IMPACTS OF JOURNALISM IN PROMOTING AWARENESS ABOUT PROSTATE CANCER
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IMPACTS OF JOURNALISM IN PROMOTING AWARENESS ABOUT PROSTATE CANCER
Literature Review
2.1 Television Media and Health Communication
As Akpan (2006, p. 1) points out, one of the 19th century’s scientific accomplishments was the use of air waves to construct a global communication network. Broadcasting is one of various methods for communicating to a big number of individuals at the same time.
It is comprised of the traditional mediums of television and radio. Heads (1985), referenced in Akpan (2006, p.9), describes broadcasting’s ubiquity, immediacy, voracity, flexibility, voluntaries, interference, and capacity for social control.
Campaign and communication strategists use these characteristics to their advantage. One such initiative is the Nigerian Breast Cancer Awareness initiative.
The primary role of broadcasting in development is to provide useful information (Akpan 2006, p. 14). This can be accomplished in a variety of formats such as straight news, group debates, testimonial interviews, magazines and combined entertainment information formats, spot announcements, radio drama serials, and so on.
According to several research, radio has helped the Nigerian population adopt health-conscious attitudes and practices. Akpan (2006), p. 4; Udeajah (2003), pp. 1–3)
As Green (2009, p. 6) explains, news is information that is important to a large number of citizens. Thus, health news such as breast cancer is very essential to citizens, as the phrase goes, “health is wealth.” The broadcaster’s coverage of such news requires the journalist’s objectivity, fairness, and ethical balance (Ugwunna, 2010, p. 15).
In his research of the television media’s involvement in the fight against breast cancer, Nnanna (2008, p. 19) writes, “The media’s life-saving mission to increase awareness about early detection and prevention of breast cancer is very crucial. It aids in spreading the word across the country via a campaign that makes use of extensive broadcast outlets.
According to him, such campaigns reach a wide spectrum of viewers via local, national, and international television stations, pushing women across the country to adopt an early detection strategy. Thus, such broadcast materials motivate women to act, which may save their lives.
The sheer incidence of sickness and mortality makes breast cancer an appealing topic for the media. It is a consistently high-profile news item following a major increase in coverage throughout the third decade of the twentieth century (Corbete & Mori, 1999, p.176). Breast cancer has received far more attention than other major diseases (Kitzinger, 2000, p.11).
Studies show that the general population relies heavily on the media for health information (Martinson & Hindman, 2005; Reagan & Collins, 1987), and that media messages add to health knowledge (Salmon & Akin, 2003).
Studies on health information sources demonstrate that the public uses different channels depending on their background, traits, and health requirements (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, magazines, internet) are the primary sources for health-conscious individuals, while passive consumption channels (television, radio) serve those who are less health conscious.
He determined that television is most suited for preventive initiatives, especially when the message includes pleasure and information.
2.2 Cancer is a genetic disease.
Each year, hundreds of thousands of individuals die as a result of malignant tumours. Mutations in genes that govern cell growth and division cause cancer.
However, the causes of malignancies are still unknown to scientists, and key research have revealed that most cancers are hereditary in origin.
Cancer is not a single disease, but rather a set of diseases that can arise from a variety of body tissues, with some growing rapidly and others growing slowly. Some can be prevented from spreading, while others cannot (Peter and Michael, 2010, p. 4).
Over the years, research has proven that lung cancer is the most common type of cancer, which is caused by cigarette smoking. Prostate and breast cancers are also prevalent. The fatality rate from cancer is steadily increasing, and medical specialists have made huge attempts to reduce it.
The human body is composed of millions of cells, which contain our genetic material. The human cell contains 46 chromosomes (23 pairs), half of which are inherited from each parent. The chromosomes hold the body’s blueprint (genes).
However, these genes affect human features and, when altered or mutated, increase the risk of uncontrolled cell proliferation. This cell proliferation can result in the development of a tumour.
These genes go by several names, but the gene responsible for the growth of cancer tumours is referred to as “cancer susceptibility genes” (Walsh & Worthington 2003, p. 34).
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