SECONDARY SCHOOL STUDENT'S KNOWLEDGE, PERCEPTION AND EXPOSURE TO ALCOHOL ADVERTISEMENT IN THE MASS MEDIA IN IBADAN NORTH LOCAL GOVERNMENT AREA, NIGERIA

Abstract

The mass media has strong influence on adolescents' knowledge, perceptions and health-related practices. In Nigeria, little is known about adolescents' knowledge of the consequences of alcohol use and their pattern of exposure to alcohol advertisement. This study therefore determined secondary school students' knowledge, perceptions and pattern of exposure to alcohol advertisements in the mass media in lbadan North Local Government Area (LGA). The study was a cross-sectional survey. A two-stage stratified random sampling process was used to select eight schools while systematic random sampling technique was used to select 514 students. ln addition, a Focus Group Discussions (FGD) guide and a validated questionnaire were used for data collection. The FGD data were recorded on audio-tapes, transcribed and analyzed using the thematic approach. Data from the questionnaires were analyzed using descriptive statistics Chi-square and t-test. The participants' mean age was 15.1±2.2 years. Majority, 331(64.4%) of the participants were Christians, while 174 (34.4%) were Muslims. Respondents' exposure to alcohol advertisement using a 35-point scale showed that their mean exposure score was 19.3±6.3 with the mean exposure scores for males and females being 20.4±6.2 and 18.3±6.3 respectively (p < 0.05). Respondents' sources of exposure to alcohol advertisement within the three months preceding the study included television (89.1%); radio (75.7%); posters (62.3%) and billboard (54.5%). The use of beautiful/handsome models (66.7%) and packaging of alcohol promotional messages with stimulating music (66.4%) were the major characteristics of alcohol advertisement which influenced young people to drink. Three hundred and twenty (62.3%) of the respondents had ever taken alcohol, while 254 (49.4%) were current consumers. Sixty-three percent of those who had ever taken alcohol were influenced to drink at least once as a result of alcohol advertisement. Among the 254 current consumers, 78.7% stated that alcohol advertisement contributed to their drinking habit, One hundred and eighty (35.0%) respondents were aware of the law which regulates mass media alcohol advertisement in Nigeria. Three hundred and sixty (70.0%) respondents of all respondents were aware of at least one health problem that alcohol use can cause. The identified health problems included liver cirrhosis (58)3%), dependence (57.2%), complication of hypertension (52.3%) and complication of diabetes (40.7%). The respondents' mean knowledge score relating to alcohol measured using a 16-point scale was 8.3±2.6 with respondents aged 10-14 years having a mean score of 8.0±2.3, while the score for those aged 15-20 years was 8.5±2.7 (p < 0.05). Two hundred and thirteen (41.5%) respondents believe that alcohol makes one bold to say certain things, 176(34.2%) respondents felt alcohol consumption is good for celebrating success. Focus group discussants were of the view that beer was the most advertised alcoholic beverage and that students however preferred spirits in small affordable sachets which are not as advertised as beer. Exposure to alcohol advertisement in the mass media is a major factor that influences the behaviour of secondary school students in respect to alcohol use. Health education strategies, such as peer education, public enlightenment and advocacy for restriction clauses in alcohol advertisement are needed to address the problem.