04/12/2023Paper by Jimi Kayode, Adeoye and others

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The Mass Media and Behavioural Change: Lesson from Family

Planning and Health Communication Campaigns

04/12/2023Paper by Jimi Kayode, Adeoye and others

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Abstract  The paper is a critical analysis of the role of the mass media in the process of attitude and behavioural change with particular reference to Health communication campaigns in Nigeria.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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INTRODUCTION

04/12/2023Paper by Jimi Kayode, Adeoye and others

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Human beings have always needed and desired information for survival as they face life and its several threatening situations. Such needs and desires are being met in every life by the mass media.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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The media are pervasive in any modern society. From the moment we wake up in the morning until the time we go to bed at night, the media are waiting to keep us company as they provide for us news and other useful information that helps shape our private worlds and our realities

04/12/2023Paper by Jimi Kayode, Adeoye and others

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THEORETICAL FRAMEWORK

04/12/2023Paper by Jimi Kayode, Adeoye and others

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The main theoretical paradigm for behavioural change communication views it as a process that individuals go through as they exchange information and as they interpret and react to different messages.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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Various models for this process have been developed in different fields

04/12/2023Paper by Jimi Kayode, Adeoye and others

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In the late 1940s Hovland and colleagues developed the first mass media impact model, which describes the change process as a hierarchy, leading from cognition to affection and then to action for behavioural.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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In the field of advertising and marketing, the model specifies four stages of behavioural change – attention, interest, desire and action (AIDA) and this was later expanded to six stages: attention, interest, comprehension, conviction, attitude and action.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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Generally, the theories of behavioural change communication explain the change in behavioural as a gradual step-by-step process often represented in some form of a hierarchical sequence. Piotrow and colleages (1997: 22 – 23) have identified five major types of theories relevant to behavioural change communication:

04/12/2023Paper by Jimi Kayode, Adeoye and others

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Stage/Step Theories Cognitive TheoriesSocial Process Theories Emotional Response Theories Mass Media Theories

04/12/2023Paper by Jimi Kayode, Adeoye and others

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All these theories explains in diverse aspects that individuals and groups progress from awareness and knowledge of new information to behaviour change based on what has been communicated to them over time.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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LESSONS FROM FAMILY PLANNING AND HEALTHN CAMPAIGNS

04/12/2023Paper by Jimi Kayode, Adeoye and others

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LESSON ONE

…the media are most powerful as agents of behavioural change when they are localized in planning, programming and message content and presentation.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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LESSON TWO

The three most popular mass media have been newspaper and posters/billboards, radio and television.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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LESSON THREE

It is really the integrated communication efforts that extend beyond the mass media that ultimately brings the synergy that has made health campaigns most effective.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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CONCLUSION

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There are important reasons to give the mass media important place in behavioural change communication

04/12/2023Paper by Jimi Kayode, Adeoye and others

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First, in many countries, survey result indicates that the general public considers the mass media to be a major source of new ideas.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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Second, popular media reach many more people than other forms of communication.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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Third, mass media as agents of health communication advocacy has proven to be cost effective.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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Fourth, policy makers and community leaders are more likely to be supportive if media coverage is favourable, because they believe mass media reflect public opinion

04/12/2023Paper by Jimi Kayode, Adeoye and others

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In this wise, three ways to work with the mass media are recommended: public information, public relations, and influencing entertainment programmes.

04/12/2023Paper by Jimi Kayode, Adeoye and others

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REFERENCESAkinfeleye, R.A. (1980) Health Communication and Development. Ibadan: Spectrum Books Ltd. Altschull, H.J. (1995). Agent of Power: The Media and Public Policy. 2nd Edition. New York: Longman Publishers. Baran, J.S. (2004). Introduction to Mass Communication: Media Literacy and Culture. 3rd Edition. Boston: McGraw-Hill Inc. Baran, J.S. and Davis, K.D. (2003). Mass Communication Theory: Foundations, Ferment, and Future. 3rd Edition. Calofornia: Thomson/Wadsworth. 

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Biagi, S. (2003). Media Impact: An Introduction to Mass Media. California: Thomson/Wadsworth. Bittner, J.R. (1989). Mass Communication: An Introduction. 5th Edition. New Jersey: Prentice-Hall Inc. Dominick, R.J. (1999). The Dynamics of Mass Communication. 6th Edition. Boston: McGraw-Hill Inc. Hanson, R.E. (2005). Mass Communication: Living in a Media World. New York: McGraw-Hill Inc. McQuail, D. (2000). McQuail’s Mass Communication Theory. 4th Edition. London: Sage Publications. Moemeka, A.A. (2000). Development Communication in Action: Building Understanding and Creating Participation. New York: University Press of America Inc.

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Nigerian Institute of Journalism & Johns Hopkins University Population Communication Services (2000). Integrated Health & Population Communication Curriculum. A Manual for Teaching and Learning. Lagos: NIJ/JHUPCS. Piotrow, T.P; KinCaid, D.L.; RImon ll, J.G. and Rinehart, W. (1997). Health Communication: lessons from Family Planning and Reproductive Health. Connecticut: Praeger Publishers.  

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Jimi KayodeJournalism Department Adebola Adegunwa School of Communication, Lagos State UniversityE-mail: jimikayode@yahoo.ca