ABSTRACT
Over time information concerning exclusive breastfeeding has been passed to nursing mothers. This suggests that several print media communicators sources such as healthcare personnel’s or healthcare workers, family and friends, social media, television, radio, newspaper, billboard, flyer have been used as an important tool to influence communication and promotion to nursing mothers. The study therefore sought to explore the existence of, and the kinds of messages put in place by the print media and also investigate the influence of print media in promoting the practice of exclusive breastfeeding among nursing mothers in Lagos-State, Nigeria. The study employed the social learning theory as foundation. It used the survey method, using questionnaire as research instrument. The study population consisted of nursing mothers attending postnatal care and health talks in two health care centres. Simple random sampling technique was used. The sample size was (N=215). Data were analysed using Statistical Package for Social Sciences which was used to discuss five research questions. Findings revealed that the use of print media in creating awareness on the practice of exclusive breastfeeding was rated the highest, while the depth of infant care programmes put by print media communicators had the lowest rating. The practice of exclusive breastfeeding was rated averagely. Most nursing mothers also indicated that they came across messages on exclusive breastfeeding from other sources aside from the health centres. They also thought that there was need for improvement. The study also revealed that there were slight problems associated with or hindering dissemination of information on exclusive breastfeeding. The study concluded that the print media should be emphasized and other information source such as social media, television, radio, newspaper, billboard, flyers, pamphlet and family and friends need to be improved upon. The study also recommended that stake holders such as government, media organizations, World Health Organization, United Nations International Children’s Emergency Fund, need to provide more frequent access to this exclusive breastfeeding information, promoting it through print media and other source of information, and increase the depth of exclusive breastfeeding and infant care messages, that way a lot of changes can occur in the practice of exclusive breastfeeding.
TABLE OF CONTENT S
Cover i
Title ii
Declaration iii
Certification iv
Dedication v
Acknowledgements vi
Table of Contents vii
List of Tables ix
Abstract xii
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of the Problem 4
1.3 Research Questions 5
1.4 Objectives of the Study 5
1.3.1 General Objectives 5
1.3.2 Specific Objectives 5
1.5 Significance of the Study 6
1.6 Scope of the Study 6
1.7 Operational Definition of Terms 7
CHAPTER TWO: LITERATURE REVIEW
2.1 Conceptual Review 8
2.1.1 The concept of print media 8
2.1.2 The history of print media in Nigeria 9
2.1.3 Function of print media 10
2.1.4 Print medium of mass media 11
2.1.5 Print media promotional materials 13
2.1.6 Indigenous media 14
2.1.7 Media and maternal health 14
2.1.8 Concept of health communication 22
2.1.9 Promotions 19
2.1.10 Concept of exclusive breastfeeding 22
2.1.11 Benefits of exclusive breastfeeding for infants and mothers 23
2.2 Theoretical framework 25
2.2.1 Origin and Historical background of Social Learning Theory 25
2.2.2 Assumption and principles of social learning theory 26
2.2.3 Selected scholars’ comment on social learning theory 26
2.2.4 Relationship of social learning theory to other theories 29
2.2.5 Interpretation and critique of social learning theory 29
2.2.6 Relevance of the theory to the study 30
2.3 Empirical reports review 30
2.4 Summary of literature 41
CHAPTER THREE: METHODS OF STUDY
3.1 Research Design 43
3.2 Population(s) of the Study 43
3.3 Sample size (s) and Sampling Technique (s) 43
3.4 Data collection Instrument and validation 44
3.5 Validity of the Research instrument (s) 45
3.6 Reliability of the Research Instrument 45
3.7 Methods of Administration of the Research Instrument 46
3.8 Method of Data Analysis 46
3.9 Limitation of the study 46
CHAPTER FOUR: DATA ANALYSES AND RESULTS
4.1 Analyses of the field performance (s) of the research instrument (s) 47
4.2 Analyses of data on the research questions 47
4.3 Discussion on findings 60
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of the study 61
5.2 Conclusions of the study 61
5.3 Recommendations 64
5.3.1 Recommendations to study-specific stakeholders 63
5.3.2 Recommendations for further studies 64
REFERENCES 65
APPENDIX 69
LIST OF TABLES
Table 1 Distribution of Respondents by whether they know about print media 48
Table 2 Distribution of Respondents to ascertain if there are often messages on exclusive breastfeeding practice in print media form given at health centre 48
Table 3 Distribution of Respondents to find out which print media they have heard about 48
Table 4 Distribution of Respondents to know which print media is accessible to them 49
Table 5 Distribution of Respondents to know the method through which print media messages are communicated by the health centre on infant care 49
Table 6 Distribution of Respondents on frequency of receiving print materials on infant care 51
Table 7 Distribution of Respondents on frequency of receiving print materials on exclusive breastfeeding 51
Table 8 Distribution of Respondents by whether they receive print materials from the health centre on exclusive breastfeeding during postnatal visits 52
Table 9 Distribution of Respondents by whether the print materials received serve as a reminder on the practice of exclusive breastfeeding for their infant 52
Table 10 Distribution of Respondents by whether the print materials given on exclusive breastfeeding are expensive 54
Table 11 Distribution of Respondents by whether their husbands discourage them from bringing print materials home even when they are on exclusive breastfeeding 54
Table 12 Distribution of Respondents by whether the print materials received on exclusive breastfeeding are too lengthy to read 55
Table 13 Distribution of Respondents on whether print documents are usually written in a language difficult to comprehend 55
Table 14. Distribution of Respondents to ascertain whether the print materials contain illustrations to support the messages therein 55
Table 15. Distribution of Respondents to ascertain whether there is someone who guides in carrying out the messages contained in the print materials received on exclusive breastfeeding &n