Urban media operators and maternal health awareness: An inquiry
No Thumbnail Available
Date
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Description
The advancement of health for urban dwellers would be an uphill task and may end up not
becoming a reality without the involvement of media operators situated in urban settings. The
role of the media industry in facilitating health and wellbeing as embedded in the Millennium
Development Goals as well as the Sustainable Development Goals cannot be underemphasized.
This study zeroed in on two Nigerian broadcast media operators - Africa Independent Television
and Lagos Television - for the purpose of ascertaining the knowledge of urban media operators on
maternal health; identifying the target audience of maternal health messages; knowing the
language(s) used in transmitting maternal health messages; finding out the performance rating of
urban media operators as regards maternal health dissemination; and discovering strategies
adopted by urban media operators to promote maternal health awareness. The qualitative
research approach by way of interview was adopted to address the aforementioned study
objectives. Amongst several findings of the study, it was deducted that the urban media operators
in question were knowledgeable on the subject matter, had more than one type of target audience
for their maternal health messages and made use of awareness campaigns. A major
recommendation of this study was that urban media operators required a good level of
networking with urban health organizations to break through barriers that impede the massive
success of propagating maternal health messages that are beneficial to urban dwellers in
particular and the entire public in general.
Keywords
H Social Sciences (General)