Media Preferences on Nutrition Education among Nursing Mothers in Kazaure and Yankwashi LGAs, Jigawa State
Main Article Content
Abstract
This study examined the media preferences of nursing mothers and their influence on nutrition education in Kazaure and Yankwashi Local Government Areas of Jigawa State, Nigeria. Adopting an explanatory sequential mixed-methods design, quantitative data were collected from 384 nursing mothers using structured questionnaires, followed by four focus group discussions to provide contextual depth. Findings revealed that radio and interpersonal communication with health workers were the most preferred and trusted sources of nutrition information, while the use of digital media remained limited due to economic, infrastructural, and literacy constraints. Regression analysis demonstrated a strong and statistically significant relationship between media preferences and nutrition education (R² = 0.931, p < .001), indicating that preferred media channels substantially shape mothers’ nutrition knowledge. Qualitative findings further showed that cultural practices, family influence, and economic realities mediate how nutrition messages are interpreted and applied. Anchored in Development Media Theory and the Health Belief Model, the study concludes that nutrition education interventions are most effective when delivered through culturally relevant, accessible, and trusted media platforms. The study recommends prioritising radio-based and community-centred communication strategies while gradually integrating digital platforms to enhance maternal and child nutrition outcomes in rural northern Nigeria.
Article Details
How to Cite
Abdullahi, H. I., & Hauwa Mohammed Kawo. (2026). Media Preferences on Nutrition Education among Nursing Mothers in Kazaure and Yankwashi LGAs, Jigawa State. Matondang Journal, 5(1), 15-34. https://doi.org/10.33258/matondang.v5i1.1429
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Articles
References
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Ahmed, M. O., & Msughter, A. E. (2022). Assessment of the spread of fake news of Covid-19 amongst social media users in Kano State, Nigeria. Computers in Human Behavior Reports, 6, 100189.
Ahmed, M. S., Lawal, A. M., & Sadiq, U. A. (2021). Feeding practices and maternal nutrition challenges in Northern Nigeria. Nigerian Journal of Public Health, 15(1), 88-102.
Airaoje, O. K., Aondover, E. M., Obada, A. A., Akin-Odukoya, O. O., & Ridwan, M. (2024). High Incidence of Different Drug Uses and Media Campaign on the Injection Method in Borno State, Nigeria. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 11(4), 242-258.
Airaoje, O. K., Obada, A. A., & Msughter, A. E. (2023). A Critical Review on Gender Based Violence in Nigeria: Media Dimension. Humanities, 3(2), 9-16.
Airaoje, O. K., Ogunbola, O., Falobi, F., Obada, A., & Eric, M. (2024). Scoping Review on Factors Associated with Continuity of Treatment among People Living with HIV in Nigeria. Biomedical Journal of Scientific & Technical Research, 57(3), 49283-49292.
Aliough, T. D., Ovey, I. J., & Aondover, E. M. (2023). Examining perceptions of Kwande residents on traditional songs aired on Ashiwaves radio station for curbing the COVID-19 pandemic in Benue State. Environment and Public Health Research, 1(1), 1448-1448.
Amusan, B. A., Adekunle, O. O., & Ojo, A. A. (2022). Information needs and source preferences of nursing mothers in Ede Metropolis, Osun State. Journal of Health Communication in Africa, 4(2), 55-70.
Aty, A. A., Bello, M. A., & Suleiman, T. S. (2024). Maternal education and child nutritional outcomes in Nigeria. African Population Studies, 38(1), 214-229.
Ayuk, E. A., Essien, E. J., & Udoh, S. B. (2020). Media exposure and maternal nutrition knowledge in rural Nigeria. International Journal of Health Promotion, 9(2), 101-114.
Bahago, M. A., & Oyewole, O. O. (2022). Social media and nutrition education among young mothers in urban Nigeria. Journal of Digital Health Communication, 5(1), 33-47.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
Brym, R. J. (2017). Sociology: Your compass for a new world (5th ed.). Boston, MA: Cengage Learning.
Chaffee, S. H. (2017). Mass communication and social influence. Communication Research, 44(3), 317-335.
Creswell, J. W., & Plano Clark, V. L. (2011). Designing and conducting mixed methods research (2nd ed.). Thousand Oaks, CA: Sage.
Evans, W. D. (2021). Social marketing and public health communication. Health Promotion Practice, 22(1), 15-24.
Fadare, O., Amare, M., Mavrotas, G., Akerele, D., & Ogunniyi, A. (2019). Mother’s nutrition-related knowledge and child nutrition outcomes in Nigeria. World Development, 122, 353-366.
Flax, V. L., Ouma, E., & Pelto, G. (2022). Media campaigns and infant feeding practices in sub-Saharan Africa. Maternal & Child Nutrition, 18(2), e13312.
Glanz, K., Rimer, B. K., & Lewis, F. M. (2002). Health behavior and health education: Theory, research, and practice (3rd ed.). San Francisco, CA: Jossey-Bass.
Hile, M. M., Msughter, A. E., & Babale, A. M. (2022). A Public Health Communication: Towards Effective Use of Social Marketing for Public Health Campaigns in Nigeria. Ann Community Med Prim Health Care, 5(1), 1002.
IjAMR. (2024). Media campaigns and exclusive breastfeeding awareness in Ogun State. International Journal of Applied Media Research, 6(1), 41-58.
Joseph, N., & Earland, J. (2019). Sociocultural influences on exclusive breastfeeding in Katsina State, Nigeria. Maternal & Child Nutrition, 15(4), e12871.
Knobloch-Westerwick, S. (2014). Choice and preference in media use: Advances in selective exposure theory. New York, NY: Routledge.
Lippmann, W. (1922). Public opinion. New York, NY: Harcourt, Brace and Company.
McQuail, D. (2005). McQuail’s mass communication theory (5th ed.). London, England: Sage.
McQuail, D. (2010). McQuail’s mass communication theory (6th ed.). London, England: Sage.
Mgboji, C. E., & Ukonu, M. O. (2024). Media exposure and exclusive breastfeeding knowledge among antenatal mothers in South-East Nigeria. Journal of Health Communication, 29(4), 389-402.
Msughter, A. E. (2020). Internet meme as a campaign tool to the fight against Covid-19 in Nigeria. Global Journal of Human-Social Science: A Arts & Humanities–Psychology, 20(6), 27-39.
Msughter, A.E., Yar'Adua, S.M., & Ogechi, A.P. (2022). Information seeking behavior on Covid-19 vaccine among residents of Fagge Local Government Area of Kano, Nigeria. Journal of Positive School Psychology, 6 (9), 2526-2541.
Namadi, H. M., & Aondover, E. M. (2020). Survey of reproductive health information seeking behavior among pregnant women in some selected hospitals in Kano Metropolis. Biomed J Sci & Tech Res/BJSTR. DOI, 10, 1984-1987.
National Bureau of Statistics (NBS), & UNICEF. (2023). Multiple Indicator Cluster Survey (MICS): Nigeria. Abuja, Nigeria: NBS.
Okafor, C. J., & Nnadi, I. C. (2023). Nutrition education and dietary behaviour among Nigerian mothers. Nigerian Journal of Nutrition Sciences, 44(1), 60-72.
Okorie, N., Ojebuyi, B. R., & Olowojolu, O. (2019). Community radio and maternal health communication in Northern Nigeria. Journal of Development Communication, 30(1), 25-39.
Olayemi, O. O., Lawal, T. A., & Abdulrahman, A. A. (2022). Maternal literacy, media exposure and child feeding practices in Northern Nigeria. African Journal of Reproductive Health, 26(3), 91-104.
Onyeneke, R. U., Nwajiuba, C. A., & Eze, C. C. (2019). Nutritional knowledge and dietary diversity among caregivers in rural Nigeria. Food Policy, 83, 132-141.
Pate, UA, Yar'Adua, SM, & Msughter, AE (2020). Public awareness, knowledge and perception of Covid-19 in Tarauni LGA and Kano metropolitan area of Kano State, Nigeria. Media & Communication Currents, 4 (2), 52-69.
Premium Times. (2021). Malnutrition crisis in Jigawa State: Facts and figures. Premium Times Nigeria.
Public Health Nutrition. (2024). Impact of radio-based nutrition campaigns in Northern Ghana. Public Health Nutrition, 27(2), 310-322.
Saulite, I. (2021). Audience fragmentation in the digital age. Journal of Media Studies, 14(2), 95-109.
Sixto-García, J., López-García, X., & Toural-Bran, C. (2024). Media accessibility and audience engagement in low-income communities. Communication & Society, 37(1), 57-74.
Soltani, H., Arden, M., & Duxbury, A. (2017). Sources of nutrition information among young mothers in the UK. Midwifery, 50, 9-15.
Sosanya, M. E., Adesanya, A. O., Rufai, O. A., & Freeland-Graves, J. H. (2025). Mobile-based nutrition education for teenage mothers in Bauchi State, Nigeria. Journal of Nutrition Education and Behavior, 57(1), 44-53.
Strecher, V. J., & Rosenstock, I. M. (1997). The health belief model. In K. Glanz, F. M. Lewis, & B. K. Rimer (Eds.), Health behavior and health education (pp. 41-59). San Francisco, CA: Jossey-Bass.
Stringer, D. (2020). Interactive media and audience participation. Journal of Broadcasting & Electronic Media, 64(3), 412-428.
Sulayman, A. T., Daikwo, M. A., & Iliemene, U. J. (2025). Nutrition education interventions among lactating mothers in Nigeria. African Journal of Nutrition, 9(1), 18-32.
Thanny, M. O. (2022). Information sources influencing exclusive breastfeeding practices in Ogun State. Journal of Maternal and Child Health Communication, 3(2), 66-81.
Ugwuja, E. I. (2022). Mass media exposure and breastfeeding practices in Nsukka, Nigeria. Nigerian Journal of Health Promotion, 14(1), 102-116.
UNICEF. (2025). The state of the world’s children: Nutrition for every child. New York, NY: UNICEF.
Usman, B., Eric Msughter, A., & Olaitan Ridwanullah, A. (2022). Social media literacy: fake news consumption and perception of COVID-19 in Nigeria. Cogent Arts & Humanities, 9(1), 2138011.
Weiyan, L. (2015). Media choice and audience motivation in health communication. Asian Journal of Communication, 25(4), 386-401.
Zillmann, D., & Bryant, J. (2013). Selective exposure to communication. New York, NY: Routledge.
Adeyemi, O. A. (2025). Nutrition communication gaps and persistent undernutrition in Northern Nigeria. African Journal of Health Communication, 7(1), 15-29.
Agwu, A. E., Okorie, N., & Ojebuyi, B. R. (2025). Media functions and health behaviour change in developing societies. Journal of Development Communication, 36(2), 45-61.
Ahmed, M. O., & Msughter, A. E. (2022). Assessment of the spread of fake news of Covid-19 amongst social media users in Kano State, Nigeria. Computers in Human Behavior Reports, 6, 100189.
Ahmed, M. S., Lawal, A. M., & Sadiq, U. A. (2021). Feeding practices and maternal nutrition challenges in Northern Nigeria. Nigerian Journal of Public Health, 15(1), 88-102.
Airaoje, O. K., Aondover, E. M., Obada, A. A., Akin-Odukoya, O. O., & Ridwan, M. (2024). High Incidence of Different Drug Uses and Media Campaign on the Injection Method in Borno State, Nigeria. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 11(4), 242-258.
Airaoje, O. K., Obada, A. A., & Msughter, A. E. (2023). A Critical Review on Gender Based Violence in Nigeria: Media Dimension. Humanities, 3(2), 9-16.
Airaoje, O. K., Ogunbola, O., Falobi, F., Obada, A., & Eric, M. (2024). Scoping Review on Factors Associated with Continuity of Treatment among People Living with HIV in Nigeria. Biomedical Journal of Scientific & Technical Research, 57(3), 49283-49292.
Aliough, T. D., Ovey, I. J., & Aondover, E. M. (2023). Examining perceptions of Kwande residents on traditional songs aired on Ashiwaves radio station for curbing the COVID-19 pandemic in Benue State. Environment and Public Health Research, 1(1), 1448-1448.
Amusan, B. A., Adekunle, O. O., & Ojo, A. A. (2022). Information needs and source preferences of nursing mothers in Ede Metropolis, Osun State. Journal of Health Communication in Africa, 4(2), 55-70.
Aty, A. A., Bello, M. A., & Suleiman, T. S. (2024). Maternal education and child nutritional outcomes in Nigeria. African Population Studies, 38(1), 214-229.
Ayuk, E. A., Essien, E. J., & Udoh, S. B. (2020). Media exposure and maternal nutrition knowledge in rural Nigeria. International Journal of Health Promotion, 9(2), 101-114.
Bahago, M. A., & Oyewole, O. O. (2022). Social media and nutrition education among young mothers in urban Nigeria. Journal of Digital Health Communication, 5(1), 33-47.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
Brym, R. J. (2017). Sociology: Your compass for a new world (5th ed.). Boston, MA: Cengage Learning.
Chaffee, S. H. (2017). Mass communication and social influence. Communication Research, 44(3), 317-335.
Creswell, J. W., & Plano Clark, V. L. (2011). Designing and conducting mixed methods research (2nd ed.). Thousand Oaks, CA: Sage.
Evans, W. D. (2021). Social marketing and public health communication. Health Promotion Practice, 22(1), 15-24.
Fadare, O., Amare, M., Mavrotas, G., Akerele, D., & Ogunniyi, A. (2019). Mother’s nutrition-related knowledge and child nutrition outcomes in Nigeria. World Development, 122, 353-366.
Flax, V. L., Ouma, E., & Pelto, G. (2022). Media campaigns and infant feeding practices in sub-Saharan Africa. Maternal & Child Nutrition, 18(2), e13312.
Glanz, K., Rimer, B. K., & Lewis, F. M. (2002). Health behavior and health education: Theory, research, and practice (3rd ed.). San Francisco, CA: Jossey-Bass.
Hile, M. M., Msughter, A. E., & Babale, A. M. (2022). A Public Health Communication: Towards Effective Use of Social Marketing for Public Health Campaigns in Nigeria. Ann Community Med Prim Health Care, 5(1), 1002.
IjAMR. (2024). Media campaigns and exclusive breastfeeding awareness in Ogun State. International Journal of Applied Media Research, 6(1), 41-58.
Joseph, N., & Earland, J. (2019). Sociocultural influences on exclusive breastfeeding in Katsina State, Nigeria. Maternal & Child Nutrition, 15(4), e12871.
Knobloch-Westerwick, S. (2014). Choice and preference in media use: Advances in selective exposure theory. New York, NY: Routledge.
Lippmann, W. (1922). Public opinion. New York, NY: Harcourt, Brace and Company.
McQuail, D. (2005). McQuail’s mass communication theory (5th ed.). London, England: Sage.
McQuail, D. (2010). McQuail’s mass communication theory (6th ed.). London, England: Sage.
Mgboji, C. E., & Ukonu, M. O. (2024). Media exposure and exclusive breastfeeding knowledge among antenatal mothers in South-East Nigeria. Journal of Health Communication, 29(4), 389-402.
Msughter, A. E. (2020). Internet meme as a campaign tool to the fight against Covid-19 in Nigeria. Global Journal of Human-Social Science: A Arts & Humanities–Psychology, 20(6), 27-39.
Msughter, A.E., Yar'Adua, S.M., & Ogechi, A.P. (2022). Information seeking behavior on Covid-19 vaccine among residents of Fagge Local Government Area of Kano, Nigeria. Journal of Positive School Psychology, 6 (9), 2526-2541.
Namadi, H. M., & Aondover, E. M. (2020). Survey of reproductive health information seeking behavior among pregnant women in some selected hospitals in Kano Metropolis. Biomed J Sci & Tech Res/BJSTR. DOI, 10, 1984-1987.
National Bureau of Statistics (NBS), & UNICEF. (2023). Multiple Indicator Cluster Survey (MICS): Nigeria. Abuja, Nigeria: NBS.
Okafor, C. J., & Nnadi, I. C. (2023). Nutrition education and dietary behaviour among Nigerian mothers. Nigerian Journal of Nutrition Sciences, 44(1), 60-72.
Okorie, N., Ojebuyi, B. R., & Olowojolu, O. (2019). Community radio and maternal health communication in Northern Nigeria. Journal of Development Communication, 30(1), 25-39.
Olayemi, O. O., Lawal, T. A., & Abdulrahman, A. A. (2022). Maternal literacy, media exposure and child feeding practices in Northern Nigeria. African Journal of Reproductive Health, 26(3), 91-104.
Onyeneke, R. U., Nwajiuba, C. A., & Eze, C. C. (2019). Nutritional knowledge and dietary diversity among caregivers in rural Nigeria. Food Policy, 83, 132-141.
Pate, UA, Yar'Adua, SM, & Msughter, AE (2020). Public awareness, knowledge and perception of Covid-19 in Tarauni LGA and Kano metropolitan area of Kano State, Nigeria. Media & Communication Currents, 4 (2), 52-69.
Premium Times. (2021). Malnutrition crisis in Jigawa State: Facts and figures. Premium Times Nigeria.
Public Health Nutrition. (2024). Impact of radio-based nutrition campaigns in Northern Ghana. Public Health Nutrition, 27(2), 310-322.
Saulite, I. (2021). Audience fragmentation in the digital age. Journal of Media Studies, 14(2), 95-109.
Sixto-García, J., López-García, X., & Toural-Bran, C. (2024). Media accessibility and audience engagement in low-income communities. Communication & Society, 37(1), 57-74.
Soltani, H., Arden, M., & Duxbury, A. (2017). Sources of nutrition information among young mothers in the UK. Midwifery, 50, 9-15.
Sosanya, M. E., Adesanya, A. O., Rufai, O. A., & Freeland-Graves, J. H. (2025). Mobile-based nutrition education for teenage mothers in Bauchi State, Nigeria. Journal of Nutrition Education and Behavior, 57(1), 44-53.
Strecher, V. J., & Rosenstock, I. M. (1997). The health belief model. In K. Glanz, F. M. Lewis, & B. K. Rimer (Eds.), Health behavior and health education (pp. 41-59). San Francisco, CA: Jossey-Bass.
Stringer, D. (2020). Interactive media and audience participation. Journal of Broadcasting & Electronic Media, 64(3), 412-428.
Sulayman, A. T., Daikwo, M. A., & Iliemene, U. J. (2025). Nutrition education interventions among lactating mothers in Nigeria. African Journal of Nutrition, 9(1), 18-32.
Thanny, M. O. (2022). Information sources influencing exclusive breastfeeding practices in Ogun State. Journal of Maternal and Child Health Communication, 3(2), 66-81.
Ugwuja, E. I. (2022). Mass media exposure and breastfeeding practices in Nsukka, Nigeria. Nigerian Journal of Health Promotion, 14(1), 102-116.
UNICEF. (2025). The state of the world’s children: Nutrition for every child. New York, NY: UNICEF.
Usman, B., Eric Msughter, A., & Olaitan Ridwanullah, A. (2022). Social media literacy: fake news consumption and perception of COVID-19 in Nigeria. Cogent Arts & Humanities, 9(1), 2138011.
Weiyan, L. (2015). Media choice and audience motivation in health communication. Asian Journal of Communication, 25(4), 386-401.
Zillmann, D., & Bryant, J. (2013). Selective exposure to communication. New York, NY: Routledge.