The study encompassed a diverse range of participants spanning different age groups to ensure a comprehensive understanding of how mass media contributes to healthcare-seeking behaviors across various segments of the population. Notably, the largest demographic group within the study was the 25–29 age bracket, comprising 29.2% of participants(18). This finding highlights the substantial population of young adults in Nigeria who would greatly benefit from being well-informed about malaria prevention strategies disseminated through mass media outlets.
Furthermore, a significant majority of participants (74.5%) resided in rural areas and had limited educational opportunities, with 47.5% having received no formal education. This suggests that the rural conditions, such as poverty, and lack of access to education, can pose significant barriers to information access for the residents. These challenges may hinder their ability to access knowledge about malaria prevention and care through mass media channels(19).
A notable proportion (54.7%) of participants reported being unable to read, which further underscores the potential obstacles faced by Nigerian communities in utilizing mass media as a source of knowledge and information on malaria mitigation. Additionally, a majority (63.9%) of participants identified as Muslims, reflecting the religious diversity in Nigeria, which is important to consider when crafting public health messages.
Examining household characteristics, the study found that a significant percentage (92.9%) of households were headed by males. Additionally, 23.2% of households were categorized as "poorer," and 62.5% lacked access to electricity. These factors contribute to the understanding that the burden of malaria is still disproportionately concentrated in impoverished communities, particularly in rural areas of Nigeria. These communities often lack sufficient knowledge about the causes and consequences of malaria, face challenges in affording treatment, and struggle to adopt preventive measures. These demographic characteristics provide crucial context for interpreting the health-seeking behaviors and media exposure patterns described in this paper.
Limited Access to traditional Media: The findings showed that a substantial portion of Nigerian households do not have radios (62%) or televisions (66.7%). This is noteworthy because traditional media, particularly radio and television, have historically been important sources of health information dissemination in Nigeria. Many public health campaigns, including those related to malaria prevention and treatment, rely on these platforms to reach a wide audience. The lack of access to these traditional media outlets in a significant proportion of households may hinder the effectiveness of such campaigns.
Challenges in Digital Media Usage: The high percentage of participants who reported not using the internet (86.4%) and not reading newspapers or magazines (86.4%) suggests limited access to digital media and print media. In an increasingly digital age, where health information is often available online and through news publications, this lack of access can be a barrier to obtaining up-to-date and accurate information about malaria.
On a more positive note, more than half of the participants had mobile phones (51.1%), which can serve as a potential avenue for disseminating health information, including malaria prevention tips and treatment guidelines. However, the percentage of smartphone ownership (24.4%) is lower, which may limit access to more interactive and multimedia health content. These challenges are not unique to Nigeria but are prevalent throughout the region. Efforts to combat diseases like malaria often require innovative strategies to reach populations with limited media access(20)
Media plays a crucial role in global malaria control efforts(9), it is used to disseminate information about prevention measures, symptoms, and available treatments. Access to accurate and timely information can empower individuals and communities to take proactive steps in malaria prevention and care-seeking.
The global context also underscores the digital divide, with many people worldwide lacking internet access and smartphones(21), as such, strategies for disseminating malaria-related information should consider both traditional and digital media, recognizing that different segments of the population may rely on different sources(22). The challenges in media access and usage within Nigeria impact the effectiveness of malaria awareness and prevention campaigns. To address these issues, public health initiatives should employ a diverse range of communication channels, considering both traditional and digital media, while tailoring messages to reach populations with varying degrees of media access. Collaboration with local communities and organizations is key to designing effective communication strategies that address these challenges in the fight against malaria(23).
The fact that 57.9% of participants did not hear or see any malaria-related messages in the last six months highlights a significant gap in malaria awareness campaigns within Nigeria. This limited exposure to malaria-related information can contribute to a lack of knowledge about preventive measures and the importance of timely treatment, ultimately hindering efforts to control and eliminate malaria(24) however others studies reported the sources of information on malaria were advertisements in the mass media, workshops and seminars organized by donor agencies, facility supervision, posters, other health workers, television and radio adverts
Nigeria continues to bear a substantial burden of malaria cases globally(16). According to the World Malaria Report 2020, Nigeria accounted for approximately 23% of the global malaria cases and 27% of malaria deaths in 2019(25). The lack of widespread awareness and information dissemination may contribute to the persistence of malaria in the country.
Similar to Nigeria, many countries in West Africa and across the African continent face challenges in malaria control. Limited access to healthcare services, low awareness about prevention measures, and inadequate resources all contribute to the burden of malaria in the region. Africa carries a significant share of the global malaria burden. According to the World Health Organization (WHO), in 2019, Africa accounted for 94% of all malaria cases and 94% of malaria deaths worldwide(26)
Effective communication campaigns can educate people about the importance of using insecticide-treated bed nets, seeking prompt treatment, and other preventive measures. In contrast, the absence of such campaigns, as suggested by the study's findings, can hinder progress in malaria control(27) The study suggests a disparity between regions like South America and Asia, which have been successful in dealing with endemic diseases like malaria through mass media health education. This may be attributed to more robust awareness and communication campaigns in these regions(28)
The fact that 38.5% of participants did not seek malaria care treatment when a child developed a fever is concerning. It suggests that there are significant barriers to accessing healthcare services for malaria in Nigeria. These barriers could include issues related to healthcare infrastructure, affordability, and awareness about the importance of early treatment(29) Furthermore, a large percentage (68.1%) of participants who delayed seeking care for two or more days after the onset of fever is particularly worrisome. Delayed treatment can lead to complications and an increased risk of severe malaria, which can be life-threatening, especially in children(30). This delay may be due to factors such as lack of transportation, distance to healthcare facilities, or misconceptions about the severity of malaria. The delay and or failure to seek care in a significant percentage of cases can contribute to the high malaria-related morbidity and mortality in the country(31). Access to healthcare services and timely care-seeking for malaria are challenges shared by many countries in West Africa and across the African continent. These challenges contribute to the high malaria burden in the region. Delayed care-seeking and underutilization of healthcare services for malaria contribute to the alarming malaria statistics in Africa(32) High malaria-related morbidity and mortality rates are, in part, due to delays in diagnosis and treatment(33)
International organizations such as the World Health Organization (WHO) have been actively working to improve malaria care-seeking behaviors for globally through increasing access to diagnostic tests and treatment, community-based interventions, and public awareness campaigns(34). To improve care-seeking behaviors and reduce the burden of malaria, it is essential to invest in healthcare infrastructure, increase awareness about the importance of early treatment, and address economic and logistical barriers that hinder access to healthcare services. Furthermore, community-based initiatives and educational campaigns can play a crucial role in changing care-seeking behaviors and ultimately contributing to the reduction of malaria cases and deaths in the region and worldwide.
The significant associations between media use variables (radio, television, and internet) and malaria care-seeking behaviors suggest that media exposure can play a crucial role in shaping health-seeking decisions in Nigeria. Individuals who frequently listen to the radio or watch television may have better access to malaria-related information, leading to more proactive care-seeking behaviors(35). Given the high malaria burden in Nigeria, media can serve as a valuable tool in disseminating information about malaria prevention, symptoms, and the importance of seeking timely care. Effective communication campaigns leveraging media channels can contribute to reducing malaria-related morbidity and mortality rates(23). Nigeria’s high malaria death rate accounting for approximately 27% of global deaths in 2019, highlighting the urgency of improving malaria care-seeking behaviors(36). Mass media serves as a channel for disseminating information on prevention measures, symptoms, and available treatments. The findings in Table 5 highlight the importance of using media effectively to promote health-seeking behaviors(37)
The significant association between the use of the internet within the last 12 months and malaria care-seeking behaviors suggests that access to online health information can positively impact health-seeking decisions in Nigeria. As internet penetration continues to grow in the country, online health resources and information dissemination through digital media can play a crucial role in educating individuals about malaria prevention and treatment.