Abstract Book of the 5th World Conference on Media and Communication
Year: 2025
DOI:
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The Role of Digital Media and Media Relations in combating misinformation on Public Health issues in Nigeria
Ndefo Ifeoma Comfort, Offoh Priscilla Ifeoma
ABSTRACT:
This study examines how digital media and media relations help combat misinformation on public health in Nigeria, focusing on their role in policy development and sustainable health initiatives. Poor media understanding of scientific health terminologies and language impedes accurate and factual public health information sharing. The rapid spread of false health information reduces public trust and weakens interventions. Utilising a mixed-methods approach, the research incorporates semi-structured interviews with 15 experts, content analysis of digital media platforms, and a survey of 400 digital media users. Based on the Agenda-Setting Theory, Diffusion of Innovations Theory, and Framing Theory, the study explores how digital media affects public perceptions and engagement with health information.Findings indicate that while digital media is a valuable tool for health communication, challenges such as low media literacy regarding medical and scientific terminologies, weak regulatory policies, and poor digital infrastructure reduce its effectiveness in disseminating factual health information. To address these issues, the study recommends the creation and institutionalisation of a national digital health communication strategy, the strengthening of health-based media literacy programmes, and the promotion of collaboration between government agencies, media organisations, and healthcare institutions. These efforts would enhance public trust in health information and support Nigeria’s progress towards Sustainable Development Goal 3 (Good Health and Well-being) by promoting informed health choices and reducing misinformation on public health issues.
keywords: fact-checking, health communication, media literacy, public trust, regulatory frameworks