Media Convergence and Awareness of Prostate Cancer Issues in Eket

Abstract

Abstract: This study examined the role of media convergence in creating and influencing awareness of prostate cancer among residents of Eket, Nigeria, with a focus on how converged media platforms enhance knowledge, attitudes, and preventive health practices. The objectives of the study were to: determine the level of awareness of prostate cancer among Eket residents; assess the extent to which media convergence creates awareness; investigate how converged media influence awareness; and evaluate the effectiveness of media convergence in promoting knowledge and preventive behaviour. The study adopted the Agenda Setting Theory and Health Belief Model as its theoretical framework. A survey research design was employed, and 380 respondents were selected using purposive and systematic random sampling techniques. Data were collected via structured questionnaires and analysed using frequency tables and percentages. Findings revealed that while 65% of respondents were aware of prostate cancer, significant gaps remained among the uninformed population. Facebook, television, WhatsApp, and health websites were identified as the most influential channels, and exposure to multiple converged media significantly enhanced awareness and perceived effectiveness. The study concluded that media convergence is a potent tool for promoting prostate cancer awareness and recommended sustained, multi-platform campaigns tailored to high-risk populations.