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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Main Author:	Eboi, Anne Anjao
Format:	Thesis
Language:	eng eng
Published:	2023
Subjects:	T58.5-58.64 Information technology R Medicine (General)
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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id	my-uum-etd.10816
record_format	uketd_dc
spelling	my-uum-etd.108162023-12-17T03:05:29Z New media strategies' model for sexual reproductive health and rights campaigns among youth in Kenya's informal settlements 2023 Eboi, Anne Anjao Ismail, Awan Abdul Hamid, Norsiah Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduates School of Arts & Sciences T58.5-58.64 Information technology HN Social history and conditions. Social problems. Social reform R Medicine (General) 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. 2023 Thesis https://etd.uum.edu.my/10816/ https://etd.uum.edu.my/10816/1/Depositpermission_s903427.pdf text eng staffonly https://etd.uum.edu.my/10816/2/s903427_01.pdf text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Ismail, Awan Abdul Hamid, Norsiah
topic	T58.5-58.64 Information technology T58.5-58.64 Information technology R Medicine (General)
spellingShingle	T58.5-58.64 Information technology T58.5-58.64 Information technology R Medicine (General) Eboi, Anne Anjao New media strategies' model for sexual reproductive health and rights campaigns among youth in Kenya's informal settlements
description	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.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Eboi, Anne Anjao
author_facet	Eboi, Anne Anjao
author_sort	Eboi, Anne Anjao
title	New media strategies' model for sexual reproductive health and rights campaigns among youth in Kenya's informal settlements
title_short	New media strategies' model for sexual reproductive health and rights campaigns among youth in Kenya's informal settlements
title_full	New media strategies' model for sexual reproductive health and rights campaigns among youth in Kenya's informal settlements
title_fullStr	New media strategies' model for sexual reproductive health and rights campaigns among youth in Kenya's informal settlements
title_full_unstemmed	New media strategies' model for sexual reproductive health and rights campaigns among youth in Kenya's informal settlements
title_sort	new media strategies' model for sexual reproductive health and rights campaigns among youth in kenya's informal settlements
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2023
url	https://etd.uum.edu.my/10816/1/Depositpermission_s903427.pdf https://etd.uum.edu.my/10816/2/s903427_01.pdf
_version_	1794023757299318784

New media strategies' model for sexual reproductive health and rights campaigns among youth in Kenya's informal settlements

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