MEDIA ADVOCACY AND PERCEPTION OF CAESAREAN SECTIONS: INSIGHTS FROM PORT HARCOURT RESIDENTS

This study investigated media advocacy and the perception of caesarean sections among Port Harcourt residents. Guided by two research questions, it was theoretically framed using the Health Belief Model and Social Constructivism theories. A mixed-methods approach was employed, incorporating a survey and focus group discussion. Quantitative data were analysed using mean scores, while qualitative data were thematically analysed following Braun and Clarke’s (2006) thematic analysis framework. The study revealed high awareness about Caesarean sections among Port Harcourt residents, primarily driven by healthcare institutions and interpersonal networks. Traditional media and religious institutions had minimal influence. However, societal stereotypes, religious beliefs, financial barriers, and distrust in medical institutions emerged as significant challenges, highlighting the need for targeted advocacy and education to improve acceptance of the procedure. The study concluded that the lack of targeted media advocacy programmes has perpetuated misconceptions and low compliance with the procedure. It recommends that stakeholders, government, media, social institutions, and NGOs prioritise culturally sensitive public education campaigns to dispel myths, leverage local languages for inclusivity, and incorporate testimonials and success stories to humanise the procedure and alleviate fears. Advocacy efforts should also specifically target men to foster supportive attitudes.