Influence of Radio Music Broadcasting On COVID-19 Vaccine Acceptance among Women in Rural Communities of Delta State, Nigeria

Abstract

Music broadcasting is an essential feature of radio communication, and musical lyrics constitute an essential component of public health-related media campaigns. This study explores the influence of radio music broadcasting on the perception, attitudes and behaviour of women towards COVID-19 vaccine acceptance in twelve rural communities of Delta State, Nigeria. Anchored on the Theory of Reasoned Action/Behaviour, the study utilises the survey research design to critically analyse responses obtained from 400 respondents drawn through multistage sampling. Findings showed that radio is a major source of information on COVID-19 vaccines among the respondents, and radio music broadcasting has a significant positive influence on the respondents’ perception, attitude and behaviour towards COVID-19 vaccine acceptance and willingness to be vaccinated. Specifically, the findings suggest that increased exposure to radio music broadcasting on COVID-19 vaccine tends to enhance the respondents’ overall acceptance of the vaccine as well as their willingness to get vaccinated. The study recommends the need for improved access to radio music broadcasting programmes in rural communities and the development of more suitable programming contents to promote the acceptance of recommended public health behaviours among rural dwellers.