Understanding Media Perception and Usage for Soygari Nutritional Information Dissemination in Southwestern Nigeria

Abstract

This study determined perceptions of conventional media (CM) and non-conventional media (NCM) use for soygari nutrition information (SNI) in Southwestern Nigeria. In an ex-post facto research design, this study sampled 224 households using multi-stage sampling procedures. Data on socioeconomic characteristics, perceived constraints to understanding of messages and the perception of respondents were collected during interviews and analysed using percentages and linear regression. The mean age of respondents was 44 years. The majority (66%) of the women indicated an inability to read or write in the Yoruba language. External distractions ( =0.53) and noise ( =0.66) were major hindrances to information exposure for CM. Major determinants of CM perception were constraints faced (Σ – 0.27; T- 2.69) and the educational level of participants. Constraints (Σ – 0.32; T- 2.92) and radio/television use (Σ – 0.32; T- 2.92) influenced the retention of information disseminated through the NCM. A higher mean response was recorded for the NCM than the CM ( =48.89). The NCM was perceived to be more useful if the intention is to understand and utilise the nutritional message. At the same time, the CM can only aid the abstract knowledge of the information, as in SNI. Nutrition information campaigns should improve interactivity with the audience to foster easy understanding of the information, while careful attention must be ensured to reduce noise and other distractions when using the NCM among rural audiences.