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    OUTLINE OF CHAPTERS

    CHAPTER ONE

    Topic

    Introduction

    o Background of radio

    o Problem Background of the narcotizing effect of the mass media

    CHAPTER TWO

    Aims of the project

    R tion !e

    H"pothesis

    CHAPTER THREE

    Rese rch #uestions

    Liter ture Re$ie%

    Theoretic ! fr me%or&

    CHAPTER FOUR 'ethodo!o("

    ) t co!!ection methods

    Stud" re nd su*jects

    S mp!in( methods nd si+e

    CHAPTER FI,E

    ) t n !"sis

    ) t interpret tion

    CHAPTER SI-

    Conc!usion

    1

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    Recommend tions

    Other findin(s

    Are s of further stud"

    References

    APPEN)ICES

    Appendi. /0 1ud(et 2 cost

    Appendi. 30 Wor& p! n

    Appendi. 40 5uestionn ire

    2

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    INTRO)UCTION

    Radio, Television and Print are potential media for disseminating health information to

    the public to create awareness on issues of H !"# $%, &alaria, Tuberculosis and other

    diseases that are found worldwide'

    Radio in &alawi is regarded as the most effective medium' Radio pla(s a ver( important

    role in building the nation, developing the countr( economicall(, used as a tool in

    education and also most importantl( used as a tool in health education'

    There are 1) radio stations in the countr( which include public, commercial, communit(

    and religious stations' *ut of these, more than half of them have health programs which

    feature different issues that educate the listeners+ health wise'

    Health programs on radio contain issues on TB, H !"# $%, &alnutrition, skin diseases

    and on how to prevent them'

    There are a number of programs on different radio stations that contain different healthissues' %ome of these programs include Tips of life , umoyo ndi chitukuko mMalawi, Call

    the Doctor, dziwani za TB, umoyo mmalawi, Kulera, Tichitenji, Womens

    forum,Tikuferanji, window throu h health, !hukusi la moyo, uchem"ere wa "wino,

    womens talkin point, #outh alert,!akachere and a lot more programs'

    n 2 -, the Malawi Demo raphic and $ealth %ur&ey found out that 64% of people have

    heard health messages on radio, while 14% heard the messages on Television and

    .ewspaper, with 32% who have not heard the health messages through an( media'

    This shows how radio is widel( listened to in the countr( b( people of different status'

    /

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    This refers to the phenomenon whereb( the media provide such massive information that

    the audience becomes numb and generall( fails to act on the perceived information,

    regardless of how compelling the issue'

    B( using a sample of listeners, this research is there to determine if health programs in the

    countr( are being perceived effectivel( or if the( are having an opposite effect of

    desensitizing the people up to the point where one becomes ignorant of events around him

    or her'

    O16ECTI,ES OF THE PRO6ECT

    'AIN O16ECTI,E

    The general ob3ective of this stud( is to establish people+s perception of their reactions to

    health messages'

    This research is aimed at finding out how listeners perceive the information the( hear on

    radio and from there determine if the messages are being effective enough to the people

    or not'

    SPECIFIC O16ECTI,ES

    The specific ob3ectives of the research include4

    To show that despite the man( health programs that are there, the rate people

    contracting the H ! virus continue to rise, the mortalit( rate of an average

    &alawian continues to drop and cases of TB, malnutrition and teen pregnanc( are

    not decreasing at the desired rate despite the numerous messages being put forth

    on radio'

    )

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    This will create awareness to media houses and other sectors in the countr( to find other

    strategies that will guarantee a desirable decrease in H !"# $%, TB, malnutrition cases'

    This will in the end ensure development in the countr('

    To show that too much information b( the mass media becomes too much to an

    individual that instead of sensitizing them on an issue the( tend to be desensitized

    and because of this the messages that are put across do not have significant

    impact' t is because of this phenomenon therefore that despite the numerous

    messages on radio on health issues, problems continue to rise'

    This will save time and other resources media houses use in creating programs that in the

    end will not have a meaningful impact to the targeted audiences'

    5ith the absence of the narcotizin effect , the audiences will respond to the messages put

    forth b( the media

    To point another direction that the media should take so as to make the messages

    the( bring forth to the people has significant impact and change attitudes of

    people'

    #ssist the media to onl( concentrate on the most important details so that it does

    not become too much for those listening to the messages to understand'

    RATIONALE2 O16ECTI,E

    This research is important especiall( to the media houses where the narcotizin effect has

    not been highlighted to producers of health programs or put in mind when the media is

    putting forth health messages to its audience' Because this effect is not widel( known

    therefore, it is not put forth as one of the factors contributing to the little impact health

    messages have on people'

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    This therefore makes it impossible for those who produce messages to deal with the

    effect since the( are unable to recognize it at pla('

    This research is also important especiall( now when &alawi is striving to fulfill the 2

    (ear time frame of the &illennium $evelopment 7oals 8&$7s9 which were set in 1::),

    and include reducing child mortalit(, improving maternal health, combating H !"# $%,

    malaria and other diseases'

    %ince the media is put on the forefront together with other organizations in fulfilling these

    &$7s, the media need to come up with health messages that will have an effect on

    people to change their mindsets instead of putting forth too much unnecessar(

    information which will trigger this narcotizin effect '

    The research is also important because health is an important aspect of life' t is seen as a

    resource for ever( da( life, not the ob3ective of living' t is regarded as a positive concept

    emphasizing social and personal resources as well as ph(sical capacities'

    7ood health is ver( important in the development of an( countr( or activit(' # person

    who is ill will not contribute the well being of his countr( and will not participate in an(

    development activities' ;mphasis on health is therefore important in order to maintain a

    health( labor force and ultimatel( a health( nation'

    The research has targeted radio because research has shown that it is the medium which

    all classes of people in &alawi encounter in their dail( lives unlike Television and

    newspapers'

    #s /. 0khata (1223+ puts in4

    78 of !! the possi*!e m ss mediums $ i! *!e inc!udin( ne%sp pers nd cinem 9

    r dio is the on!" medium %hich ' ! %i ns encounter in their d i!" !i$es:

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    The( noted that with this effect an individual falls into a state of apath( or passivit( as a

    result of too much information to assimilate' Besides that, too much e=posure to news

    ma( leave man( audience members with little perspective of what is the usual, normal or

    ordinar( in a societ('

    Belsons 1267 stud( of over 1) teenage bo(s did not find an( support at all for the

    desensitization h(pothesis' The effect of the ?distance violence+ presented in the news

    was virtuall( nil and the effect of directl( e=perienced violence was even slightl(

    negative which if an(thing, suggests increased sensitization to real@world violence'

    However, in &alawi, despite radio having a high reach and significant impact on health

    issues - , less than half of women and si= in ten men can identif( the two most commonmisconceptions about the transmitting of H ! @ H ! can be transmitted b( mosAuito

    bites and H ! can be transmitted b( supernatural means ) '

    rom the functionalist perspective, the media entertain, socialize, enforce social norms,

    confer status, promote consumption and keep us informed' However the media can also

    be d(sfunctional to the e=tent that the( desensitize us to events' 6

    $(sfunction refers to an element or a process of societ( that ma( actuall( disrupt a social

    s(stem or lead to a decrease in stabilit('

    Broadcasting in &alawi at present is still not as satisfactor( as it should be, considering

    that it is now ;more than < thirt( (ears since the count( got its independence'

    Because of its nature, the newspaper has not had much impact' The need for greater

    literar( skills b( readers and high production costs b( media owners, have greatl(

    - %# $ 82 9 Paper assess $ocument Reach and impact of radio in &alawi) 82 )9$emographic and Health %urve( &alawi 2 - *RC &acro,Calverton, &ar(land %#6 %chaefar T' Richard sociolog( 82 )9 : th edition &c7raw Hill

    :

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    reduced the power of the newspaper to act as a mass medium' &alawi+s illiterac( is

    pegged at 6 D'

    Radio therefore is the obvious mass medium to which millions of people, especiall( in

    poor societies, depend for vital information on health and more' ;ducation and household

    wealth status are strongl( associated with mass media e=posure

    The dissemination of simple messages b( the media and e=hortations to practice safer se=are unlikel( to have a significant impact on the H ! epidemic because se=ual behavior is

    rooted in comple= social, economic and cultural environments where choices are often

    severel( limited' :

    Radio has more than survived0 it has prospered b( changing the nature of its relationship

    with audiences' t has become local, fragmented, specialized, personal and mobile, unlike

    in the past'

    Radio+s audience, though is not growing' n fact it is declining' The annual MT8

    0etworks98iacom %tudy of Media, /ntertainment, and 'eisure Time released in Eune

    2 showed a sharp decline from the previous (ear+s level of listening among teen and

    adults' The primar( factors for this loss of audience, according to the industr( itself, are

    the availabilit( of online music and listener dissatisfaction with unimaginative

    programming and h(per commercialization' 1

    However not much has been written about the narcotizin effect of the mass media' This

    could probabl( be because it has not been full( proven in a scientific wa( if indeed there< .ational %tatistics *ffice> Tenthani Raphael 82 9 &alawi+s Television nveils ;=pansion Plans Pan #frican .ews #gencies: 7ordon 7' 81::)9 Participation empowerment and se=ual health in #frica F;$ Books Gondon1 Baran E' %tanle( 82 29 ntroduction to &ass Communication 2 nd edition &c7raw Hill %#

    1

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    is such a thing' This therefore made it a bit difficult for this stud( to have all the

    necessar( literature it needed'

    THEORETICAL FRA'E WOR=

    This research has used the cultivation anal(sis theor(' This theor( states that media

    e=poses audiences to attitudes, realities, and ideologies and in the process cultivate the

    nature and pattern of responses'

    This theor( emerged from a group of researchers led b( :eor e :er"ner (1224 9 which

    stated that heav( e=posure to a medium imparts a worldview that is consistent with the

    ?world+ of that particular medium' 11

    nlike the users and ratification theory this theor( which was originall( used to anal(ze

    television assumes that that particular medium in Auestion shapes a societ(+s wa( of

    thinking and relating'

    To conduct this theor(, the first step is to anal(ze the particular medium in Auestion and

    find its patterns of contents' The second step is to formulate the audiences+

    understandings of their ever( da( lives' The third step is finding the levels of

    consumption of that particular medium' inall( (ou compare the social realities of light

    and heav( consumers of that medium ' 12

    The theor( has been applied in this research, with the medium being radio programs on

    health issues to show that heav( consumption of health issues tend to narcotize the

    audiences'

    11 5est R' 82 -9 ntroducing Communication Theor(, #nal(sis and #pplication 2 nd ;dition &c 7rawHill, .ew ork

    12 5est R' 82 -9

    11

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    5ith the use of this theor(, this stud( as evaluated those who consume health issues on

    radio and find out their social realities as to whether the( are affected b( what the( listen

    on the radio or not'

    RESEARCH )ESI>N

    This stud( used a surve( as a method for data collection' # surve( was used mainl(

    because this stud( was tr(ing to find out from the listeners themselves on how health

    issues influence them and if indeed the( feel desensitized after listening to too much

    information about health issues'

    )ATA COLLECTION 'ETHO)S

    Iuestionnaires were used as a method of data collection' This was there to determine

    how people perceive health programs on radio'

    To avoid the inconvenience of not having the Auestionnaires answered at the reAuired

    time and to avoid getting inappropriate answers, the Auestionnaires were not distributedand collected on different da(s' The Auestions were asked and filled up for them'

    SA'PLE AREA

    The research was conducted in Chitawira Residential area, Blant(re' This area was

    chosen because it has people from all walks of life' t has people of all kinds of

    professions like teachers, doctors, mem"ers of parliament, "usiness people, students anda lot more'

    This stud( also reAuired an area of stud( which is in the urban area but which still has the

    radio listening culture'

    12

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    The houses in Chitawira are designed in wa(s that make the roads around the area

    accessible and this made it easier for the researcher to move from one area to another

    without getting confused'

    Chitawira is also situated in an area that made it possible for freAuent visitation from the

    researcher an( time it was necessar( to'

    SA'PLE SI?E

    n this stud(, 100 respondents from different household each were chosen from the

    sample area' The( all had to answer the Auestionnaires individuall('

    t could not be established on the actual total population of houses in Chitawira since the

    area has had new constructions for the past (ears' *ther houses have also been combined

    into one plot for a single individual'

    Because of this therefore, there had to be the use of 3udgment sampling to come up with

    a sample of households which had to be a true representative of the area but also amanageable sample that could cover the available resources'

    Therefore 100 respondents was the ideal sample size that was used in this stud(' The

    characteristics of this sample size were men, women and (ouths' The age group ranged

    from 16 to over 50 (ears of age' ;ducational Aualification ranges from !rimary %chool

    !upils to those with tertiary education ;ualification s' urthermore, this research had

    respondents who were sin le, married, di&orced and widowed.

    1/

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    SA'PLIN> 'ETHO)S

    n this research, the pro* *i!it" and non pro* *i!it" methods were used' n probabilit(

    methods, members are selected from a population in a non random manner while non

    probabilit( methods, members are selected in a random manner'

    NON PRO1A1ILIT@ SA'PLIN>

    5ith this method, the researcher used the judgment sampling to select the sample area

    for the stud(, which in this case is Chitawira '

    PRO1A1ILIT@ SA'PLIN>

    Random sampling was used in sampling out the 100 respondents for the stud(' #ll

    residents in Chitawira had eAual chances of being involved in this stud(' This method

    was chosen to prevent biasness and to give eAual chance to all residents involved in this

    stud('

    Those respondents who do not listen to health programs on radio were recorded and used

    as control variables because this stud( was targeting those who listen to the radio'

    1-

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    )ATA ANAL@SIS

    SUR,E@ FIN)IN>S

    This section presents the results of the surve( that was conducted with the use of

    Auestionnaires to residents in Chitawira.

    The Auestionnaires were designed to establish the influence that is perceived b( listeners

    of health issues on radio'

    rom the sample size of 100 respondents, 42 were male while 58 were female' The larger

    number of women was also contributed b( the willingness of most of the women to be

    interviewed and be part of the stud(' &ost of the men were either bus( or claimed the(

    do not listen to the radio at all' This can be seen in the diagram below4

    Population size and sex

    1)

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    58

    42

    0

    10

    20

    30

    40

    50

    60

    70

    1 2

    SEX

    S A M P L E S I Z E

    FEMALE MALE

    rom the overall sample, 38 of the respondents were married, 42 were single, and 18

    were divorced while 2 were widowed'

    45 of the sample belonged in the age group of 16- 24 (ears of age' 27 of the sample

    belonged to the 25 34 (ears' 18 members of the sample belonged to the 50 64 agegroup' 10 members belonged to the 67 and above age group' The diagram blow shows

    this'

    Age g oup o! espondents

    16

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    45

    27

    18

    10

    0

    5

    10

    15

    20

    25

    30

    35

    40

    45

    50

    AGE GROUP

    S A M P L E S I Z E

    16 - 24 25 - 34 35 - 41

    42 -

    #ccording to the findings of this stud(, a lot of the respondents onl( listen to health

    issues on radio a few times in a week'

    81 of the 100 listen to the radio 1 to 3 times a week' 12 of the respondents listen to health

    programs 4 6 times a week while onl( 7 respondents listen to 7 or more times in aweek' The graph below e=plains this'

    1

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    NUMBER OF TIMES RESPONDENTS LISTEN TO

    HEALTH ISSUES ON RADIO

    7 - MORE TIMES A

    WEEK

    4 - 6 TIMES A WEEK

    1- 3 TIMES A WEEK 81

    RESPONDENTS

    12 RESPONDENTS

    7 RESPONDENTS

    "#at #ealt# p og ams and issues do t#e espondents listen to$

    This research did not come up with specific health programs it targeted' t relied on the

    information that came from the respondents on which health programs the respondents

    listen to'

    rom the findings however, less than half of the respondents could not come up with the

    specific names of the health programs the( listen to' The( could onl( come up with the

    health issues that are discussed in the program'

    rom all the health programs that are aired on more that 10 radio stations in &alawi, the

    health programs that could be remembered b( the respondents were Dokotala wa

    pawayilesi and Dziwani za TB.

    47 respondents from the 100 , could remember the actual names of the radio programs

    while the remaining 53 of the respondents could onl( remember the issues that the( listen

    to and not the actual names of the program'

    1>

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    n this stud( the health issues that the respondents listen to are $

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    *espondent+s ,ie's to'a ds #ealt# issues on adio

    n tr(ing to prove the h(pothesis that too much health issues on radio desensitizes its

    audience, this stud( set up to find out the views of the respondents towards health issues

    that are aired on radio

    The respondents were given options to choose from a scale of e?cellent, &ery ood, ood,

    satisfactory, not satisfactory and poor

    rom the 100 respondents, 6 of them views health programs as e=cellent' This meant that

    the( were impressed with the issues that are presented, the( like how the issues are

    presented and would not change a thing bout them'

    40 respondents felt that radio health issues are ver( good and need not change the

    messages the( carr( since the( are able to give out the intended messages'

    3 respondents said the health programs are good but needed to add more time and change

    the formats to suit the tastes of the people toda('

    How ever none of the respondents chose the satisfactor( option'

    35 of the respondents selected the not satisfactor( option' The( had a number of reasons

    the( gave on wh( the( regarded health issues on radio as not satisfactor('

    The remaining 16 felt that health issues on radio are poor and that the radio can either do

    without or change their formats completel(' This is further e=plained in the graph below4

    21

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    *espondents '#ose e#a,io s (#anged as a esult o! #ealt# issues ai ed

    on adio

    #s one wa( of establishing the perceived influence of health issues to the respondents,

    the stud( went ahead in tr(ing to find out how man( of the respondent+s behaviors

    changed after listening to certain issues of health on radio'

    These behavioral changes included abstaining or having protected se= after hearing about

    H !"# $%' Those who have decided to Auit smoking after hearing about the dangers TB

    on radio, consulting doctors after getting certain s(mptoms that signif( an infection,

    avoiding stigma and discrimination to # $% patients and also home based care to # $%

    patients'

    #ccording to the results 41 respondents said that the( have been influenced b( radio to

    change certain aspects of their lives after hearing about certain health issues' These

    respondents were able to specif( the particular aspects of their which the( changed'

    52 of the respondents however said that health issues on radio did not influence them to

    change an( aspect of the life' # common answer that was found as one of their reasons

    were that one cannot change the time when the( get die, therefore no one can prolong his

    or her life b( changing some aspects in their lives' #nother common reason was that

    health issues on radio are not influential enough to change their behaviors'

    The remaining 7 respondents said the( had no idea whether health issues on radio have

    influenced them at all' The( were unaware and unable to point out some aspects in theirlives that were changed as a result of a health message on radio'

    rom the findings above, a higher number of the respondents have not been influenced b(

    health messages on radio to change their life st(les for a healthier life' The diagram

    below e=plains this0

    2/

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    rom the 41 therefore, 11 are members of pressure groups and clubs in their societ(' 10

    have taken part in a demonstration and big walk before' 5 have participated in a phone in

    program on radio to contribute to the societ('

    The remaining 15 have not done an( of the activities above' &ost of them blamed it on

    the lack of free time that the( can use to be involved in the activities' *thers blamed it on

    the absence of organizations and groups the( can 3oin in the communities' %ome

    however, could not see the need to be involved in activities that can contribute to the

    societ('

    *espondents+ opinions on #o' #ealt# issues a e oad(ast on adio

    The health programs on radio have been viewed with different opinions from the

    audiences' %ome like their formats others view that the( need to improve and add other

    aspects in their messages'

    This stud( went ahead to establish how the respondents view the wa( health programs are

    aired on radio'

    34 from the 100 respondents felt that health programs on radio contain too much

    information' The disadvantage of this opinion is e=plained and e=plored in the data

    interpretation' The remaining 66 did not agree with this opinion

    ealt# p og am on adio (ontain too mu(# in!o mation

    2)

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    34

    66

    0

    10

    20

    30

    40

    50

    60

    70

    #ES NO

    #nother opinion that was shared between 57 respondents was that health programs on

    radio are not interesting enough, therefore the( are unable to attract listeners there fore

    people do not pa( much attention to these programs unlike with other programs' The

    remaining 43 did not agree with this view'

    ealt# p og ams a e not inte esting enoug#

    26

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    57

    43

    0

    10

    20

    30

    40

    50

    60

    #ES NO

    *e(ommendations ! om t#e espondents in #ita'i a

    The respondents who were involved in this stud( had a lot to sa( on how health programs

    should be handled so as to have much more influence to its audience'

    Health programs should not onl( concentrate on manufactured medicines which

    are sold in the market for this does not attract people from the villages who can

    not afford it' nstead the( should also concentrate on herbs that can be found

    locall(' or e=ample using the leaves of the avocado pear tree to increase blood

    suppl( instead of taking iron pills that are e=pensive for some people' This would

    attract audiences from all walks of like'

    Radio stations should take a particular stand and stick to it when giving out health

    information instead of giving information on different issues because this

    confuses its listeners' or e=ample in the case of abstinence and using condoms

    during se=' The( tend to use these methods together all the time' This confuses

    2

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    the audiences on which side the( should take because the radio did not make a

    particular point to stand for'

    Health programs should change their format and make it much more entertaining

    instead of using the ver( same formats used (ears ago' This does not attract an(

    new or modern audiences'

    )ATA INTERPRETATION

    This section will measure the perceived influence of health issues on radio to residents in

    Chitawira. The perceived influence was measured b( looking at how respondents have

    been influenced b( health issues on radio up to the point of changing some aspects in

    their live and also contributing to the societ('

    nte p etation o! esults on t#e su ,e) 'it# t#e use o! t#e >uestionnai es

    rom the answer of the 100 respondents it has shown that the( were all aware of the

    health issues that are aired on radio' The( have all heard them before and the( could all

    specif( the particular sub3ects the( have heard'

    However, less than half of the respondents could name the actual programs the( listen to'This shows that much as the people have heard health issues on radio the( are not so keen

    in listening to all the details that are there' t means that health programs are not among

    the favorite programs the respondents listen to' This was also seen as in the number of

    times the respondents listen to health programs on radio'

    2>

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    rom the findings, it has shown that respondents are not e=posed to too touch information

    on radio' This is because a lot of them onl( listen to health issues on radio one to three

    times week' This ca not be regarded as too much e=posure to radio'

    rom the findings, less than half of the respondents views health issues on radio

    positivel(' The rest felt that the( leave a lot to be desired' t shows that as much as the

    respondents do listen to the health issues on radio, the( are not satisfied with it' There

    fore health programs are not effective enough to residents in Chitawira '

    #lthough there were a number of the respondents who were influenced b( the health

    issues to change their behaviors, most of the listeners of the health programs have not been influenced to change their behaviors' The( use the health programs to simpl( gain

    knowledge and do not find them influential enough to change their mindsets on certain

    aspects of their lives'

    This finding means that those people who do not feel the need to change their wa(s of

    life to reduce cases of infections like TB, # $% or other %T s are not necessaril(

    ignorant' The( do listen to the issues that talk against their wa(s of life but the( simpl(

    do not feel the need to change' These findings therefore have the element of

    desensitization in them because the( do hear about the dangers of infections but choose to

    remain unmoved and unconcerned'

    rom those respondents who have been influenced b( the health issues the( listen on

    radio, onl( a few of them have been motivated to be involved in other activities that

    would benefit other people in their communit(' The( did not see the need of doing this

    and this means that the health issues on radio do not make it known to its listeners that it

    is ever(one+s responsibilit( to contribute and assist the rest of the societ('

    2:

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    OTHER FIN)IN>S

    t was established that most of the residents in Chitawira were proud to sa( that the(

    never listen to the radio because the( own a Television set' The( associated not listening

    to the radio with prestige' The( felt that if the( admit to listening to the radio and

    knowing the issues that are discussed there will mean the( do not own a T! set'

    t was also noted that during the stud(, most (ouths in Chitawira onl( listen to Cavalr(

    Radio %tation' t could not however be established wh( this is so'

    AREAS OF FURTHER STU)IES

    The findings of this stud( are not alone enough in establishing different roles of the

    media to its audiences' urther research needs to be done on other aspects that were not

    covered in this pro3ect'

    There should be a further stud( on wh( some residents in Chitawira associate listening to

    the radio with their status' 5h( the( feel radio is for the low class and not those who

    want to have prestige because such thoughts are simpl( wrong'

    # stud( should also be conducted to establish wh( health programs are not made livel(

    and interesting enough as some (ouths in Chitawira felt' $etermining this could help

    most radio stations improve their programs ad attract more listeners'

    There should be a further stud( to establish the relationship between the media and the

    Millennium De&elopment :oals (MD:s 9' The( is a need to evaluate if the media is

    fulfilling its dut( of being in the forefront with other organizations in striving for the

    countr( to fulfill these goals b( the (ear that was set'

    /2

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    CONCLUSION

    This stud(+s findings do not totall( agree with the research h(pothesis' The h(pothesis

    was that too mu(# #ealt# issues on adio #a,e a na (otizing pe (eption on its

    audien(es?

    rom the findings however, it has shown that one need not to be e=posed to too much

    information to be desensitized' n this stud(, those respondents who onl( listen to health

    programs 1 to / times a week are still ignorant and have not changed their behavior after

    being e=posed to the health issue on radio'

    t can therefore be concluded that #ealt# issues on adio tend to desensitize some o! its

    audien(es?

    Radio stations therefore need to change their courses of broadcast if the( want to assist

    the nation in fulfilling &$7s

    //

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    REFERENCES

    Boafo Jwame %T 81::19 &odule on $evelopment Communication 1, #CC;

    7ordon 7eorge 81:/9 &ass Communication an ntroduction %#7; Publications Gtd

    .khata ;'& 81::/9 The Role of radio in &alawi+s .ational $evelopment

    %chaefer T' Richard 82 )9 %ociolog( : th ;dition &c 7raw Hill

    %traubhaar Garose 82 -9 &edia .ow - th ;dition Thomson Gearning nc

    5atson Eames 82 /9 &edia Communication, an ntroduction to theor( and Process 2 nd

    ;dition Palgrave &acmillan, Hampshire

    5est R' 82 -9 ntroducing Communication Theor(, #nal(sis and #pplication 2 nd

    ;dition &c 7raw Hill, .ew ork

    82 )9 $emographic and Health %urve( &alawi 2 - *RC &acro,

    Calverton, &ar(land %#

    http4""www'peoi'org"courses"coursesen"mass"mass/'html

    http4""www'cultsock'ndirect'co'uk"& Home"cshtml"media"empism'html

    /-

    http://www.peoi.org/courses/coursesen/mass/mass3.htmlhttp://www.peoi.org/courses/coursesen/mass/mass3.html
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    WOR=PLAN

    ACTI,IT@ )ATE$esigning Auestionnaires, finding more

    information about the narcotizing effect on

    the internet, Testing Auestionnaires on a

    group of people

    6u!"9 3 B

    Collecting data on health programs from

    radio stations, collecting past and present

    mortalit( rates from $emographic and

    Health %urve(

    Au(ust 3 B

    !isiting Chitawira residential area to

    determine on how to go about sampling

    Au(ust 3 B

    Handling out actual Auestionnaires to

    residents in Chitawira

    Au(ust 3 B

    Collecting the Auestionnaires Septem*er

    $ata anal(sis Octo*erRefining and presentation Octo*er

    1U)>ET

    ITE' ITE' )ESCRIPTION COST ;'=