Impact of Channel on Message Effectiveness: A Case of Disseminated Information on Material Mortality in Nigeria
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Date
2012
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication, Universiti Utara Malaysia,Sintok, Kedah, Sintok, 06010, Malaysia
Abstract
The primary aim of investing in information dissemination is to create enlightened citizens that are expected to make informed choices when faced with problems. While most developed countries have attained the fifth goal of MDGS by recording a substantial drop in the rate of maternal mortality, most developing countries; especially from sub-Saharan Africa cannot boast of same. Despite the huge amount spent on campaigns to curb this menace, Nigeria still records a high toll of maternal mortality. As fundamental as this problem is, there is a dearth of literature examining the inverse relationship between the investment and message effectiveness. This study examined the two popular channels of communication in Nigeria: the mass media and the interpersonal channels in relation to effective dissemination of information on maternal mortality. A survey of 380 respondents from North-Central Nigeria revealed that although the two channels are statistically significant (p<0.05), interpersonal communication makes the strongest unique impact on disseminated information on maternal mortality: Beta=.42, while for the mass media, Beta= .13. Both channels explain 28% of recorded success of disseminated message on maternal mortality.
Description
International Journal on Social Science, Economics and Arts. 2(3): 16-21.
Keywords
Mass Media, Interpersonal Communication, Maternal Mortality