KNOWLEDGE, PERCEPTION AND RESPONSE TO NEW MEDIA MESSAGES ON COVID-19 AMONG RESIDENTS OF A RURAL COMMUNITY IN NIGERIA

Abstract

This study assesses the perception of rural folks in relation to COVID-19 media messages in a Nigerian rural community. By utilizing the Health Belief Model (HBM) and the Risk Perception Theory (RPT), in-depth interviews and observation methods were used to determine rural folks’ perception of COVID-19 media messages and their influence on the attitude of the rural people towards the virus. A thematic analysis of respondents’ views revealed that most of the participants were exposed to public media enlightenment messages on COVID-19. The dominant channels of communication utilized by the rural people to receive media messages on COVID-19 were radio and television, mobile phones (text messages), Facebook, and interpersonal communication through family members. However, the new media tools stood out. Findings further show that participants were able to understand media messages designed to educate the rural folks about COVID-19. However, the study found that the rural folks’ perception of COVID-19 new media messages was negative, and this impacted negatively on their attitude to adopt the safety measures set by the government to control the spread of the disease. The study recommends public education and integration of traditional channels of communication in creating awareness of COVID-19 among rural folks in Nigeria.