Audience awareness of radio messages on adopting malaria preventive measures among rural dwellers in Oyo state, Nigeria
| dc.contributor.author | Lydia Oko-Epelle | |
| dc.date.accessioned | 2025-05-09T15:45:29Z | |
| dc.date.available | 2025-05-09T15:45:29Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | Purpose – This study aims to examine the audience awareness of radio messages on malaria prevention and how these messages have influenced the adoption of malaria preventive measures among rural dwellers in Oyo State, Nigeria. Design/methodology/approach – This research adopted a mixed-method approach, combining surveys and qualitative focus group discussions to gather data on respondents’ attitudes, knowledge and practices related to malaria prevention. The authors used Frequency distribution involving tables to present quantitative data, while we deployed thematic analysis to present qualitative data. Findings – Results showed that most rural dwellers (86.5%) were exposed to malaria prevention radio messages. However, findings indicated that awareness alone did not influence the adoption of malaria preventive measures; instead, a positive attitude toward messages influenced the adoption of the malaria preventive measures. Practical implications – Radio stations should tailor their messaging to address daily malaria difficulties while considering the target audience’s culture and belief systems. Also efforts should be directed at developing messages that promote awareness and build favorable attitudes toward preventative measures. Finally, radio stations, government agencies and health-care professionals must work together to guarantee that malaria prevention messages are effectively distributed. Originality/value – The originality of this study comes from its unique ability to examine audience awareness of radio messages, mainly as it influences the adoption of malaria preventive measures. | |
| dc.identifier.uri | DOI 10.1108/GKMC-02-2024-0095 | |
| dc.identifier.uri | https://repository.run.edu.ng/handle/123456789/4506 | |
| dc.language.iso | en | |
| dc.publisher | Global Knowledge, Memory and Communication, Emerald Publishing Limited | |
| dc.title | Audience awareness of radio messages on adopting malaria preventive measures among rural dwellers in Oyo state, Nigeria | |
| dc.type | Article |