ROLE OF MEDIA IN THE FIGHT AGAINST BREAST CANCER IN NIGERIAN (A STUDY OF WARRI IN DELTA STATE)

ABSTRACT

 

Late presentation of patients at advanced stages when little or no benefit can be derived from any form of therapy is the hallmark of Breast Caner in Nigeria women. Recent global cancer statistics indicate rising global incidence of Breast Cancer and the increase in occurring at a faster rate in populations of the developing countries that hitherto enjoyed low incidence of the Breast disease.

Worried by this prevailing situation and with recent data suggesting that health behavior may be influenced by level of awareness about Breast cancer, a cross-sectional study was designed to assess.

The role of media in the fight against Breast cancer in Nigeria, community in Delta State, Nigeria. Date analysis was carried out. Study participant, had poor knowledge of Breast cancer. Mean knowledge scores was 42.3% and only 214 participants, (21.4%) know that Breast cancer presents commonly as a painless Breast lump. The results of this study suggest that Ogun community women in Delta State Nigeria have poor knowledge of Breast cancer and minority practice BSE and CBE. In addition, media appears to be the major determinants of level of knowledge and health behavior among the study participants. I recommend the establishment and sustenance of institutional framework and policy guidelines that will enhance adequate and urgent dissemination of information about Breast cancer to all women in Nigeria.

CHAPTER ONE

INTRODUCTION

• Background of the Study
• Statement of the Problem
• Objective of the Study
• Significance of the Study
• Research Questions
• Research Hypothesis
• Theoretical Framework
• Scope of the Study
• Limitations of the Study
• Definition of Terms

 

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1       Source of Literature

2.2       Review of Related Literature

2.3       Summary of Literature

CHAPTER THREE

Design and Methodology

3.1       Research Method

3.2       Research Design

3.3       Research Population

3.4       Sample Size

3.5       Sample Techniques

3.6       Measuring Instruments

3.7       Method of Data Collection

3.8       Method of Data Analysis

3.9       Expected Result

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF RESULTS

4.1       Data Presentation and Analysis

4.2       Analysis of Research Question/Hypothesis

4.3       Discussion of Results

CHAPTER FIVE

SUMMARY OF FINDINGS RECOMMENDATION

AND CONCLUSION

5.1       Summary of Findings

5.2       Conclusion

5.3       Recommendation

Bibliography

Questionnaire

LIST OF TABLES

 

Table 1:      Response of participants to select question on Breast cancer

Table 2:      Distribution of respondents according to participants of Breast Self Examination (BSE) and Clinical Breast Examination (CBE)

Table 3:      Distribution of knowledge of Breast cancer according to socio demographic variables

Table 4:      Association of practice of BSE and acceptance of mastectomy with relevant variables.

 

 

CHAPTER ONE

 

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

Breast cancer is the most common type of cancer in women, and the second principal cause of cancer death in women world-wide as well as in Nigeria. The incidence of the disease appears to be rising faster in population incidence. The peak age of breast cancer in Nigeria women is about a decade earlier than caucasians, for woman with symptomatic breast cancer, prolonged delay, defined arbitrarily as an interval greater than 3 months from first detection to time of diagnosis and treatment has been shown to be associated with increased tumor size and more advanced stage of disease and with poor long-term survival. An estimated 20-30% of caucasian women wait for at lease 3 months, before seeking help for breast cancer symptoms compared wit over 70% in Nigerian women presenting with advanced stages at which time little or no benefit is derived from any form of therapy; the 5 years survival of breast cancer in Nigeria is less than 10% compared with over 70% in Western Europe and North America. The recent fall in deaths from breast cancer in Western Nations is partly explained by earlier diagnosis as a result of early presentation, understanding the factors that influenced patient delay is a prerequisite for strategies to shorten delays. Although there is strong evidence suggesting that older women in the developed countries are more likely to delay their presentation with breast cancer, there is data suggesting that factors related to women’s knowledge and beliefs about breast cancer and its management may contribute significantly to medical help-seeking behaviors. The three screening methods recommended for breast cancer includes breast self-examination (BSE) clinical breast examination (CBE) and mammography.

Unlike CBE and mammography, which require hospital visit and specialized equipments and expertise, BSE is inexpensive and is carried out by women themselves. Several studies, based on breast cancer patient’s retrospective self-report on their practices of the exam, have established that a positive association exists between performance of the early detection of (BC).

 

1.2       STATEMENT OF THE RESEARCH PROBLEM

There is also evidence that most of the early breast tumors are self-discovered and that the majority of early self-discoveries are by BSE performers. Breast cancer presents most commonly as a painless breast lump and a smaller proportion with non-lump symptoms. For women to be “breast aware”; they must be able to recognize symptoms of breast cancer through routine practice of practicable screening. At the present time, routine mammography cannot be recommended in developing countries due to financial constraints and the lack of accurate data on the burden of breast cancer in those countries.

 

1.3       OBJECTIVES OF THE STUDY

The purpose of this study is to access:

1. The level of information passed by the media
2. If woman in Warri South local government area has breast cancer knowledge based on the information by the media
3. Their attitude towards breast cancer
4. Their breast cancer practice
5. To suggest ways the media can help in the breast cancer campaign
6. To make recommendation based on the result of the study.

 

1.4       SIGNIFICANT OF THE STUDY

This study was designed to assess, the impact of Breast cancer campaign in Nigeria, the place of media. Few studies have examined the knowledge, attitude and practice of women towards breast cancer in Nigeria. These studies are often of small sample size and targeted women in special professions. We are unaware of any study that has examined these issues in community-dwelling women who constitute the majority of at risk women both for the disease and late presentation. This study recruiting 1000 community-dwelling women for Warri South local government are of Delta State Nigeria; was designed to evaluate the knowledge, attitude, and practice of these women towards breast cancer, so as to ascertain. The impact the media has made in Breast cancer campaign in Nigeria.

This work will also add to the existing literatures in mass communication field.

The result from this study will help us to make useful recommendation for further studies in mass communication and related area.

 

1.5       RESEARCH QUESTIONS

The following research question with “yes”, “or” don’t know “responses were designed to elicit participant’s knowledge of breast cancer.

1. Is breast cancer a painless lump?
2. Do the media pass enough information about breast cancer?
3. Are the women in Warri South local government aware of breast cancer based on the information passed by the media?
4. Do they know the common symptoms, methods of early detection and diagnosis?
5. Do they know the practice of breast self examination (BSE), clinical breast examination (CBE)?

 

1.6       RESEARCH HYPOTHESIS

H₁:       The media has helped in the knowledge of breast cancer

Ho:      The media has not helped in the knowledge of breast cancer.

H₂:       The media has made an impact on the positive medical help-seeking behaviour of breast cancer patients

Ho:      The media has not made any impact on the positive media help-seeking behaviour of breast cancer patients.

H₃:       The media has done much on education and practice of BSE.

Ho:      The media has not done much on education and practice of BSE.

 

 

1.7       THEORETICAL FRAMEWORK

Agenda setting: The selective nature of what members of the media choose for public consumption influences how people think about health issues, and what they think about them. When Rudolph Giuliani, the mayor of New York City, publicly disclosed he had prostate cancer prior to the 2000 New York senatorial election, many news media reported the risk of prostate cancer, prompting greater public awareness about the incidence of the disease and the need for screening. A similar episode occurred in the mid- 1970s when betty ford, wife of president Gerald R. Ford, and Happy Rockefeller, wife of vice president Nelson Rockefeller, were both diagnosed with breast cancer.

The extent to which the media set the publics perception of heath risks of breast cancer go to determine the level of awareness and management. According to J.J. Davis, when risks are highlighted in the media, particularly in great detail, the extent of agenda setting is likely to be based on the degree to which a public sense of outrage and threat is provoked. Where mass media can be especially valuable is in the framing of issues. “Framing” means taking a leadership role in the organization of public discourse about an issue. Media, of course are influenced by pressures to offer balance in coverage, and these pressures may come from persons and groups with particular political action and advocacy position. According to Finnegan and Viswanath, “groups, institution, and advocates compete to identify problems, to move them into the public agenda, and to define the issues symbolically” (1997, p.324). Thus, persons who desire to access mass media’s agenda-setting potential must be aware of the competition.

Cultivation of perception Gerbner and Gross (1976) asserts that the overall concern about the effects of television on audiences stemmed from the unprecedented centrality of television. They posited that television as a mass media of communication had formed in to a common symbolic environment that bound diverse communities together, socializing people in to standardized roles and behaviours. They compared the power of religion, saying that television was to modern society what religion onec was in earlier times.

According to Miller (2005:282), Cultivation theory was not developed to study “targeted and specific effects (eg, that watching superman will lead children to attempt to fly by jumping out the window) [but rather] in terms of the emulative and overarching impact [television] has the way see the world which we live”. Hence the term “Cultivation Analysis”.

Gerbner, Gross, morgan, and signorielli (1986) argued that while religion or education had previously been greater influenced on social trends and mores, now “television is the source of most broadly shared images and messages in history… Television cultivates from infancy the very predispositions and preferences that used to be acquired form other primary sources…

The repetitive pattern of television’s mass-produced messages and images forms the mainstream of a common symbolic environment” (pp. 17-18).

Cultivation theory in its most basic form, than, suggests that exposure to television, over time, subtly “cultivates” viewers perceptions of reality. This cultivation can have an impact even on light viewers of TV, because the impact on heavy viewers has an impact on our entire culture. Gerbner and Gross (1976) say “television is a medium of the socialization of most people into standardized role and behaviors. It function is in a word, enculturation” (p.175).

Stated most simply, the central hypothesis explored in cultivation research is that those who spend more time watching television are more likely to perceive the real world in ways that reflect the most common and recurrent massages of the television world, compared with people who watch less television, but are otherwise comparable in terms of important demographic characteristics (Gerbner, Gross, Morgan, Singorielli, and Shannahan 2002).

Gerbner et al. (1986) go on to argue the impact of television on its viewers is not unidirectional, that the “use of the term cultivation for television’s contribution to conception of social reality does not necessarily imply a one-way, monolithic process. The effects of a pervasive medium upon the composition and structure of the symbolic environment is subtle, complex, and intermingled with other influences.

This perspective, therefore, assumes an interaction between the medium and its pubic” (p.23).

Cultivation Theory (George Gerbner, 1960) is a top down, linear, closed communication model.

It regards audiences as passive, presenting ideas to society as a mass with meaning open to little or no interpretation. The ideas presented to a passive audience are often accepted, therefore influencing large groups into conforming behind ideas, meaning that the media exerts a significant influence over audiences. This audience is seen as a vulnerable and easily manipulated.

Cultivation theory look at the media as a long term passive effect on the audiences, which starts off small at first but has a compound effects, an example of this body image and the bombardment of images.

An advantage of this theory is that, it is easy to apply to a wide range of texts and to a wide range of audience members, a disadvantage however is that it doesn’t look at the background, ethnicity, gender etc. of audiences.

In 1968 Gerbner conducted a survey to demonstrate the theory, form his results he placed television viewers into three categories, light viewers (less then 2 hours a day), medium viewers (2-4 hours a day) and heavy viewers (more than 4 hours a day). He found that heavy viewers held beliefs and opinions similar to those portrayed on television rather than real world, which demonstrates the compound effect of media influence.

An advantage of this study is that surveys are able to ask specific detailed questions and can be applied over different demographic groups disadvantages to this study is that survey question can be interpreted incorrectly resulting in inaccurate answers and that participants of the survey may or may not be doing the survey voluntarily which could influence how they respond to the survey and the type of people being surveyed.

Gerbner created the cultivation theory as one part of three part research strategy, called cultural indicators. The concept of a cultural “indicator was developed by Gerbner in order to be a more common idea of a social indicator. The first part of this strategy is known as the institutional process analysis. This investigates how the flow of media messages is produced and managed, how decision are made, and how media organization function. Ultimately, as asked; what are the processes, pressures, and constraints, that influence and underline the production of mass media content? The second part of this strategy is known as messages system analysis, which has been used since 1967 to track the most stable and recurrent images in media and ethnicity, gender and occupation. It asked what are the dominant patterns of images, message, and facts, values and lessons, expressed in media messages? The final part of the research study is the cultivation analysis. This asked what is the relationship between attention to those messages and audiences conceptions of social reality? (Morgan, p.70) and (Shanahnan and Morgan, p.6-7).

Cultivation is the extent to which media exposure, over time, shapes audience perceptions. Television is a common experience, and it serves as what S.W Little John calls a “homogenizing agents”. However, the effect is often based on several conditions, particularly socio-economic factors. Prolonged exposure to TV or movie violence may affect the extent to which people think community violence is a problem, though that belief is likely moderated by where they live. however, the actual determinant of people’s impressions of violence are complex, and consequences in this area is lacking moderated by where they live. however, the actual determinants of people’s impressions of violence are complex, and consensus in this area is lacking.

 

1.8       SCOPE OF THE STUDY

Empirical findings on the role of media in the fight against Breast cancer campaign, media  random sample of the people of the women in Warri South local government was used in this research regardless of marital status, occupation, level of education and other demographic variables. The media as will be use in the study refers to all forms of electronic and print media.

 

1.9       LIMITATION OF STUDY

However the study has a number of weakness. These include the fact that it drew a sample from one local government area in only one state out of the 36 states that make up Nigeria. Another limitation was that of the attitude of some of the villages who find it difficult to reveal some fact to the researcher.

A major constrain to this research work was lack of fund to carry out an elaborate stud and travelling every time which was a bit difficult for a student of my type .

Another constraint was the lack of a material and text written on this subject by local and foreign authors. In the light of these identified limitation and shortcomings; future research is needed to extend the scope of the study to cover these limitation.

 

1.10     DEFINITION OF TERMS

MEDIA:-

Conceptual: The channel work by information is being passed though radio television or printing press, it is a means of mass communication.

MEDIA:-

Operational: Combination of means of disseminating information to transform ideas and attitude to enormous number of people or audience. It comprises of electronic and print media.

 

 

 

Defined the Following Terms

1. Role – Is the process or step one took to achieving his or her aim, this function or position that has or is expected to have in an organization, role is to aim an objective of a positive results. According n to Oxford Advanced Learner’s Dictionary the 6^th edition
2. Media – Is a communication channels through which news entertainment education, data or promotional message are disseminated media includes every broadcasting and narrow casting medium.

Media – Under media will have two kinds of media the electronic and the print media.

Under electronic media will have the following:

1. Electronic –                       Television

Radio

Internet

Under print media will have the

2. Print media –                       Magazines

Newspapers

Billboards

Data storage material dived into them broad categories according to the recording method.

1. Fight – Can be define as a positive means of eradicating all fighting against a particular situation. Example of fight is to fight against Breast cancer in Warri South Delta State Nig. is to ensure a positive result.
2. Breast – The Breast refers to the front of the chest or, more specifically, to the mammary gland. The mammary gland is a milk producing gland. It is composed largely of fat. Within the mammary gland is a complex network of branching ducts. These ducts exist from sac-like structures called lobules which can produce milk in female. The ducts exit the Breast at the nipple.

The Breast has been viewed as an organ designed to product milk. The lobules are the glands that product the Breast milk. The ducts are tubes or channels which transport the milk from these glands out of the nipple. The nipple becomes erect because of cold, Breast feeding and sexual activity. The pigmented area around the nipple is called the areola.

The lobules and ducts are supported in the Breast by surrounding fatty tissues and ligaments. There are no muscles in the Breast.

There are blood vessels and lymphatics in the Breast. The lymphatics are thin channels similar to blood vessels; they do not carry blood but collect and carry tissue fluid which ultimately reenters the blood stream. Breast tissue fluid dricins through the lymphatic into the lymph nodes located in the underarm (axilla) and behind the Breast bone (sternum)

Although the primary biological function of the Breast is to make milk to feed a baby, the breast has for many centuries been a symbol of femininity and beauty.

The appearance of the normal female Breast differs greatly between individuals and at different times during a 100mm’s life before, during and after adolescence, during pregnancy, during the menstrual cycle, and after menopause.

 

1. Cancer – An abnormal growth of cells which tend to proliferate in an uncontrolled way and in some cases to metastasize (spread)

Cancer is not one disease. It is a group of more than 100 different and distinctive diseases.

Cancer can involve any tissue of the body and have many different forms in each body area. Most cancer are named for the type of call or organ in which they start. If a cancer spreads (metastasizers), the new tumor bears the some the same name as the original (primary) tumor.

The frequency of a particular cancer may depend on gender. While skin cancer is the common type in men in prostate cancer and in women, Breast cancer.

Cancer frequency does not equate to cancer mortality. Skin cancer are often curable. Lung cancer is the leading cause of death from cancer for both men and women in the United States today.

Being tumors are not cancer; malignant tumors are cancer. Cancer is not contagions

Cancer is the latin word for Crab. The ancients used the word to mean a malignancy, doubtless because of this crab-like tenacity a malignant tumor sometimes seems to show in grasping the tissues it invades. Cancer may also be called malignancy, a malignant tumor, or a neoplasm (literally a new growth).

 

All about Breast Cancer

Breast cancer is the most common type of cancer in women, with approximately one in nine women developing the disease in her lifetime. Although Breast cancer is know to affect women, it also can be equally devastating to men. Male Breast cancer accounts for 1% of all diagnosed Breast cancer.

Breast cancer is a disease in which cancerous cells are found in the tissues of the Breast. These cancerous cells continue to grow and eventually form into lump known as a tumor. Although more than 80% of Breast lumps are not cancerous, a process known as a biopsy is the only way to know for sure. A biopsy requires the doctor to remove a small sample of tissues and examine it under a microscope and check for cancerous cells.

Breast cancer affects more of Nigerian women than any other type of cancer.

There were about 100,000 news case diagnosed in 1986, and in 1991 Over 180,000 new cases were confirmed. One reason given to this dramatic rise is the more women are receiving diagnostic tests for Breast cancer. However, other reason for the long-term increase in Breast cancer are not yet fully understood. (cancer statistics from the Nigeria and American cancer society).

Causes – Although Breast cancer is the leading causes of cancer deaths for women between the ages of 35 and 54, the cause of Breast cancer are unknown. However heredity does play a role in the development of Breast cancer. The NDA is your calls carry the heredity information that you received from your parents.

Recently, researchers with the aid of powerful new technologies have been able to examine the cells of the human body to probe the very genes where the real action of Breast cancer takes place. Tests are being developed to determine who has this gene long before any cancer appears. Even with those tests scientists still do not have way of directly treating the defective genes. Although researchers are investing the possible roles of heredity, environment, lifestyles and diet, it’s still not clear what causes most Breast cancer or how to prevent it. See Appendix II.

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