INFLUENCE OF BREAST CANCER BROADCAST MEDIA CAMPAIGNS ON THE HEALTH BEHAVIOUR OF WOMEN IN SOUTH-EAST NIGERIA

Ezugwu, Mercy Ifeyinwa and Nzekwe, George Nnamdi (2015) INFLUENCE OF BREAST CANCER BROADCAST MEDIA CAMPAIGNS ON THE HEALTH BEHAVIOUR OF WOMEN IN SOUTH-EAST NIGERIA. ESUT Journal of Media Studies, 9 (1). pp. 190-201. ISSN 0794-0939

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Abstract

Cancer is a major contributor of morbidity and mortality globally. Health experts insist that raising awareness on early detection and prevention is the surest way to reduce cancer fatality. Consequently, World Health Organizations (WHO) and other organizations have executed campaigns to this effect. This study, therefore, investigated the influence of breast cancer broadcast media campaigns on the health behaviour of women in South-East Nigeria. The study was anchored on two theories: Health Belief Model and Cognitive Dissonance theory. The research method used was explanatory mixed method. The findings of this study showed that 43.8% of the responses indicated that there is significant relationship between the level of awareness to breast cancer and the level of knowledge of breast cancer risk factors, prevention, treatment, screening methods and practice. It was found that 55.0% of the responses indicated that there is a significant relationship between the level of knowledge of the breast cancer risk factors, prevention, treatment, screening methods and practice, and the attitude towards breast cancer broadcast media campaigns on the risk factors, prevention, treatment, screening methods and practice. It also observed that 60.0% of the responses showed that there is a significant relationship between the level of attitude towards breast cancer broadcast media campaigns on the risk factors, prevention, treatment, screening methods and practice and the extent to which women practice Breast Self-Examination and the screening methods due to the campaigns. This was seen in the cross tabulation between the questions “do you agree that performing breast selfexamination and having clinical breast examination can help for early detection and reduction?” and “how often do you perform breast self-examination”? The study suggested the need for emphasis on a change in life style of women and more so, encourages women to perform Breast Self-Examination and Clinical Breast Examination regularly because the study found out that in as much as the women are aware of breast cancer, it has not really impacted on their life style which is a very strong contributor of breast cancer.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Management and Social Sciences
Depositing User: mrs chioma hannah
Date Deposited: 13 Nov 2019 13:36
Last Modified: 13 Nov 2019 13:37
URI: http://eprints.gouni.edu.ng/id/eprint/2450

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