An assessment of media literacy in strategic health messages for promoting early breast cancer detection among women in Delta State, Nigeria.

Abstract

Breast cancer remains one of the leading causes of cancer-related mortality among women in Nigeria, largely due to late detection and limited screening uptake. Media campaigns have increased awareness, and their effectiveness is often influenced by women's media literacy levels and their ability to critically interpret health messages, analyze, evaluate and communicate vital information that empowers women to make informed decisions about their health. In Delta State, where breast cancer awareness remains relatively low in several communities, a well-structured communication strategy is crucial for increasing knowledge and attitudes and encouraging early screening practices among women. Therefore, the study investigates levels of media literacy and the effectiveness of strategic health messages in promoting early breast cancer detection practices among women in Delta State, Nigeria. Using a cross-sectional survey design (N = 384), data were analyzed using descriptive statistics, Pearson's correlation, and regression. Findings revealed moderate media exposure and moderate media literacy levels. A statistically significant positive relationship was found between media literacy and early detection practices (r = 0.46, p < .05), with media literacy explaining 21% of the variance in screening adoption. The findings underscore media literacy as a critical mediating variable between exposure to health information and adoption of preventive behavior. Policy and intervention strategies targeting critical digital literacy are recommended to improve early detection outcomes.