The Influence of Radio Broadcasting on Health-Seeking Behaviour in Rural Kogi State

This study investigates the influence of radio health programming on health-seeking behaviour among rural dwellers in Kogi State, North Central Nigeria. Radio remains the most accessible mass medium in rural Nigerian communities, and its potential as a health communication tool is significant given low literacy rates and limited internet connectivity in many Kogi State communities. This study uses a descriptive survey design, collecting data from 260 adult respondents in Okene, Dekina, and Okehi local government areas through structured questionnaires and focus group discussions. Exposure to health programming on Kogi State Broadcasting Service and community radio stations is assessed alongside attitudes toward modern health services, health knowledge scores, and self-reported health-seeking behaviour for malaria, maternal care, and child immunisation. Descriptive statistics and regression analysis are applied. Findings reveal that regular listeners to health programmes show significantly higher health knowledge scores and are 34 percent more likely to seek formal health services compared to non-listeners, even after controlling for education and income. Community radio programmes featuring local dialects and vernacular health communication are rated significantly more credible and useful than state broadcasting health content. Barriers to radio-mediated health behaviour change include fatalism, traditional healer preference, and cultural norms around maternal health. The study concludes that community radio is the most effective health communication medium in Kogi State rural areas. It recommends expanded community radio health programming in local languages with community health worker partnerships.

Keywords: radio broadcasting, health-seeking behaviour, rural communication, Kogi State, health communication.