Assessing The Contribution of Nta Program On "Child Mortality" in The Control of High Rate of Infant Death in Niger State
Assessing The Contribution of Nta Program On "Child Mortality" in The Control of High Rate of Infant Death in Niger State
Assessing The Contribution of Nta Program On "Child Mortality" in The Control of High Rate of Infant Death in Niger State
BY
2019/128209CM
HND II
NIGER STATE
OCTOBER, 2022
i
APPROVAL PAGE
This project work has been supervised and approved and thereby certified to have met part of the
requirements for the award of Higher National Diploma (HND) in Mass Communication
Project Supervisor
Project coordinator
Head of Department
ii
DEDICATION
It is with genuine gratefulness and warmest regards that I dedicate this work to God Almighty,
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ACKNOWLEDGEMENT
What my God cannot do does not exist. It is said that the journey of a thousand miles begins with
I would like to express my gratitude to my project supervisor Mrs. Joy Anyawu, who guided me
throughout this project. I want to say a big thank you to everyone who supported me in their own
way. To my guardians Mr. and Mrs. Onoja your home was my starting point how can I forget
Mr. frank Ohunyon, you are indeed a father figure to me And to my ever loving mother who kept
praying and encouraging her daughter, the thought you gave me the zeal to strive and not to give
up, all I want is to make you proud. And to my brothers and sisters who showed me love through
How can I ever forget my angel in human form in the person of Mr. Kenneth Anokam, thank u
so much and God bless you for me. My gratitude also goes to the entire institution federal
Polytechnic Bida Niger state for moulding me into the person I have become today.
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ABSTRACT
Infant mortality has continued to be a major issue affecting Nigeria and indeed, the whole world.
The media can be said to have played their roles in preventing infant mortality as they most
times air programs, talk shows, documentaries and panel discussion on this subject but yet,
infant mortality has remained prevalent. The study investigated the contribution of NTA program
on “child mortality” in the control of high rate of infant death in Niger state. The role of NTA
Bida in preventing infant mortality and factors that impede the success of Television health
programs in preventing infant mortality in Bida, Niger state. The agenda setting theory and
development media theory were used for this study. In order to assess the contribution of NTA
health programmes in preventing child death, the survey research design was used.
Questionnaire and interview were used as research instruments to obtain data, the
questionnaires was distributed among 14 wards within Bida local governments. Analysis of the
data collected showed that the respondents are aware of the causes of infant mortality. The data
analyzed also shows that the television perform some specific roles geared towards preventing
infant mortality but the message is not delivered because of hindrances like language, lack of
access to health facilities. The study recommends that programs on Infant mortality should be
given more prominence by television stations and community televisions should be set up to
address the community in the language and way they can understand. NTA Bida are also
encourage to evaluate and assess themselves frequently to know if the approach used to pass
health message is yielding results or not.
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TABLE OF CONTENT
Title page i
Approval page ii
Dedication iii
Acknowledgement iv
Abstract v
Table of content vi
CHAPTER ONE
1.1 Introduction 1
CHAPTER TWO
CHAPTER THREE
3.1 Methodology and Research Design 24
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3.4 Sampling Size 26
CHAPTER FOUR
CHAPTER FIVE
5.1 Summary 40
5.2 Conclusion 40
5.3 Recommendations 41
REFERENCES
Appendix
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CHAPTER ONE
1.0 INTRODUCTION
Over the years, Nigeria has been grappling with infant and maternal mortality health challenges
especially in the rural areas. This ugly menace appeared to be unabated as the country loses daily
about 2,300 under-five-year-olds and 145 women of childbearing age. This makes the country
the second-largest contributor to the under-five and maternal mortality rates in the world. A
woman’s chance of dying from pregnancy and childbirth in Nigeria is 1 in 13. The deaths of
newborn babies in the country occur within the first week of life, mainly due to complications
during pregnancy and delivery, reflecting the close link between newborn survival and the
quality of maternal care. Although, many of these deaths are preventable, the coverage and
quality of healthcare service in Nigeria pose a severe threat to the survival of women and
children (Ekwe and Oluwtoyin, 2017). Hence, improving health care is one of the 17 Sustainable
Development Goals (SDGs) adopted in September 2015 by the United Nations General
Assembly which, is geared towards ensuring healthy living and promote good wellbeing for all
of all ages.
Every single day, Nigeria loses about 2,300 under-five year olds and 145 women of childbearing
age. This makes the country the second largest contributor to the under–five and maternal
mortality rate in the world. Underneath the statistics lies the pain of human tragedy, for
thousands of families who have lost their children. Even more devastating is the knowledge that,
according to recent research, essential interventions reaching women and babies on time would
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The rates of infant mortality have been significantly reduced in the developed world mainly due
to improvements in basic health care and technological advances in the medical field. However,
infant mortality remains a cause for major concern in developing countries especially in sub-
Saharan Africa. Sub-Sahara remains the most difficult place in the world for a child to survive
until age five (Gurmu and Mturi, 2014; Adam 2006). UNICEF (2008) cited in Adam (2006)
noted that In 2006, the under-five mortality rate for sub-Saharan Africa was 160 per 1,000 live
births, meaning that roughly 1 in every 6 children failed to reach his/her fifth birthday. This
represented a 14% reduction since 1990 but remains by far the highest rate of under-five
mortality in the world. West Africa has been hit the hardest with under-five mortality in Africa
and the world at large. West Africa accounted for more than 40% of Africa’s child deaths in
2006 constituting 2.1 million children (WHO, 2006 cited in Adams, 2016, pg. 105). The Central
Intelligence Agency world infant mortality rankings for 2007 showed clearly that infant
mortality rates in sub-Saharan African countries are tens to hundreds of times that of
industrialized countries.
WHO reported that rural infants, infants of uneducated mothers, and infants in poorer households
continue to have higher mortality (WHO, 2006). There are also gender discrepancies in infant
mortality where mortality rates may be higher for males than females in one country or
community and vice versa in another. The risk factors for such discrepancies may be biological,
The media has been used over time to promote public health thereby reaching a large audience.
Matamoros (2011) explained that Mass media campaigns are generally aimed primarily to
change knowledge, awareness and attitudes, contributing to the goal of changing behavior. There
have been cases where the mass media was used to sensitize the populace on some health
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behaviors, an example is the Ebola breakout in (2014), the deadly meningitis (2017), HIV/AIDs,
NTA Bida programmes are an effective tool to use to promote public health within Bida and its
environment. The station remains the most powerful, and yet the cheapest, mass medium for
reaching large numbers of people in isolated areas. It is cheap to purchase and therefore is the
one mass medium with which rural and slum communities are familiar; it is versatile and anyone
- literate or illiterate can learn from it (Moemeka, 1994 cited in Andesiah, 2015).
Television has put in some efforts in promoting health. This is evident in programs aired in
television stations as regards health behavior. However, infant mortality as a health issue
continues to surge, families continue to lose infants before they get to really know them. This
study evaluated the ongoing activities of radio has regards this issue and suggested ways to
Although, it is believed that either television or radio heath programs aimed at improving the
condition of the people must have all it takes to increase knowledge, change attitude and enhance
practice of good healthy living among young mothers in Bida Local Government Area of Niger
State. This is because, the entire exercise will amount to futility, if there is no significant change
in the attitude of those exposed to radio health programs. The question is: What is the influence
of “Health Watch” program in influencing maternal and child care practices among young
The birth of a child brings so much joy to the family. Most families begin to celebrate the child
right from his/her first day in the world. So one can only imagine the rude shock it will be if that
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child should die. The death of a child brings disappointment and carries a huge burden of grief,
pain and heartbreak. The menace of infant death is one that is aggressively damaging to
numerous households, terminating innocent lives and resulting in alarming unwarranted and
preventable deaths. UNICEF stated that Infant mortality are caused by unpreventable and
preventable or treatable infectious disease factors like Sudden infant Death Syndrome (SDS)
malaria, pneumonia, diarrhea, measles and HIV/AIDS account for more than 70 per cent of the
The mass media are intensively engaged in public health. Vast sums are spent annually for
materials and salaries that have gone into the production and distribution of booklets, pamphlets,
exhibits, newspaper articles, and radio and television programs. These media are employed at all
levels of public health in the hope that three effects might occur: the learning of correct health
information and knowledge, the changing of health attitudes and values and the establishment of
new health behavior (Matamoros, 2011). No doubt both Television and Radio has been playing it
role by promoting health through talk shows, jingles, drama, etc. despite this, there is still a surge
in Infant mortality rate. Issues associated with broadcast media in general require attention. This
includes whether broadcast health programs devote enough time to issues bothering on infant
mortality and health? Are these programs planned to adequately address core infant issues such
This study examined and assessed the role of NTA Bida health programmes in preventing infant
mortality and why it has not lead to its decrease over the years.
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1.3 Objective of the Study
The general objective of this study is to assess the role of NTA Bida in preventing infant
i. To ascertain the level of awareness of the inhabitants of Bida, Niger State on the causes
of infant mortality.
ii. To examine the frequency of NTA Bida health programs on infant health.
iii. To determine the extent of the role of NTA Bida health programs in preventing infant
mortality in Bida.
iv. To identify the factors that impedes the success of NTA Bida health programs in
i. What are the influences of NTA Bida “Health Watch” program on young mothers’
ii. What are the factors affecting the influence of NTA Bida “Health Watch” program on
iii. To what extents are mothers expose to NTA Bida “Health Watch” program in Bida?
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1.5 Significance of the Study
development. Failure in nurturing and establishing sound childhood is a threat to children and
national development. Nigeria’s situation is critical and invites interrogation of the dimensions of
under-five mortality and children’s survival challenges. With Nigeria’s demographics: very high
population of 201 (UNPF, 2019), global poverty capital (Brookings Institution, 2018), one of the
eight global hungriest (UN, 2019) and very high maternal and infant mortality rates (UNICEF,
2017), attention to the research problem can identify the research area’s healthcare quality,
access and related life challenges towards determining and delivering effective healthcare of
globally acceptable standards, for a better-quality population. The study can identify means and
direction to create a healthy mother and children population, capable of driving an acceptable
human development index and national development, where economic growth will equal or
exceed population growth rate. The significance of this research is in its attempt to establish
relationships between the characteristics of mothers, including education, and their childcare
behaviors, specifically with respect to accessing healthcare services for child survival. These
have significant impacts on the future of individuals and on national development. The article
identifies women’s status and empowerment levels, relative to men, their decision-making
powers on matters that concern their lives, self-esteem, emotions, and the life chances of their
children, which depend highly on their mothers’ well-being. Nigeria’s gender disparity
The findings will enrich the literature on this phenomenon, and policy options towards
improving child survival and development in Bida and beyond. It identifies the dangers of
Nigerian women’s low status and empowerment, including child vulnerability, and seeks to
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guide social policies on closing the gender gap to accrue wider benefits to society. The findings
can supplement baseline data for related research, permit comparisons of health systems, and
This study assesses the contributions of NTA Bida program in controlling the high rate of infant
death in Bida, Niger State. The researcher narrows its scope of study to only Bida due to her
proximity (location).
Financial constraints tends to impede the researchers ability to get all the materials needed for
the purpose of the study in large quantity but the research students was able to carry out the
experiment with the materials available. Time Constraints, the researcher, being a student will be
and presentation of seminar but the research was able to meet up with the time allocated for the
formal or specialized synonym for the common term baby, meaning the very
young offspring of human beings. The term may also be used to refer to juveniles of other
organisms. A newborn is, in colloquial use, an infant who is only hours, days, or up to one month
in the first 28 days after birth; the term applies to premature, full term, and post mature infants.
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Mortality: Refers to the state of being mortal (destined to die). In medicine, a term also used for
death rate, or the number of deaths in a certain group of people in a certain period of time.
mortality rate, also under-five mortality rate, refers to the probability of dying between birth and
Infant Death: Infant mortality is the death of young children under the age of 1. This death toll
under one year of age per 1000 live births. The under-five mortality rate, which is referred to as
the child mortality rate, is also an important statistic, considering the infant mortality rate focuses
variety of definitions have been used for different purposes over time.
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2.0 CHAPTER TWO
Infant Mortality
One of the most terrifying experiences in a new parent's life is to put their sleeping infant to bed
and return a few hours later to find him not breathing. Sadly, this happens to many new parents
in Nigeria and across the world due to a combination of circumstances. The definition of infant
mortality rate is simply the number of infant deaths in a single year out of every 1,000 live births
that year. “The infant mortality rate is a common indicator of health and social development”
(Ma and Finch 2010). Infant mortality as seen in Adam (2016) is a major public health problem
Infant mortality rate is one of the most significant indications of human development.
Ayenigbara and Olurunmaye (2012) asserts that included in the IMR are the neonatal mortality
rate (calculated from deaths occurring in the first four weeks of life), and post neonatal mortality
rate (from deaths in the remainder of the first year). Neonatal deaths are further subdivided into
early (first week) and late (second, third and fourth weeks). In prosperous countries, neonatal
deaths account for about two-third of infant mortalities (Insel and Roth, 2006 cited in
Ayenigbara and Olurunmaye, 2012). The IMR is usually regarded more as a way of evaluating
social affluence than a measure of the quality of antenatal and obstetric care. The infant mortality
rate is widely accepted as one of the most useful single measure of health status of the
The infant mortality rate may be very high in communities where health and social services are
poorly developed. For example, the neonatal death rate is related to problems arising during
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pregnancy (congenital abnormalities, low birth weight); delivery (birth injuries, asphyxia), after
delivery (tetanus, other infections). Thus, neonatal mortality rate is related to maternal and
obstetric factors. The post neonatal mortality rate on the other hand, is related to a variety of
environmental factors and especially, to the level of child care (Ayenigbara and Olurunmaye,
2012). However, experts affirmed that poverty, inadequate health care, congenital problems,
infectious diseases and injuries are the causes of infant mortality. Another cause is sudden infant
death Syndrome (SIDS) which in the United States of America, accounted for about 2,800 infant
deaths per year (Insel and Roth, 2006 cited in Ayenigbara and Olurunmaye, 2012).
Child mortality is a core indicator for child health and well-being. In 2000, world leaders agreed
on the Millennium Development Goals (MDGs) and called for reducing the under-five mortality
rate by two thirds between 1990 and 2015 – known as the MDG 4 target. In recent years, the
Global Strategy for Women’s and Children’s Health launched by United Nations Secretary-
General Ban Ki moon and the Every Woman Every Child movement boosted global momentum
in improving newborn and child survival as well as maternal health. In June 2012, world leaders
renewed their commitment during the global launch of Committing to Child Survival: A Promise
Renewed, aiming for a continuedpost-2015 focus to end preventable child deaths. With the end
of the MDG era, the international community is in the process of approving a new framework –
the Sustainable Development Goals (SDGs). The projected SDG target for child mortality
represents a renewed pledge to the world’s children: By 2030, end preventable deaths of
newborns and children under five years of age, with all countries aiming to reduce neonatal
mortality to at least as low as 12 deaths per 1,000 live births and under-five mortality to at least
as low as 25 deaths per 1,000 live births. (UN Inter-agency Group for Child Mortality
Estimation, 2015).
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Gurmu and Mturi (2014) are of the opinion that the survival status of children is one of the
however finding it difficult to tackle causes of infant morbidity and mortality due to poor public
health measures and a lack of access to good health facilities In a research on the Disease-
Specific Cause of Infant Death at 37 Military Hospital, Accra from January to December, 2007,
it was discovered that five major disease/conditions were responsible for the deaths of the infants
at the military hospital. Malaria and malaria related conditions accounted for most of the infant
deaths. Out of the 98 infant deaths, 29 were due to malaria making up 31% of all infant deaths at
the hospital in 2007. This finding is consistent with report from Ghana reproductive health
annual report of 2006 that malaria continues to be the major cause of under-five mortality and
morbidity in Ghana (UNICEF, 2008). Severe anemia was also a major source of concern for the
area and was the second major cause of infant deaths (23%), an indication that malnutrition of
mothers and babies is still a problem among women and children even in urban centers of the
country. Awolu further asserts that “Congenital heart disease and Respiratory disease were
Factors which affect foetal and neo-natal deaths as given by Avasarkar (2012) are primarily
endogenous, while those which affect post-neo-natal deaths are primarily exogenous. The factors
as explained by Avasarskar;
Endogenous/Biological Factors
The endogenous factors are related to the formation of the foetus in the womb and are, therefore,
mainly biological in nature. Among the biological factors affecting foetal and neo-natal infant
mortality rates, the important ones are the age of the mother, the birth order, and the period of
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spacing between births, prematurely, weight at birth and the fact of multiple births. Of all the
factors listed above, the following have been studied in great depth: the age of the mother, the
parity of the mother and the order of pregnancy and or of birth. It has been generally observed
that foetal and neo-natal mortality rates are higher at the younger ages of the mother (that is,
below the age of 19), at first parity and for the first birth order. These mortality rates start
declining up to the age of 29 of the mother and at the second and third parity and then again
increase with higher age of the mother, higher parities, and high birth orders. Thus, if a graph of
foetal and neo-natal mortality rates is drawn with respect to these factors, it would more or less
The maturity of an infant at birth has also been found to be an important factor affecting neo-
natal and infant mortality rates. It has been observed that the weight of the baby at birth is also an
important factor affecting neo-natal and post-neo-natal deaths. In the United States, it was
observed that a low birth weight was the cause of two-thirds of all the neo-natal deaths in 1950.
It was also found that the chances of survival increased considerably with even a moderate
increase in the birth weight the optimum birth weight ensuring survival being 3,501-4,000 gms.
It may be noted here that the still-birth rate and the neo-natal mortality rate are both very high in
the case of multiple births. It may be concluded from this discussion that the causes of foetal and
neo-natal deaths so far considered arise mainly out of genetic factors, and may be traced back to
the intrauterine life of the foetus and to the damage occurring during the process of birth.
Exogenous/Social-economic/Environmental Factors
Social, cultural, economic and environmental factors are also found to affect infant mortality,
especially during the post-neo-natal period. Post-neo-natal deaths are therefore mainly due to
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various epidemics caused by communicable diseases, both of the digestive systems, such as
diarrhea and enteritis, and of the respiratory system, such as bronchitis and pneumonia, as well as
by faulty feeding patterns and poor hygiene. The underlying environmental factors include
crowding and congestion, in sanitary surroundings, lack of proper sunshine and fresh air, etc.
Illegitimacy is also an important factor contributing to a high infant mortality rate. The
difference between infant mortality rates of legitimate and illegitimate births is usually found to
be quite marked. The reason for this difference is quite obvious. A child conceived and born out
of wedlock is generally unwanted both by the mother as well as society. Consequently such a
child does not receive the care, in terms of nutrition and other facilities that it needs.
In a nutshell, the causes of infant mortality range from medical to socio-economic and cultural
causes. Among others, medical causes include Low birth Weight (LBW), Sudden Infant Death
Syndrome (SIDS), lack of Vitamin A intake, HIV/AIDS, malaria and diarrhea. Socioeconomic
and cultural causes include low education, harmful traditional values, religion, and social class
The Agency for Healthcare Research and Quality (AHRQ) (2016) study report states that black
mothers had a higher percentage of infants of lower birthrights than other races between 2007
and 2015 in the United States. Also, of the 5.7 million births in the United States in 2016,
approximately 7.8% (324,750) were diagnosed with low birth weight. The incidence could result
from unemployment, poverty and large households which are demographic indices of Nigeria.
Nigeria’s unemployment figure of 23 percent for 2018 rose from 19.1 percent in 2016. A total of
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7.9 million Nigerian’s became unemployed in 21 months (January 2016-September 2017s (NBS,
(SIDS) is unexplained death, usually during sleep, of a seemingly healthy baby. The direct cause
of SIDS remains unknown, although doctors speculate on risk factors like babies sleeping on
their stomach, exposure to cigarette smoke in the womb or after birth, sleeping in bed with
parents, premature birth, being a twin or triplet, being born to a teen mother and living in poverty
settings (Hoyert, 2012). SIDS occurs between 2 and 4 months and mostly in winter. SIDS was
the third leading cause of infant deaths in U.S. in 2015. Rising wave of forced migration and IDP
camps with reported low welfares services (Okwuwa, 2016), are SIDS risk factor.
become blind each year owing to vitamin A deficiency, with the highest prevalence in South East
Malarial is responsible for 30 percent of child deaths in Nigeria (Federal Government, 2018).
Obalum and Fiberesima (2012) state: Nigeria’s health situation is very deplorable. Only 39
percent of new-born babies are being delivered by skilled health professionals. Only 23 percent
of children (12-23 months) receive full curse of immunization against childhood killer diseases.
This can be associated with poverty. An estimated 65% of Nigerians live in poverty, a major
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Television as an Educational tool to Promote Health
Television is often used to broadcast health information because it has a large reach while at the
same time, maintaining a strong impact. Certain media interventions have been determined to be
particularly cost-effective, considering the benefits that are associated with expenditure.
television, as Television can reach people in their homes, cars, or at work. Brief educational
Television segments can be inserted between programs during primetime hours, when the
maximal number of people are tuned in. An American study demonstrated that people who listen
to the Television have a surprisingly accurate ability to recall details of broadcasts from months
earlier; in this way, the study findings support the potential of Television to disseminate
educational messages that significantly affect listeners. (Unite for sight, 2015).
Unite for sight (2015) further stated that the use of Television to disseminate health education
messages is particularly advantageous because of the wide range of people it can reach. In
developing countries, many rural villages do not have access to electricity or television, but
battery operated Televisions are commonplace. Consequently, its ability to reach people in a
diverse range of settings has made Television a prime medium for educational initiatives, and
various health topics have been addressed through Television programming throughout the
developing world. In Kenya, for example, the national weekly Television program, “Giving Birth
and Caring for Your Children,” has been effective in educating audiences about modern
childcare practices by using a program framework that combines entertainment, humor and
instruction. (Hostetler, 1976 in Unite for Sight, 2015). Television in this sense can be used to
educate mothers on certain health care procedures, before, during and after child birth. This will
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Entertainment
For years now entertainment education (E-E) has been a tool for changing health behavior. E-E
uses drama, music, or other communication formats that engage the emotions to inform
audiences and change attitudes, behavior, and social norms. Worldwide, several hundred major
projects have used E-E to improve health. Entertainment-education has encouraged people to
live healthier lives. For example, E-E projects for family planning and reproductive health have
helped motivate people to use contraception, to prevent HIV infection by having fewer sex
Entertainment-education dramas can persuade because they show characters that change their
behavior to improve their lives. Stories have unique power and nuance to describe people’s
behavior and interactions, and their consequences. When audience members see that they could
be in the same situation as the characters, stories can move them to change, too. E-E is
particularly able to influence behavior rooted in traditions that are hard to change (Info Report,
2008).
Information
knowledge and knowledge is power, media offer authentic and timely facts and opinions about
various event and situations to mass audience as informative items. Information provided by
functions of mass media also lets the audience knows about the happening around them and
come to the truth. Moreover, advertisements are also mainly for information purpose (Online
media, 2012). Television can be used to inform the audience on certain health practices. This will
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also bring to limelight, the plight of citizens especially those in rural areas to the government,
Persuasion
Persuasion involves making influence on others mind. Television influences audience in varieties
of ways. Media content builds opinions and sets agendas in the public mind. It influences votes,
changes attitudes and moderates behavior. Using editorials, articles, commentaries and among
others, mass media persuades audience. However, all audiences are not well known about it.
Many of them become influenced or motivated unknowingly towards it. Advertisement is the
example which is designed to persuade (Online media, 2012). The media can use their power of
persuasion to influence citizens, positively and in this regards towards a health behavior that
Ekwe and Oluwtoyin (2017) found that majority of the respondents were aware of the causes of
infant mortality and NTA Bida Programme occasionally air programs on infant mortality. Also,
it showed that NTA Bida Programme performs some specific roles geared towards preventing
infant mortality, but the message is not delivered because of hindrances like language, culture
Hajara (2014) studies “media awareness and utilization of antenatal care services by pregnant
women in kano state Nigeria” and found that the dominant theme was the use of NTA Bida
Programme as the major source of information on ANC services as well as other sources like
health workers and social gatherings among others; the pregnant women demonstrated good
knowledge and awareness of ANC services but some of them do not attend ANC even though
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they are aware while others are not even aware at all, of the importance of utilizing ANC
services. Also, it was found that pregnant women preferred media programs in which a health
expert discusses ANC and maternal health issues; their preferred timing for the ANC programs is
4.00 pm; and they shared substantial challenges that tend to inhibit their media usage, which
Again, Mluleki, Thendo, Lesego, Cassandra, and Sathiya (2015), investigated factors influencing
the use of maternal healthcare services and childhood immunization in Swaziland. They
concluded that certain factors influencing maternal healthcare and childhood immunization
include: woman’s age, parity, media exposure, wealth quintile, and residence. These factors
affected the use of maternal and child health services differently. Similarly, Akkomah, Adebayo,
Arogundade, Anyanti, Nwokolo, Inyang, Oladipupo, and Mereniku (2014) concluded that
pregnant women who listened to mass media campaigns were more likely to adopt strategies to
With this, Abhulinhen-Iyoha (2012) examined the determinants of cord care practices among
mothers in Benin City, Edo State, Nigeria. The findings indicated that: Beneficial cord care
practice increased with increasing maternal educational status. The best predictors of beneficial
cord care practices are the maternal level of education and infant’s sex; the use of more harmful
cord are practices was more common among others who delivered outside the teaching hospital,
and most mothers were aware of hygienic/beneficial cord care practices. The choices of cord
care methods eventually practiced by mothers were influenced mainly through the disposition of
nurses.
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Also, Egube (2013) studied neonatal jaundice and its management: knowledge, attitude and
practice among expectant mothers attending antenatal clinics at the University of Benin Teaching
Hospital Benin City, Nigeria. The study found that expectant mothers attending mothers’
antenatal clinics at UBTH had good knowledge of the treatment and complication of NNJ, but
inadequate knowledge of the causes and danger signs of the condition; their attitude and practice
In the same vein, Ojiakor (2017) investigated the responsiveness of Anambra State civil servants
to exclusive breastfeeding campaign. The findings have revealed that there is a possible
intervention situation in the Anambra state civil service as mothers are aware of EBF but need
education and knowledge of the extent that they can identify the specific and general benefits of
the behavior. By so doing, they will be motivated to change. From this study, it has been
revealed that for civil servants in Anambra state, work and organizational policy do not prevent
them as they have six months for their baby, which is also the essential requirement for the
In line with this, Sirawoo (2017), in a study on the effect of rollback malaria campaign on the use
of long lasting insecticide-treated net by pregnant women in Rivers State, found out that 53% of
pregnant women are aware of NTA Bida Programme campaigns on the use of Long Lasting
Insecticide-treated bed nets. It was also revealed that 61% of NTA Bida Programme campaigns
Again, Olusegun, Wasiu, and Olajide (2014) evaluated polio vaccination awareness, broadcast
messages among Hausa communities in Ogun State. The findings showed that NTA Bida
Programme and television had been used to create awareness, for polio vaccination only during
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the administration; both are practical tools to convey useful information about vaccination
among Hausa communities in Ogun State and; the level awareness about polio vaccination
This research is anchored on certain theories in mass communication that are very relevant to
this study. Relating them to this study would add more flesh and substance to the research. These
Zhu and Blood, (1970), McCombs and Shaw (1972) posit that “agenda setting is the process
whereby the news media lead the public in assigning relative importance to various public issues.
In this situation, the media agenda influences the public agenda not by saying this issue is
important” in an overt way but by giving more space and time to that issue and by giving it more
prominent space and time (Griffin, 2012). The application of agenda-setting has a potential to
offer high versatility in health promotion. The field of health education places a significant focus
well applicable in the fight against infant mortality by making information on infant mortality the
top agenda especially in the community Television station. In relation to this study, it is very
clear that this theory is very relevant. Undoubtedly, infant mortality has always been a major
public health issue in the developing countries and specifically Nigeria. Therefore, such an issue
could equally be set as top agenda from the media to the general populace. More space and time
can be allocated to issues related to infant mortality and its scourge, its causes, symptoms, effects
and prevention. Information, communication and education (ICE) on the scourge of infant
20
mortality can be taken as a top agenda by community Television stations thereby contributing
This theory propounded by Dennis McQuail (1987) canvasses media support for an existing
government and its efforts to bring about socio-economic development. “This theory believes in
regulating press freedom according to socio-economic needs of the society” it rests on the belief
that the media should be at the vanguard of development. The bottom line should be that the
media should be an instrument of development (Wogu, 2008, pg75). The development media
theory is relevant to the study because it places emphasis on using the media (Television) for
Andesiah (2013) study investigated vernacular Television and health promotion: exploring the
programmes, the use and impact of NTA Television programmes in the control of Infant
Mortality in Bida, Niger state. The primary data was obtained using questionnaires, interview
guides and focus group guides which were administered to a sample size. The data was analyzed
by the use of descriptive statistics. The findings of the study were: there were several NTA
Television stations broadcast in Bida that have health programmes addressing Infant Mortality
control; these health programmes specifically give information on the causes, effects, symptoms
and preventive measures against Infant Mortality and that there is a close relationship between
Infant Mortality attacks, its prevention and the messages presented on NTA Television stations
broadcast in Bida. Based on the results of the findings, the study concluded that there are health
21
programmes broadcast on NTA Television and that they are very effective, complementary and
capable of making a great impact on the populace in the fight against Infant Mortality.
Therefore, the study strongly recommended that the stakeholders in the Ministry of Health and
media owners should work closely together and using Television, more so Bida Television;
incorporate the communities in the fight against Infant Mortality in Bida and beyond.
on the roles communication can play in promoting health information, especially on the
medicinal plant and other materials relating to health in Africa and Nigeria in particular. It also
recognizes the importance and popularity of television and Internet, but the Television as the
most effective medium for grassroots mobilization in developing countries. It can be used to
stimulate community dialogue and national debate, and the provision of public information and
specialized training about health risks and disease prevention. The survey research method of
quantitative and qualitative data analysis was employed. The study employed purposive random
sampling technique and structured interview guide as an instrument. The paper concluded that
emphasis should be devoted to preventive rather than curative measures, and recommends that
use of appropriate language and communication style to fit in with the cultural context of the
recipients
This study was anchored on Health Belief Model. This model was developed in the 1950s by
Geoffrey Hochbaum, with further work done on it by Becker, Haefner and Maiman in 1977. It is
a model that addresses personal knowledge and beliefs and used in health promotion to design
intervention and prevention programs with the focus on assessing health behavior of individuals
22
through the examination of perceptions and attitude which someone may have towards disease
and negative outcome of certain actions (Nsude, 2015). It is believed that its intent is to promote
the behavior change process. This could be in the form of a conversation with a friend or a
television and radio program or counseling. The model explained why sometimes people do not
respond positively to health campaigns, despite the benefits derivable from the promoted
interventions.
23
3.0 CHAPTER THREE
3.1 Methodology
For any research work to be reliable and authentic a methodology is performing to give the study
a focus. Research methodology can be defined as the techniques by which data to be used in the
study are generated before their logical or statistical manipulation or analysis. This is to provide
means for other researcher on the measures or the method or techniques been used in carrying
The researcher employed a purposive sampling method. The technique is used to collect
information by asking question and the information collected is generally numerical and suitable
According to Euborakhai (2003) population refers to the classes of people in the research work.
This is because the goal of scientific research is to describe the class of subject of variables.
population of the study is the group of elements, people, items, data or other variable the same
characteristic and interest that the researcher studies the population of the study address who or
what will be and where of the study. They are the element from which data for analysis will be
collected. The population of Bida residents was put out 188, 181 as at the 2006 census with a
projected 3% growth rate, this means in 2022, the population of Bida residents is 301,976)
24
YEAR POPULATION PERCENTAGE OF INCREASE
2006 188, 181 3%
2007 193, 826 3%
2008 199, 641 3%
2009 205 ,630 3%
2010 211,799 3%
2011 218, 153 3%
2012 224, 698 3%
2013 231, 439 3%
2014 283, 382 3%
2015 245, 534 3%
2016 252, 900 3%
2017 260, 487 3%
2018 268, 302 3%
2019 278, 351 3%
2020 284, 642 3%
2021 293, 181 3%
2022 301, 976 3%
Therefore, a population estimate OF 301, 976 is made for the purpose of this study
25
3.3 Sampling Technique
For this research purpose sampling Technique was used. According to Black (2010) purposive
Is a sampling techniques in which researcher relies on his or her own judgment when chosen
sampling method and it occurs when elements selected to the sample area by the judge of the
researcher. Researchers often believed that they can obtain a representative sample by using a
sound judgment which will result in saving time and money for this study “assessing the
contributions of Nigeria Television Authority program child mortality in the control of high rate
Euborokhai (2003, p33) stated that sample is the part or patron of the population that is studied’’.
Similarly obaeze (2003, p40) remarked that sample the population of a population selected
respectively from which data would be sourced for, analysis in the study with view of making
1. Bank
2. Ceniyan
3. Dokodza
4. kyari
26
5. Landzun
6. Masaba II
7. masaba I
8. Masaga I
9. Masaga II
11. Nassarafu
13. Umaru/Majigi I
14. Wadata
Since the population of Bida is segmented in 14 political words, the purposive sampling method
The primary research instrument for data collected or method is the questionnaire. Euborakha
The questionnaire contains the closed ended questions and will have two sections. The first
section provides demographics data of the respondents for the study while the second section
provides responses to the study’s research question for easy coding and uniformity. The
27
questionnaire was simple and straight to the point in order to assist the respondents provides that
The data gathered through the instrument of data collection, which is the questionnaire will be
responsiveness. The data after been presented in figure and percentage will further be interpreted
28
CHAPTER FOUR
The purpose of this study was to assess the role of NTA Bida’ program in preventing infant
A careful administration of research questionnaire was done by the researcher to elicit responses
from the sample population on the study from the 14 wards of Bida LGA of Niger State.
However, a total of two hundred (250) questionnaires was distributed to 14 wards of Bida LGA
Male 98 49
Female 102 51
The above the shows that 98 respondents representing 49% are male while 102 respondents
29
Table 4.1b: Marital Status of Respondents
Married 170 85
Single 30 15
Divorced 0 0
Table 4.1b shows that 170 respondents representing 85% are married, 30 respondents
representing 15% are single, while none of the respondents are divorced.
18-23 50 25
24-29 75 30
30-35 25 15
36 -41 30 20
42 above 20 10
Table 4.1c above shows that 50 respondents representing 25% are 18-23 age bracket, 75
respondents representing 30% are 24-29 ages, 25 respondents representing 15% 30-35 age
bracket, 30 respondents representing 20% 36-41 age, while 20 respondents representing 10% are
age 40 above.
30
Table 4.1d: Occupation
Student 44 21
Civil servant 50 28
Business 23 12
Others 73 39
Table 4.1d shows that 41 respondents representing 21% are students, 56 respondents
representing 28% are civil servants, 25 respondents representing 12% are business owners while
HND 71 99 170 88
Degree 27 3 30 12
The above table (table 4.1e) shows that 88% of the respondents are HND holders, degree holders
are 12% while none of the respondents are master or PhD holders.
31
Table 4.1f: Religion
Christian 126 68
Muslim 74 37
traditionalist - -
Total 200
From the population shows in above table 4.1f, 126 respondent representing 68% are Christians,
74 respondent representing 74% are Muslims and none of the respondents are traditionalist.
Yes 83 41
No 117 59
41% of the respondents watch programs on NTA while 59% of the respondents do not watch
programs on NTA.
32
Table 4.1h: How often do you watch NTA programs?
Daily 37 15
Weekly 85 55
Seldomly 78 30
In table 4.1h above, 15% of the respondents watch NTA programs daily, 55% watch NTA
No - -
From the above table 4.1i, it show that all the respondents are fully heard of child mortality
33
Table 4.1j: If question 10 is yes, what channel or medium did you get to know about child
mortality?
AIT channel 6 3
The table 4.1j above shows that 1% of respondents get to know about child mortality on NTA
Bida channel, 3% of the respondents get to know about child mortality on AIT channel while
96% of the respondents get to know about child mortality on Social networks.
Table 4.1k: Has NTA program on child mortality help in informing or educating you about child
mortality
Yes 30 15
No 80 40
Not at all 90 45
From table 4.1k 15% of respondents said yes that NTA program on child mortality help in
informing or educating, 40% of respondents said no that NTA program on child mortality is not
informing or educating while 45% of respondents said not all that NTA program on child
34
Table 4.1l: What is the percentage of awareness of the inhabitants of Bida on the causes of infant
mortality?
20% 90 45
30% 70 30
50% 40 25
100% - -
From above table 4.1l, 45% of respondents representing 20% know the causes of infant
mortality, 30% of respondents representing 30% aware the causes of infant mortality, while 50%
Table 4.1m: What is the extent of the role of NTA Bida health programs in preventing infant
mortality in Bida?
20% 90 45
30% 70 30
50% 40 25
100% - -
45% of respondents agree that the role of NTA Bida health programs in preventing infant
mortality in Bida is 20%, 30% of respondents agree that the role of NTA Bida health programs in
35
preventing infant mortality in Bida is 30%, 40 of respondents representing 50% agree that the
role of NTA Bida health programs in preventing infant mortality in Bida is 25%, while none of
the respondents agree the that role of NTA Bida health programs in preventing infant mortality
in Bida is 100%.
Table 4.1n: What are the factors that impede the success of NTA Bida health programs in
preventing infant mortality in Bida Niger State?
Cultural Believe - -
facilities
(television)
In the table above, 80% of the respondents said that Lack of access to health care facilities is one
of the factors that impede the success of NTA Bida health programs in preventing infant
mortality, 20% of the respondents said Lack of access to the medium (television) is one of the
factors that impede the success of NTA Bida health programs in preventing infant mortality
while none of the respondents concord that Cultural Believe is contributing to the success of
NTA Bida health programs in preventing infant mortality in Bida Niger State.
36
Table 4.1o: What are the possible causes of infant mortality?
Malaria 122 61
Diarrhea 61 30
Table shows that 61% of respondents agreed that possible causes of infant mortality is Malaria,
30% of them agreed that possible causes of infant mortality is diarrhea, 3.5% agreed that measles
and HIV/AIDs can be a possible causes of infant mortality, while 5.5% respondents agreed that
One of the research questions was on level of percentage of awareness of the inhabitants of Bida
on the causes of infant mortality through NTA Bida “Health Watch” program (shows in Table
4.1l). Findings indicated that majority representing 45% of the respondents held no definite view
on their level of awareness on maternal and child care practices through NTA Bida “Health
Watch” program. This is because those of them that own television set do not listen to NTA Bida
at 45% and as such were not aware of NTA Bida “Health Watch” program at 30%. Although
75.1% had access to television and easy affordability among rural women. The implication is
that most women listen to NTA Bida for entertainment while doing their house chores. This be
37
could that most women are not interested in watching to news especially network news from
NTA Bida which is responsible for low exposure to this station. Knowing well that NTA Bida
programs are always informing and educating. This reveals that women pay little or no attention
to NTA Bida program. But rather prefer watching to other radio stations that are airing different
Finding indicated that majority of the respondents are not knowledgeable about maternal and
child care practices like immunization program, roll back malaria program, ORT program,
antenatal care program, exclusive breasting feeding, among others hence, they were not able to
remember and recall most of the maternal and child care practices. According to the finding,
which asserts that information about maternal and child care practices help mothers to identify
The research question examined the role of NTA Bida “Health Watch” program in infant
mortality in Bida, this can be found on table 4.1m. Findings revealed that this program does not
influence mothers’ engagement in maternal and child care practices. It is a clear indication that
NTA Bida “Health Watch” program does not influence respondents’ engagement in maternal and
child care practices because of most them do not watch this program and as such held no definite
opinion on the influence of this program on them. This has resulted to continuous mother and
child death. The implication is that this program has little or influence on mothers in Bida’
Furthermore, research question four investigated factors affecting the influence of NTA Bida
“Health Watch” program on mothers’ engagement in maternal and child care practices. In
responding to this Table 4.1n revealed that 80% representing majority of the respondents agreed
38
that Lack of access to health care facilities and Lack of access to the medium (television) were
key factors affecting the influence of NTA Bida health watch program on mother’s utilization of
maternal and child care practices. The implication is that poor quality program delivery has
remained a major problem of NTA Bida right from its inception which affected respondents’
viewership of “Health Watch” program. It is clear that “Health Watch” program is cut across all
health related issues and as such lead to inadequate reportage of maternal and child care practice.
Majority of the respondents do not watched NTA Bida Health show as illustrate in table 4.1j.
The table 4.1j shows that 1% of respondents get to know about child mortality on NTA Bida
channel, 3% of the respondents get to know about child mortality on AIT channel while 96% of
the respondents get to know about child mortality on Social networks. However all the
39
CHAPTER FIVE
5.1 Summary
In Chapter one NTA Bida programmes are an effective tool to use to promote public health
within Bida and its environment. The station remains the most powerful, and yet the cheapest,
mass medium for reaching large numbers of people in isolated areas. The study examined and
assessed the role of NTA Bida health programmes in preventing infant mortality and why it has
In Chapter two child mortality is a core indicator for child health and well-being. In 2000, world
leaders agreed on the Millennium Development Goals (MDGs) and called for reducing the
under-five mortality rate by two thirds between 1990 and 2015 – known as the MDG 4 target. In
recent years, the Global Strategy for Women’s and Children’s Health. Chapter two also review
the causes of child mortality, the chapter two literature revolve around the study with the use of
Chapter three addressed the Research methodology techniques used by the researcher to obtain
data. This is to provide means for other researcher on the measures or the method or techniques
The researcher employed a purposive sampling method. The technique is used to collect
information by asking question and the information collected is generally numerical and suitable
40
5.2 Summary of Key Findings
One of the research questions was on level of percentage of awareness of the inhabitants of Bida
on the causes of infant mortality through NTA Bida “Health Watch” program (shows in Table
4.1l). Findings indicated that majority representing 45% of the respondents held no definite view
on their level of awareness on maternal and child care practices through NTA Bida “Health
Watch” program. This is because those of them that own television set do not listen to NTA Bida
at 45% and as such were not aware of NTA Bida “Health Watch” program at 30%.
Majority of the respondents do not watched NTA Bida Health show as illustrate in table 4.1j.
The table 4.1j shows that 1% of respondents get to know about child mortality on NTA Bida
channel, 3% of the respondents get to know about child mortality on AIT channel while 96% of
the respondents get to know about child mortality on Social networks. However all the
5.3 Conclusion
NTA Bida “Health Watch” program do not significantly influence mothers’ engagement on
maternal and child care practices. This is because most women in rural villages are not exposed
to this program which indicates the unpopularity of the program among them. mothers in Bida,
Niger State are not knowledgeable of maternal and child care practices and as a result were not
able to recall some of the maternal and child care programs that were discussed in the NTA Bida
“Health Watch”. However, it was revealed that poor network signal, high level of non-educated
women, are factors hampering the effectiveness of NTA Bida “Health Watch” program in
influencing mothers attitude towards embracing maternal and child care practices.
41
5.4 Recommendations
To create awareness on sustainable maternal and child care practices Television program on
health related matters should take drama and edu-entertainment format in order to lure the
attention of women to such programs, considering the fact, most women use television for
entertainment purposes.
To broaden the knowledge of people, especially, the rural dwellers, specific NTA Bida health
program on maternal and child care practices should be established and made compulsory for all
Television stations in Niger state in order to have a wider reach in educating and enlightening
women on the need to utilize sustainable maternal and child care practices.
To influence the participation or engagement of women on maternal and child care practices,
health personal in shaping and molding the attitude and behavior of Bida dweller positively
42
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45
APPENDIX
QUESTIONNAIRE
I am a final year student of the above mentioned institution, and currently carrying out a
research on " Assessing the contributions of NTA program 'child mortality' in the control of high
rate of infant death in Bida Niger State"
This study is in partial fulfillment of the requirements for the award of a Higher National
Diploma in Mass communication. This is purely an academic exercise and the confidentiality of
information you give is assured.
Yours faithfully
46
8. How often do you watch NTA programs (a) daily (b) weekly (c) Seldomly
10. If question 10 is yes, what channel or medium did you get to know about child mortality?
11. Has NTA program on child mortality help in informing or educating you about child
mortality
12. Has NTA program on child mortality help to cub or reduce the high rate of infant death in
Bida? (a) Yes (b) No (c) partially.
13. What is the percentage of awareness of the inhabitants of Bida on the causes of infant
mortality a.20% ( ) b.30% ( ) c.50% ( ) d.100%, ( )
15. What is the extent of the role of NTA Bida health programs in preventing infant mortality in
Bida?
16. What are the factors that impede the success of NTA Bida health programs in preventing
infant mortality in Bida Niger State?
47