THE ROLE OF MASS MEDIA IN ENLIGHTENING NURSING MOTHERS ON THE BENEFITS OF EXCLUSIVE BREAST FEEDING (EBF)
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- Recommended for : Student Researchers
- NGN 3000
ABSTRACT
Mass media are often used to achieve audience mobilization and participation in the process of development. Often times, however, it fails to achieve the purpose for which it was designed owning to many factors. It is pertinent to ensure that such development communications are properly planned and designed so as to meet the target group and achieve the set objectives. This study examined the role of mass media in enlightening nursing mothers on the benefits of exclusive breastfeeding in Nigeria while analyzing the perceptions of women regarding the campaigns and the various media used in the exercise, it identified the various constraints in the utilization of the media to reach the envisioned audience. The study focused on Abia state. Anchored on the innovation diffusion theory, this survey research employed questionnaire as the major instrument of data collection. The data collected was presented in simple tables and percentages. The findings of this research findings include; interpersonal communication is the most effective mode of communication in communicating the exclusive breastfeeding campaigns, the campaigns do run in adequate volumes to effect behavioral change among these women, majority of the women reserve their predisposition towards exclusive breast-feeding in spite the campaigns and that they have challenges using the media through which they receive information on exclusive breast-feeding. Recommendations made at the end of this research work will help to enhance the planning and designing of the mass media in the state and Nigeria as a whole.
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