Cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in Nigeria

The role of culture in sexually transmitted infections (STIs) prevention campaign has been crucial. However, a common vision on how culture ought to inform the design and implementation of the campaign appears to be lacking in Nigeria. Given this phenomenon, this study examined how culture can be c...

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Main Author:	Kadijat, Kadiri Kehinde
Format:	Thesis
Language:	eng eng
Published:	2015
Subjects:	RA Public aspects of medicine
Online Access:	https://etd.uum.edu.my/5357/1/s93729.pdf https://etd.uum.edu.my/5357/2/s93729_abstract.pdf
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id	my-uum-etd.5357
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Ahmad, Mohd Khairie Mustaffa, Che Su
topic	RA Public aspects of medicine
spellingShingle	RA Public aspects of medicine Kadijat, Kadiri Kehinde Cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in Nigeria
description	The role of culture in sexually transmitted infections (STIs) prevention campaign has been crucial. However, a common vision on how culture ought to inform the design and implementation of the campaign appears to be lacking in Nigeria. Given this phenomenon, this study examined how culture can be conceptualized into improving STIs prevention communication campaign in Nigeria. Data was collected through indepth interviews of 22 STIs positive and 19 STIs negative young people within the ages of 15 to 26 years in South-West and North-Central Nigeria. Data was analyzed through thematic analysis. While some of these cultural aspects help positively, others have negative impacts. Religion, values and taboos, cultural practices, and civilization were discovered to be the four major aspects where culture and STIs have nexus and influence communication of STIs messages in Nigeria. Evidence showed that religion discourage youths from pre-marital and extramarital sex. The Nigerian youths acknowledge values and taboos as having a powerful influence on matters of sexuality. However, there were still some local practices which discourage safe sexual behavior such as subservient roles of women, polygamy, female genital mutilation and using young females for sexual satisfaction. Findings indicate the need for STIs messages to address stigmatization, the use of local dialects, misconception in STIs knowledge, negative portrayal of STIs, usage of current information and disclosure of STIs status. It was discovered that integrated marketing communication channels will be effective to STIs negative individuals. However, the STIs positive individuals prefer the use of interpersonal communication and radio. The study concludes that a culturally sensitive communication intervention is crucial and should spearhead behavior interventions, both as agents and beneficiaries. Two STIs cultural sensitivity models were proposed as a potential guide in order to make the intervention gain acceptance among young people in various Nigerian communities.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Kadijat, Kadiri Kehinde
author_facet	Kadijat, Kadiri Kehinde
author_sort	Kadijat, Kadiri Kehinde
title	Cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in Nigeria
title_short	Cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in Nigeria
title_full	Cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in Nigeria
title_fullStr	Cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in Nigeria
title_full_unstemmed	Cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in Nigeria
title_sort	cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in nigeria
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2015
url	https://etd.uum.edu.my/5357/1/s93729.pdf https://etd.uum.edu.my/5357/2/s93729_abstract.pdf
_version_	1747827916029296640
spelling	my-uum-etd.53572021-03-18T08:20:27Z Cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in Nigeria 2015 Kadijat, Kadiri Kehinde Ahmad, Mohd Khairie Mustaffa, Che Su Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences RA Public aspects of medicine The role of culture in sexually transmitted infections (STIs) prevention campaign has been crucial. However, a common vision on how culture ought to inform the design and implementation of the campaign appears to be lacking in Nigeria. Given this phenomenon, this study examined how culture can be conceptualized into improving STIs prevention communication campaign in Nigeria. Data was collected through indepth interviews of 22 STIs positive and 19 STIs negative young people within the ages of 15 to 26 years in South-West and North-Central Nigeria. Data was analyzed through thematic analysis. While some of these cultural aspects help positively, others have negative impacts. Religion, values and taboos, cultural practices, and civilization were discovered to be the four major aspects where culture and STIs have nexus and influence communication of STIs messages in Nigeria. Evidence showed that religion discourage youths from pre-marital and extramarital sex. The Nigerian youths acknowledge values and taboos as having a powerful influence on matters of sexuality. However, there were still some local practices which discourage safe sexual behavior such as subservient roles of women, polygamy, female genital mutilation and using young females for sexual satisfaction. Findings indicate the need for STIs messages to address stigmatization, the use of local dialects, misconception in STIs knowledge, negative portrayal of STIs, usage of current information and disclosure of STIs status. It was discovered that integrated marketing communication channels will be effective to STIs negative individuals. However, the STIs positive individuals prefer the use of interpersonal communication and radio. The study concludes that a culturally sensitive communication intervention is crucial and should spearhead behavior interventions, both as agents and beneficiaries. Two STIs cultural sensitivity models were proposed as a potential guide in order to make the intervention gain acceptance among young people in various Nigerian communities. 2015 Thesis https://etd.uum.edu.my/5357/ https://etd.uum.edu.my/5357/1/s93729.pdf text eng public https://etd.uum.edu.my/5357/2/s93729_abstract.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Abubakar, I., Iliyasu, Z., Kabir, M., Uzoho, C. & Abdulkadir, M.B. (2004). Knowledge, attitude and practice of female genital cutting among antenatal patients in Aminu Kano Teaching Hospital, Kano. Nigeria Journal of Medicine, 13(3), 254-258. 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Cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in Nigeria

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