EVALUATION OF THE IMPACT OF MASS MEDIA CAMPAIGNS ON BREAST CANCER AMONG WOMEN
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EVALUATION OF THE IMPACT OF MASS MEDIA CAMPAIGNS ON BREAST CANCER AMONG WOMEN
Chapter one
INTRODUCTION
1.1 Background of the Study
Breast cancer among women is a serious issue that cannot be stressed in today’s world. According to reports, breast cancer is the leading cause of death in women worldwide (Schliemann, Htay, Dahlui, Paramasivam, Christopher, Cardwell, Tamin, Somasundaram, Donnelly, Su, and Donnelly, 2020).
Okeke (2018) adds that breast cancer has claimed the lives of several women. This high mortality or death rate can be attributed to a variety of crucial variables, including late or delayed detection, lack of knowledge, denial, a poor understanding and perception of cancer/disease, mental stress, and so on.
There is also abundant evidence that breast cancer has impacted a huge population of women living in Asaba Delta State, Nigeria. However, early identification of this disease may save a life (Okeke, 2018).
This author goes on to say that low physical activity, obesity, alcohol intake, a family history of smoking, and other variables all increase the risk of breast cancer.
As a result, education and awareness about breast cancer have been proposed as a viable option for successfully and efficiently combating the breast cancer epidemic among women (Désirée et al., 2020).
Okeke (2018) claims that getting medical attention on time, as is customary in modern or advanced countries, can save a breast cancer patient’s life. Interestingly, existing mass media campaigns have been found as an excellent medium for addressing the global issue of breast cancer in women (Onyenegechaa, Hikmet, & Ertan, 2021).
These mass media efforts have the advantage of illuminating, educating, and raising awareness about the harmful effects of breast cancer and the importance of early detection. Nelson and Salawu (2016) claim that media may be very useful for communicating in health interventions, particularly when it comes to breast cancer.
This research study so attempts to critically assess and thoroughly examine the influence and effect of mass media campaigns on breast cancer among women in Asaba, Delta State.
1.2 Statement of Research Problem
The lack of an efficient mass media system for raising breast cancer awareness in other parts of Nigeria (for example, Enugu State) has only exacerbated the disease’s negative impact on women. It is important to remark that the obvious problem with this research study is the lack of available information on the subject of breast cancer.
Most women in Asaba, Delta State, are unaware of breast cancer, how it affects their life, how to diagnose this lethal disease in its early stages, and how to treat the issue (Okeke, 2018).
The large number of illiterate women and girls in that section of Nigeria doesn’t help either. Furthermore, the media has done a poor job of educating women and girls in Asaba, Delta State, about the frequency of breast cancer.
Abject poverty, as well as a lack of necessary infrastructure and medical facilities for breast cancer treatment, are also issues that must be addressed (Okeke, 2018).
1.3 GOALS OF THE STUDY
The goals and objectives of this research study are as follows:
To determine the incidence of breast cancer among women in Asaba, Delta State.
To assess the impact of the mass media in raising awareness about breast cancer among women in Asaba, Delta State.
To discover the elements that can help to raise the existing level of information about breast cancer among women in Asaba, Delta State.
To showcase tactics for an effective mass media campaign targeting breast cancer among women.
1.4 RESEARCH QUESTIONS.
What is the breast cancer rate among women in Asaba, Delta State?
How effective is the media in raising awareness about breast cancer among women in Asaba, Delta State?
What variables can help to raise the current level of information about breast cancer among women in Asaba, Delta State?
What are the strategies for a successful mass media campaign against breast cancer among women?
1.5 Significance of the Study
This research work has academic and societal implications. This research would seek to expand on the existing body of information and research on breast cancer, as well as how the media can be highly vital and useful in guaranteeing early diagnosis of the threat and raising general awareness about the problem. There’s no denying that early identification of breast cancer can save a life.
As a result, this research would be of immense academic value to researchers, health workers, and medical practitioners. Finally, this research will act as a wake-up call to Nigerian public media campaigns to pursue vigorous enlightenment programmes in order to minimise women’s ignorance and lack of awareness about the lethal nature of breast cancer in Asaba, Delta State.
1.6 Scope of the Study
The primary focus of this research is on women and girls under the jurisdiction of Asaba, Delta State, Nigeria. More specifically, the purpose of this research is to emphasise the information gap and deficit of women and girls in Asaba, Delta State, about the subject of breast cancer and how it affects their lives and everyday activities.
1.7 Limitations of the Study
The primary constraint of this research study is the presence of women and girls in Asaba, Delta. One of the study’s key limitations is the region’s high rate of illiteracy and ignorance.
Furthermore, the researcher was concerned about the lethargic and lacklustre attitude of mass media efforts, as well as health and medical professionals. Lastly,
1.8 Operational Definitional Terms
Awareness – The level of knowledge, information, or facts about a specific issue or subject area.
Breast Cancer- This is a sort of cancer sickness that typically affects women and begins in the breast.If not treated properly, it could result in death.
III. Mass Media Campaigns – This is a sequential series or organisation of television programmes or interviews, newspaper publications and articles, and social media platforms aimed at accomplishing a predetermined purpose or target.
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