BENIN CITY RESIDENTS’ PERCEPTION AND RESPONSE TO COVID-19 MEDIA MESSAGES.

ABSTRACT

This study investigated how residents of Edo State perceived and responded to the COVID-19 media messages. The objectives of the study were to: ascertain Edo residents' perceptions of COVID-19 media messages; ascertain Benin residents’ Perception of COVID-19 media messages; and ascertain the extent to which Benin residents were aware of COVID-19 media messages. It was also to identify the channels through which Benin residents accessed COVID19 media messages. Five research questions were created. Literatures were reviewed and the theoretical framework was health belief model. The literature reviewed showed that the media are effective when it comes to mass mobilization or campaign. The survey methodology was adopted for this study, while the questionnaire was used as instrument of data collection. The study found out that Benin City residents are highly exposed to media messages on COVID19; Benin residents were exposed to media messages on COVID-19 through media. Benin residents have a positive perception about media messages on COVID-19. Based on the study's findings, it was concluded that Benin residents’ were heavily exposed to COVID-19 media messages. Social media and traditional media both provided media messages to the people of Benin. It was further concluded that the audience had a positive perception towards media messages. The media campaign had positive influence on Benin residents. Consequently, Benin residents observed COVID-19 prevention measures such as: keeping social distance, frequent washing of hands, using of alcohol based hand sanitizers, wearing of nose masks etc. It can be concluded that the media, both conventional and social media were effective in mobilizing and sensitizing the people in the quest to see COVID-19 controlled. In the light of these findings, it was recommended, among others, that the media should continue to constantly report deadly ailment such as COVID-19.