IRASS Jou nal o A s, Humani ies and Social Sciences
h ps://i asspublishe .com/jou nal-de ails/IJAHSS
ISSN (Online) 3049-0170
This is an open access a icle unde he CC BY-NC license 53
JOURNAL
COVER
PAGE
An Assessmen o Media Channel Mos ly Used in Recei ing In o ma ion o Tackle
P os a e Cance by Sou h-Eas Nige ian Men
C.J. Ikpeama, PhD1*, K.C. Izuogu, PhD2
*1 Depa men o Mass Communica ion Cli o d Uni e si y
2 Depa men o Mass Communica ion Abia S a e Uni e si y
Co esponding Au ho C.J.
Ikpeama, PhD
Depa men o Mass
Communica ion Cli o d Uni e si y
A icle His o y
Recei ed: 12 / 09 / 2025
Accep ed: 30/ 09 / 2025
Published: 07 / 10 /2025
Abs ac : This s udy was cen e ed on an Assessmen o media channel mos ly used in ecei ing
in o ma ion o ackle p os a e cance by Sou h-Eas men. The majo objec i e o he s udy was
o ind ou he media channel mos ly used by Sou h-Eas Nige ian men, in accessing in o ma ion
o ackle p os a e cance . The s udy adop ed social judgmen heo y. The s udy also adop ed
su ey esea ch me hod wi h ques ionnai e and in e iew as ins umen s o da a collec ion. The
sample size was made up o 385 esponden s, ou o a popula ion o 5,068,566. Mul i-s age
sampling echnique was adop ed o he s udy. The majo indings o he s udy showed ha
majo i y o men in Sou h-Eas - Nige ia access mo e in o ma ion o ackle p os a e cance
h ough social media. I was also e ealed ha he e is a high le el o in e es in ge ing mo e
media in o ma ion abou ackle o p os a e cance . I was concluded ha media campaign on
ackle p os a e cance and sensi iza ion o heal h bene i s a e se ious campaigns on Social
media. This is because o he high le el o sp ead o he ailmen and i s deadly na u e. I is
he e o e ecommended ha di e en media channels o pla o ms should cons an ly p esen and
p omo e campaigns o ackle p os a e cance in ou socie y and always p esen campaigns ha
will posi i ely a ec he heal h s a us o men in he coun y.
Keywo ds: Assessmen , Meida, Channel, Recei ing, In o ma ion, Tackle, P os a e Cance .
How o Ci e in APA o ma : C.J. Ikpeama PhD & K.C. Izuogu, PhD (2025). An Assessmen o Media Channel Mos ly Used in
Recei ing In o ma ion o Tackle P os a e Cance by Sou h-Eas Nige ian Men. IRASS Jou nal o A s, Humani ies and Social Sciences,
2(10),53-58
In oduc ion
O e he pas ew decades, media campaigns ha e been
used as a s a egy o in o m and educa e he audience on a ious
impo an issues, which heal h discussions a e inclusi e. Such
campaigns a e aimed a sensi izing he people on he need o be
awa e o wha is happening in he socie y, in o de o es ain hem
om challenges ha can be a oidable h ough knowledge. Today,
heal h ela ed issues a e becoming opical in ou socie y, his may
be because, heal h is an amoun o weal h. (Gulick, 2023).
In e es ingly, he e a e di e en media campaigns on
heal h, which include p os a e cance sc eening, check-ups,
p e en ion, obacco use and hea -disease p e en ion, alcohol and
illici d ug use, child su i al, and many o he heal h- ela ed
issues. (Okigbo, 2024). Howe e , o he sake o ocus and mo e
cla i y, his s udy will dwell on „Tackle p os a e cance ‟ campaign,
which is isible on di e en media pla o ms, such as adio,
newspape , ele ision and social media, which appea s o be he
mos used media o he campaign, which may be as a esul o i s
unique na u es o ca ying in o ma ion bo h in audio and in ideo
simul aneously, as well as la ge audience usage. Fu he , acco ding
o Da idson (2021), he e a e di e en kinds o p os a e cance
Media campaigns online, bu his s udy would ocus on one o he
popula media Campaigns on p os a e which is en i led‟‟ Tackle
P os a e Cance ‟. The campaign s a ed in Janua y, 2021 by Uni ed
Kingdom (UK) Minis y o Heal h wi h some Non-Go e nmen al
O ganiza ions ha ound i wo hy o be es ablished and p omo ed
o he wel a e o he public and om he e, he campaign sp ead
o di e en na ions o he wo ld including Nige ia, and because o
he in ensi y o he campaign, oday, he messages a e being
in ensi ely sponso ed in o de o a ec he li e o he people
posi i ely. In e es ingly, he campaign in ensi ied o o he media
channels such as, Radio, Tele ision and Newspape s espec i ely,
and i is s ill e ec i e ill da e because o i s impac on in o ming,
educa ing and sensi izing he public abou P os a e Cance , isk
ac o s ha may make i likely o occu in a man‟s body,
symp oms, emedies and how o p e en he occu ence o ally.
Howe e , i espec i e o he in ensi ica ion o he
campaign on di e en media channels oday due o i s impo ance
o he socie y, i is s ill mo e isible and popula on he Social
Media Pla o ms. Mo eo e , as he ise o p os a e cance disease
becomes wide sp ead, p e en ion echniques and managemen
ha e also become a public conce n o all he a ge ecipien s
especially, men om o y i e yea s and abo e which has gi en
oom o i o become a on bu ne egionally, na ionally and
in e na ionally bo h on Social Media, P in and he elec onic
media espec i ely, (Boyd & Shaw, 2021).
The in oduc ion o ackle p os a e cance media awa eness
campaign in Nige ia which ook o in Decembe , 2022 h ough
one o he Non-Go e nmen al O ganiza ions in he coun y, owned
by Chie Be y Anyanwu-Ake edolu in Ondo S a e, he wi e o
Ake edolu, he o me Go e no o he S a e, wi h a name, Tackle
B eas Cance and P os a e Cance Associa ion o Nige ia which
was launched because o he h ea o b eas cance ailmen o he
and p os a e cance disease o he husband which la e e mina ed
he li e o he husband in 2023. The campaign wi h a “Slogan you
heal h is ou conce n”, had become a opical and global issue a he
momen in ou socie y, and his may no be unconnec ed wi h he
impo ance o he message o he people hence, being ca ied ou
IRASS Jou nal o A s, Humani ies and Social Sciences Vol-2, Iss-10 (Oc obe -2025): 53-58
Vol-2, Iss-10 (Oc obe -2025)
54
by di e en media channels bo h he p in , elec onic bu mos ly
being con eyed h ough he Social media. Fu he mo e, he ole o
he mass Media in c ea ing awa eness on heal h consciousness
canno be o e emphasized o neglec ed in he socie y because o i s
e icacious impo ance o he people. When we alk abou “Cance ”
we a e simply alking abou a la ge g oup o diseases ha occu
when abno mal cells di ide apidly and can sp ead o o he issue
and o gans. These apidly g owing cells may cause umo s. They
may also dis up he body‟s egula unc ion. Cance is one o he
leading causes o dea h in he wo ld. Acco ding o he Wo ld
Heal h O ganiza ion (WHO), cance accoun ed o almos 1 in 6
dea hs in 2020. Expe s a e wo king ha d o es ou new cance
ea men s e e y day.
I espec i e o he ac ha he e a e many kinds o cance
on ea h, his s udy will cen e on P os a e cance . P os a e cance
is a common ype o cance in males, bu i is highly ea able in
he ea ly s ages. I begins in he p os a e gland, which si s be ween
he penis and he bladde . P os a e cance is one o he mos
common ypes o cance . Many p os a e cance s g ow slowly and
a e con ined o he p os a e gland, whe e hey may no cause
se ious ha m. Howe e , while some ypes o p os a e cance g ow
slowly and may need minimal o e en no ea men , o he ypes a e
agg essi e and can sp ead quickly.
The p os a e has a ious unc ions. These include
p oducing he luid ha nou ishes and anspo s spe m, sec e ing
p os a e-speci ic an igen (PSA), a p o ein ha helps semen e ain
i s liquid s a e, and helping aid u ine con ol.
Ogundele and Ikue owo (2024) opine ha i is no clea
wha causes p os a e cance . Doc o s s a e ha p os a e cance
begins when cells in he p os a e de elop changes in hei DNA. A
cell's DNA con ains he ins uc ions ha ell a cell wha o do. The
changes ell he cells o g ow and di ide mo e apidly han no mal
cells do. The abno mal cells con inue li ing, when o he cells
would die. The accumula ing abno mal cells o m a umo ha can
g ow o in ade nea by issue.
In ime, some abno mal cells can b eak away and sp ead
(me as asize) o o he pa s o he body. While doc o s do no know
exac ly why p os a e cance occu s, hus, he ollowing isk ac o s
may make i mo e likely:
Age: The isk o p os a e cance inc eases a e he age o
50, bu i is a e be o e 45.
Race o e hnici y: The condi ion is mo e common in
Black people han whi e people. Asian and Hispanic
people ha e a lowe isk han Black o whi e people.
Family his o y: A pe son wi h a close ela i e who has a
his o y o p os a e cance has a highe chance o
de eloping i hemsel es.
Gene ic ac o s: Inhe i ed ea u es, including changes o
he b eas cance s age 1 and b eas cance s age 2
(BRCA1 and BRCA2) genes, may inc ease he isk. Men
bo n wi h Lynch synd ome also ha e a highe isk o
p os a e and o he cance s.
Die : Some e idence sugges s ha high a die s may
inc ease he isk o p os a e cance .
S a emen o he P oblem
Tackle P os a e Cance media campaign has become one o
he global issues in ou con empo a y socie y. This may be as a
esul o i s e ec s on he public, especially, he men, om he ages
o 45 and abo e. Al hough di e en esea che s ha e s udied
media awa eness campaign on p os a e cance , bu he e was no
much emphasis on Sou h-Eas men, hei heal h beha iou , and
heal h p o ec ion as a esul o he campaign, hus, i becomes an
issue o p omp a esea ch on his s udy.
Also, mos o he ackle p os a e cance media awa eness
campaign a e being ca ied ou h ough he social media pla o ms,
hus, sugges s ha i is a new campaign, hence, wo hy o ho ough
in es iga ions and esea ches in o de o ind ou why he campaign
is e y impo an amongs he men o hei heal hy li ing and how
he message can be used as a means o emedy he si ua ion
amongs hem in ou socie y, ha is why he majo p oblem o his
s udy is cen e ed on inding how p os a e cance can be p e en ed
by men as well as emedia ed.
Objec i es o he s udy
The majo aim o his s udy is o in es iga e an assessmen o
media channel mos ly used in ecei ing campaign o Tackle
P os a e by Sou h- Eas men. Howe e , he speci ic objec i e was
o:
Examine which o he media channels hose Sou h-Eas Nige ian
men mos ly use in ge ing in o ma ion on Tackle p os a e cance .
Li e a u e Re iew
Media Campaign
To educa e he gene al public abou heal h issues, he
media need o i s moni o he en i onmen and iden i y po en ial
li e- h ea ening heal h issues and p o ide adequa e in o ma ion ha
will enligh en he masses on he issues. Sha ma & Gup a (2017),
e eal ha heal h educa ion is an essen ial aspec o public heal h
and heal h p omo ion. They add ha he goal o heal h educa ion is
o ha e a posi i e in luence on he heal h beha iou o people
h ough in o ma ion and ins uc ion. Tha is o say ha media
co e age is an essen ial s a egy o heal h educa ion. This is
because, h ough media co e age, he gene al public will be
in o med and ins uc ed on issues ela ed o public heal h issues.
This means also ha he su eillance ole o he mass media is
essen ial in he s udy o media co e age o heal h issues.
The su eillance ole o he mass media equi es ha hey
moni o socie y and p o ide in o ma ion o membe s o socie y on
pending dange s. This unc ion is an exp ession o he „wa chdog
ole‟ o he media. This is because when a dog wa ches o e an
a ea, i makes e o s o le people know each ime he e is a
pe cei ed dange . The dog ba ks and his ypically a ac s he
a en ion o he public wi h a co esponding possibili y o elici ing
ac ions o a e he dange . The e o e, he su eillance ole o he
mass media means ha hey cons an ly scan he socie y, e alua e
e en s and highligh a eas ha pose a po en ial dange o he
gene al wellness o he socie y. In his sense, he media ha e a du y
o make su e ha people a e adequa ely wa ned o dange s.
(Donohue, Ticheno & Olien, 2020). Mass Media play he ole o
in o ming and educa ing he public on he need o be heal h
conscious and ale in o de o be p o ec ed om being ha m by
any disease o in ec ion. The unc ion o he mass media when
hey submi ed ha knowledge is an essen ial condimen ha
people need o make in o med decisions. This asse ion makes a
s ong case o media wo ke s o cons an ly moni o socie y and
p o ide ele an and su icien in o ma ion o membe s o he
gene al public.
IRASS Jou nal o A s, Humani ies and Social Sciences Vol-2, Iss-10 (Oc obe -2025): 53-58
Vol-2, Iss-10 (Oc obe -2025)
55
o e he pas ew decades, media campaigns ha e been
used in an a emp o a ec a ious heal h beha iou s in mass
popula ions. Such campaigns ha e mos no ably been aimed a
obacco use and hea -disease p e en ion, cance ous ailmen s, bu
ha e also add essed alcohol and illici d ug use, cance sc eening
and p e en ion, sex- ela ed beha iou s, child su i al, and many
o he heal h- ela ed issues. Typical campaigns ha e placed
messages in media ha each la ge audiences, mos equen ly ia
ele ision o adio, bu also ou doo media, such as billboa ds and
pos e s, and p in media, such as magazines and newspape s.
Exposu e o such messages is gene ally passi e, esul ing om an
inciden al e ec o ou ine use o media. Some campaigns
inco po a e new echnologies (eg, he in e ne , mobile phones and
pe sonal digi al assis an s), bu ecipien s ha e so a gene ally
been equi ed o ac i ely choose o seek in o ma ion, o example
by clicking on a web link, and discussion o hese me hods is no
included in his Re iew (Mo lando, Pelullo& Giuseppe, 2017).
Ogundele & Ikue owo (2015) e eal ha Media campaigns
can be o sho du a ion o may ex end o e long pe iods. They
may s and alone o be linked o o he o ganized p og amme
componen s, such as clinical o ins i u ional ou each and easy
access o newly a ailable o exis ing p oduc s o se ices, o may
complemen policy changes. Mul iple me hods o dissemina ion
migh be used i heal h campaigns a e pa o b oade social
ma ke ing p og ammes.
The g ea p omise o mass media campaigns lies in hei
abili y o dissemina e well de ined beha iou ally ocused messages
o la ge audiences epea edly, o e ime, in an inciden al manne ,
and a a low cos pe head. As we discuss in his Re iew, howe e ,
ha p omise has been inconsis en ly ealised: campaign messages
can all sho and e en back i e; exposu e o audiences o he
message migh no mee expec a ions, hinde ed by inadequa e
unding, he inc easingly ac u ed and clu e ed media
en i onmen , use o inapp op ia e o poo ly esea ched o ma (eg,
bo ing ac ual messages o age-inapp op ia e con en ), o a
combina ion o hese ea u es; homogeneous messages migh no
be pe suasi e o he e ogeneous audiences; and campaigns migh
add ess beha iou s ha audiences lack he esou ces o change.
E e y yea , new public heal h mass media campaigns a e
launched a emp ing o change heal h beha iou and imp o e
heal h ou comes. These campaigns en e a c owded media
en i onmen illed wi h messages om compe ing sou ces. Public
heal h p ac i ione s ha e o cap u e no only he a en ion o he
public amid such compe i ion, bu also mo i a e hem o change
heal h beha iou s ha a e o en en enched o o ini ia e habi s ha
may be new o di icul . In wha ways a e public heal h mass
media campaigns now a emp ing o succeed in a wo ld c owded
wi h media messages om a my iad o sou ces?
Wha a e he condi ions ha a e necessa y o a media
campaign o success ully al e heal h beha io s and al e ou comes
in he long e m? To wha ex en can he successes and ailu es o
p e ious campaigns be use ul in eaching impo an lessons o
hose planning campaigns in he u u e? In his chap e we a emp
o answe hese ques ions, d awing om ecen li e a u e on public
heal h mass media campaigns. Mass media campaigns o p omo e
heal hy beha io s and discou age unheal hy beha io s ha e
become a majo ool o public heal h p ac i ione s in hei e o s o
imp o e he heal h o he public. La ge amoun s o money, ime,
and e o a e pou ed in o mass media campaigns, bo h local and
na ional in scope, each yea in a ious a emp s o ge he public o
ea heal hy, ge mo ing, s op smoking, and p ac ice sa e sex.
Howe e , pas expe ience has shown us ha he success o hese
ypes o in e en ions has a ied g ea ly and ha o en he
e ec i eness o such e o s is di icul o measu e. (Ade emi,
2016).
Media and Le el o Heal h Sensi iza ion
A Heal hy na ion is a weal hy na ion. This popula axiom
emphasizes he signi ican posi ion o heal h in he de elopmen o
any na ion. The sense in he axiom is simple – i akes a heal hy
pe son o wo k o a end o obliga ions, du ies, assignmen s, asks
and jobs in e e y socie y. I is his a ending o a ious asks and
endea o s by heal hy indi iduals ha esul in a Na ions weal h
and de elopmen . The hough exp essed he e p esen s much
conce n o mos na ion‟s go e nmen and ins i u ions who ealize
he indispensable ole o heal h in accen ua ing na ional
de elopmen . The conce n o his pape will no be cen e ed on
go e nmen bu on an ins i u ion o go e nmen – he media. Thus
he h us will be o explo e he ole he media has played in
championing he cou se o sus ainable heal h de elopmen in
Nige ia as well as globally, a subjec ha is i al and c ucial
owa ds ou socio-economic and poli ical de elopmen . (Abone,
2018)
The mass media comp ise all echnological o mechanical
de ices engaged by a sou ce wi h he in en o eaching a
di e si ied and he e ogeneous audience wi h messages
simul aneously. Okunna (2014) belie es ha mass media a e a
a ie y o channels h ough which mass communica ion akes
place. Heal h communica ion: Acco ding o Asamah, (2011),
Heal h communica ion basically could be desc ibed as he o m o
communica ion dissemina ed by he mass media o adequa e
heal h ca e deli e y o ice. O ice o disease p e en ion and heal h
p omo ion, U.S. Depa men o Heal h and Human Se ices posi s
ha heal h communica ion is he s udy and p ac ice o
communica ing p omo ional heal h in o ma ion, such as in public
heal h campaigns, heal h educa ion, and be ween doc o and
pa ien . Hence, i will be igh o asse ha media heal h
communica ion is he dissemina ion o heal h in o ma ion by he
media in o de o in luence a le el o heal h consciousness o he
peoples‟ heal h choice and imp o e hei heal h li e acy o
sus ainable heal h de elopmen .
The schola wen u he o explain ha as a concep ,
media heal h communica ion seeks o inc ease audience
knowledge and awa eness o heal h issue, in luence beha iou s
and a i udes owa ds a heal h issue, demons a e heal hy p ac ices,
demons a e he bene i s o beha iou changes o public heal h
ou comes, ad oca e a posi ion on a heal h issue o policy, inc ease
demand o suppo o heal h se ices, a gue agains
misconcep ions abou heal h, Sus ainable Heal h De elopmen :
This en ails achie ing a comple e wholeness in e ms o an
indi idual‟s physical, men al, spi i ual and social well-being
h ough a well s uc u ed and designed heal h p og amme. I
deno es he con inuous main enance o comple e physical, men al
and social well-being and no jus me ely he absence o disease o
in i mi y.
I is on hei p emise on he necessi y o heal h
sensi iza ion, ha he media‟s heal h communica ion becomes an
impe a i e o sus ainable heal h de elopmen in a de eloping
coun y like Nige ia and o he hi d wo ld coun ies. Media heal h
communica ion ac i i ies in Nige ia Mass media emain a key
componen and e i able ool in he campaign owa d sus ainable
IRASS Jou nal o A s, Humani ies and Social Sciences Vol-2, Iss-10 (Oc obe -2025): 53-58
Vol-2, Iss-10 (Oc obe -2025)
56
heal h de elopmen in Nige ia. Thus, his is so because h ough
adequa e heal h communica ion and campaigns on issues o heal h
such as d ugs abuse, accines/immuniza ions, ma e nal heal h
ca e, amily planning p og ammes, heal h ul li ing p ac ices,
p e en ion p ac ices, cu e e adica ion o diseases and many mo e.
The mass media ha e p o en o be e y conce n abou ou heal h
de elopmen . In his discou se, an a emp will be made o
highligh some media heal h communica ion ac i i ies in Nige ia.
These will include: Poliomyeli is Vaccine Con o e sy: In 2003
and 2004, he igh agains he e adica ion o poliomyeli is
su e ed a se ious se back in he No he n pa o Nige ia owing
subs an ially o wide sp ead umou s and misconcep ions among
Muslims o e he sa e y o he accine. The ede al go e nmen
had o engage he media in conjunc ion wi h he adi ional ule s
o alley hese ea s h ough heal h communica ion on he polio
i us and he sa e y o he accine.
The ole o mass media in assis ing heal h p omo ion o
sus ainable heal h de elopmen h oughou he wo ld emains
i al. Wi hou he mass media, i migh be di icul o heal h
p omo e s and s akeholde s o communica e heal h in o ma ion,
moni o and co-o dina e heal h ac i i ies in a ious coun ies o he
wo ld. In his pape , e o was made o highligh media heal h
communica ion ac i i ies in Nige ia. I was shown ha he media,
which he social media is e y excep ional has ensu ed successes
o heal h p og ammes h ough hei communica ions and
sensi iza ion o he ci izen y. No able successes being hei ole in
he e adica ion o di e en heal h challenges, as well as c ea ing
awa eness on amily planning.
Theo e ical F amewo k
This s udy was ancho ed on social Judgemen heo y. This
heo y was p opounded in he (1960‟s) by Ca olyn She i ,
Muza e She i and Roge Nebe guau. The heo y cen e s on
unde s anding why, people ecei e same in o ma ion
simul aneously, ye , could s ill ha e o ead di e en meaning om
i . Fo example, a g oup o who ecei e in o ma ion on a opical
issue while a a pa icula place ha e he endency o eac ing o i
di e en ly, depending on hei pe cep ion o he message.
Social Judgmen Theo y claims ha an indi idual‟s posi ion on an
issue depends on h ee hings, which include:
Thei ancho , o hei p e e ed posi ion on he issue.
Thei posi ion depends on al e na i es, classi ied as
accep able, ejec ed o non commi ed.
The hi d componen o someone‟s posi ion on an issue
depends on hei pe sonal ego in ol emen .
Social judgmen heo y (SJT) is a amewo k ha explains
how indi iduals o m and change hei a i udes based on hei
pe cep ions o messages and he social con ex . He e a e ou key
aspec s o social judgmen heo y along wi h ci ed e e ences:
La i udes o Accep ance, Rejec ion, and Non-commi men :
Social judgmen heo y posi s ha people ha e anges o
accep ance ega ding a ious opinions. These la i udes de e mine
how indi iduals espond o pe suasi e messages. The la i ude o
accep ance includes posi ions an indi idual inds ag eeable, while
he la i ude o ejec ion includes hose hey ind unaccep able. The
la i ude o non-commi men encompasses posi ions ha e oke
unce ain y as e e enced by (G acia & Pa el, 2021).
Ego-In ol emen : This aspec o Social Judgemen
sugges s ha he deg ee o ego-in ol emen in luences he
la i udes o accep ance and ejec ion. Indi iduals who a e highly
ego-in ol ed in a opic ha e na owe la i udes o accep ance,
meaning hey a e less likely o change hei a i udes, while hose
wi h lowe ego in ol emen may ha e b oade la i udes.
Con as and Assimila ion E ec s; When indi iduals
e alua e pe suasi e messages, Social Judgmen explains ha hey
may ei he assimila e he message in o hei exis ing belie s (i i
alls wi hin hei la i ude o accep ance) o con as i away om
hei belie s (i i alls wi hin hei la i ude o ejec ion). This can
lead o signi ican changes in a i ude depending on how he
message is pe cei ed.
The heo y was also adop ed in his s udy because o he
con o mi y and ele ance o i o he s udy. Social Judgmen
emphasizes on he impo ance o he c edibili y and a ac i eness
o he message sou ce in shaping a i udes. This en ails ha Sou h-
Eas Nige ian Men eac o “Tackle P os a e Cance Media
Awa eness Campaign and Heal h Beha iou in acco dance o how
he message is p esen ed, he le el o hei us o dependabili y on
he c edibili y o he sou ce o he in o ma ion which also expands
hei la i ude o accep ance, hence, making hem mo e ecep i e o
he message, while a sou ce pe cei ed as less c edible can lead o a
s onge con as e ec . This asse ion is suppo ed .wi h he
opinion o Da idson (2021) on his Heu is ic e sus sys ema ic
in o ma ion p ocessing and he use o sou ce e sus message cues
in pe suasion.
This heo y was adop ed on his s udy because o he
social ela ionship wi h he subjec ma e which s a es ha
di e en people eac o di e en messages based on he way hey
pe cei e hem i.e. Sou h-Eas media audience who ecei e media
campaigns on ackle p os a e cance will p ocess and espond o
he campaigns based on how hey pe cei e hem and how he
message p esen e s wan hem o see he messages.
Me hodology
Howe e , he esea che adop ed he su ey esea ch
me hod and indep h in e iew because o hei ele ance o he
subjec ma e . Thus, hese kinds o esea ch me hodologies a e
o en used in communica ion esea ches, and hey we e also
sui able in his s udy because o hei abili y o p esen esea ch
bo h in quali a i e and quan i a i e na u e a he same ime.
The popula ion o his s udy was 5, 068, 566 as es ima ed
by NPC (Na ional Popula ion Commission, 2023) being he
popula ion o men om he ages o 45 yea s and abo e in i e
s a es in he Sou h-Eas Nige ia, he popula ion was dis ibu ed as
ollows:
IRASS Jou nal o A s, Humani ies and Social Sciences Vol-2, Iss-10 (Oc obe -2025): 53-58
Vol-2, Iss-10 (Oc obe -2025)
57
Table 3.1: popula ion Dis ibu ion by s a es
S a e
Popula ion
%
Abia
721, 085
14
Anamb a
1, 161, 488
23
Ebonyi
625, 395
12
Enugu
1, 250, 377
25
Imo
1, 310, 221
26
To al
5, 068, 566
100
The sample size o his s udy was 385. This was calcula ed using
he online sample size calcula o a su eysys em.com a 5%
con idence in e al and 95% con idence le el. To selec he sample
uni s, a mul i-s age clus e sampling was used.
DATA PRESENTATION, ANALYSIS AND DISCUSSION OF
FINDINGSS
A o al o 385 copies o ques ionnai e i ems we e dis ibu ed o he
esponden s, 335 o 87% we e co ec ly illed and e u ned, hence,
was ep esen a i e enough o be used o analysis
RQ3: Wha a e he media channels ha Sou h-Eas Nige ian
men mos ly use in ge ing in o ma ion on ackle p os a e
cance ?
Fu he mo e, he esponden s we e asked o s a e hei ; mos ly used
media channel and eason o making such choices. Table 4.4
con ains he da a dis ibu ion o hei esponses o he a ious
enqui ies.
Table 4.4: Analy ical Resul s o media channel mos ly used o ecei ing in o ma ion on ackle p os a e cance .
S/n
Index
Media Channel
F equency (F)
%
8
Media channels mos ly used
Radio
80
24
Tele ision
62
19
Social media
160
48
Newspape
33
10
To al
335
100
9
Reason o choice o media channel
Reason
Accessibili y o
con en s
150
45
Visual con en s
80
24
Audio con en s
74
22
Elabo a e ex s
31
9
To al
335
100
As obse ed om Table 4.4, majo i y o he esponden s (48%)
p e e he use o social media o o he sou ces o in o ma ion. This
was ollowed by adio (24%) Again, ele ision had (19%) while
newspape had (9%). in he o de o p e e ence. To ind ou
easons ha p omp ed he p e e ence o pla o ms, he esponden s
we e u he asked o s a e he easons o hei esponse. Findings
o hese enqui ies a e also p esen ed in Table 4.4. I could be
obse ed ha he majo i y o he esponden s (45%) p e e he use
o social media pla o ms o access in o ma ion abou he ackle o
p os a e cance , his was ollowed by hose ha epo ed isual
(24%) and audio (22%) con en s as hei easons. Lack o good
eading abili y could be he cause o he low alue (9%) o
p e e ence o Newspape among media channels ha Sou h-Eas
Nige ian men mos ly use in ge ing in o ma ion on ackle p os a e
cance .
IRASS Jou nal o A s, Humani ies and Social Sciences Vol-2, Iss-10 (Oc obe -2025): 53-58
Vol-2, Iss-10 (Oc obe -2025)
58
Discussion o Findings
RQ3: Wha a e he media channels ha Sou h-Eas Nige ian men
mos ly use in ge ing in o ma ion on ackle p os a e cance ?
Powe ul syne gy be ween communica ion channels is achie ed
when ski s a e b oadcas ing on social media handles (Wang & Xia,
2020).
Conclusion
Following he discussion o esul s, he ollowing conclusions we e
made;
Media campaign on ackle p os a e cance and
sensi iza ion o heal h bene i s is a se ious campaign bo h on
Social media, elec onic and p in . This is because o he high le el
o sp ead o he ailmen and i s deadly na u e. Many men oday in
Sou h-Eas Nige ia and beyond a e e y much awa e o p os a e
cance sensi iza ion h ough egula campaign om di e en
media pla o ms, especially, he social media. Thus, he awa eness
has gi en oom o an ad anced heal h educa ion and p o ec ion
amongs he Sou h- Eas men in Nige ia by abs aining om ea ing
oo much a y oods and engagemen in o egula medical check-
ups, especially, he men om he ages o 45 yea s and abo e.
Recommenda ions
Di e en media channels o pla o ms should cons an ly p esen
and p omo e campaigns on p os a e cance o he public,
especially, he social media as he mos used media by Sou h-Eas
men.
Media channels in Nige ia should endea ou o be p esen ing
campaign on p os a e cance and sensi iza ion o heal h bene i s in
men as hey p esen o he p og ammes simul aneously.
Re e ences
1. Adeloye D, Da id R, Ade emi A (2024) An es ima e o
he incidence o P os a e Cance in A ica: a sys ema ic
e iew and me a-analysis. PLoS One 11:e0153496.
h ps://doi.o g/10.1371/jou nal.pone.0153496
2. Allen, J., O hus, M., Ha , A., Tom, L., Li, Y., Be y, D.,
& Bowen, D. (2010). A andomized ial o a compu e -
ailo ed decision aid o imp o e p os a e cance
sc eening decisions: Resul s om he Take he Wheel
T ial. Cance Epidemiology, Bioma ke s & P e en ion,
19, 21722186. Ame ican U ological Associa ion. (2009).
P os a e-speci ic an igen bes p ac ice s a emen : 2009
upda e. Re ie ed om
h p://www.auane .o g/con en /media/psa09.pd ?CFI
3. Ame ican Cance Socie y (2023) Cance ac s & igu es
2023. www.cance .o g.
4. Ame ican Cance Socie y. P os a e Cance Ea ly
De ec ion. A ailable a : Ame ican Cance Socie y.
T ea men Op ions o P os a e Cance . Re ie ed om
5. Ande son, C. J., & Mille , P. (2022). "E alua ing he
Impac o Public Heal h Campaigns on P os a e Cance
Knowledge and Sc eening Beha io ." *BMC Public
Heal h*, 22(1), 150. This li e a u e e iew assesses he
ou comes o public heal h campaigns aimed a imp o ing
men's knowledge and sc eening beha io s o p os a e
cance .
6. Ba an, S.J (2020) In oduc ion o Mass Communica ion:
Media Li e acy and Cul u e
7. Boyd, B. L., & Shaw, W. D. (2021). Unlocking Heal h
Wo ke Po en ial: Some C ea i e S a egies om he
Field. Academy o Educa ional De elopmen ,
Hea hCom P ojec .
8. B ay, F., Fe lay, J. & Soe joma a am, I. (2018) Global
cance s a is ics 2018: GLOBOCAN es ima es o
incidence and mo ali y wo ldwide o 36 cance s in 185
coun ies. CA Cance J Clin; 68:394–424.
h ps://doi.o g/10.3322/caac.21492
9. Bugoye, F.C., Leyna, G.H., Moen, K., &Mmbaga, E.J.
(2019) Knowledge, pe cei ed isk and u iliza ion o
p os a e cance sc eening se ices among men in Da Es
Salaam, Tanzania. P os a e Cance ; 1–6.
h ps://doi.o g/10.1155/2019/2463048
10. Çapık, C. & Gözüm, S. (2020) The e ec o web-assis ed
educa ion and eminde s on heal h belie , le el o
knowledge and ea ly diagnosis beha io s ega ding
p os a e cance sc eening. Eu J OncolNu s; 16:71–77.
h ps://doi.o g/10.1016/j.ejon.2011.03.007
11. Cassell A, Yunusa B, Jalloh M e al (2019) A e iew o
localized p os a e cance : an a ican pe spec i e. Wo ld J
Oncol 10:162–168. h ps://doi.o g/10.14740/wjon1221
12. Cen e s o Disease Con ol and P e en ion. P os a e
Cance . Re ie ed om
13. Cob an, E., Wu oh, A, & Lee, E. (2013) Pe cep ions o
p os a e cance a alism and sc eening beha io be ween
Uni ed S a es-Bo n and Ca ibbean-Bo n Black Males. J
Immig Mino Heal h; 16:394–400.
h ps://doi.o g/10.1007/s10903-013-9825-5
14. Conde, F., Landie , W. & Ishida, D. (2011) Ba ie s and
acili a o s o p os a e cance sc eening among Filipino
Men in Hawaii. OncolNu s Fo um; 38:227–233.
a. D=1939643&CFTOKEN=68944383&jsessioni
d=84301d
15. Da idson, N. (2021). P omo ing men‟s heal h: A guide
o p ac i ione s. In N. Da idson & T. Lloyd (Eds.),
P omo ing men‟s heal h: A guide o p ac i ione s (pp.
261-287). London, England: Baillie eTindall
16. Dhanash ee, Ga g, H., Chauhan, A., Bha ia, M., Se hi, G.
& Chauhan, G. (2020) Role o mass media and i s impac
on he gene al public du ing co ona i us disease 2019
pandemic in No h India: An online assessmen . Indian J
Med Sci,doi: 10.25259/IJMS_312_2020
