Impediments to Media Communication of Social Change in Family Planning and Reproductive Health: Experiences from East Africa

Kagurusi Patrick T.

Abstract

The media has been employed to increase uptake of Family Planning through behaviour change communication (BCC).

Understanding the barriers encountered in effectively undertaking this function would increase the strategy’s effectiveness. Sixty journalists from East Africa participated in trainings to enhance their BCC skills for Family Planning in which a qualitative study was nested to identify barriers to effective Family Planning BCC in the region’s media. The barriers were observed to be insufficient BCC skills, journalists’ conflict of interest, interests of media houses, inaccessible sources of family planning information, editorial ideologies and absence of commercially beneficial demand. Coupled with the historical ideologies of the media in the region, the observed barriers have precipitated ineffective family planning BCC in the regions media. Effective BCC for family planning in the regions media requires capacity building among practitioners and alignment of the concept to the media’s and consumers’ aspirations. (Afr J Reprod Health 2013; 17[3]: 70-78).

 

Résumé

Les médias ont été utilisés pour augmenter l'adoption de la planification familiale à travers la communication pour le changement de comportement (CCC). La compréhension des obstacles rencontrés dans la réalisation efficace de cette fonction augmenterait l'efficacité de la stratégie. Soixante journalistes d'Afrique orientale ont participé à des formations pour améliorer leurs compétences de la CCC pour la planification familiale dans laquelle une étude qualitative a été imbriquée pour identifier les obstacles à l'efficacité de la CCC de la planification familiale dans les médias de la région. L’on a découvert que les obstacles comprenaient les compétences insuffisantes  de la CCC, le conflit d'intérêt chez les  journalistes, les intérêts des maisons de presse, des sources inaccessibles de l'information sur la planification familiale, les idéologies de rédaction et l'absence de demande commercialement bénéfique. Ajouté à des idéologies historiques des médias de la région, les obstacles observés ont précipité la CCC inefficace  de la planification familiale dans les médias des régions. La CCC efficace pour la planification familiale dans les médias régions ont besoin du renforcement des capacités auprès des praticiens et l'alignement du concept aux aspirations des médias  et des consommateurs. (Afr J Reprod Health 2013; 17[3]: 71-79).

 

Keywords: Family Planning, Journalists, Behaviour Change Communication. 

Full Text:

PDF

References

Levine R, Langer A, Birdsall N, Matheny G, Wright M, Bayer A. Contraception. In: Jamison DT, Bre- man JG, Measham AR, et al., eds. Disease Control Priorities in Developing Countries. New York: Oxford University Press; 2006:1075–1090. Available at:

www.dcp2.org/pubs/DCP/57/FullText.

Measure DHS. Country Quickstats. 2012. Available at: http://measuredhs.com/Where-We-Work/CountryList.cfm. accessed 20/9/2012

Roy Jacobstein, Isaiah Ndong, Wuleta Betamariam and John Pile. Fragile, Threatened, and in Great Need:

Family Planning Programs in Sub-Saharan Africa. 2007.

Salem, R.M., Bernstein, J., Sullivan, T.M., and Lande, R. “Communication for Better Health,” Population Reports, Series J, No. 56. Baltimore, INFO Project, Johns Hopkins Bloomberg School of Public Health, January 2008.

Neeru Gupta, Katende Charles and Bessinger Ruth. 2003. Involvement of the media in coverage of family planning and Gender Based Violence. Studies in Family Planning, Volume 34 Number 1.

Seale Cleve (2003); “Health and the media an overview”, in Sociology of Health & Illness Vol. 25 No. 6 2003 , pp. 513–531

Piotrow, Phylis D. Lawrence Kincaid, Jose G. Ramon and Ward Rinehart. 1997 Health Communication. Lessons learned from family planning and reproductive health. Westport, CT: Praeger.

Robey.B, Stauffer, P. Helping the News Media Cover Family Planning. Population Reports Series J Number 42. Johns Hopkins Bloomberg School of Public Health, information program, November 1995. 9. Clealand, John and Christopher Wilson. 1987. “Demand theories of fertility transition: An iconoclastic view.” Population studies 4(1): 5-6.

McGuire, William J. “Theoretical foundations of campaigns.” In public Communication Campaigns. Eds. Ronald E Rice and Charles K. Atkins. Newbury, CA: Sage1989.

John c. Condon; “Nation building and Image Building in Tanzania Press”. The Journal of modern African Studies. Vol.5, No.3 1967, pp.335-54. 12. William W. Neher and John C. Condon. “The Mass Media and Nation Building in Kenya and Tanzania” in Search for National Integration in Africa. David. S mock and Kwamena Bentsi-Enchill. Eds (New York. The free press, 1976) p220-239.

Bawah AA, Akweongo P, Simmons R, Phillips JF. Women’s fears and men’s anxieties: the impact of family planning on gender relations in northern Ghana. Stud Fam Plann 1999; 30: 54-66 doi:

1111/j.1728-4465.1999.00054.x pmid: 10216896.

Castle S, Konaté MK, Ulin PR, Martin S. A qualitative study of clandestine contraceptive use in urban Mali.

Stud Fam Plann 1999; 30: 231-48 doi:

1111/j.1728-4465.1999.00231.x pmid: 10546314.

Rutenberg N, Watkins SC. The buzz outside the clinics: conversations and contraception in Nyanza Province, Kenya. Stud Fam Plann 1997; 28: 290-307 doi: 10.2307/2137860 pmid: 9431650.

Hulton LA, Cullen R, Khalokho SW. Perceptions of the risks of sexual activity and their consequences among Ugandan adolescents. Stud Fam Plann 2000; 31: 3546 doi: 10.1111/j.1728-4465.2000.00035.x pmid: 10765536.

Levin M E. Language as a barrier to care for Xhosaspeaking patients at a South African paediatric teaching hospital. S Afr Med J 2006; 96: 1076-1079.

Kickbusch I.S. Health Literacy: Addressing the Health and Education Divide. Health Promotion International 2001: 16 (3); 289-297.

Davison Munodawafa. Communication: concepts practice and challenges. (Editorial) .Health Educ. Res. (2008) 23 (3): 369-370. doi: 10.1093/her/cyn024

Jato, Miriam N., Calista Simbakalia, Joan M. Tarasevich, David N. Awasum, Clement N.B. Kihinga, and Edith Ngirwamungu. 1999. "The impact of multimedia family planning promotion on the contraceptive behavior of women in Tanzania." International Family Planning Perspectives 25(2):60-67.

East African Journalists Association (EAJA). Enhancing Gender Equality in the Media in Eastern Africa.

(2008). p.13.

Refbacks

  • There are currently no refbacks.