Media Campaigns as Determinants of Market Women’s Awareness and Compliance Towards COVID-19 Vaccination in Selected States in Southwest Nigeria

Abstract

The COVID-19 pandemic highlighted the critical role of media campaigns in curbing
the spread of the virus, particularly through vaccination campaigns. This study
examined the influence of media campaigns on market women's awareness and
compliance with COVID-19 vaccination regulations in selected states in Southwest
Nigeria. The study was anchored on the Agenda-Setting Theory, Health Belief Model
and Selectivity Theory, respectively, shedding light on the interplay between media
messaging, cultural beliefs, and selective exposure patterns. Employing a
correlational research design, data were collected from 200 market women and two
(2) health officials using questionnaires and interviews. Findings revealed a low level
of exposure to media campaigns (mean = 1.70), limited awareness of vaccination
regulations (mean = 1.67), and low compliance among respondents (mean = 1.88).
While media campaigns enhanced awareness, they fell short in achieving significant
compliance, hindered by misinformation, cultural mistrust, and fears of vaccine side
effects. The research concludes that while media campaigns are vital in raising
awareness, their success in driving behaviour change requires addressing underlying
barriers through targeted interventions. Recommendations include intensifying
localised media efforts and addressing vaccine hesitancy through myth-busting
initiatives to increase compliance rates among market women.