| Abstract: |
This study examined the influence of Independent Television (ITV) on Benin City
public service announcements (PSAs) on health behaviour change among residents
of Edo State. The study was guided by three objectives: to determine the level of
exposure of Edo State residents to ITV health-related PSAs, ascertain the level of
credibility residents attach to the PSAs, and evaluate the extent to which the PSAs
influence health-related behavioural responses. The study adopted the survey
research design. The population comprised 548,500 adult residents drawn from
Etsako West, Oredo, and Esan South-East Local Government Areas of Edo State.
Using Cochran's formula, a sample size of 384 respondents was determined. A
multistage sampling technique was employed in selecting respondents, while data
were collected through a structured questionnaire. Of the 384 copies of
questionnaire distributed, 365 were successfully retrieved and analysed,
representing a response rate of 95.1%. The instrument was validated by experts in
Mass Communication, and a Cronbach's Alpha coefficient of 0.86 confirmed its
reliability. Data were analysed using descriptive statistics comprising frequencies,
percentages, and mean scores. The findings revealed that Edo State residents were highly exposed to ITV health-related public service announcements and generally
paid attention to the messages. The study also found that residents perceived the
health PSAs as credible, reliable, and trustworthy sources of information.
Furthermore, the findings showed that the PSAs positively influenced health
behaviour by increasing awareness of disease prevention, encouraging healthier
lifestyles, and motivating residents to adopt recommended health practices. The
study concluded that Independent Television public service announcements were
effective tools for promoting health awareness and positive behavioural change
among residents of Edo State. The study recommended increased frequency of
health PSAs, sustained collaboration with health professionals, and the
development of more audience-centred health campaigns to enhance long-term
behavioural outcomes. |
