Photo Credit:Ovinuchi Ejiohuo
Have you ever wondered how people in Nigeria consume media? How often do they read the newspaper, listen to the radio or watch television? Well, wonder no more, as the 2021 Multiple Indicator Cluster Survey (MICS) provides us with a wealth of information on the subject. In this blog post, we'll take a look at the data collected by the MICS on exposure to mass media among women and men age 15-49 years in Nigeria.
The MICS found that 60.1% of Nigeria's population is exposed to any media at least once a week, with the highest exposure in urban areas (82.1%) and the lowest in rural areas (41.8%). When it comes to specific media types, the survey found that 7.4% of people read a newspaper at least once a week, 34.4% listen to the radio, and 42.7% watch television.
Breaking down the data further, the MICS found regional disparities in media exposure, with the South East (83.0%) and South West (82.8%) having the highest exposure and the North East (27.8%) having the lowest. At the state level, Lagos had the highest exposure (96.7%) and Bauchi had the lowest (17.2%).
Mass media exposure has numerous implications and benefits for individuals and society as a whole. It can serve as a source of information and entertainment, provide a platform for public discourse, and promote diversity and inclusiveness by exposing people to different perspectives and ideas. Mass media can also play an important role in shaping public opinion and shaping attitudes and beliefs.
However, unequal access to mass media can exacerbate existing social and economic inequalities, with those in rural areas or with lower socio-economic status often having limited access. This can limit their access to information, opportunities for education and economic advancement, and limit their ability to participate fully in democracy.
To improve mass media exposure, efforts can be made to increase access to technology and infrastructure, particularly in rural and marginalized communities. This can include investments in broadband internet and digital media literacy programs. In addition, media companies and governments can work together to ensure that media content is diverse, inclusive and reflective of the needs and interests of all members of society.
Finally, it's important to promote media literacy and critical thinking skills so that individuals can effectively evaluate the information they receive and make informed decisions. This can be achieved through education and public awareness campaigns that emphasize the importance of media literacy and the need for responsible and ethical media consumption.
In conclusion, the 2021 MICS survey provides valuable insights into the media consumption habits of the Nigerian population. The data highlights the disparities in media exposure between urban and rural areas, as well as between regions and states. This information can be used by media companies and advertisers to better understand and target their audience, and by policymakers to address the digital divide and ensure equitable access to information for all Nigerians.