PERCEPTION OF AKBC RADIO LISTENERSHIP PROGRAMME “SOCIETY FOR FAMILY HEALTH” AMONG RESIDENT OF UYO
CHAPTER ONE
1.0 BACKGROUND
The idea of establishing radio as any other mass medium is to educate, entertain, inform, and socialize the people. The emphasis largely has to do with creating awareness, surveillance of the environment, and correlation of the parts of the society in responding to its environment and the transmission of cultural heritage (James 8000). It also helps in providing individual reward, relaxation and reduction of tension, which makes it easier for people to cope with real life problems and for societies to avoid breakdown (Benson 2000). That radio has had a tremendous social impact, affecting attitudes and behavior is undeniable.
In recognition of the unique nature of radio in terms of simplicity, wider coverage bringing the world to those who cannot read, its immediacy (Lawrence 2000), its transmission in various local languages (Moemeka, 1981), as well as its contribution to the development of a nation, it is still the most credible source of news and enlightenment in most part of Africa (Kant 2000). This made radio one of the most appropriate means of communication in any society, beating literacy barriers. In addition, radio has that personal touch that lends urgency to change. Basically, communication is the process through which one person (the communicator) elicits responses from another person (the communicant) by the use of symbols (Hall 2000). In radio programme, the communicator is far more apt to be a group than an individual. He is almost always a member of a large group-the audience. Audiences are made up of people who are different from each other, in a great many respects. These difference may be social, educational economic, psychological, cultural, ethical, religious, political, physical or intellectual. This wide diversity of backgrounds, skills, attitudes, produces problem for radio programmers. Hence, the subject matter of this work-Perception of radio programme among residents of Uyo. The success of any communication is determined by response behavior of the listener. The contribution a radio programme can make in behavior or attitude change depends largely on the contents of the message. In the past i.e. in the 1930s, when media were well developed in the developed countries, they were credited with considerable power to shape opinion and belief, change habit of life, mould behavior actively more or less according to the will of those who could control the media and their contents (see Bauer and Bauer in Joel 2000). Overtime, this assumption was dated. Researchers in media effects subsequently indicated that there are intervening variables relating to and from personal contact and social environment that affects the influence of media in attitudes and behavior change.
- THE SOCIETY FOR FAMILY HEALTH
The Society for Family Health (SFH), a Nigerian NGO affiliated to Population Services International (PSI), has been working in the area of sexual and reproductive health since 1995. Since the early 1990s, it has focused mainly on HIV and AIDS. SFH takes a two-pronged approach to its work; on the on hand, together with variety of partners, it undertakes behaviour change campaigns to motivate (for HIV//AIDS including safer sexual and reproductive health behaviour through partner reduction, fidelity, or abstinence), and on the other, it ensures easy access to affordable commodities such as condoms, pills, injectables, IUD, etc. for those who desire this form of protection against infection and or unplanned pregnancy.
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