DESIGNING AND IMPLEMENTING EFFECTIVE MEDIA INTERVENTIONS FOR HYPERTENSION PREVENTION AMONG THE WORKING CLASS POPULATION IN NIGERIA

Oluwaseyi Adewunmi Sodeinde 1, Helen Odunola Adekoya 1 & Kolade Ajilore 1

1 Department of Mass Communication, Babcock University, Ilishan-Remo, Ogun State, Nigeria.
Correspondence: Oluwaseyi Adewunmi Sodeinde, Department of Mass Communication, 
Babcock University, Ilishan-Remo, Ogun State, Nigeria.   
Tel: +2348066457322.                         Email: sodeindeoluwaseyi@gmail.com
Abstract

The increasing prevalence, health complications and mortality caused by hypertension around the world call for concern. This has brought about a greater and urgent need to develop effective strategies to enlighten a great portion of the Nigerian population who have displayed inadequate knowledge, attitude and practice of hypertension prevention. Therefore, the objective of this study was to develop a framework for designing and implementing media interventions for hypertension prevention especially among the working class who are at high risk of developing hypertension. This study was hinged on the Social Cognitive theory (SCT). The qualitative research method was used in this study. Five key informants were purposively selected and interviewed from among public health officers, health practitioners and media content producers in the field of health communication in Ogun state, Nigeria. All five informants of this study agreed that hypertension prevalence among the working class is on the increase because of the adoption of technology in the workplace which encourages a sedentary lifestyle. The results also showed that media interventions could be effective for hypertension prevention if designed with persuasive messages, focused on modifiable risk factors of hypertension, share relatable examples, are theory-based and promote self-efficacy among the audience. The study recommended that media intervention planners design intervention materials factoring the results of this study, ensure the sustainability of the intervention by providing enough funds for implementation and guide against atrophy among the audience by introducing incentives.

 

Keywords: Hypertension prevention, Media intervention, Health communication, Intervention design

 

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