RADIO HEALTH COMMUNICATION AND ADOPTION OF LASSA FEVER PREVENTIVE MEASURES AMONG MARKET WOMEN IN JALINGO, TARABA STATE, NIGERIA

Abstract

Lassa fever remains a persistent public health challenge in Nigeria, with Taraba State identified as one of the high-burden areas despite media intervention efforts. This study examined exposure to radio-based Lassa fever prevention messages, knowledge regarding preventive measures, and the adoption of preventive practices among market women in Jalingo, Taraba State, Nigeria. The study was framed on Protection Motivation Theory (PMT) and applied a qualitative research design using in-depth interviews with 18 purposively selected market women across major markets in Jalingo metropolis. Data were collected using a semi-structured interview guide, and analysed using deductive thematic analysis.  Findings reveal limited and inconsistent exposure to radio-based Lassa fever prevention messages, which were largely restricted to occasional jingles and brief awareness segments. Participants demonstrated basic awareness of rodent control as a preventive measure; however, knowledge of broader preventive practices such as food hygiene, environmental sanitation, and early symptom recognition remained inadequate and weakly linked to radio communication exposure. Furthermore, adoption of preventive measures was poor and inconsistent, with respondents reporting reliance on personal experience and informal social networks rather than media messaging. The study concludes that radio-based health communication in its current form is insufficient to generate comprehensive knowledge and sustained behavioural change among market women. The findings underscore the need for integrated risk communication strategies that combine enhanced radio programming with community-based health education and infrastructural improvements to support effective Lassa fever prevention in high-risk settings.