INFLUENCE OF PRINT MEDIA IN PROMOTING EXCLUSIVE BREASTFEEDING AMONG NURSING MOTHERS IN LAGOS

ABSTRACT

Over time information concerning exclusive breastfeeding has been passed to nursing mothers. This suggests that several print media communicators sources such as healthcare personnel’s or healthcare workers, family and friends, social media, television, radio, newspaper, billboard, flyer have been used as an important tool to influence communication and promotion to nursing mothers. The study therefore sought to explore the existence of, and the kinds of messages put in place by the print media and also investigate the influence of print media in promoting the practice of exclusive breastfeeding among nursing mothers in Lagos-State, Nigeria. The study employed the social learning theory as foundation. It used the survey method, using questionnaire as research instrument. The study population consisted of nursing mothers attending postnatal care and health talks in two health care centres. Simple random sampling technique was used. The sample size was (N=215). Data were analysed using Statistical Package for Social Sciences which was used to discuss five research questions. Findings revealed that the use of print media in creating awareness on the practice of exclusive breastfeeding was rated the highest, while the depth of infant care programmes put by print media communicators had the lowest rating. The practice of exclusive breastfeeding was rated averagely. Most nursing mothers also indicated that they came across messages on exclusive breastfeeding from other sources aside from the health centres. They also thought that there was need for improvement. The study also revealed that there were slight problems associated with or hindering dissemination of information on exclusive breastfeeding. The study concluded that the print media should be emphasized and other information source such as social media, television, radio, newspaper, billboard, flyers, pamphlet and family and friends need to be improved upon. The study also recommended that stake holders such as government, media organizations, World Health Organization, United Nations International Children’s Emergency Fund, need to provide more frequent access to this exclusive breastfeeding information, promoting it through print media and other source of information, and increase the depth of exclusive breastfeeding and infant care messages, that way a lot of changes can occur in the practice of exclusive breastfeeding.

TABLE OF CONTENT        S

Cover                                                                                                                                         i          

Title                                                                                                                                           ii

Declaration                                                                                                                                iii

Certification                                                                                                                              iv

Dedication                                                                                                                                 v

Acknowledgements                                                                                                                 vi

Table of Contents                                                                                                                      vii

List of Tables                                                                                                                            ix

Abstract                                                                                                                                     xii

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study                                                                                                    1

1.2 Statement of the Problem                                                                                                   4

1.3 Research Questions                                                                                                             5

1.4 Objectives of the Study                                                                                                      5         

1.3.1 General Objectives                                                                                                          5

1.3.2 Specific Objectives                                                                                                          5         

1.5 Significance of the Study                                                                                                   6

1.6 Scope of the Study                                                                                                             6

1.7 Operational Definition of Terms                                                                                         7

CHAPTER TWO: LITERATURE REVIEW

2.1 Conceptual Review                                                                                                           8

2.1.1 The concept of print media                                                                                            8

2.1.2 The history of print media in Nigeria                                                                             9

2.1.3 Function of print media                                                                                                 10

2.1.4 Print medium of mass media                                                                                         11

2.1.5 Print media promotional materials                                                                                 13       

2.1.6 Indigenous media                                                                                                          14

2.1.7 Media and maternal health                                                                                            14

2.1.8 Concept of health communication                                                                                 22

2.1.9 Promotions                                                                                                                     19

2.1.10 Concept of exclusive breastfeeding                                                                             22

2.1.11 Benefits of exclusive breastfeeding for infants and mothers                                      23

2.2 Theoretical framework                                                                                                      25

2.2.1 Origin and Historical background of Social Learning Theory                                       25

2.2.2 Assumption and principles of social learning theory                                                     26

2.2.3 Selected scholars’ comment on social learning theory                                                   26

2.2.4 Relationship of social learning theory to other theories                                     29

2.2.5 Interpretation and critique of social learning theory                                                      29

2.2.6 Relevance of the theory to the study                                                                             30

2.3 Empirical reports review                                                                                                   30

2.4 Summary of literature                                                                                                       41

CHAPTER THREE: METHODS OF STUDY

3.1 Research Design                                                                                                         43

3.2 Population(s) of the Study                                                                                          43

3.3 Sample size (s) and Sampling Technique (s)                                                               43

3.4 Data collection Instrument and validation                                                                  44

3.5 Validity of the Research instrument (s)                                                                      45

3.6 Reliability of the Research Instrument                                                                       45

3.7 Methods of Administration of the Research Instrument                                            46

3.8 Method of Data Analysis                                                                                           46

3.9 Limitation of the study                                                                                               46

CHAPTER FOUR: DATA ANALYSES AND RESULTS

4.1 Analyses of the field performance (s) of the research instrument (s)                               47

4.2 Analyses of data on the research questions                                                                      47

4.3 Discussion on findings                                                                                                      60

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of the study                                                                                                      61

5.2 Conclusions of the study                                                                                                  61

5.3 Recommendations                                                                                                                        64

5.3.1 Recommendations to study-specific stakeholders                                                         63

5.3.2 Recommendations for further studies                                                                           64

REFERENCES                                                                                         65

APPENDIX                                                                                                  69

LIST OF TABLES

Table 1 Distribution of Respondents by whether they know about print media                    48

Table 2 Distribution of Respondents to ascertain if there are often messages on exclusive breastfeeding practice in print media form given at health centre                                  48

Table 3 Distribution of Respondents to find out which print media they have heard about             48

Table 4 Distribution of Respondents to know which print media is accessible to them        49

Table 5 Distribution of Respondents to know the method through which print media messages     are communicated by the health centre on infant care                                          49

Table 6 Distribution of Respondents on frequency of receiving print materials on infant care                                                                                                                                                         51

Table 7 Distribution of Respondents on frequency of receiving print materials on   exclusive         breastfeeding                                                                                                              51

Table 8 Distribution of Respondents by whether they receive print materials from the        health centre on exclusive breastfeeding during postnatal visits                                      52

Table 9 Distribution of Respondents by whether the print materials received serve as a reminder   on the practice of exclusive breastfeeding for their infant                                              52

Table 10 Distribution of Respondents by whether the print materials given on exclusive     breastfeeding are expensive                                                                                            54

Table 11 Distribution of Respondents by whether their husbands discourage them from bringing print materials home even when they are on exclusive breastfeeding                        54

Table 12 Distribution of Respondents by whether the print materials received on exclusive            breastfeeding are too lengthy to read                                                                              55

Table 13 Distribution of Respondents on whether print documents are usually written in a                         language difficult to comprehend                                                                                  55

Table 14. Distribution of Respondents to ascertain whether the print materials contain                   illustrations to support the messages therein                                                              55

Table 15.  Distribution of Respondents to ascertain whether there is someone who guides in carrying out the messages contained in the print materials received on exclusive breastfeeding                                                                                                                                                         58

Table 16 Distribution of Respondents to ascertain their ability to practice messages            contained in the print materials received                                                                   58

Table 17 Distribution of Respondents to know whether print messages are received on infant        care from any other source outside the health centre                                                            58

Table 18 Distribution of Respondents to know the other programmes from print documents put    in place for infant care in the health centre                                                                      58