TABLE OF CONTENTS
Title page
Certification page
Dedication
Acknowledgment
Abstract
Table of contents
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Definition of Terms
References
CHAPTER TWO: LITERATURE REVIEW
2.0 Focus of the Review
2.1.1 The Mass Media and Media Campaigns on Health Promotion
2.1.2 Female Genital Mutilation
2.1.3 Factors Influencing FGM Practice
2.1.4 Health Communication as Mass Media’s FGM Intervention
2.1.5 Culture and Mass Media Messages on Female Genital Mutilation
2.1.6 Empirical Studies on Mass Media’s influence on health behaviour change
2.2 Theoretical Framework
References
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design
3.2 Population of Study
3.3 Sample Size
3.4 Sampling Techniques
3.5 Instrument for Data Collection
3.6 Validity/ Reliability
3.7 Method of Data Analysis
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction
4.2 Return rate of distributed questionnaire
4.3 Analysis of Questions
4.4 Discussion of findings
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary
5.2 Conclusion
5.3Recommendation
BIBLIOGRAPHY
APPENDIX
Abstract
The use of mass media to crusade and mobilize support against certain crude and inhuman cultural practices has remained an essential focus on the social responsibility function of the media. Hence, this study beyond opinionated conjectures, empirically studied the influence of media campaigns in the eradication of Female Genital Mutilation (FGM) practice in selected communities of south south Nigeria. The survey research design was used to study a representative sample size of the target population. A sample size of three hundred and eighty three was selected and administered a twenty one item questionnaire. Research findings revealed that the media mix approach for the said campaigns, meaningfully helped at influencing the attitude of the south south rural women against the FGM practice. The study concluded that media campaigns against FGM have paid off and recommended that sensitization programmes like seminars etc. should be organized for traditional rulers, religious leaders and other opinion leaders to enable them use other rural media communication channels to further sensitize and mobilize the rural women so as to consolidate the gains of the campaign and ensure total eradication of the FGM practice.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Every media content obviously aims at influencing the attitude and behaviour of
its target audience. To achieve this, therefore, media practitioners must understand the psychographic and demographic realities of the target audience. Ipso facto, they must appreciate the prevailing culture of the people and the most useful and persuasive approach to use in order to influence attitude.
It, therefore, suffices that a strong relationship exists between mass communication and culture. Hence, Baran (2002:6) definition of mass communication as “the process of creating shared learning between the mass media and their audiences”. In line with its informative, educative and socialization functions among others, the media socializes the people into accepted norms and values as well as necessitates a change in cultural pattern where necessary, since human behaviour as well as culture is dynamic.
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