PERCEPTION AND ACCEPTANCE OF MEDIA CAMPAIGNS OF COVID-19 VACCINE

ABSTRACT

The study set out to investigate perception and acceptance of media campaigns of COVID-19 vaccine among teachers in select secondary schools in Benin City. The objectives of the study were to find out the extent of awareness of mass media COVID-19 vaccination campaigns by teachers in select secondary schools in Benin City; to find out the medium through which teachers in select secondary schools in Benin City were exposed to mass media COVID-19 vaccination campaigns; to find out the perception of teachers in select secondary schools in Benin City on mass media COVID-19 vaccination campaigns and to acertain the influence of mass media COVID-19 vaccination campaigns on teachers in select secondary schools in Benin City. This study was anchored on Social judgment theory and the Yale persuasion theory. The survey research design method was used to conduct the study.The population of this study was the entire population of teachers in three select secondary schools from Oredo, Egor and Ikpoba-Okha Local Government Areas. The total population of the study was 170. Findings revealed that all respondents indicated that they were aware of the COVID-19 pandemic just as many have heard jingles on COVID19 vaccination and that the media message on COVID19 is persuasive. In the light of the research findings, the researcher recommended that there is need for stakeholders to re-examine the communication strategies adopted to promote COVID19 vaccination.