IMPACT OF MASS MEDIA CAMPAIGN ON REDUCTION OF MALARIA.

CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND TO THE STUDY

Every year, three million deaths are attributed to malaria, of which one-third are children. Morbidity estimates run close to 650 million just for Africa. Throughout the world five billion episodes of clinical illness occur that require anti-malarial therapy. Malaria disproportionately affects poor countries, with 58% of the cases occurring in the poorest 20% of the world population, although 40% of the world population is at risk of malaria. Endemic malaria works through multiple channels (e.g. fertility, mortality and population growths; savings and investment; productivity and medical costs) to impede growth, development and overall human well-being. More research is needed to determine the economic and non-economic factors that limit the accessibility and use of malaria control services by the poorest. Several researchers and programmes have highlighted the impact of mass media in controlling or reducing malaria although no studies have investigated the relationship between the mass media and malaria survival. This project aims to fill this gap.

Notwithstanding the idyllically or belligerent extent and nature of a nations socio-political cum economic milieu, society intermeddles with and is greatly dependent on the Mass Medias as a decisive factor for its continual existences, development and governance. Beyond being a socializing spency (Umechukwu, 2001:21), the Mass Media with their incalculable potentials, derived fundamentally from their traditional roles of education, entertainment, cultural transmission and surveillance of the society are great political and social forces.

As an element of increasing standard of living, development planning and social life of every citizen in Nigeria, especially with a reasonable national orientation, there is multiplicity of linkage between the Mass Media, the society and the population and housing Census exercise). Their activities and influence taking from the pre and post world war period to this period of communication technology explosion, the Mass Media have proven to be veritable instrument for national orientation.

They (the media) have been described as “consciousness industry”. This according to Oso (2003:39), is due to their role of creating awareness of both the immediate environment in which they operate to the outside world. Thus, according to Nall,(1986) as quoted in Oso (2003:39), “what we know of our society depends on how things are represented to us and that knowledge in turn informs what we do and what population Census programme we are prepared to accept”. In other words, the Mass Media in their role or function illuminate the implication of various governmental ideologies, politics activities, national and international etc. for apt actions and reactions and responses. They therefore do not only create awareness or are only a means for expression of ideas, but also they are “a social force to be reckoned with a vehicle for mobilization as admitted by Hoggant quoted in Umechukwu (2000:49)”

Pertinently, no matter how laudable government may consider its policy to be, the relevancy of its activities, this people would need to be mobilized, gingered for the achievement of national or social aim or goals. These Umechukwu (2005:52) yearns can only hardly take place without the Mass Media. Henceforth, Mass Media have been assigned to the job of interpreting the programme at stake as well. Thus, effort is made in this work critically highlight and evaluate this impact of the Mass Media campaign in the reduction of malaria, using iree community as a case study, perhaps how appropriate they performed in the light of the theoretical framework, which their operations ought to be based as played up by this work.

1.2       STATEMENT OF THE PROBLEM

This is a research that is based on determining or finding out the impact of mass media campaign in the reduction of malaria in iree community. In the course of this research, it will help the general public to receive information write ups and presentation and gathering of fact from the society, people and individual at large. It will also discuss if truly the mass media has had any impact in the reduction of malaria and how much of influence has it had.

1.3        RESEARCH QUESTIONS

In order to arrive at a certain and logical conclusion and provide a concrete and genuine answer to the topic of research, certain research question must be answered by members of the community in question.
This work is to provide answer to the following fundamental research question.

Do you think malaria can be totally eradicated or controlled?

To what extent do you agree that mass media campaigns have had impact in the reduction of malaria in your community?

To what extent do you agree that members of your community adhere to the instructions given about malaria in the media?

To what extent do you agree that mass media should improve in its campaign again against malaria?

In what areas of the media, do you think more campaigns should be placed.

1.4       PURPOSE OF THE STUDY

This is to make the entire people of Nigeria to know what impact the mass media is playing in the reduction of malaria in iree community. The difficulties and problems they are facing as regards malaria and also to give recommendation on how to solve those problems. As much as it affect the most entire publics and the media.

1.5   SIGNIFICANCE OF THE STUDY

The significance of this project work lies on the impact the mass media is making in its efforts to curb malaria in iree community. The hazard and how to improve on the campaign.