Role of Radio in Promoting Primary Health Care among Residents of Isoko North Local Government Area of Delta State, Nigeria

Abstract

This study explores the effectiveness of radio as a tool for promoting primary health care among rural populations in Delta State, Nigeria, with a focus on communities within Isoko North Local Government Area. Given the limited access to television and print media due to infrastructural and economic barriers, radio emerges as the most practical and far-reaching medium for health communication in these areas. Grounded in Agenda Setting Theory, the research investigates four key dimensions: awareness of radio health programs, frequency of exposure, influence on health knowledge, and the role of radio in addressing local health challenges. Using a multi-stage sampling method, five communities Owhelogbo, Ozoro, Otor-Owhe, Emevor, and Ellu were selected for the study. Data were collected through structured questionnaires administered to 100 respondents and analyzed using descriptive statistics, chi-square tests, Pearson correlation, and multiple regression analysis. Results indicate that a majority of participants regularly engage with health-related radio content, which significantly enhances their awareness and adoption of healthy practices (β = 0.829). The findings affirm radio’s pivotal role in rural health advocacy and underscore the need for strategic partnerships between media outlets, government agencies, NGOs, and international health organizations such as WHO and UNICEF. Such collaborations can amplify the reach and impact of health initiatives. The study recommends further exploration into the integration of digital platforms to complement radio and extend health messaging to broader underserved populations.