FROM AWARENESS TO ACTION: HOW BROADCAST MEDIA ONE HEALTH MESSAGES SHAPE PUBLIC BEHAVIOUR IN SOUTH-SOUTH NIGERIA

Abstract

This study examined how One Health messages disseminated through broadcast media shape awareness, perception, reaction and behaviour among broadcast journalists and members of the public in South-South Nigeria. The study was anchored on the Agenda Setting Theory, Diffusion of Innovation theory and the Health Belief Model. The study adopted the survey technique. A 21-item questionnaire was administered to 384 validly analysed respondents selected through multi-stage cluster sampling and Levi’s proportional allocation formula. Data were analysed descriptively. Findings revealed a conceptual gap in One Health knowledge among journalists and residents of the South-South region as only 18.2% demonstrated a clear understanding of One Health and what it entails. Among 57 media professionals who participated in the survey, only 29.8% understood the One Health Communication Agenda, over 70% were either unaware or did not understand the agenda. Reaction to One Health messages was positive, as exposure to One Health messages made 35.4% of respondents feel a need to take action and change behaviour to prevent infection, while 27.1% expressed a sense of personal responsibility to protect themselves and their families. The most widely adopted behaviour as a result of exposure to One Health messages included regular handwashing (34.4%), covering food to prevent rodent and fly contamination (24.5%) and seeking medical tests when symptomatic (23.4%). The findings indicate a paradox: awareness and exposure remain limited, but when audiences encounter One Health messages, the messages can stimulate protective intentions and reported behaviour change.