Original Research Paper

The Mass Media And Behavioural Change: Lessons From Family Planning And Health Communication Campaigns In Nigeria.

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 campaign in Nigeria. The thesis of the paper is that the mass media have always played a major part in influencing behavioural change even though this process is dependent on the influence of several integrated impacts from all aspect of communication. In other words, while we accept the place of other forms of communication such as interpersonal communication in influencing behavioural change, and the fact that it is an integrated efforts from all the forms of communication that ultimately influences behavioural change, we cannot but establish that the mass media impact exist in all of these4 contexts. The paper first establishes the pervasiveness and influence of the mass media in our lives and then situates the discourse within the behavioural change theories and literature, after which discussion on the lessons that can be drawn from various health communication campaigns are highlighted. Conclusions reached are that the mass media have a role to play in behavioural change communication and that indeed this assertion had been proven by several research findings and that some lessons are available from health campaigns from the country, Nigeria.

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