INFLUENCE OF MASS MEDIA CAMPAIGNS ON SPOUSAL CHOICE, BASED ON GENOTYPE COMPATIBILITY
Abstract
This study examined the influence of mass media campaigns on spousal choice based on Genotype Compatibility. The objectives of this study were to: find out the level of couples and intending couples awareness of Mass media campaigns on genotype compatibility test before marriage; to find out the ratio of influence that Mass media campaigns on genotype compatibility has on partner selection among couples and intending couples and to find out the attitude, belief and behaviour of couples and intending couples towards genotype compatibility test before marriage. The study anchored on the Health Belief Model (HBM) theory, Attribution theory and Theory of Planned Behaviour. The study adopted the survey research design with the aid of structured questionnaire. The sample size for this study was 383 respondents drawn from the total population of 141,120 residents in Abak LGA, Akwa Ibom state. Using Philips Meyer's sampling procedure of 2010. Findings from the study revealed that almost half of the surveyed population remains uninformed about the importance of genotype compatibility testing; findings also showed that mass media campaigns are somewhat influential in their partner selection process and findings also revealed that the attitude, belief and behaviour of couples and intending couples towards genotype compatibility test before marriage is strongly accepted and believed that genotype compatibility tests are necessary prior to marriage. The study based on the findings therefore recommended that; mass media should develop campaigns that focus on educating the public about the importance of genotype compatibility in marriage. The study concluded that, genotype compatibility test prior to marriage will empower couples and intending couples to make informed decisions, highlighting a proactive approach to family planning. The study also recommended that; media owners should partner with trusted community figures and social media influencers to disseminate information about the benefits of genotype compatibility in relationships.
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