New media strategies' model for sexual reproductive health and rights campaigns among youth in Kenya's informal settlements
Recent global health communication trends have seen the rise in new media use. This study explored the possibility and acceptability of media managers using new media strategies to communicate sexual reproductive health and rights (SRHR) messages to the youth in informal settlements. Previous SRHR c...
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| Format: | Thesis |
| Language: | eng eng |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/10816/1/Depositpermission_s903427.pdf https://etd.uum.edu.my/10816/2/s903427_01.pdf |
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| Summary: | Recent global health communication trends have seen the rise in new media use. This study explored the possibility and acceptability of media managers using new media strategies to communicate sexual reproductive health and rights (SRHR) messages to the youth in informal settlements. Previous SRHR campaigns have used conventional media when the world is increasingly shifting to new media. The specific aims included: to identify new media strategies that can be used to reach the youth in informal settlements; to examine the planning process and use of policy in managing new media strategies for SRHR campaigns; to understand the media managers' mitigation of potential challenges in using a new media strategies' model for SRHR campaigns; and to develop a new media strategies' model for use in SRHR campaign activities. This basic research rested on the social constructivism worldview with the qualitative approach to tell a deeper story. Information was collected from Kenya's biggest informal settlement, Kibera, and other locations through in-depth interviews and five focus group discussions (FGDs) spread among the youth, parents and educators. Sampling techniques included purposive sampling and snowballing. Data analysis was done according to Atlas.ti 2012, and thereafter, a thematic analysis was used to yield themes presented and discussed in this text. Five main new media strategies identified included: key messaging; combination strategy; new-media geographic-based strategy; school-based solutions; and sustained promotional strategy. The study also yielded the 5Ps of planning: Preliminaries; Prepare; Practise; Present; and Policy. Identified challenges included opposition, message-related, limited finances and resources and technology-related. Mitigation measures include stakeholder involvement, adequate planning, training and lobbying for resources. Finally, this study developed a new media strategies' model from stakeholder perspectives for use by communicators. The study concludes that it is both possible and acceptable to use new media strategies in SRHR campaigns in Kenya. |
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