Abstract

The aim of this study was to find out the interpretation (perception) women in purdah within the city walls of Zaria give to mass media immunization messages. Extant literature has revealed that though the mass media is a strong force in the field of communication, media based campaigns and messages can only spread information and knowledge to receivers but such information are open to different interpretations. Using the Focus Group Discussion and purposively selecting women of child bearing age, six Focus Group Discussion sessions were conducted in the six political wards of Zaria City. The study found that most women in purdah interpreted immunization messages negatively. Some of the reasons for such interpretations were understood to be as a result of certain factors that included: strict obedience to their husbands’ points of view and those of their leaders, especially the Ulama (clergy), alongside other cultural factors. The study recommends that Heads of Households as well as religious, and opinion leaders should be enlightened and sensitized through meetings and consultations on the need for immunization before packaging messages through the mass media, especially radio, which was found to be the most accessible medium among the women.

Key Words: Mass Media, Immunization, Women in Purdah, Muslim, Zaria City

_______________

*Dr. Adama Adamu, Ph.D., is a lecturer in the Department of Mass Communication, Faculty of Social Sciences, Ahmadu Bello University, Zaria, Nigeria.

^JCMRJournal of Communication and Media Research, Vol. 8, No. 1, Sp. 1, May 2016, 82 – 96