Media Exposure and Awareness Creation: Examination of a Vernacular Radio Health Programme on Type 2 Diabetes

Abstract

Communication research has established a cause-effect relationship between amount of media exposure and audience awareness about issues in the society. Against this, different media programmes have been rolled out in an effort to help in combatting the scourge of non-communicable diseases. Among them is in Ramogi FM, a local radio station that broadcast „Miya Ngima programme which seeks to inform and educate its listeners on type 2 diabetes prevention among other diseases. Despite the existence of this programme, the disease prevalence seems to be on the rise coupled with low awareness levels within the area of study. This study, therefore, purposed to examine the efficacy Miya Ngima radio programme on awareness creation about type 2 diabetes prevention. McCombs and Shaw‟s (1972) Agenda-Setting Theory was used in the study. The study adopted descriptive and correlational research designs. Systematic random sampling was used to get 400 programme listeners. Purposive sampling was used to select 2 Miya Ngima programmes on type 2 diabetes and 1 Miya Ngima programme host. In collecting data from listeners and the programme host, questionnaires and structured interviews were used respectively. Coding sheets were used to obtain data from Miya Ngima programmes. The findings revealed that amount of audience exposure to Miya Ngima programme resulted in increased audience awareness about type 2 diabetes