The Role Of Print Media In Promoting Awareness On Positive Measures Against Breast Cancer: A Case Study Of Nakawa Division

ABSTRACT The study was conducted in Nakawa Division and it examined the role of print media in promoting awareness on positive measures against breast cancer; a case study of Nakawa Division, whose aim was to have achieved through these specific objectives: identifying the types of print media used in creating awareness on preventive measures against breast cancer in Nakawa Division, examining the contribution of print media in creating awareness on preventive measures against breast cancer, identifying other forms of media that can be used in creating awareness on positive measures against breast cancer and suggesting ways of preventing cancer in Nakawa Division. The researcher used a case study research design with both approaches of qualitative and quantitative research methods for data collection. Questionnaires and interviews were used in data collection with a total sample of 50 respondents however the response rate was 100% because 50 respondents actually returned the answered questionnaires. The study identified the types of print media used in creating awareness on preventive measures against breast cancer, findings revealed that these include; newspapers, magazines, banners, billboards, books, a brochure and a normal flyer, findings on the contribution of print media in creating awareness on preventive measures against breast cancer established that these include; the print media has the ability to advise or tell audiences what issues are major and relevant, thus setting the agenda, the print media force attention to certain issues; they build up public images of political figures, they constantly present objects, the print media has the influence to pre-determine issues that people should be aware of in society, the print media not only informs individuals about health issues, but its message can also be used to influence individuals to action, the print media can be a crucial component in influencing beliefs and attitude that will eventually lead to a behavior and individuals with distinct backgrounds frequently demonstrate differential learning from the print media, findings on other forms of media used in creating awareness on preventive measures against breast cancer established that these include; the use of electronic media in creating awareness, the use of community media, the use of community newspaper, the use of community radio and community viewing centers and lastly findings on ways of preventing cancer in Nakawa Division revealed that these are; dietary, physical activity, medication, vaccination and screening. Recommendation and suggestions for further study were also made.