAMBLE

This chapter presents the methodology adopted

for the study. This it explains the research

design, population of the study, sample size,

sampling technique, instrument of data collection,

method for data collection, method of data analysis

and finally limitation of the study.

3.1 Research Design

The research design adopted in the study was

the survey research design. The survey design is a

design employed for acquiring the information

needed for a research work. It helps to investigate

the behavior, opinion and perceptions of a group of

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people by questioning them either through the

questionnaire or interview schedule. This explains

why the researcher adopted the survey research

design with the aid of a questionnaire to find out

audience/listeners awareness of HIV/AIDs

enlightenment campaign on Radio Delta, Asaba.

Moreover survey design is employed where a

representative of a given population is used to

generate data, just as 400 audiences were used to

present all the people who listen to Radio Delta,

Asaba in the study.

3.2. Population of the Study

Population refers to the people who live or

work in a particulate area, city or country; it is

the total number of a particular group of people

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living in a particular area. Therefore, the

population of the study covered everybody in Asaba

in Oshimile South Local Government Area and Abraka

in Ethiope East Local government Area both in Delta

state which is estimated at 149, 603 and 137, 501

thousand in the 2006 census: the population of this

study comprised of male and female from both towns

bringing the grand total to 287, 104 people.

3.3. Sample Size

The sample size for this study was 400 which

represent both Asaba and Abraka towns. The sample

size figure was arrived at this by the application

of Taro Yamane (1974) formula for determine the

sample size from a given population that is up to

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several thousands and million(s) was adopted. The

formular is annexed as appendix I.

3.4. Sample Techniques

The sampling technique employed for this study

was the purposive sampling techniques. This type of

techniques is usually used when a researchers is

interested in a particular characteristics of a

given population and eliminates those who do not

meet up the criteria.

In line with the above, the sample of the study

was purposively drawn from listeners/audience of

radio Delta, Asaba in both Asaba and Abraka towns

of delta state because of their access to clear

broadcast signal from the radio station. Therefore,

400 listener/audience of the radio Delta, station

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were purposively selected from both towns already

mentioned above/ the sample was purposively drawn

to ensure effective representation of the

listeners/audience.

Consequent upon this, 200 listeners/audience

spread all over these two towns were selected from

each of them. A breakdown of this figure shows that

200 of the listeners/audience were male and 200

were female for each of the towns to ensure gender

balance.

3.5 Instrument of Data Collection

The data for this study was collected through a

20-item questionnaire consisting of four (4)

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section A-D section A focused on the demographic

data of respondent. Section B was on the level of

audience awareness of HIV/AIDs enlightenment

campaign or Radio Delta, Asaba. Section C on the

other hand dealt with the factor affecting the

level of audience awareness of HIV/AIDs

enlightenment campaign on radio Delta Asaba while

section D was on constraints (if any) affecting

audience awareness of HIV/AIDs enlightenment

campaign on Radio Delta, Asaba. The items in

section B,C and D were designed based on 5- point

likert scale which are strongly Agree (SA), ,

agree (A), Neutral (N), Disagree (D) and strongly

Disagree (SD), while the item in section A were in

close ended formats. The likerts scale, which is

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the most commonly used scale in mass media research

was used because they are good in showing the

strength of the respondents filling to the items

asked in the questionnaire. Beside the likert scale

helped tap into the cognitive and affective

components of the respondents attitudes.

3.6. Method for Data Collection

The questionnaire was administered personally

by the researcher on face to face basis in both

Asaba and Abraka towns. A total of 400 copies of

the questionnaire were personally administered to

selected number of respondent from each town with

200 copies of them administered in each of the

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town. The researcher waited for the questionnaire

to be filled and equally took advantage of the face

to face approach of distribution to clarify issues

some respondents did not quite understand in line

with research ethics.

3.7 Method of Data Analysis

Data retrieved from the respondents in raw form

were analyzed using a coding system and sample

percentages. The likert scale used in the

questionnaires were given codes. For example,

strongly Disagree (SD), = 1, Disagree (D), =2,

Neutral (N) = 3, Agree (A) = 4 and strongly

Disagree (SA) =5. The analysis is then done

following the compilation of large number of

statement administering the scale to selected

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sample. Coding the responses consistently so that

high scores indicate stronger agreement with thee

attitude in the statement and then analyzing the

responses and selecting for the final scale those

statement that mostly clearly differentiate the

highest from the lowest scale. The data collected

and collated were also presented on statistical

table for persona representation. The analysis were

done following the complicating of large number of

statement administering the scale of a selected

sample. Coding the response was consistent so that

high score indicate stronger agree with attitude in

the statement and then analyzing the Reponses and

selecting for the final scale those statement that

most clearly differentiate the highest from the

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lowest scale. The computed mean for this study is

3.0 it means that any factor or variable with a

mean score of 3.0 or above may be accepted or

regarded as positive while those with a mean below

300 are rejected or regarded as negative.

3.8. Limitations of the Study

A number of limitations were encountered by the

researcher in the course of carrying out his

research. However, the problem did not affect the

quality of the research work as well as the

findings of this study.

Fist, there was a problem of steady flow of

finance so as to meet up with the deadline for the

submission of this research work. Also, there was

the problem of getting the required appropriate

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respondents needed to fill out the questionnaire.

And finally, there was the problem of distance. The

researcher was faced with the problem of traveling

long distance from Abraka to Asaba where the

respondents were located to have them fill the

questionnaire. This was both time and energy

consuming and also required a deal of patience as

most of the respondents were hesitant in filling

the questionnaire due to one reason or the other.

FOR MORE INFO ON HOW TO GO ABOUT THIS RESEARCH WORK

CONTACT: OGHENEKARO EMMY TEDHEKE ON 08103629140

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