ABSTRACT

This study  aimed at providing an understanding on the Audience Response to Message Framing About COVID-19 in Radio Stations in Buea. The objectives of the study are: To assess the quality of information about COVID-19, to show how radio stations have instilled fear in motivating audience towards the reception of COVID-19 news related content  and to show how COVID-19 fear related messes to the fight against the pandemic has discomforted people. To achieve these objectives, the study identified some key research questions to meet the objectives: what is the nature of messages on COVID-19 from radio station, what is the quality of messages on COVID-19, how have radio stations instilled fear in motivating audience towards the reception of COVID-19 news related content and how   has the dissemination of COVID-19 framed messages discomforted people?. The study used a qualitative research design, a purpose and convenience sampling technique with an in-depth interview method for its data collection. The sample population used in this study is ten persons, two farmers, two teachers, two journalists, two pastors and two students. The findings revealed that, the nature of COVID-19 messages from radio stations have instilled fear and not understanding to the public based on media exposure. Respondents are skeptical of what and what not to believe in respect to te COVID-19 virus.  The study recommends that journalist should educate the public properly on COVID-19 in order to create understanding.   

Keywords:  Audience response, Message framing, Covid-19, Radio stations.

1.1.2  Background to the study

According to Hemida MG (201 9), Corona viruses are a family of viruses that can cause illnesses such as common cold, the Severe Acute Respiratory Syndrome (SAR S) and Middle East respiratory syndrome (MER S). They are zoonotic hence; they develop in animals before developing in humans, upon contacts with an infected animal. After full development of the virus in people, the coronavirus can be spread •from person to person through respiratory droplets whose viral material can be. breathed into their respiratory tracks where the virus can then cause an infection. Also called coronavirus respiratory syndrome, coronavirus pneumonia or corona virus flu, it springs from the Severe Acute Respiratory Syndrome (SAR S), with 10 percent cumulative cases in the last two decades Zhang L, Shen F.M Chen F, Ln Z (2020).

The Severe Acute Respiratory Syndrome Corona Virus 2 (SARS-COV-2) is a disease that originated from Wuhan City- China in December 2019 and rapidly spread across the globe. According to Zhu et al. (2020), the first case was discovered on December 8, 2019 in a wet market in Wuhan city, the capital of Hubei province in China. When Wuhan city experienced the tremendous pneumonia outbreak whose cause was unknown, it reported to the World Health Organization (WHO) in December 31, 2019. Later, the International Committee on Taxonomy of Viruses identified the causative agent of covid-1 9 as a novel coronavirus, severe acute syndrome coronavirus-2 (SARS-CO-2). The National Institute of Health records that it caused very high mortality, especially among very young children, pregnant women and the elderly (people aged 65 and above). By January 4^th , the World Health Organization reported clusters of’ pneumonia cases in Wuhan city. It was not only until 7 January that WHO identified Covid-19. On January 11^th, China announced the 1^st death case from Covid-19 followed by an official announcement of a case in Thailand on January 13^th By the 17^th authorities in Nepal, France, Australia, Malaysia, Singapore, South Korea, Vietnam and Taiwan and the US confirmed cases. The World Health Organization (WHO) declared the outbreak to be public health emergency of international concern on 30 January 2020. On March 11 2020, the World Health Organization declared the 20 1 9-2020 covid-19 outbreaks a  pandemic and a total of 823626 were documented globally with 40598 deaths. By April 1 2020, Europe was found to be the most affected region with 56.4& cases and 74.1 & deaths while Africa had 4073 cases with 91 deaths (David Mekolo et al 2020).  By the 27^th of, April more than 2.99 million cases reported across 185 countries and territories, resulting in more than 207,000 deaths with more than 876,000 recovered cases (David Mekolo et al., 2020).

In Cameroon, the first case of coronavirus infected person was discovered in a 58year old French national who arrived Yaoundé on 24 February (Felix Tih, 06/03/2020). The second case was reported on March 6^th 2020 and declared a state of emergency that include: lockdowns, quarantine, and travel bans widespread testing and people working from home in order to maintain social distance and keep themselves safe from the fast killing respiratory disease.

According to the testimony of’ the minister of’ public health, Dr. Malachi Manaouda, on the 23^rd among the cases tested positive, 9 were from Douala, 6 in Yaoundé and 1 from Baffoussam, making a total of 1 6 cases. By May 30^th 2020, 5659 persons tested positive, 185 deaths and 344 1 recovered cases as communicated by the Ministry of Public Health (MINSANTE [27/04/2020).

1.2 Statement of the Problem

From media exposure, mass media reports on COVID-19 has brought fear in the minds of Cameroonians and not understanding. The media has paid very little attention to educating the public on the nature of the disease. People tended to refer to pandemic-related issues mainly in negative terms due to media exposure and personal experiences (Dana Raluca Buturoiu & Mihat Gavrilescu, 2020). Rather, it is concerned in demonstrating the risk involved in becoming a victim to this life threatening disease. Coupled with the police checks put in place in Buea municipality to ensure the strict abeyance of the barrier measures, many people became afraid, had misconceptions and were stigmatized of what they did not even know or understand. In Buea, the stigma attributed to covid-19 coupled with the fear of isolation made many to shy away from being diagnosed (Them Thierry). Based on observations conducted during the peak of the pandemic, it were discovered that many parents denied their children from going to school because of uncertainty owing to media reports about social distancing and the avoidance of mass gatherings. The fear of infection and possible death promoted by media exposure created suspicion among people While some people resorted to staying indoors, abstaining from social gathering, and stopping their children from going to school, due to the fear that had been created in them via news contents about the virus on the media, others obeyed this instruction because they just did not and to be victims of those who disrespected the instructions from the state (Mr. Ebialle Pekins). Instead of creating awareness to the public for the purpose of understanding the disease, its symptoms, the risk involved in becoming a victim and its preventive measures, the media was more concerned about reporting the high mortality it has brought about globally, and the large number of  people who have been infected on a daily basis. It is therefore to this effect that this study will be having the following objectives, assumptions and research questions.

1.3 Objectives of the Study

1.3.1 General Objective

To examine the nature of messages on COVID-19 from radio stations and its influence on the public.

1.3.2 Specific Objective

To assess the quality of information about covid-19

To present how radio stations have instilled fear in motivating audience towards the reception of Covid-19 news related content.

To show how C OVID-1 9 fear related messages to the fight against the pandemic has discomforted people.

1.3.3 Research Questions

What is the nature of messages on COVID-19 from radio stations’?

What is the quality of messages on COVID- 19?

How have radio stations instilled fear in motivating audience towards the reception of covid-19 news related content?

 How has the dissemination of covid-19 framed messages discomforted people in Buea municipality?

1.4 Assumptions

There is a significant relationship between the levels of knowledge about covid-19 with the dissemination of covid-19 news contents in radio stations.

There is a significant relationship between comprehension about covid-19 and willful participation in barrier measures.

The more media contents of the dangers of covid-19, the more people consider it risky and are encouraged to participate in the barrier measures.