THE ROLE OF TELEVISION MEDIA ON DISSEMINATING COVID-19 VACCINATION INFORMATION IN NIGERIA

ABSTRACT

This study examined the role of television media in disseminating COVID-19 vaccination information in Nigeria, with a focus on the University of Ilorin. The research adopted a survey research design. The total population consisted of 133 students drawn from various departments in the institution. A simple random sampling technique was used to select the sample, and the Taro Yamane formula was applied to determine a sample size of 100 respondents. The primary data collection instrument was a self-structured questionnaire. Data were analyzed using SPSS version 19.0, with results presented in tables, frequencies, and percentages.

The findings revealed a grand mean score of 4.27, indicating that students at the University of Ilorin possessed excellent knowledge of COVID-19 and the COVID-19 vaccine. A grand mean score of 3.98 showed that awareness of the COVID-19 vaccine among these students was excellent. Additionally, a grand mean score of 4.08 demonstrated that the attitude of students toward COVID-19 vaccination messages was excellent. Furthermore, 73% of the respondents agreed that television media encourages greater vaccination intent.

The study concluded that health communicators seeking to promote vaccination could be more effective by emphasizing both personal and collective health risks associated with not getting vaccinated. It recommended that health authorities, working through healthcare providers who were identified as the most trusted source of information on COVID-19 vaccines should design targeted interventions. These should include awareness campaigns across all forms of multimedia to deliver clearer, more transparent information regarding the safety and efficacy of the vaccines.

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

The so-called “coronavirus” is believed to be a zoonotic virus responsible for causing acute respiratory tract infections and potentially fatal pneumonia in humans (Probasco, 2020). It was first identified in December 2019 in Wuhan, the capital of Hubei Province in China, having originated from animal sources before transmitting to humans. According to Probasco (2020), symptoms of this novel coronavirus include fever, cough, shortness of breath, and diarrhea. In more severe cases, the infection can lead to pneumonia, kidney failure, and death.

The severity of the virus led the World Health Organization to declare it a global pandemic that claimed numerous lives, generating widespread panic and contributing to significant public anxiety (Zhou, 2020). In light of this, Quinones (2020) observed that the effects on public and mental health, social systems, and both local and global economies were profoundly disruptive across virtually every country.

While various measures were put in place to control and reduce the spread of the virus, concerted efforts were also directed toward developing a vaccine for this deadly pandemic, which was successfully achieved in 2020 (Heymann, 2021).

The vaccine was developed to provide acquired immunity against the virus responsible for COVID-19, known as severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2). According to Gwaha (2021), COVID-19 immunization represents a vital tool in reducing the rate at which individuals contract the virus. Furthermore, to facilitate effective distribution, acceptance, and uptake of the COVID-19 vaccine, as noted by Ukpong (2021), television as a key component of mass media played a crucial role. Mass media in general are tasked with the essential functions of educating, raising awareness, and informing the public during pandemics, and television is no exception (Gever & Ezeah, 2020). Similarly, Hanitzsch (2019) highlighted that during a pandemic, television serves as an educator, imparting knowledge about health risks so that the public can be psychologically prepared to prevent the spread of the disease.

Coverage, according to Gever and Ezeah (2020), is the most effective method through which television disseminates information and keeps the public updated during a pandemic. This was accomplished by consistently reporting on the health consequences of COVID-19, promoting appropriate health behaviors, recommending strategies for containing the pandemic, and publicizing the need for, availability of, and registration processes for COVID-19 immunization (Apuke & Tunca, 2019). Moreover, television media, as posited by Apuke and Tunca (2019), fulfills its role through extensive news coverage, visual framing, and the provision of information about the pandemic and the associated need for vaccination.

Given the significant importance of television media in communicating vaccine-related information as outlined above, it is essential to examine the specific function of television media in delivering COVID-19 immunization information in Nigeria.

In contemporary society, television media along with other mass media channels such as advertisements and news represents one of the most prevalent ways of conveying information. Messages promoting the acceptance of COVID-19 vaccination have been disseminated online through advertisements (Helmy et al., 2020). Television media serves as a key platform for interaction among young people on diverse topics, including health matters. To date, discussions surrounding COVID-19 and vaccination have attracted considerable attention on mass media platforms such as Twitter, Instagram, and blogs (Lunz Trujillo and Motta, 2020). This has facilitated the sharing of information and increased engagement through awareness efforts led by health professionals and policymakers (Cohen, 2020). Such initiatives have demonstrated the effectiveness of online educational messages in influencing youth intentions. However, the present study specifically evaluates the impact of online COVID-19 vaccine educational messages on youth behavior.

1.2 Statement of the Problem

The first cases of COVID-19 were traced to Wuhan, China, with the virus primarily spreading through human-to-human transmission. Tang (2021) noted that human-to-human spread is most likely to occur via close contact with infected individuals’ respiratory droplets, which are typically generated by sneezing and coughing. Due to the virus’s high virulence, numerous control and preventive strategies were formulated and implemented (Chinn & Soroka, 2020).

The COVID-19 vaccine was developed to help eliminate the pandemic among human populations. It serves as a critical measure in reducing the rate of infection. Nevertheless, the vaccine’s goals could not have been effectively realized without the involvement of mass media, particularly television, in widespread information dissemination (Engler, 2021). According to Ukpong (2021), the media, alongside healthcare workers, have worked diligently to keep the public informed and to support the eradication of the virus through increased use of the COVID-19 vaccine.

In line with this, journalists have been at the forefront, reporting on infection cases, mortality rates, and the precautionary measures the public should adopt to avoid contracting the virus including the necessity for, availability of, and enrollment in COVID-19 vaccination programs. Beyond alerting people to the pandemic, television media also seeks to shape public perceptions regarding the virus, its modes of transmission, preventive actions that can reduce its spread, and the COVID-19 vaccine itself. This is particularly important given the substantial amount of misinformation that has circulated on mass media platforms. In view of the foregoing, this study investigates the role of television media in disseminating COVID-19 vaccination information in Nigeria.

1.3 Objectives of the Study

The general objective of this study is to evaluate the role of television media in disseminating COVID-19 vaccination information in Nigeria. Specifically, the study aims to:

1. Determine the level of awareness among youth regarding the COVID-19 vaccine.

2. Determine the extent of knowledge among youth about COVID-19 vaccination.

3. Determine the attitude of youth toward COVID-19 vaccination messages.

4. Determine whether television media encourages greater vaccination intent.

1.4 Research Questions

1. What is the level of awareness among youth regarding the COVID-19 vaccine?

2. What is the extent of knowledge among youth about COVID-19 vaccination?

3. What is the attitude of youth toward COVID-19 vaccination messages?

4. Do television media encourage greater vaccination intent?

1.5 Significance of the Study

This study will be particularly beneficial to the Nigerian Television Authority and other mass media organizations. It will further enlighten them about the irreplaceable role and critical position that television occupies in addressing public health challenges, as well as the necessity of delivering reliable, accurate, and educational information efficiently to the public.

Furthermore, future researchers will find this work valuable as a literature review resource. Other students interested in conducting research in this field will be able to utilize this study as existing literature open to critical examination. Consequently, the results of this research will make a substantial contribution to the body of academic knowledge concerning the role of television media in disseminating COVID-19 vaccination information in Nigeria.

1.6 Scope of the Study

This study is generally focused on evaluating the role of television media in disseminating COVID-19 vaccination information in Nigeria. Specifically, it seeks to identify whether television media effectively generated public awareness about the availability of COVID-19 vaccines, to ascertain whether television media educated the public on the importance of COVID-19 vaccination, to determine whether television media played a significant role in the effective distribution of COVID-19 vaccines, and to assess whether television media promoted positive health behavior changes among members of the public who had been misinformed about the COVID-19 vaccine. Respondents for the study were drawn from television viewers at the University of Ilorin, Kwara State.

1.7 Limitations of the Study

During the conduct of this research, the researcher encountered several constraints, including time limitations, financial restrictions, language barriers, and varying attitudes of respondents.

Additionally, researcher bias was a factor. The researcher held certain biases that may have influenced the data collection process, the selection of participants, and the interpretation of the gathered data. The possibility that these elements could affect the study’s findings and conclusions cannot be overlooked.

Moreover, the findings of this study are restricted to the sample population within the study area and may therefore not be directly applicable or suitable for comparisons with other local governments, states, or countries worldwide.

1.8 Definition of Terms

Coronaviruses (CoV): These are a large family of viruses that cause illnesses ranging from the common cold to more severe diseases.

COVID-19 vaccine: A COVID-19 vaccine is a vaccine designed to provide acquired immunity against severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2), the virus that causes coronavirus disease 2019 (COVID-19).

Mass Media: This refers to a diverse array of media technologies that reach a large audience through mass communication.

Television media: This encompasses a television set, a television show, or the medium of television transmission. Television serves as a mass medium for advertising, entertainment, news, and sports.

Vaccine: A substance used to stimulate the production of antibodies and confer immunity against one or several diseases. It is prepared from the causative agent of a disease, its products, or a synthetic substitute, and is treated to function as an antigen without causing the disease.