AWARENESS AND ATTITUDE OF RURAL WOMEN IN KADUNA STATE TOWARD BROADCAST MEDIA CAMPAIGNS ON BREAST CANCER TABLE OF CONTENT

TOPIC IS SUITABLE FOR:
1. Department of Mass Communication
2. Department of Public Health
3. Department of Nursing Science
4. Department of Health Education

TOPIC: AWARENESS AND ATTITUDE OF RURAL WOMEN IN KADUNA STATE TOWARD BROADCAST MEDIA CAMPAIGNS ON BREAST CANCER

TABLE OF CONTENT
Abstract
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objective of the Study
1.4 Research Questions
1.5 Research Hypothesis
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Definition of Terms
CHAPTER TWO: REVIEW OF LITERATURE
2.1 Conceptual Framework
2.2 Theoretical Framework
2.3 Empirical Review
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design
3.2 Population of the Study
3.3 Sample Size Determination
3.4 Sample Size Selection Technique and Procedure
3.5 Research Instrument and Administration
3.6 Method of Data Collection
3.7 Method of Data Analysis
3.8 Validity of the Study
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Data Presentation
4.2 Analysis of Research Questions
4.3 Test of Hypotheses
4.4 Discussion of Findings
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary .
5.2 Conclusion
5.3 Recommendations  
5.4 Suggestions for further studies 
References
Appendix

ABSTRACT
The research was conducted on Awareness and Attitude of Rural Women in Kaduna State towards Broadcast Media Campaigns on Breast Cancer, with Kagarko Local Government Area being the targeted area. The aims were to gauge the level of awareness of breast cancer in the rural women, their exposure to broadcast media campaigns, their attitude to the messages being delivered by the radio and the television, and the issues that hinder the effectiveness of the campaigns. The descriptive survey research design was used due to the fact that it enabled systematic gathering of information about large population without the manipulation of variables. The Taro Yamane formula was used to obtain a sample size of 399 based on a study population of 200,000 women in the Kagarko LGA with 95 percent confidence level. There was a fair representation of respondents through multi-stage sampling technique that entailed stratification, random and systematic selection. The structured questionnaire was structured on a 4 point Likert scale (Strongly Agree, Agree, Disagree, Strongly Disagree) and was validated by experts in mass communication and public health with reliability coefficient of 0.82. A total of 380 questionnaires were retrieved out of the 399 distributed and analyzed with the use of the descriptive statistics of mean and standard deviation and the hypothesis tested using chi-square. The results showed that rural women have little awareness about breast cancer (overall mean = 2.31, SD = 0.89), exposure to breast cancer media campaigns was low (overall mean = 2.28, SD = 0.93) and their attitudes toward breast cancer messages delivered in broadcast media were mostly negative (overall mean = 2.35, SD = 0.91). The problems that were identified were language barrier, cultural misunderstanding, and infrastructural limitations. Concluding on the basis of the findings, the study suggested that broadcast media campaigns need to be localized with local languages and cultural stories, the government should invest in rural media infrastructure, the community structure must be combined with the broadcast campaigns, and media professionals must cooperate with healthcare professionals to make sure that the messages are accurate and culturally specific.

CHAPTER ONE
INTRODUCTION (Preview)
1.1 Background of the Study
Raw statistics are not what guides human decision making in health situations. We are guided by narratives, symbols and trusted voices. Narratives communicate and instill the felt sense of risk, efficacy and social norms; locate audiences in related communities of practice and generate action messages. Orality and repeatability can be particularly effective in low-literacy settings, and apparent authority and mythic harmony determine whether to rehearse or disregard messages at all. In present-day research in West African studies, it was found that messages which resonated with daily roles and identities were more susceptible to being internalized as knowledge that can be acted upon (Abdou et al., 2020; Ijah & Ijah, 2023). Similarly, recent experimental and observational reports emphasize the importance of the repetition through different communications in consolidating recall, as well as diffusion of the important notes among peers (Nyineizooba, & Isabirye, 2024; Sinha, & Sharma, 2024). Such insights in the foreground of communicative logic within the reception and meaning-making place the stage setting of the discursive approach to depiction on how audiences build the salience of a specific health state, in this case, Breast Cancer.
There has been sharp increase in occurrence of breast cancer in recent decades in sub-Saharan Africa and Nigeria has gradually become top most diseased areas in the sub-Saharan region. It has been estimated that there is a growing burden of burden due to the perceived factors of genetic predisposition and environmental stimuli coupled with the changing reproductive and lifestyle factors (Zheng et al., 2018; Azubuike et al., 2018). The trends have further been aggravated by the late presentation, and low screening uptake, which lead to worse prognoses than in high-income areas (Kolawole & Ong, 2022; George et al., 2019). In the recent systematic reviews, the concept of prevalence based on the current findings is not only the biomedical statistic but the social reality that influences how women perceive their risk, and thus, interventions are based on framing breast cancer as urgent and manageable (Airaodion, 2024; Daniel et al., 2024). By locating the prevalence in this wider epidemiological, sociocultural landscape, the reason behind the perception of communication interventions, especially those set in a broadcasting context, in impacting the change of the course, becomes apparent.
It is against this epidemiological backdrop that the broadcast media campaigns against breast cancer are able to act as agenda-setting media, with signaling effects about what to think about, how often, and to what degree of urgency. Radio and television in sub-Saharan Africa are accessible, timely, and linguistically flexible enough to carry out frequent bursts of messaging and also have longer running formats that scaffold learning (Dzidzornu et al., 2024; Chiluwa, 2021). The digital-radio hybrids evidence also suggests that the additional exposure in terms of call-in programming, and rebroadcasts of broadcast spots results in the audience members exhibiting a stronger recall of screening measures and existing pathways to care (Sinha & Sharma, 2024; Nyineizooba & Isabirye, 2024). In addition, the selective use of indigenous terms and local representatives is recorded in the literature as a deliberate maintenance strategy to preserve interest and recollection between episodes (Dzidzornu et al., 2024; Chiluwa, 2021). In such a way, broadcast campaigns do not simply represent information dump but patterned and culturally contextualized actions at the normalization of early detection talk and behavior of routine screening.
Deriving the campaign architecture, the overall awareness and attitude of women to these broadcast messages are co-effected by perceived susceptibility, perceived rewards as well as trust in the messenger. According to research in Nigeria and other neighboring setting, message clarity, language localization, and the format of the testimonial are linked to positive attitudes and the disposition to take screening actions (Airaodion, 2024; Daniel et al., 2024). In support of this, Abdou et al. (2020) noted that when messaging is framed in terms of early actions as a socially desirable, affordable outcome, the attitudinal orientations of women will be aligned to self-efficacy and pregnant peers advocacy. More recent assessments as well also take into consideration the influence that repetition in exposure has in stabilizing consciousness between a passing recognition to long-term knowledge especially when jingles and dramas are interspaced at peak listening and viewing periods (Nyineizooba & Isabirye, 2024; Sinha & Sharma, 2024). Attitudes can consequently be best interpreted as the dynamic result of encounter frequency, perceived relevance, and a social consolidation arising out of a common listening space.
In view of this dynamism in the attitude, extent of exposure then becomes central in interpreting campaign influence. Measurement studies triangulate self-reports and channel analytics, which reveals that women who have heard the messages about a health condition through two channels, radio and television, report higher rates of recall of symptom lists and screening intervals compared to exclusively channel listeners (Dzidzornu et al., 2024; Nyineizooba & Isabirye, 2024). What is more, exposure is reduced by mobile phone ownership and shared listening practices: larger proportions of the population hear rebroadcasts and call-ins expanded to evenings and Market Day rhythms, for instance, adding the possibility of repeated contact (Chiluwa, 2021; Sinha & Sharma, 2024). Exposure is not equated with frequency, as it is argued by Daniel et al. (2024), the concept of exposure is about patterned engagement, who listens to whom, and in what social context. In this respect, awareness is a cumulative characteristic of media diets and interpersonal communication where the entry points of broadcast relay the salience of messages between face-to-face interpersonal communications and incidental clinical interactions (Airaodion, 2024; Daniel et al., 2024).
In parallel with indexes of exposure, recent discussions focus on the approach to messages, language planning, channel combinations offering the maximum level of relevance, without violating cultural wrappings. The study highlights that dependent language selection, well-structured advantages, and familiar voice narration holds the essentials together and allows remembering by heart the stages of self-struggle (Dzidzornu et al., 2024; Sinha & Sharma, 2024). The complementary results of civic health initiatives indicate that participatory forms phone-ins, vox-pops, listener diaries ensure identification intensification and the positive development of descriptive norms in women viewers (Chiluwa, 2021; Okafor et al., 2023). Noteworthy, the new data on Nigeria and Uganda suggest the usefulness of sequencing: short, frequent spots, together with episodic edutainment reinforce memory without overloading the memory (Nyineizooba & Isabirye, 2024; Daniel et al., 2024). It is through such overlapping strands that broadcast media campaigns may be envisaged as reflective learning experiences in which message repetition fosters consistent, positive dispositions towards early detection.
Based on such continuities in the background of remote parts of the world, Kaduna State has presented a striking point in understanding awareness, exposure and attitudes of broadcast campaigns among rural women. The North-Western evidence indicates that there is a high level of radio dependency and an increasing television coverage, which offers a solid framework on serious health-related communication (Eseigbe et al., 2024; Ibrahim et al., 2022). When such campaigns build on local languages and patterns of listening during market days, gatherings can reinforce knowledge and exchange cues to act, as it has been shown broadly in Nigerian studies (Mojisola, 2023; Daniel et al., 2024). Based on this understanding, this paper is anchored by rural societies in Kaduna where people cannot leave home without radio and television and where community listening is the order of the day. By identifying awareness levels, identifying pathways to exposure as well as characterizing attitude in this scenario, the study presents itself as an intervention into the existing academic discussions on how the campaigns are conceptualized as well as how they are received within the context of real world media ecologies through which women in this scenario encounter the information regarding breast health.

1.2 Statement of problem
Breast cancer is still the most prevalent malignancy among women in Nigeria with reports indicating an increase in prevalence and late-stage diagnoses especially in the rural locations (Airaodion, 2024; Kolawole & Ong, 2022). Like in the rest of Northern Nigeria, education on symptoms and prevention strategies such as self-breast examination and mammography testing remains an insufficient activity in Kaduna State, and reliable information is frequently shared via unstructured processes and channels, i.e., informal networks (Eseigbe et al., 2024; Ibrahim et al., 2022). The above scenario reveals that although most parts of the country have ever been the recipient of broadcast media campaigns to generate awareness, there is no consistent evidence on how these campaigns have achieved their impact on the perceived knowledge, attitudes and practices of rural women. Ideally, the rural women need to be well informed about the risk factors of breast cancer, exhibit optimistic attitudes concerning early diagnosis, and develop an enthusiasm towards protective measures practices that would be strengthened by the broadcast- campaigns. Nonetheless, there is a lack of empirical research to determine the effectiveness of broadcast media campaigns in influencing awareness and attitude among women in the rural areas of Kaduna, which raises the question of how well they would help in filling the information gap (Dzidzornu et al., 2024; Nyineizooba & Isabirye, 2024).
The available body of literature on breast cancer awareness and media interventions in Nigeria and other countries in the region has been mainly preoccupied with urban cohorts, surveys, and general awareness level measurement or digital interventions, with less concern about rural women who are mostly hit by late-stage disease (Adegbenro et al., 2014; George et al., 2019). Besides, although certain studies have discussed the level of awareness, few have analyzed the amount of exposure on particular media campaigns and the associated attitudes on the social groups in rural settings (Daniel et al., 2024; Wogu et al., 2019). This poses a knowledge gap on whether the broadcast campaigns, especially those relayed via radio and television set ups, are effectively reaching and impacting on the women in the rural environs of Kaduna State. Laying gaps with such evidence, the present study aims at inducing evidence on awareness, attitudes, and media exposure patterns of the rural population of women, thus, generating evidence to inform the designing of more effective, culturally sensitive, and impactful breast cancer messages, in a similar setting.
1.3 Objectives of the Study
The main objective of this study is to examine the awareness and attitude of rural women in Kaduna State toward broadcast media campaigns on breast cancer.
The specific objectives are to:
i.Assess the level of awareness of breast cancer among rural women in Kaduna State.
ii.Determine the extent of exposure to broadcast media campaigns on breast cancer.
iii.Examine the attitude of rural women toward breast cancer messages disseminated through radio and television.
iv.Identify the challenges limiting the effectiveness of broadcast media in promoting breast cancer awareness in rural communities.
OTHER PARTS OF CHAPTER ONE INCLUDE:
1.4 Research Questions
1.5 Research Hypotheses
1.6 Significance of the Study
1.7 Scope of the Study 
1.8 Definition of Terms

CHAPTER TWO
LITERATURE REVIEW (Preview)
This chapter critically examines relevant literature that would assist in explaining the research problem and, furthermore, recognizes the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps. This chapter, therefore, focuses on the concept of breast cancer, awareness of breast cancer among rural women, attitudes of rural women towards breast cancer, broadcast media campaigns on breast cancer, and the influence of broadcast media campaigns on breast cancer awareness and attitudes. The chapter covers the following subheadings:
2.1 Conceptual Framework
2.2 Theoretical Framework
2.3 Empirical Review
2.4 Summary of Literature Review

CHAPTER THREE
RESEARCH METHODOLOGY (Preview)
Research Design: The study adopted a descriptive survey research design.
Population of the Study: The population of the study comprises women in Kagarko Local Government Area, Kaduna State.
Sample Size Determination: The study adopted the Taro Yamane formula to determine a sample size of 399 respondents.
Sampling Technique: The study employed a multistage sampling technique to select the individual respondents.
Research Instrument: The study utilized a structured questionnaire based on a four-point Likert scale as the instrument for data collection.
Methods of Data Analysis: The collected data were analyzed using frequencies, percentages, and means to summarize and present the demographic characteristics of the respondents and their responses. Inferential statistics, such as Chi-square, were used to test the hypotheses.

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
MAJOR FINDINGS (Preview)
The analysis results were presented in tables. Based on the results obtained from the analysis, the following findings are made:

i. The study found that the descriptive analysis indicated a relatively high level of awareness of breast cancer among rural women in Kaduna State, as evidenced by mean scores ranging from 3.13 to 3.19, which were above the cutoff mean of 2.50. However, the corresponding chi-square test showed a value of 26.32, with 1 degree of freedom and a p-value of 0.000 (p < 0.05), indicating a statistically significant difference between the observed and expected frequencies. The categorical results showed that 240 respondents had low awareness, compared to 140 with high awareness, suggesting that overall awareness remained inadequate despite positive responses to the individual awareness statements.

ii. The study found that rural women in Kaduna State had relatively high responses to statements on exposure to broadcast media campaigns on breast cancer, as evidenced by mean scores ranging from 3.00 to 3.15, all above the cutoff mean of 2.50. However, the corresponding chi-square test showed a value of 51.58, with 1 degree of freedom and a p-value of 0.000 (p < 0.05), indicating a statistically significant difference between the observed and expected frequencies. The categorical results showed that 260 respondents had low exposure, compared to 120 with high exposure, indicating that the reach of broadcast media campaigns among rural women remained limited.

iii. The study found that rural women generally expressed positive responses to individual statements concerning breast cancer messages conveyed through radio and television, as evidenced by mean scores ranging from 3.11 to 3.18, all above the cutoff mean of 2.50. However, the corresponding chi-square test showed a value of 16.84, with 1 degree of freedom and a p-value of 0.000 (p < 0.05), indicating a statistically significant difference between the observed and expected frequencies. The categorical results showed that 230 respondents had a negative attitude, compared to 150 with a positive attitude, suggesting that negative attitudes towards broadcast media messages remained a concern.

iv. The study found that technical challenges, limited access to electricity and broadcast devices, infrequent broadcasting, language barriers, and competing socioeconomic concerns were major factors affecting the effectiveness of broadcast media campaigns on breast cancer in rural communities in Kaduna State, as evidenced by mean scores ranging from 3.14 to 3.21, all above the cutoff mean of 2.50. This indicates that infrastructural limitations, language differences, irregular dissemination of messages, and socioeconomic challenges hinder the effective delivery and reception of breast cancer awareness campaigns among rural women.

CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
This chapter covers the following outline:
5.1 Introduction
5.2 Summary of Findings
5.3 Conclusion
5.4 Recommendations
5.5 Limitations of the Study
5.6 Suggestions for Further Studies

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