This chapter is based on a study set out to investigate the influence of electronic media in creating awareness about cervical cancer among women in Kenya at the Kenyatta National Hospital. Transtheoretical stages of change and Health Belief Model guided the study. Quantitative data was analyzed using descriptive and inferential statistics in line with the study objectives, while qualitative data was analyzed thematically. The study findings indicated that radio and television had not played a key role in creating awareness about cervical cancer as less than 20% of respondents reported to have received their information from radio and televisions while over 74% reported to have received their information from other sources other than radio and television. This was despite the fact that more than 90% of the respondents reported to own a radio and/or a television. The study concluded that cervical cancer prevention cannot be achieved through messages on traditional media such as radio and television. It therefore recommended a multi-sectoral approach by relevant stakeholders through other diverse strategies such as interpersonal communication.
TopBackground Of The Study
Worldwide, there are over 10 million new cases of cervical cancer and more than 6 million deaths from cancer annually. Two decades ago these figures were 6 million and 4 million respectively (Zomatis et al., 1990). Of the ten million cancer cases each year, 4.7 million are in the less developed countries. Although the disease has often been regarded as a problem of the developed world, in fact, more than half of all cancers occur in the developing countries, where it is reported that cancer is the second most common cause of deaths, and epidemiological evidence points to the emergency of similar trend in developing countries. Cancer is currently the cause of 12% of all deaths worldwide (WHO Report, 2001).
The problem is compounded by a number of reasons, among them: not feeling at risk, lack of symptoms, carelessness, fear of vaginal examination, fear of bad results (Urasa Dar, 2011). The problem is further aggravated by poor knowledge levels among the vulnerable populations.
In Kenya, cervical cancer is the second most frequent cancer among women and the leading cause of cancer deaths in women of reproductive age (WRA) with a rate of 39,000 deaths per year (Kenya Ministry of Public Health, 2009). Data from hospital-based registries in Kenya indicate that cancer of the cervix accounted for 70-80% of all cancers of the genital tract and 8-20% of all cancer cases and these statistics do not reflect the cases that go unreported and those in the rural areas. It has been reported that there are 10 to 15 new cases of cervical cancer in Nairobi each week (Kenya Cancer Registry, 2009).
Knowledge Gaps in Cervical Cancer Prevention Among Women
Lack of proper information has been singled out as one major impediment to cervical cancer prevention. According to Calloway et al. (2006), information about cervical cancer prevention and advertisements for the HPV vaccine, as well as stories reporting on the state HPV vaccination (the virus that causes cervical cancer), and policies have not been covered adequately, especially in the traditional media such as the print media and electronic media (television and radio). Given the media's potential influence among the diverse audiences in Kenya in regard to issues such as HIV/AIDS, breast cancer, politics, family planning it is important to examine how the electronic media is creating awareness about cervical cancer in terms of symptoms, mode of infection, prevention, treatment and management among the vulnerable groups. As things stand now, news media coverage of the issues surrounding cervical cancer, especially on radio and television, is still low and some of the information is still riddled with myths and misconceptions, fear, shame, culture and stigma, leading to high mortality rates as a result of cervical cancer infection (IRIN, 2010). A study that was carried out by Calloway et al. (2008) to analyze U.S. news coverage of the HPV vaccine and cervical cancer demonstrated that the efforts made by the governments in terms of policy formulation and enforcement made reduced incidences of cervical cancer as a result of early detection due to screening. According to this study, there was deliberate and sustained awareness creation on issues that surround cervical cancer, leading to its significant reduction (Calloway et al., 2006).