EBSUJMC PUBLICATION

Title: Advocacy for Early Detection of Breast Cancer among Pre-menopausal Women in Rivers State: A Study of Three Broadcast Stations in Port Harcourt
Author(s): Godwin B. Okon
Abstract: Since breast cancer has been found to be a leading cause of death among pre-menopausal women, this study sought to ascertain how much airtime broadcast stations in Port Harcourt devote to advocacy campaigns on early detection and the need for routine clinical examination by women. The peculiarities of the study necessitated content analysis. Three broadcast stations- Radio Rivers II FM, Rhythm 93.7 FM and Wazobia FM -were purposively selected based on ideological posture, target audience and reach. The period of study was October – December 2013 drawing from the fact that broadcast stations run quarterly schedules. The actual days studied dovetailed within the composite week calendar as designed by Aust, Riffe and Lacy. Content categorisation was done along the line of commentaries, Public Service Announcements (PSAs), jingles and drama while inter-coder reliability stood at 0.73 using Holsti formula. Data analysis was done quantitatively and qualitatively using frequency count and Constant Comparative Technique (CCT). As inferred from the data, out of the three stations studied, only Rhythm 93.7 FM devoted airtime to advocacy on the subject matter and the predominant form of advocacy was PSA. It was also found that the PSA was irregular. Contextual analysis showed the message (PSA) to lack depth because it did not convey adequate information geared towards enlightening the people on the consequences of late detection. In the face of this worrisome trend, it was therefore recommended that broadcast stations should inculcate, within the parameters of the Laswellian paradigm and the Social Responsibility theory, a sense of community service into their programming policies with a view to allotting adequate airtime to advocacy campaigns on vital issues that will enhance the well being of humanity and society.
Keywords: Advocacy. Breast Cancer. Campaign. Early Detection. Middle Aged Women
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EDITORIAL TEAM
EDITOR IN-CHIEF

Agatha Orji-Egwu Ph.D

MANAGING EDITOR

Kenneth Adibe Nwafor, Ph.D

ASSOCIATE EDITORS

Barr. H. N. Aligwe, Ph.D

Ifeyinwa Nsude, Ph.D

Chike Onwe, Ph.D

Simon Ezaka, Ph.D

EDITORIAL CONSULTANT

Jonathan E. Aliede, Ph.D