MEDIA MESSAGES AND THE FIGHT AGAINST MATERNAL MORTALITY IN NASARAWA GENERAL HOSPITAL

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MEDIA MESSAGES AND THE FIGHT AGAINST MATERNAL MORTALITY IN NASARAWA GENERAL HOSPITAL

CHAPTER ONE

INTRODUCTION

1.1       Background to the Study

The media is a powerful communication force and vital tool which helps to reduce the maternal mortality death in a given society. The media aims to highlight the effect of mortality and should focus on how to reduce the mortality by establishing a national working group to consider the best way of increasing service to mothers in order to better their needs. One of the ways in which numbers of the contemporary society learn about how to understand the effect of maternal mortality, and how to behave when they are confronted with these, is through media representations and interpretations

A number of issues need to be recognized, based on how the media is contributing in the right against it by informing the public about risk involved in other to reduce the rate of maternal mortality rate and helping to actualize specific part of the goal of the Millennium Development Goals (MDGs) which is to improve maternal health. This chapter presents an overview about maternal mortality rate as post-dated by World Health Organisation (WHO) in many countries. The world maternal mortality rate (the number of death per 100,000 birth) is decline too slowly to meet Millennium Development Goal (MDG) five target, which aim to reduce the number of women who died during pregnancy and child birth by the end of 2015, which is one of the greatest challenges facing the international public health community in creating sustainable intervention in countries where need are greatest. This especially proves difficult in the area of maternal health as there are so many levels at which initiatives can be taken crucially to the success of the programs, one of which is the involvement of the broadcasting house among other measures to fight against this menace (Bass, 2016).

Mass media influence health related behaviour and understanding through advertising of commercial products, coverage of news topic, portrayal of role model and social marketing activities and strongly linked which is powerful companion in health promotion action beside explicit health communication. There is also plenty of information in media message which unintentionally and unconsciously related to health according to Agnes, (2016).

1.2       Statement of the Problem

Around the world, women die every minute from pregnancy related cases. Globally, there are more than 500,000 maternal deaths per year, the majority of which are in Africa, where the Maternal Mortality Rate (MMR) is as high as 100 deaths per 10,000 birth and these death threats are only increasing. One in every 16 African women face the lifetime risk of dying from marginalized communities and those living in poverty. In most African countries said by the world health organisation, lack of skilled health workforce and a proper understanding of maternal risk remains a public health problem. Some people still hold into the notion that maternal death is caused by spiritual powers while some think complication such as abortion, poverty, poorly skilled health professional and sub-standard care could have led to maternal mortality death, hence most of the case of maternal mortality are avoidable and preventable. Journalists have a social responsibility of educating the people on appropriate manner of fighting maternal mortality.

1.3       Objectives of the Study

The broad objective of this study is the media effectiveness in the fight against maternal mortality while specific objective of the study are;

1. To determine how pregnant women perceive media massage on maternal health.
2. To determine how women use the media messages concerning causes of maternal mortality.
3. To assess their level of knowledge on maternal health.
4. To find out the problems hindering the fight against maternal mortality.
5. To recommend possible way of improving media massages on maternal mortality and maternal health. 

1.4       Research Questions

1. How do pregnant women perceive media massage on maternal mortality and maternal health?
2. How do pregnant women use media messages on maternal mortality and maternal health?
3. What is the level and knowledge of pregnant mothers on maternal health?
4. What are the problems hindering the fight against maternal mortality?
5. What are the possible ways mass media output can improve their message on maternal health?

1.5       Significance of the Study

The finding of this study would help in enumerating the use of the media on the propagation of the fight against maternal mortality include the ability to reach a large proportion of the population. Although, it is important to bear in mind that health promotion will probably only draw in the people who are interested and the people who are not aware of any health promotion.

The mass media can make use of usually potent images to invent a hard hitting and powerful massage which is more often than not, available to other awareness.

However, the role of the media in initiating wide spread and long lasting behavioural change maybe over rated. Some communications experts have concluded that although mass media may increase knowledge, they are in some cases ineffective in changing attitudes and behaviour (Mac Donald, 2009). It will also provide possible solutions to the identified problems of maternal mortality through the use of television and radio programmes. The findings would also be valuable to journalists, communities and researchers as well. Furthermore, the information contained in this research will provide handy reference materials for all students and researcher who intend studying or researching related topic.

1.6       Scope of the Study 

The study intends to narrow the scope to media message and the fight against maternal mortality, a study of registered pregnant women receiving antenatal at Nasarawa General Hospital.

However, the time allocated for the study would only be wisely effective and efficiently utilized within the time framework similarly the resource at hand financial constraint are likely to affect the study.

1.7       Area of the Study

For the purpose of this study, the researcher used the pregnant women, registered June/July 2016 for antenatal at Nasarawa General Hospital to assess media message and the fight against maternal mortality.

1.8       Definition of Terms

Archaic: Belonging or relating to a much earlier period.

Mortality: The number of death that occur at a particular time, in a particular group or from a particular cause.

Pathologist: The scientific study of nature origin, progress and cause of disease

Neonatal: A new born child especially one less than one month.

Obstetric: Relating to child birth.

Rustics: Relating to characteristic or appropriate to the country.

Salience: Particularly noticeable, striking or relevant.    

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