AUDIENCE RESPONSES TO MEDIA MESSAGES ON HPV VACCINE UPTAKE IN ENUGU STATE, NIGERIA

Abstract

Lack of awareness of the Human Papillomavirus Vaccine (HPV) and cultural responses toward its acceptance continue to generate a significant burden in combating cervical cancer in low- and middle-income countries such as Nigeria. Consequently, the study examines the audience's responses to media messages on HPV vaccine uptake as a strategy for combating cervical cancer in Enugu State. The Two-step flow theory and the Health Belief Model underpinned the study. Utilizing a survey research design, 385 participants were surveyed to assess the influence of media exposure, cultural beliefs, and social norms on HPV vaccine uptake. Findings reveal that while media exposure raises awareness and motivates individuals to learn more about the HPV vaccine, it does not directly translate into increased vaccination uptake. Participants reported moderate exposure to HPV-related information through various media outlets, and there was a positive correlation between media exposure and motivation to seek further information. However, cultural beliefs were identified as the most significant factor influencing individuals' perceptions and decisions regarding vaccination, followed by social norms. Barriers to vaccine uptake include logistical issues, concerns about vaccine safety, and familial or peer influence. The study concludes that while the media play a pivotal role in increasing awareness, their impact on vaccine adoption is limited without addressing the underlying cultural and social factors that shape health decisions. Based on these findings, the study recommends developing culturally tailored media campaigns, increasing community engagement, and improving access to the HPV vaccine to enhance uptake.