CHAPTER ONE

INTRODUCTION
1.1 Background of the study
The first newspaper to be published in Nigeria, the Iwe-Irohin was mainly to
provide information for the people which have long become the role of the
newspaper to this present age. Ever since the first publication, to the present era of
contemporary newspaper, the newspaper has being one of the main sources of
information, education, entertainment, sensitization, and mobilization. However, the
newspaper reports of issues are mainly about activities in the urban areas where it is
situated, thereby giving rural issues less or no attention. The activities of the rural
areas especially in the health sector are under covered, if at all they are even
covered. Neglecting these issues, will only result in low government participation in
providing rural health care delivery to the rural people, thereby resulting in more
drastic rural health issues like endemic diseases such as guinea worm, meningitis,
cholera and diarrhea (Abdulraheem, 2012)
Up to 20l5, we have not yet completely realized the government's millennium
development goals (MGDs) of achieving (Health for all). This is even more evident
in the rural and remote areas where most of the worlds' populations live. Around the
world, the health status of people in the rural areas is generally worse than in the
urban areas (Strasser, 2003).
With the concentration of poverty, low health status and high burden of disease in
rural areas, there is a need to focus specifically on improving the health of people in
rural areas. This is where newspaper coverage of health related issues become
imperative. Particularly, if the newspaper devote more of its articles, features,
editorials and news stories on the health issues of the rural populace.
1

The newspaper, through its health dissemination roles can draw attention to these
health issues thereby mobilizing efforts towards addressing the problem.
Nwabueze, Ezeoke and Obiora (2011) states that: The newspaper plays a vital role in
the Promotion of National Health Programmes all over the world. Among the
essentials which are employed in the promotion of National Health Programmes in
Africa are education, information, entertainment, sensitization and orientation. In
order to effectively utilize the media especially the newspapers in implementing,
monitoring and evaluation are required.
The roles of the newspaper provide information about health and make people aware
of their health conditions so as to prevent the spread of various diseases. This makes
the newspaper significant source of health related medium which can shape the way
people think about and discuss health issues. This can be done by putting health
issues in the minds and lips of everyone. The newspaper concentrates more in the
urban areas in its reportage than the rural areas.
Strasser (2003) states that, access is the major rural health issues even in countries
where the majority of the population lives in rural areas, the resources are
concentrated in the cities. 'This includes the newspaper which is meant to bring out
these issues faced by the dominant rural people. A lot or known health problems are
rarely covered. It does not mean that there are no disease outbreaks, communicable
diseases and other ill health conditions that need urgent media coverage. It is
paramount to note here that a lot of rural dwellers suffer and even die as a result of
simple communication which they lack for the prevention and cure of diseases
prevalent among them.
The background given thus far shows that the health issues of the rural people which
constitute the large chunk of the Nigerian population is not adequately portrayed in
2

the Nigerian newspapers. It also shows that, as a result of the negligence, the rural
people are facing untold health challenges. Similarly, the background has shown
that print media practitioners are located in most urban centres. Therefore, the study
puts its searchlight on the health issues of rural areas published by the 2 Nigerian
newspapers, The Daily Trust, the Sun newspaper.

1.2 Statement of the problem

To be in good health, the rural people need adequate and accurate information and
knowledge on health measures, health conditions and diseases and more so,
government health care programmes such as immunization, vaccines, measures
against prevalence of risk factors for non-communicable, as well as communicable
diseases and effectiveness of interventions against these diseases.
The newspaper is an important tool among the mass media for the purpose of
creating mass awareness and public sensitization. The newspaper coverage of health
issues among the rural dwellers can create agenda for the public and the government
in policy making and mobilization so as to tackle such issues. It can contribute
through effective health communication towards addressing these problems.
The researcher seeks to find out the coverage of rural health issues in the Nigerian
newspapers. What roles the Nigerian newspapers play in reporting rural health issue,
policies and programmes and how they perform such roles in terms of the
prominence given to issues on health This is based on the effectiveness of
newspaper coverage in promoting awareness of these issues and its roles in the
prevention, control and cure of diseases in the rural areas. Therefore the researcher
seeks to find out the extent to which Nigerian newspapers cover rural health issues
and the prominence given to these issues.
3

1.3

Objectives of the study

The objectives of the study are to:

1 To ascertain whether The Daily Trust, the Sun newspapers report rural health
issues in its contents.
2 To determine the extent to which The Daily Trust, and the Sun newspapers
cover health issues in the rural areas.
3 To examine the roles that The Daily Trust, and the Sun newspapers play in
reporting health related issues in the rural areas.
4 To ascertain the level of prominence given to health issues in the rural areas
by the Daily Trust, and the Sun news papers.
1.4

Research questions

Based on the problems and objectives of the study, the following questions have
been designed to guide the study.
1.

Does Daily Trust, and the Sun news papers report rural health issues?

2.

To what extent do Daily Trust, and The Sun newspapers report health issues
in rural areas?

3.

What roles do Daily Trust and The Sun newspaper play in reporting health
issues in rural areas?

4.

What is the level of prominence given to rural health issues by the Daily
Trust, and the Sun newspapers?

1.5

Scope of the study

The scope of this study is to study newspaper coverage of Health issues in Nigerian
rural areas: a content analysis of daily trust and the sun newspapers. The study shall
cover and be limited to the readers of Daily Trust and The Sun Newspaper using
Nasarawa Toto as a study.
1.6

Significance of the study

This study is expected to make theoretical and methodological contributions to

health issues in rural areas so as to help in identifying the various dimensions of
health-related issues that will create the need for the application of health measures
and policies to the problems in the rural areas. 'This would be of importance to both
the government in policy making and to the rest of the world.
Most newspaper organizations would find the findings of this research work
essential to the treatment/coverage of rural issues especially on health related issues,
and the instruments for this research may be used in media organizations in their
media strategy planning on the reportage of health issues.
Also, the government would find the Issues neglected in the rural areas useful for
their plan mechanism in rural health care delivery. It is hoped that the print media
practitioners would improve the coverage of and enhance performance in bringing
out neglected issues so as to contribute to the growth and development of health
issues in the rural areas. It is also hoped that other researchers would find this work
helpful and of great importance as they build on this work towards achieving a
general working basis upon this work.

1.7

Definition of terms

The following terms are hereby defined:

Newspaper:A periodic publication consisting of folded unstapled sheets containing
local and international news stories, advertisement,

announcements, articles,

diverse features, editorials, cartoons, sports and correspondence.

Coverage: The treatment of an issue by the media. The amount of attention or
treatment given to an issue, place, people etc.
Health:

The state of being free from illness or injury. A person's mental or

physical condition.
Rural Areas: This is any area that is characterized by a large population density and
also lacks basic social amenities like water, electricity, good roads, education and
access to good health facilities. It is the

opposite of what is obtained in the

urban areas.
Immunization: The process by which a person or animal becomes protected against
a disease. This term is often used interchangeably with
Antigens:

vaccination or inoculation.

A substance that enters the body and stimulates the production of an

antibody to fight what the immune system perceives as an invader.

References
Abdulraheern, 1., Oladipo, A. and Amodu, M. (2012). Primary health care
services in Nigeria: Critical issues and strategies for enhancing the

use

by the rural communities. Journal of Public Health and Epidemiology.

Vol 4( 1). http:/www.academicjourna1s.orgIJPI-lE. Accessed

25/2/20l3.

Nwanbueze, C., Obiora, T. and Ezeoke, C. (2012). Print media coverage of world
malaria day201] in Nigeria. Benin Media Com journal. Vol. ), pp.139-149.
Okorie, N. and Oyedepo, T. (201 Oj.Newspaper reportage and its effect
towards promoting agricultural development in Nigeria. Journal 0/
MediaCommunicationVol.3(2).pp.27-32.
http:/www.academicjournals.org/JMCS. Accessed 21/6/2013.
Strasser, R. (2003).Rural health around the world: Challenges and
Family Practice.Vol. (20) 4 pp.457-

solutions.

463.http:lwho.int/whrll

998/whrcll.htm Accessed 20/2/2013.

Uwom, O. (2012). A comparative analysis of newspaper coverage of breast
cancer in 2010 and 201 1: A case study of The Punch and the
newspapers. Benin Media Com Journal. No.5. pp. 174181

Guardian

CHAPTER TWO
LITERATURE REVIEW
2.1

Introduction

This chapter examines existing literature relevant to the subject of the study. It
reviews previous research studies, theories, and works that look into issues affecting
newspaper coverage of health issues in rural areas.
Thus, the chapter covers; theoretical framework, an overview of rural areas, an
overview of health, understanding health communication functions of newspaper,
newspaper and health communication, as they relate to the subject matter.
2.2

Review of literature

2.2.1 An Overview of Rural Areas

In a study dealing with rural areas, Asemah, Anum & Edegoh (2013: 17)
international journal of Arts and Humanities, define rural areas generally to areas in
a country that are not fully developed. They are areas in a nation where you still
have high traditional lifestyles that cannot be found in the urban areas or centres.
Udoaka (1998:49), cited in Asemah, et al (2013) avers

that when the word "rural"

is mentioned in Africa, certain things are conjured in our minds. These images,
according to Udoaka centre on acute underdevelopment and poverty and they
manifest themselves in the form of bad roads, lack of water supply, poor housing,
poor sanitation and high rate of illiteracy. Udoak a further observes that the word
brings to mind geographic locations in Africa, with populations of hungry, wretched
looking people and stunted, kwashiorkor ridden children. It conjures the image of a
people, who suffer in the farms, from morning to evening, but whose harvest is not
commensurate with the efforts and time spent; it conjures the image of people who
8

are starring, eating at best, once in a day after returning from the market. According
to Asemah, et al. (2013:27) rural areas are such areas that lack the necessary
infrastructure to make a meaningful living. 'They lack infrastructure like good roads,
electricity, portable water, good market, banking institutions, good schools, health
centers, etc. Those in the rural areas need to go to urban areas whenever they need
such infrastructures. For example, people in the rural areas normally go to the towns
and cities whenever they need healthcare services. This explains why Anaeto and
Anaeto (2010:12) argue that what is seen in the rural areas in Africa is the picture of
poverty, unemployment, hunger, non-availability of infrastructure, illiteracy, lack or
basic social amenities, like portable water, good roads and hospitals e.t.c. In the
same vein, Aderanti (1982), cited in Asemah (2011) notes that living conditions in
the rural areas arc relatively poor. Colgate (2009), cited in Nwabueze (2010) defines
a rural community as an area where people's living condition is very poor. Rural
community as noted by Colgate, cited in Nwabueze (2010) is better defined by
looking at its characteristics, which include high level of illiteracy, low productivity,
cultural homogeneity one way of communication and absence of infrastructure,
among others.
From the foregoing therefore, the rural areas are the villages and the communities
that are outside the cities, towns and state capitals in a country. Contrary to what is
obtainable in the urban areas; closeness of the people to the natural environment,
greater social homogeneity, smallness of the communal aggregates, predominance of
agricultural occupations and relative sparse population arc what arc discernible in
the rural areas. Rural dwellers arc disadvantaged people, whose houses seldom have
running water and electricity, who live in extreme survival crises during rains, sun,
wind, storms, harmattan, blizzards and drought, who possess no good roads, no
portable water, are acutely isolated.
9

2.2.2 An Overview of Health

Health is the level of functioned or metabolic efficiency of a living organism. In
humans, it is the general condition of a person's mind and body, usually meaning to
be free from illness, injury or pain (as in "good health" or "healthy").
The World Health Organization (WHO) defined health in its broader sense in 1946
as "a state of complete physical, mental, and social well- being and not merely the
absence of disease or infirmity". Although this definition has been subject to
controversy in particular as lacking operational value and because of the problem
created by use of the word "complete", it remains the most enduring. Other
definitions have been proposed, among which a recent definition that correlates
health and personal satisfaction. Systematic activities to prevent or cure health
problems and promote good health in humans are undertaken by health care
providers.
In addition to health care interventions and a person's surroundings, a number of
other factors are known to influence the health status of individuals, including their
background, lifestyle, and economic and social conditions; these are referred to as
"determinants of health".
Another aspect of health is public health, which is defined as the science and art of
preventing diseases prolonging life and promoting physical health through organized
community effort for the sanitation of the environment, the control of community
infections, the education of individual in the principles of personal hygiene, the
organization of medical and nursing services for the early detection and preventive
treatment of diseases and the development of social machinery which will ensure
every individual in the community a strong standard of living. In addition, public

10

health is the science protecting and improving the health of communities through
education, promotion of health lifestyles as well as injury prevention.
Micheal Marmot, chair of the commission of social determinants of World Health
Organisation, an interview that most health problems are clue to social, political and
economic factors,
They key determinants of health of individuals and populations are the
circumstances in which people are born, grow, live, work and age", and those
circumstances are affected by the social and economic environment they are the
premature cause of disease and suffering; that's unnecessary. And that's why we say
a toxic combination of poor social policies, bad politics and unfair economics arc
causing health and disease on a grand scale.
Mitchell, Vibrant Health in the twenty first century (1983:8) states that; disease
never comes without a cause. It is not fate or our stars, nor is it often entirely due to
factors beyond our control. Most diseases are due to the simple out working of the
laws of cause and effect; they are mainly the results of violations of the laws of
health. This is good news because it means that most health problem are
preventable, or at least can be postponed our own choices can lead to better health
and longer life or poor health and early death.
In the past there used to be a very different patter of disease. Most illnesses and
deaths were due to infections. Poor or non-existent sanitation and public health
services allowed infections to spread. Poverty and inadequate food lowered people
resistance, and limited medical understanding meant that there were few effective
treatments. All these factors resulted in a high incidence of infectious disease and
premature death, as they still do in much of the developing world. Now the picture is
changing in the developing countries. The western diet' and lifestyle are becoming
11

more and more popular with everyone who can afford them. Sedentary work Gobs
in which you spend a lot of time sitting down) and cars are in demand, western style
high-fat fast food outlets are multiplying, the use of tobacco and alcohol is
increasing and with all these changes, so is the incidence of degenerative illness.
Pollock, Purdy and Carrol (1979: 16) suggests that "perhaps the easiest way for us to
think about health is more than the sum of its parts physical health, mental health,
and social health is what allows a person to live up to his or her full potential,
whatever that may be in order words, health is a means to an end, the end being a
full life. Health is as we arc describing, it is not easily measured, especially mental
and social health. A person is not necessarily healthy or unhealthy but usually is
somewhere in between health refers to both how you are at this moment and how
you are over a period of time. In this respect, health is always changing. As long as
you have life, you have some amount of health. But you are not at the exact same
level of health today as you were yesterday and will be tomorrow.
Many people think that health is simply the absence of disease. If you're not sick,
you're healthy Right? Wrong. We can easily see how this is so if we compare-two
people with typical nine-to- five jobs. Both are 35 years old. One-smokes several
packs of cigarettes a day, has three or more drinks every evening, is overweight, and
is often anxious. The other does not smoke, drinks alcohol rarely, exercises regularly
and is relaxed and confident. Both people may pass all laboratory tests and be
declared free of disease, but are they equally healthy? No. Because many people
confuse well being with the absence of disease, they settle for less than the best
possible health. We know a great deal about how to promote health and avoid
disease. We know about hazards of smoking, the risks of drugs, the value of good
diet and exercise. But his knowledge does not automatically assure us good health.
Good health comes only from acting on such knowledge.
12

2.2.3 Understanding Health Communication

Health is an aspect of development and health communication is an of development
journalism. The World Health Organization (WHO) says that "good health promotes
development and development promotes good health".
Smith, Menn and Mckyer (2011), citing Nguyen &Bellany (2004); and the U.S
Department of Health and Human Services (2004) assert that timely and accurate
communication holds potentials to positively affect individuals, communities and
societies, This means that effective communication can help create awareness, and
also can lead to behavior change after the message has been internalized. Health
communication has contributed immensely in the tight against diseases prevalent
among rural people such as malaria, diarrhea, cholera outbreaks, polio and
tuberculosis and malnutrition. To achieve this feat, a lot of strategies are being
adopted. Kreuter (1999) suggest that on targeting specific segments of a population
and tailoring messages for individual use, two methods are used to make health
promotion activities relevant for audience.
Ak infeleye (1989) agrees with Kreuter when he points the multimedia and horizon
-vertical approaches as the best approaches. The multi-media approach entails using
several different ways of giving information. This approach adopts different
channels of communication such as the internet, radio, television, newspapers,
magazines, books and below-the-line media channels like pen, cap, t-shirts. Health
communicators use this approach to enlighten the masses in the causes of these
diseases, consequences and ways of preventing them.
Another approach is the hori-vertical approach. This approach involves targeting
audience based on their social ranking. This is done in order to ensure easy
understanding and assimilation of the messages being conveyed. However,
13

Nwarnmuo (2008), stressed that the above approaches cannot work in isolation. She
maintains that the use of traditional media will go a long way in strengthening the
two approaches discussed above.
This is because traditional media which comprise of the market place, visits, town
crier, religious organizations and village squares have ways or convincing the
masses especially the rural people that the campaign is genuine. For the fact that the
messages are conveyed in their local dialects it enhances understanding and
assimilation. Communication is central to the heart of any Endeavour and therefore
it cuts across all spheres of human activities. This implies that without
communication, it will be difficult to achieve any meaningful result in the struggle
of achieving our goals and aspirations.
MacBride says communication maintains an animate life. It is also the motor and
expression of social activity and civilization; it leads people from instincts to
inspiration through system of enquiry and control. It creates a common fold of ideas;
it strengthens the feeling of togetherness through exchange of messages and
translates our thought into action, inflecting every emotion and our needs from the
humblest task of human survival to supreme manifestation of creativity.
Health communication encompasses the study and use of communication strategies
to inform and influence individual and community decisions that enhance health. It
links the domains of communication and health and is increasingly recognized as a
necessary element of efforts to improve personal and public health. Health
communication can contribute to all aspects of disease prevention and health
promotion and is relevant in a number of contexts, including (1) health professionalpatient relations, (2) individuals exposure to, search for and use of the health
information, (3) individuals' adherence to clinical recommendations and regimens,
14

(4) the construction of public health messages and campaigns, (5) the dissemination
of individual and population health risk information, that is, risk communication, (6)
images of health in the mass media and the culture at large, (7) the education of
consumers about how to gain access to the public health and health care systems,
and (8) the development of telehealth applications.
For individuals, effective health communication can help reuse awareness of health
risks and solutions provide the motivation and skills needed to reduce these risks,
help them find support from other people in similar situations, and affect or
reinforce attitudes. Health communication also can increase demand for appropriate
health services and decrease demand for inappropriate health services. It can make
available information to assist in making complex choices, such as selecting health
plans, care providers, and treatments. For the community, health communication can
be used to influence the public agenda, advocate for policies and programs, promote
positive changes in the socioeconomic and physical environments, improve the
delivery of public health and health care services, and encourage social norms that
benefit health and quality of life. The practice of health communication has
contributed to health promotion and disease prevention in several areas.
One is the improvement of interpersonal and group interactions in clinical situations
(for example, provider-patient, provider-provider, and among members of a health
care team) though the training of health professionals and patients in effective
communication skills. Collaborative relationships are enhanced when all parties are
capable of good communication.
Another area is the dissemination of health messages through public education
campaigns that seek to change the social climate to encourage healthy behaviors,
create awareness, change attitudes, and motivate individuals to adopt recommended
15

behaviors. Campaigns traditionally have relied on mass communication (such as

public service announcements on billboards, radio, and television) and educational
messages in printed materials (such as pamphlets) to deliver health messages. Other
campaigns have integrated mass media with community-based .programs. Many
campaigns have used social marketing techniques.
Health communication therefore, is 'the art and technique of informing, in
influencing, and motivating individual, institutional, and public audiences about
important health issues'. (Ratzan, S.c. 1994). The media must thus, be able to bear
messages that will be worthy or information, persuasive enough to motivate and
influence people on individual basis, as an institution or group and general public on
health issues which are of importance both to the individual health and to the health
of the people as a community.
2.2.4 Functions of Newspaper
Modern society would not be complete without newspapers. Angela Barley, an e.
how contributing writer online, stresses that newspapers are publications that come
out at regular intervals, usually daily and provide news and information to the
readers. They are printed on cheap paper known as newsprint and are normally
relatively inexpensive. They are funded by the price of purchase, paid subscriptions
pages. The earliest forms of newspapers were governmental bulletins and
information sheets or notices from ancient Roman and Chinese times.
However, the modern newspaper did not appear until the 19th century with the onset
of the industrial revolution.
i.

Inform: One of the primary functions of a news paper is to inform its

readership. This is usually in the form of the daily happenings from the local
area, on-a nation-wide basis and internationally. A newspaper often employs
16

journalists to gather information about events, or they pay other publications

to print their stones help inform readers as to what is going on in their
communities, their country and in the wider world.
ii.

Advise: Newspapers also offer guidance and opinion to help shape people's
view on certain subjects or matters, as in extension to merely reporting the
facts of a matter, newspapers often have editorial or opinion pieces which
attempts to interpret events and offer new angels and implications about their
occurrence, there may also he reviews and opinions on sports matters and
commentary on personalities, theatre or cinema offerings and comments and
opinions on life in general.

iii.

Practical Function: Newspapers also have a practical function, which is to

assist readers with their daily lives. They publish a wealth of useful
information of a practical nature that helps people go about their daily
business. Items such as weather forecasts, shipping news, classified
advertising, sporting schedules, television schedules, and theatre and cinema
listings are examples of this. They also publish news of importance to a
community, such as wedding notices, births and deaths. Newspapers also
offer a historical and archival record of past events and local happenings.

iv.

Entertainment: Newspapers also seek to offer a diversion and simply

entertain. To this end, many newspapers will publish crosswords, games and
puzzles. Many feature cartoon strips and humorous writings. Gossip
columns, the happenings of celebrities and society pages also seek merely to
entertain the reader. And many newspapers oiler leisure pages and advice on
what to do for weekends, or where to go on vacations.

17

2.3

Review of Empirical Studies

(Newspapers and Health Communication by Kayode 2013)

A number of studies on Nigeria media coverage of health have mainly focused on

quantity, quality, and depth of information, with tangential comparisons of
individual and contextual information. For instance, a study by journalists Against
AIDs (JAAIDS) between March 2002 and March 2003 indicates that newspapers in
the country generate a high volume of hard news to the detriment of news features
and editorials which give contextual depths to the pandemic. Jimoh A.K. "Gaps in
HIV/AIDS reporting in Nigeria" cited daily trust April 3rt! 2006, lends credence to
the JAAID's survey. According to him, the most common type or HIV/AIDS
reporting is news (72-82%) while the least frequent types are editorials and feature
articles.
The newspaper has a wide readership which encompasses elites who not only
influence government policies (including health) but are themselves policy-makers;
this has made newspapers' cam respect for their in-depth coverage of national issues,
including health. For example, newspapers cover areas where health issues
prevalence rate is both high and low. Because of the newspapers fame in covering
areas of health issues, they have been widely cited in workshops, seminars, and
training sessions on health communications in the country.
Maibach and Holtgrave (1995) in their article advances in public health
communication define public health communication as "the use of communication
techniques and technology to (positively) influence individuals, population, and
organizations for the purpose of promoting conditions conducive to human beings.
Newspapers wide reach and ever present nature make them valuable for promoting
awareness on health issues this comes to mean that an informed public -is crucial for
a functioning democratic society and necessary to finding solutions to problems.
18

Over and above information and transmission role of the media, the newspaper
provides to a large extent background details relevant to the news; explanations of
events; analysis of their importance and implications; the newspaper possess the
capacity to do this better than most other media. Dennis and Defluer, (1994) stresses
that: most importantly, the role of the media is largely insignificant (Black et al
1995).
Essentially, it is through any of these ways print, electronic (media) that the mass
communicator relates with the audience as Ugwu (2000: 1) puts it, every journalist
is considered all-knowing, according to Ugwu, for the average man in the society,
there is one understanding of who a journalist is, he is all-knowing in the villages,
city centres, and in fact, everywhere a large number of people are gathered, he is
often looked up to for information.
Mass media therefore, remains the key components of the global strategy for
sustainable health development through adequate, information and education on
issues such as drugs, vaccines and importance of qualified health personnel. Health
programmes through good living practices, prevention, cure and eradication of
diseases are advertised and publicized through the mass media (the pages of the
newspaper). Warnings about standard, fake expired drugs are issued to the masses
through the mass media thereby safeguarding thousands of people from dying
unknowingly from drugs they are taking.
Grabber, (1989) cited in Anyanwu (2004:3) buttresses this role of the media when
she said "besides calling attention to matters of potential public concern, the media
also provides cues to the public about the degree of importance of an issue. Matters
covered prominently by the media on the front page with big headlines and pictures,
or as a major television or radio feature are likely to be considered most important
19

by media audiences. Matters buried on the back pages arc for less likely to be
perceived as important coverage.
This is further emphasized by Stryker, Moriarty and Jenson (2008) in Jenson (2011)
"media coverage may influence individual health decision.
Where journalists cover health issues, Bonevski (2008) emphasised the importance
of subjecting stories to a test of quality by making sure the story provides answers to
the following salient questions. Was the novelty of the treatment reported? Was the
availability of the treatment reported?
Were treatment options described? Did the story. Contain clement of disease
mongering was the reporting of evidence reported? Were benefits formed in both
relative and absolute terms? Was there mention of potential harm? Was there
mention of costs? Was an independent comment included? Was the story sufficiently
different from the press release (where this was available)?
Media coverage of public affairs and issues does have a relationship with the
perception of reporters, correspondents, and editors of those issues. McQuail (2005)
confirmed that public content is influenced by media workers' socialization and
attitudes. It can also be said that journalists are not immune to the selective
processes of exposure, retention, and perception. Baran and Davies (1995: 141)
explained selective perception to means psychological recasting of message so that
its meaning is in line with a person's beliefs and attitudes".
Gray (1998) gave useful insights into the provision of health information by the
mass media, the reasons for the services, as well as what mass media consumers'
make of the information. Firstly, the mass media give members of the audience the
opportunity to expand their awareness of health issues while engaged in leisure
reading, listening and viewing. Media consumers whether they are active or passive
20

constitute, often find health information absorbed from the media useful to
themselves or those in their social circles. Secondly, health professionals are familiar
with the potential influence that the media have over consumers. This is why
manufacturers have connected the increasing deregulation of patent medicines to
serious promotional campaigns.
Bonevski. (2008) pointed out that, "despite its potential to inform and educate the
public about health issues, and influence health behavior varying degree of
inaccuracies and omissions in health news stories are found. Other problems include
unnecessary sensationalism, inadequate follow-through, and failure to consider the
quality of evidence, inaccurate portrayal of benefits, lack of consideration of adverse
effects and costs, and the failure to obtain comments from independent informatio

21

2.4

Theoretical Framework

There are severed communication theories that are relevant in discussing newspaper
and the coverage of health issues in rural areas. The study is therefore anchored on the
agenda setting theory and the gate keeping theory of the media.
2.4.1

Agenda Setting Theory

This theory was propounded by Maxwell McCombs and Donald.

Shaw. Agenda setting theory describes a very powerful influence of the media-the
ability of the mass media to tell the public what issues are important. This theory
predicts and explains the effects of the media on what issues people think about.
Agenda setting has been a subject of attention from media analysts and critics for years.
As for back as 1922, the newspaper columnist, Walter Lippman was concerned that the
media had the power to present images to the public. Since firsthand experiences are
limited, we depend on the media to describe important events we have not personally
witnessed. The media provide information about "the world outside", we use that
information to form pictures in our heads (Lipman, 1977). Cohen (1963) warned that
the press may not be successful much of the time in telling people what to think, but it
is stunningly successful in telling its readers what to think about.
Research supporting this theory suggests that the beliefs of most people about the
relative importance of issues are shaped in good part by the relative amount of space
the media -- especially newspapers devote to each one. The more space the media gives
to an issue, the more important most people believe it to be. Most research had assumed
a consequence of media generating awareness of issues through its presentation of
information; that information was believed to provide a basis for altitude change and
behavior induced by the change in attitude. As Umechukwu (2003) writes, the print
media constitute a powerful instrument and powerful resource, where issues of public
life are played out; they have also become the major definition of the society. The
media set agenda on Issues of public importance. They set agenda in health burdens and
22

contribute through effective health communication in mobilizing efforts towards

addressing the problem. The theory is relevant to the study because the media sets the
pace for public discourse and so if the issues relating to newspaper coverage of health
in rural areas are put in the face of the public as on agenda or issue of discourse, it will
help curb this problem. This is because as an issue of public discourse, people will
become more aware of these issues, it will expose the harm caused by ignorance as well
as reveal the negative impact it has on the life of the rural dwellers.
2.4.2 Gate keeping Theory
The gate keeping theory is a child of the gate keeping function of the mass media of
communication. Kurt Lewin formed the term 'gate keeping' at about 1951. He used
the term to describe those individuals who control the 'gates' or channel through
which information or news passes the source to the final consumers. Lewins point
here is that no media house, no matter the size and level of operation, can transmit all
the messages it receives in the course of day's business. Some persons have to decide
which news to transmit, which to delete completely or which to kill out rightly. Such
persons, according to Lewin (1951) open and close the gate that stands between the
news sources and the receivers. Note, gate keeping as a mass media activity and
function

does not stop at opening and closing the news gate, or rejecting and

accepting news/information for publication or broadcast, it also involves the shaping

and reshaping, display, liming, repetition etc of the news and information in various
media establishment.
According to Nnoli, cited in Attah (2006:42), 'the media provides a consistent picture
of the social world which may lead
reality offact and norms, value

the audience to adopt media version of social

and expectations'. The journalist is first and

foremost a gatekeeper and may have to perform this role at different periods in the
news process.

23

According to Folarin (2002), the factors influencing gate keeping decisions include
timing, ownership pattern, management policy, perceived needs and
the audience, editor's perception of reality, views held by

preferences of

editorscolleagues,

influence of advertisers, appraisal of, offering by the completion, availability of

photography or film footage, legal consideration,

professional ethicand ideological

perspectives and political orientation.

The media decide what millions will learn of, and indeed how they will interpret the
day's events in the nation and in the world. They create national issues and icons
overnight, and can make or mar by their coverage and the slant they

give to Issues.

The gate keeping theory therefore revolves around the media

role of news

selection and dissemination in line with the influential factors

listed above.

This theory is relevant to the research work, in the following ways; before

news

stories are being disseminated, it goes through a process. And this processing is done
by people (reporter, editor); these people arc those referred to as the gatekeepers. The
process of gate keeping begins from the reporter down to the chief-editor, who is at
the top of the hierarchy. These individuals determine what to report, how to report and
why it should be reported. Given this conditions, it will be rewarding if stories on
rural health issues are allowed to 'pass' the 'gate' so that they will influence the rural
people's opinion on their health issues. The reporter chose the angle to report from,
the editors

goes further to remove or add to the story by giving it meaning

(interpretation), he may also decide to slant the story or change the story. And at the
same time the story may not see the light, if it pleases him. Therefore,

the reportage

on health issues in rural areas is as a result of these gatekeepers; who diligently, cover,
gather and disseminate more stories relating to rural health issues for a better'
understanding of events.
2.5

Summary of the chapter

24

Health is the level of functioned or metabolic efficiency of a living organism. In

humans, it is the general condition of a person's mind and body, usually meaning to be
free from illness, injury or pain (as in "good health" or "healthy").
The newspaper has a wide readership which encompasses elites who not only
influence government policies (including health) but are themselves policy-makers;
this has made newspapers' cam respect for their in-depth coverage of national issues,
including health. For example, newspapers cover areas where health issues prevalence
rate is both high and low. Because of the newspapers fame in covering areas of health
issues, they have been widely cited in workshops, seminars, and training sessions on
health communications in the country.
Pollock, Purdy and Carrol (1979: 16) suggests that "perhaps the easiest way for us to
think about health is more than the sum of its parts physical health, mental health, and
social health is what allows a person to live up to his or her full potential, whatever
that may be in order words, health is a means to an end, the end being a full life.
Health is as we arc describing, it is not easily measured, especially mental and social
health. A person is not necessarily healthy or unhealthy but usually is somewhere in
between health refers to both how you are at this moment and how you are over a
period of time. In this respect, health is always changing. As long as you have life,
you have some amount of health. But you are not at the exact same level of health
today as you were yesterday and will be tomorrow.
Many people think that health is simply the absence of disease. If you're not sick,
you're healthy Right? Wrong. We can easily see how this is so if we compare-two
people with typical nine-to- five jobs. Both are 35 years old. One-smokes several
packs of cigarettes a day, has three or more drinks every evening, is overweight, and
is often anxious. The other does not smoke, drinks alcohol rarely, exercises regularly
and is relaxed and confident. Both people may pass all laboratory tests and be
declared free of disease, but are they equally healthy? No. Because many people
confuse well being with the absence of disease, they settle for less than the best
25

possible health. We know a great deal about how to promote health and avoid disease.
We know about hazards of smoking, the risks of drugs, the value of good diet and
exercise. But his knowledge does not automatically assure us good health. Good
health comes only from acting on such knowledge.

26

References
AbdulKareem, F. (2009).Epidemiology and incidence of common cancers in
Nigeria.paper presented at the cancer registration and Epidemiology
workshop. University of Lagos.
Asemah, E .(2011). Selected mass media themes. Jos: University Press.
Balta, H. (2004). Press Coverage of traditional medical practice. Uyo
Nigeria.Accessed 8/6/20 13http://www.whoint/gb/ebwwha/pdffiles/EB
115.
Bonita, R., Beagleholc, R, Kjellstrom, T. and WHO (2004).Basic
ephierni%&'Y (2nded.) Geneva: WHO Press.
Bittner, J. Davis, D. (2003). Mass communication theory: FOllndations,
ferment and future. New York: Thomson and Wadsworth.
De fleur, M. and Ball-Rocheach, S. (l989).Theories of mass communication.
New York: Longman.
Frye, K B (1982).Understanding health. New York: Random House.
Inc.http://www.who.int/bulletin/volume/87/410056713/cn/indcx.ht
m. Accessed 8/8/2013 11ansen, A., Cotle, S., Ncgrine, lZ. and New
Bold, C. (1998). M(JSS communication research methods. London:
Macmillan.
Kreuter, M. (1999) one size does not fit at all: The case for tailoring print
materials

Society

of

behavior medicine.

www.pumed,PMIDD21:276-283.Accessed10/6/2013,

Lovejoy. J, (2007). A content analysis of cancer news coverage in

i\ppalaehian Ohio Community Newspapers. Media Awareness
Network: Functions of a daily Newspaper
Mac Bride, S. (1981). Many voices one world. New York: Macmillan.
Mitchell, C. (1983). Vibrant health. Thailand: Stan Borough Press l.td.
Nworgu, B. (199]). Education research: issues and methodology. Ibadan:
Wisdom Publisher Ltd.

CHAPTER THREE
RESEARCH METHODOLOGY
3.0

Introduction
The purpose of this chapter is to describe the methods and procedure used in the
course of the research, the population and sample size of the study, the instruments
used, data gathering and analytic procedures.

3.1

Research technique utilized

The research method that shall be adopted for this study will be survey method. It
involves gathering data from the readers of Daily Trust and The Sun Newspapers
in Toto Local Government.
3.2

Sampling technique of the study area

The research shall make use of questionnaire administration to gather data from the
readers of Daily Trust and The Sun Newspapers. The sampling technique adopted
by the researcher is a Purposive sampling technique.
3.3

Research population

The research shall be conducted in Nasarawa Toto of Nasarawa State. The

population of the study shall cover all readers of Daily Trust and The Sun
Newspapers in this region which is the Researcher purposively assume to 120
people.

29

3.4

Sample size

Since the study covers all readers of Daily Trust and The Sun Newspapers in
Nasarawa Toto, therefore the sample size shall be selected using Taro Yamanes
Formula.
n=

N
1 + N (e)2

n = Sample size
N = Population (Sample Area)
1 = Coefficient
e = Degree of error (0.05)
n=

120
1 + 120(0.0025)

n=

120
1 + 0.3

n=

120
1.3

n=

92

30

3.5

Instrument for data collection

For the purpose of this study, the instrument for data collection will be interview
guide and questionnaires.
3.6

Method of data analysis technique

For the purpose of interpreting and analyzing data or information, frequency count
and simple percentage will be employed.

31

References
Adibe, B. and Akuma, T. (2004), Advertising Today, New York: Random House
Publication.
Arens, W.F. (2004), Contemporary Advertising, New York: Richare D. Irwin Inc.
Baker, A. (2004), The Retailer Study on Successful Marketing and Advertising,
London Association Business Press.
Benson-Eluwa, V. (2003), Opinion Research: Tool for Public Relations, Enugu:
Virgin Creations.
Benson-Eluwa, V. (2004), Advertising Principles and Practices, Onitsha: AC
Global Publication.
Bourden, A. (2001), The Economic Effect of Advertising, London Associated
Business Press.
Burke, M. (2000), Advertising-The Uneasy Persuasion, New York: Basil Books.
Cannon, G. (2007), Advertising Role in Building Brand Equity, New York: The
New Edition Amacon.
Goldman, D. (2005), The Effectiveness of Television Advertising, New York:
Advertising as a Signal Norway Journal of Political Economy.
Gutenberg, M. (2003), Advertising as a Signal, Norway Journal of Political
Economy.
McLuhan, L. (1965), Advertising Role in Building Brand Equity, The Wall Street
Journal of Political Economy.

32

Ogili, E. (2005), Project Writing: Research Best Practices, Enugu: Adels

Foundation Publishers.
Abdullahi (1995). Science and technonology. Osiri, (2nd series)
Ajaya (2000). Information technology and the Nigeria library. Universal press
Ibadan.
Ajayi (2000) addressing the digital service in teaching information retrieve: A
theoretical view on taking students
Francis, M. et al (2011). Business Resereach Handbook: A Guid for Students and
Research Supervisors: Owerri TonyBen Publishers. 46.49
Kayode ( 1996): digital professional educational for digital
libraries and Hayzelward, (ed) (1996): Iela publications 1000
Munchan: K.G Sanr. Pe-

214-223

Kerlinger (1998) Business Research in collecting and analyzing

data. New

York. Academic Press

Shehu, H. (2013) Note on Research Methodology (unpublished),

Department of Library and Information Science, Federal
Polytechnic

Nasarawa.

Udeh, W. Anene (2001) Mastering Research Methods and project

report

writing at a glance, Enugu; Emma press Nig.Ltd

Pp.20-23

33

CHAPTER FOUR
DATA ANAYLSIS AND PRESENTATION
4.1 Introduction.
This chapter is analysis of data collected through the use of
questionnaire, handed out to 368 respondents. For clarity, simple
percentages, tables and explanations are used in presenting the
data collected.
4.2 Presentation and analysis of data
Table 1: Response rate
ITEM
FREQUENCY
No. distributed
92
No. returned
92
No. No returned
0
Total
92
Source: Field Survey, 2016

PERCENTAGES (%)
100
100
0
100

In table 1above, a total of 92 questionnaires were distributed to

the respondents and all the 92 (100%) were returned. The total
numbers returned were considered appropriate to provide the
necessary data for this research.

34

SECTION A (DEMOGRAPHY)
Table 4.1: What is your sex?
Sex
No. of Respondents
Male
70
Female
22
Total
92
Source: Field survey 2016

Percentage (%)
76.09
23.91
100

An analysis of data in Table 4.1 shows that of the 92 respondents,

70(76.09%) were male while 22(23.91%) were female.

Table 4.2: What age bracket do you belong to?

Age
No. of Respondents
16-20
30
21-25
16
26-30
30
31 and Above
16
Total
92
Source: Field survey 2016

Percentage (%)
32.60
17.40
32.60
17.40
100

The above table 4.2 shows that of the 92 respondents,

30(32.60%) were within the age bracket of 16-20yrs and
16(17.40%) were of the age bracket of 21-25, while 30(32.60%)
were of the age range of 26-30 and 16(17.40%) were the age
range of 31 and above.

35

36

Table 4.3: What is your Marital Status?

Marital Status

No. of

Percentage

Respondents
Single
37
Married
28
Divorce
18
Separated
9
Total
92
Source: Field survey 2016

(%)
40.22
30.43
19.57
9.78
100

In table 4.3 the majority of the respondents are Single

37(40.22%), 28(30.43%) are married, 18(19.57%) are divorced
while 9(9.78%) are separated.
Table 4. 4: What is your educational qualification?
Qualification

No. of

Respondents
FSLC
9
SSCE
12
ND/NCE
21
B.Sc/HND
32
PGD/M.A/M.Sc
18
Total
92
Source: Field survey 2016

Percentage (%)
9.78
13.04
22.83
34.78
19.57
100

From table 4.4, it is observed that 9(9.78%) respondents have

FSLC as their highest qualification while 12(13.04%) respondent
have WAEC as their highest qualification, also 21(22.83%) have
respondents ND/NCE as their highest qualification, while
32(34.78%) respondents have B.Sc./HND as their highest

37

qualification, finally 18(19.57%) respondents have PGD/M.A/M.Sc

as their highest qualification.

38

Table 4.5: What is your occupation?

Occupation
No. of Respondents Percentage (%)
Civil Servant
38
41.30
Business
28
30.43
Students
25
27.17
Total
92
100
Source: Field survey, 2016
Table 4.5 above shows that 38(41.30%) respondents were Civil
Servant, 28(30.43%) respondents were Business, and 25 (27.17%)
respondents were Students
SECTION B
Question 1: Do you read Newspapers?
Responses
No. of Respondents
Yes
40
No
30
Indifferent
22
Total
92
Source: Field survey, 2016

Percentage (%)
43.48
32.61
23.91
100

From the above table, 40(43.48%) respondents Read newspaper,

30(32.61%) respondents do not read newspaper while 22(23.91%)
respondents were indifferent in reading newspaper.

39

Question 2: How long have you been reading newspaper?

Responses

No. of Respondents

Percentage

6 Month-1

38

(%)
41.30

Year
2Years-5Years
5years and

34
20

36.96
21.74

above
Total
92
Source: Field survey, 2016

100

The above table shows that out of the 92 respondents,

38(41.30%) respondents have been reading newspaper for
6Months 1yrs, while 34(36.96%) Respondents have been
reading newspaper for 2-5Years, and 20(21.74) Respondents have
been reading newspaper for 5 years and above.
Question 3: Do you see Daily trust and the Sun
newspapers reporting rural health issues?
Responses

No. of Respondents

Percentage
(%)
44.57
31.52
23.91
100

Yes
41
No
29
Indifferent
22
Total
92
Source: Field survey, 2016

From the table shows above, 41(44.57%) respondents see Daily

trust and the Sun newspapers reporting rural health issues,
29(31.52%) respondents do see Daily trust and the Sun
40

newspapers reporting rural health issues while 22(23.91%)

respondents were indifferent in the opinion.

41

Question 4: Have you ever learnt or be informed about any

issue related cases or outbreak through either Daily Trust
and or The sun newspaper?
Responses
No. of Respondents Percentage (%)
Yes
44
47.83
No
29
31.52
Indifferent
19
20.65
Total
92
100
Source: Field survey, 2016
The Table shows that, 44(47.83%) respondents have learnt or be
informed about issue related cases or outbreak through Daily
Trust and or the sun newspaper, 29(31.52%) respondents have
not learnt or be informed about issue related cases or outbreak
through Daily Trust and or the sun newspaper and 19(20.65%)
respondents were indifferent in learning or informing about issue
related cases or outbreak through Daily Trust and or the sun
newspaper.
Question 5: Do you see these newspapers as agent of
health promoters in your locality?
Responses
Yes
No
Indifferent
Total
Source: Field

No. of Respondents
52
22
18
92
survey, 2016

Percentage (%)
56.52
23.91
19.57
100

The Table shows that, 52(56.52%) respondents sees the

newspaper as agent of health promoter in their locality,
42

22(23.91%) respondents did not sees the newspaper as agent of

health promoter in their locality while 18(19.57) respondents were
indifferent in seeing newspaper as agent of health promoter in
their locality.
Question 6: Do these newspapers look deeper in
communicating health development programs to people in
grass root areas?
Responses

No. of Respondents

Percentage
(%)
64.13
22.83
13.04
100

Yes
59
No
21
Indifferent
12
Total
92
Source: Field survey, 2016

The Table shows that, 59(64.13%) respondents agree that the

newspaper look deeper in communicating health development
programs to people in grass root area, 21(22.83%) respondents
did not agree that the newspaper look deeper in communicating
health development programs to people in grass root area, while
12(13.04) Respondents were indifferent that the newspaper look
deeper in communicating health development programs to people
in grass root area.

43

Question 7: Have you ever gain any opportunity regarding

health related issue, either by information, awareness or
outbreak campaign through either Daily trust and or the
sun newspapers?
Responses

No. of

Percentage

Respondents
Yes
44
No
42
Indifferent
6
Total
92
Source: Field survey, 2016

(%)
47.83
45.65
6.52
100

The Table above shows that, 44(47.83%) respondents have gain

opportunity regarding health related issue by information,
awareness and outbreak campaign through either Daily trust and
or the sun newspapers, 42(45.65%) respondents have not gain
opportunity regarding health related issue by information,
awareness and outbreak campaign through either Daily trust and
or the sun newspapers while 6(6.52) respondents were indifferent
in gaining opportunity regarding health related issue by
information, awareness and outbreak campaign through either
Daily trust and or the sun newspapers

44

Question 8: Do you agree that Daily trust newspaper play

important role In promoting the good health of rural area?
Responses
Strongly

No. of Respondents
18

Percentage (%)
19.57

Agree
Agree
Strongly

26
37

28.26
40.22

Disagree
Disagree
Indifferent
Total
Source: Field

7
4
92
survey, 2016

7.61
4.35
100

The Table above shows that, 18(19.57%) respondents strongly

agree that Daily trust newspaper play important role In promoting
the good health of rural area, 26(28.26%) agree that Daily trust
newspaper play important role In promoting the good health of
rural area, 37(40.22%) Respondents strongly disagree that Daily
trust newspaper play important role In promoting the good health
of rural area, 7(7.61%) Respondents disagree that Daily trust
newspaper play important role In promoting the good health of
rural area and 4(4.35%) Respondents were indifferent in the
opinion.

45

Question 9: Do you agree that the sun newspaper play

important role In promoting the good health of rural area?
Responses
Strongly

No. of Respondents
20

Percentage (%)
21.73

Agree
Agree
Strongly

25
29

27.2
31.5

Disagree
Disagree
Indifferent
Total
Source: Field

8
10
92
survey, 2016

9.0
10.8
100

The Table above shows that, 20(21.73%) respondents strongly

agree that the sun newspaper play important role In promoting
the good health of rural area, 25(27.2%) Respondents agree that
the sun newspaper play important role In promoting the good
health of rural area, 29(31.5) respondents strongly disagree that
the sun newspaper play important role In promoting the good
health of rural area,

46

8(9.0%) Respondents disagree that the sun newspaper play

important role In promoting the good health of rural area while
10(10.8%) Respondents are Indifferent in the opinion.

Question 10: How will you rate these newspaper the best
among others in terms of public health promotion?
Responses
High
Average
Low
Indifferent
Total
Source: Field

No. of Respondents
41
22
21
8
92
survey, 2016

Percentage (%)
44.57
23.91
22.82
8.70
100

The Table Above shows that 41(44.57%) Respondents highly rate

newspaper the best among other terms of public health
promotion, 22(23.91%) Respondents were in the Average that
rated the newspaper the best among other terms of public health
promotion, 21(22.82%) Respondents were low in rated the
newspaper the best among other terms of public health
promotion while 8(8.70%) Respondents were indifferent in the
opinion.

47

Question 11: Do you agree all issues related to health are

reported via Daily Trust and the sun newspaper?
Responses
Strongly

No. of Respondents
18

Percentage (%)
19.57

Agree
Agree
Strongly

31
21

33.70
22.83

Disagree
Disagree
Indifferent
Total
Source: Field

12
10
92
survey, 2016

13.04
10.86
100

The table above shows that 18(19.57%) Respondents strongly

agree that all issues related to health are reported via Daily trust
and the Sun newspaper, 31(33.70%) Respondents agree that all
issues related to health are reported via Daily trust and the Sun
newspaper, 21(22.83%) Respondents strongly disagree that all
48

issues related to health are reported via Daily trust and the Sun
newspaper, 12(13.04%) Respondents, disagree that all issues
related to health are reported via Daily trust and the Sun
newspaper and 10(10.86%) Respondents were indifferent in the
opinion.

Question 12: Do you agree Daily Trust and the Sun

newspapers providing working solution to rural peoples
health issues?
Responses
Strongly

No. of Respondents
12

Percentage (%)
13.04

Agree
Agree
Strongly

33
40

35.87
43.47

Disagree
Disagree
Indifferent
Total
Source: Field

5
2
92
survey, 2016

5.43
2.17
100

The table above shows that 12(13.04%) respondents, strongly

agree that Daily Trust and the Sun newspapers providing working
49

solution to rural peoples health issues, 33(35.87%) respondents,

agree that Daily Trust and the Sun newspapers providing working
solution to rural peoples health issues, 40(43.47%) respondents,
strongly disagree that Daily Trust and the Sun newspapers
providing working solution to rural peoples health issues,
5(5.43%) respondents disagree that Daily Trust and the Sun
newspapers providing working solution to rural peoples health
issues and while 2(2.17) respondents were indifferent in their
opinion.

50

Question 13: How will you rate the level of prominence

given to rural health issues by Daily Trust and Sun
Newspapers?
Responses

No. of

Percentage (%)

Respondents
High
44
Average
27
Low
9
Indifferent
12
Total
92
Source: Field survey, 2016

47.83
29.35
9.78
13.04
100

The above Table shows that 44(47.83%) Respondents highly rate

the level of prominence given to rural health issues by Daily Trust
and Sun Newspapers, 27(29.35%) Respondents were in the
Average rated the level of prominence given to rural health issues
by Daily Trust and Sun Newspapers, 9(9.78%) Respondents were
low in rated the level of prominence given to rural health issues
by Daily Trust and Sun Newspapers while 12(13.04%)
Respondents were indifferent in the opinion.
4.3 Discussion of Findings
Given the results obtained in the tables from the analysis, the
following were the findings of the study deduced; from the
analysis of Daily Trust and The Sun newspapers based on the
coverage of health issues in rural areas.
Findings in table I, II, and V showed that 26 total of coverage were
made with a percentage of 66.6% in the Daily Trust. While the
51

total of 13 coverage's were observed in The Sun newspapers with

a percentage of 33.3 %. This statistics shows that the Nigerian
Newspaper does carry reports on rural health issues, but the
coverage is relatively low and scanty.
Gray, (1998) mentioned that research relating to health
information provided by these media is scanty. In order to achieve
the MDGs target set by the federal government, the media
especially the newspapers have to make health issues in rural
areas more frequent and persistent. The NGOs as well as news
agencies are not adequately contributing to the reporting of these
issues. Health is a very important concern to humans, this
explains why individuals, groups, communities and governments
should invest time, energy and money. This reflects the Nigerian
print media's non recognition and ineffective use of newspaper
ass a medium to portray the rural people in their messages as
Ugwu (2000: 1) puts it, every journalist is considered all knowing
according to Ugwu, "for the average men in the society, there is
one understanding of who a journalist is he is all knowing in
the villages, city centres, and in fact, everywhere a large number
of people are gathered he is often looked up to for information.
The media must live up to expectation with regards to creating
awareness on rural health issues.
The finding in table II, IV, VI and VII shows that the coverage of
health issues is to a minimal/low extent judging by the low

52

percentage representing the placement of stories, locations of

stories and spaces allocated to rural health issues.
The parameters/categories mentioned above shows that extent to
which newspapers cover health issues in rural areas. From the
finding the coverage is to a low/ minimal extent compared to the
preferences given to politics, business, economics and even
sports reports. The media through the newspapers is a great way
to mobilize the rural people and stakeholders in the health sector
to participate in alleviating the health challenges of the dwellers.
The newspaper can push through the barriers of language and
distance to the frontiers of policy makers to make the voices of
rural people heard through in-depth editorial writing, through
awareness campaigns and constant reports on MDGs target as
reminder to the government.
Finding deduced from table II and V reveals the role of Daily Trust
and the SunNewspapers in reporting health issues, given that
newspaper, through its health information dissemination role can
draw attention In this health issues thereby mobilizing efforts
towards addressing the problem, has failed in carrying out its
roles through the stories, features, articles, columns to educate,
inform, entertain, sensitize and mobilize, the rural dwellers
towards a healthier life. 'The role of the newspaper cannot be
over emphasized as Nwabueze Obiora and Ezeoka (2011)
observed, "the newspaper play a vital role in the promotion of
national health programmes all over the world".
53

The role of the newspaper provides information about health and

makes people aware so as to prevent the spread of various
diseases. This makes the newspaper a significant source of
health-related medium which can shape the people's attitudes
and behaviours. This reflects the Nigerian print media's non
recognition and ineffective use of newspaper as a medium to
portray the rural people in their messages as Ugwu (2000: 1) puts
it, every journalist is considered all knowing. For the average men
in the society, there is one understanding of who a journalist is he
is all knowing in the villages, city centres, and in fact; everywhere
a large number of people are gathered he is often looked up to for
information. Health issues are not peculiar to the urban people
.alone. In fact its even more prevalent among the rural dwellers,
but the newspapers seems to concentrate more on the urban
areas. Strasser (2003) says that the newspapers concentrate
more on the urban areas in its reportage than the rural areas.
Access to major rural health issues even in countries where the
majority of the population lives in rural areas, the resources are
concentrated in the cities.
The level prominence attached to rural health issues in the pages
of the newspapers drawn from the findings in tables IV, VI, VII was
low/minimal as shown in the percentages of stories on the front
page and back page which are the important pages of the
newspaper. It is also shown in the space allocated to the rural
health issues and location of the stories that rural health issues
54

does not enjoy such prominence. It was observed that no rural

health issues was graced with a full page allocation. It is
necessary to note that the prominence given to each story or any
editorial item whatsoever is a measure of the importance
attached to it by the editors or gatekeepers. Ajibade, (2001) says
this is also likely to have an effect on audience perception as they
may not regard these issues seriously since little importance is
attached to it. This is in line with Grabber (1989) cited by
Anyanwu (2004:4) that besides calling attention to matters or
potential public concern, the media also provides cues to the
public about the degree of importance of an issue. Matters
covered prominently by the media on the front page, with big
headlines and pictures are likely to be considered most important
by media audiences. Matters buried on the back pages are far
less likely to be perceived as important coverage.

CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary
This study was embarked upon by the researcher to investigate
the extent to which Nigerian newspaper cover health issues in
55

rural areas. To do this, 79 editions of two newspapers namely: The

Daily Trust and The Sun newspapers were content analysed to
find out these issues.
The study was anchored on the agenda setting media theory and
gate keeping theory. The agenda setting theory predicts and
explains the effects of the media on hat issues people think
about. The media set the pace for public discourse and so if the
issues relating to rural health are put in the face of the public as
an agenda or issues of discourse, it will help curb this problem.
The gate keeping theory explains the activities of the
gatekeepers-reporters, editors who approves or disapproves a
story. Positive attitudinal behaviours can be attained when more
of rural health issues are allowed to pass through the
gatekeepers gate.
The research methodology was quantitative content analysis. The
sample was determined by the Bourleys sample size formulae.
Content categories were provided for easy analysis and
understanding. The Data were analysed using simple frequency
distribution, percentage and tables.
Findings show that newspapers carry rural health issues, but the
coverage is low and scanty compared to issued concerning
politics, business, economy and even sports. Because the
newspaper house are located in Urban areas, thys tend to carry
stories happening in the urban areas while reporters are only sent
to the rural areas when there is an important personality
56

performing a function in the rural areas, opr when there is a

disease outbreak in the rural areas. It was observed that most of
the rural health issues were buried in the inside pages of the
newspapers and not on the front or back pages where important
issues are placed. Even the stories in the inside pages were
allocated half page space and some less than half pages. This
implies that newspaper coverage of health issues are significantly
low/minimal.
5.2 Conclusion
Information is powerful and important in every aspect of life and a
crucial factor in the coverage of health issues in rural areas,
therefore, the role of the newspapers in reporting these issues
cannot be over-emphasised. However, because the newspaper
media organizations are mainly situated in the urban areas where
they enjoy easy access to resources, they tend to report issues in
the urban areas thereby neglecting stories in the rural areas. And
since the media organizations are financially sustained, they tend
to carry stories that have financial gain and ignoring those issues
in the rural areas where only the poor and uneducated reside.
What is glaringly noticed is that the newspapers in their reportage
have relegated the rural health issues to the background to the
detriment of the rural dwellers. Therefore, newspapers must put
more effort in the reportage of rural health so as to raise the
consciousness of the public especially the rural people on the
need to engage i n behavioural change.
57

5.3 Recommendations
The study gives the following recommendations:
1.

The importance of the health is a very crucial aspect of the

lives of the rural people because they contribute to the GDP of the
economy of a nation, majorly in agricultural production. So giving
them inadequate attention is tantamount to jeopardising their
productivity in contributing to the nations economy. This further
explains that the media must perform its social responsibility role
as a catalyst of development and change. The media can do this
by setting these issues as agenda for discussion and people will
become more aware of the ills of the rural people. Or so, there are
advocacies by several scholars for community journalism.
However, what most of them actually advocate is the sitting of
media outfits in the rural communities, such as rural community
newspapers, radio and television. Health reporters are also to
liaise with health professionals and medical researchers to
understand the reports they get to be able to simplify if for public
consumption.
2.

It would also be necessary for non-governmental

organizations as well as the government to partner with the

media so as to provide funds to project these issues, with a view
to providing solutions that will enhance the coverage of these
issues.
58

3.

The first areas must be reported effective rural reportage is

the adaptation of the various news values to the rural areas.

Journalists in Nigeria have learnt through trainings the various
criteria that must be applied in considering the newsworthiness of
events or issues.
4.

The norm in mass media organizations today is to station

reporters in urban centers and only send them occasionally to

rural areas. Such measure inhibits the effective coverage of rural
areas. Several social functions and newsworthy events take place
in the rural areas often, but there is no way such events can be
reported since reporters are not stationed in the rural areas. In
some cases, the ruralites may want to invite reporters to cover
events in the rural communities, but the cost implications of
having to travel to the state capital to invite reporters always
deter them. This is understandable considering the poverty level
in the rural communities. The only way out of this problem is to
assign correspondents to cover the rural areas. Correspondents
should be stationed in the rural communities not just assigned
when the editor feels like.
5.

Reporters assigned to rural areas should as a matter of

priority, identify the news sources in the areas. In the rural

communities, news sources are different from what the reporter
may have in urban centres. There may be no press releases, no
invitation to press conferences, no ministry information officers,
no big sporting events and no top government functionaries to
59

interviews. However, there are various sources of news in the

rural areas. These include contacts such as the local pub owners,
members of community organizations, youth organizations
members and individuals {hat the reporters may make friends
with. Other Sources are the village council members, the village
head, local politicians, local celebrities and business people. There
are also some civil servants in the rural areas such as medical
workers, teachers, Agricultural extension workers and even
churches and mosque in the communities are good sources of
news.
6.

Language is very important in socialization. Although there

are literate people in rural communities, reporters assigned to

cover rural areas should as much as possible use the language of
the people. The reporter may not necessarily speak the dialect,
but should use the vernacular instead of English language. English
can be used with the learned members of the communities, hut
not with everybody. This will reduce the suspicions with which
rural dwellers look at reporters.
7.

The availability of newspapers in the rural areas will create

the willingness in the rural dwellers to speak to the press. The

mere seeing what one spoke or an incident or event that Occurred
printed in the newspaper will evoke so much interest in the rural
dwellers. If a reporter continues to cover an area without the
people ever seeing the newspaper, there will be a kind of apathy

60

and resentment for the reporters and their work would be

hindered.

Reference
AbdulKareem, F. (2009).Epidemiology and incidence of common
cancers in

Nigeria.paper presented at the cancer registration

and Epidemiology

workshop. University of Lagos.

Asemah, E .(2011). Selected mass media themes. Jos: University

Press.
Balta, H. (2004). Press Coverage of traditional medical practice.
Uyo Nigeria.Accessed8/6/20
13http://www.whoint/gb/ebwwha/pdffiles/EB

115.

Bonita, R., Beagleholc, R, Kjellstrom, T. and WHO (2004).Basic

ephierni%&'Y (2nded.) Geneva: WHO Press.
61

Bittner, J. Davis, D. (2003). Mass communication theory:

FOllndations,

ferment and future. New York: Thomson and

Wadsworth.
De fleur, M. and Ball-Rocheach, S. (l989).Theories of mass
communication.
New York: Longman.
Frye, K B (1982).Understanding health. New York: Random House.

Inc.http://www.who.int/bulletin/volume/87/410056713/cn/indcx.ht
m. Accessed 8/8/2013 11ansen, A., Cotle, S., Ncgrine, lZ. and
New Bold, C. (1998). M(JSS communication research methods.
London:

Macmillan.

Kreuter, M. (1999) one size does not fit at all: The case for
tailoring print
materials

Society

of

behaviormedicine.

www.pumed,PMIDD21:276-283.Accessed10/6/2013,
Lovejoy. J, (2007). A content analysis of cancer news coverage in
i\ppalaehian
Awareness

Ohio Community Newspapers. Media

Network: Functions of a

daily Newspaper

Mac Bride, S. (1981). Many voices one world. New York:

Macmillan.

62

Mitchell, C. (1983). Vibrant health. Thailand: Stan Borough Press

l.td.
Nworgu, B. (199]). Education research: issues and methodology.
Ibadan:
Wisdom Publisher Ltd.

APPENDIX
QUESTIONNAIRE
Please thick ( ) in the appropriate box and answer
SECTION A (DEMOGRAPHY)
63

1. Sex
(1) Male [ ]
(2) Female [ ]
2. Age
(1) 16 20 [ ]
(2) 21 25 [ ]
(3) 26 30 [ ]
(4) 31 and above [ ]
3. Marital status
1) Single [ ]
2) Married [ ]
3) Divorced [ ]
4) Separated [ ]

4. Educational qualification
1) FSLC

[ ]

2) SSCE [ ]
3) ND/NCE [ ]

64

4) HND/B.Sc [ ]
5) PGD/M.A/M.Sc
5. Occupation
1) Civil servant
2) Business
3) Student

SECTION B
RESEARCH QUESTION ONE: Does Daily Trust and the Sun
Newspapers report rural health issues?
1. Do you read newspapers?
(1) Yes [ ] (2) No [ ]

(3) Indifferent [ ]

2. How long have you been reading newspaper?

(1) 6 Month 1 Year [

] (2) 2 years 5 years [

] (3) 5 years

and above
3. Do you see Daily Trust and the Sun newspapers reporting
rural health issues?
(1) Yes [

] (2) No [

] (3) Indifferent [

65

4. Have you ever learnt or be informed about any issue related

cases of out break through either Daily Trust or The Sun
Newspaper?
(1) Yes [

] (2) No [

] (3) Indifferent [

5. Do you see these newspapers as agent of health promoters

in your locality?
(1) Yes [

] (2) No [

] (3) Indifferent [

RESEARCH QUESTION TWO: To what extent do Daily Trust and The

Sun newspaper report health issues in rural areas?
6. Do these newspapers look deeper in communicating health
development programs to people in grass root areas?
(1) Yes [

] (2) No [

] (3) Indifferent [

7. Have you ever gain any opportunity regarding health related

issue, either by information, awareness pr outbreak
campaign through either Daily Trust or The Sun newspapers?
(1) Yes [

] (2) No [

] (3) Indifferent [

RESEARCH QUESTION THREE: What role do Daily Trust and The

Sun newspaper play in reporting health issues in rural area?

66

8. Do you agree that Daily Trust newspaper play important role

in promoting the good health of rural area?
(1) Strongly Agree [
(4) Disagree [

] (2) Agree [ ] (3) Strongly Disagree [ ]

]

(5) Indifferent [

9. Do you agree that The Sun newspaper play important role in

promoting the good health of rural area?
(1) Strongly Agree [
(4) Disagree [
10.

] (2) Agree [ ] (3) Strongly Disagree [ ]

(5) Indifferent [

How will you rate these newspaper the best among

others in terms of public health promotion?

1) High
2) Average
3) Low
4) Indifferent

RESEARCH QUESTION FOUR: What is the level of prominence

given to rural health issues by the Daily Trust and The Sun
newspaper?
11.

Do you agree all issues related to health are reported

via Daily Trust and The Sun newspaper?

67

(1) Strongly Agree [

(4) Disagree [
12.

] (2) Agree [ ] (3) Strongly Disagree [ ]

(5) Indifferent [

Do you agree Daily Trust and The Sun newspapers

providing working solution to rural peoples health issues?

(1) Strongly Agree [
(4) Disagree [
13.

] (2) Agree [ ] (3) Strongly Disagree [ ]

(5) Indifferent [

How will you rate the level of prominence given to rural

health issues by Daily Trust and The Sun newspaper?

1) High
2) Average
3) Low
4) Indifferent

68