Communication for HIV/AIDS Prevention in Kenya: Social–Cultural Considerations

Abstract

The acquired immune deficiency syndrome (AIDS) epidemic is spreading fast in Africa in spite of the various efforts and resources put in place to prevent it. In Kenya, reproductive health programs have used the mass media and other communication interventions to inform and educate the public about the disease and to promote behavior change and healthy sexual practices. This effort has led to a discrepancy between awareness and behavioral change among people of reproductive age. In this article I examine the discrepancy in Kenya from a communications perspective addressing social cultural and related factors contributing to the lack of change in behavior and sexual practices. I draw on the theoretical framework of Grunig's model of excellence in communication, the importance of understanding and relationship building between programs and their stakeholders. Data were gathered qualitatively using focus groups and in-depth interviews among men and women in rural Kenya. Key findings indicate that although awareness of sexually transmitted diseases (STDs) including human immunodeficiency virus (HIV)/AIDS is high in Kenya, a majority of the population, particularly those in the rural communities, lack understanding of the communicated messages. They also lack the knowledge of other ways of transmitting HIV particularly among those not sexually involved. Cultural beliefs, values, norms, and myths have played a role in the rapidly increasing epidemic in the rural communities and yet HIV/AIDS communication programs have not addressed these factors adequately. I conclude that successful behavior change communication must include strategies that focus on increasing understanding of the communicated messages and understanding of the audience through application of appropriate methodologies. Building a relationship with the audience or stakeholders through dialogues and two-way symmetrical communication contributes toward this understanding and the maintenance of the newly adopted behaviors and practices.

Nurse-Midwives' Attitudes towards Adolescent Sexual and Reproductive Health Needs in Kenya and Zambia

“…Confidentiality as well as health providers' attitudes are two important issues affecting whether or not young people will use health facilities. 23 Studies from Kenya and Zambia indicate that staff behaviour discourages young people from attending clinics or for follow-up visits. For instance, young STI patients turn preferably to traditional healers due to the insensitive attitudes of health professionals, and adolescents face difficulties obtaining contraceptives at public health facilities.…”

“…For instance, young STI patients turn preferably to traditional healers due to the insensitive attitudes of health professionals, and adolescents face difficulties obtaining contraceptives at public health facilities. [23][24][25] Abortion is a highly sensitive issue, and young women who seek abortion or post-abortion care commonly encounter negative staff attitudes. 26,27 Personal values and views of health professionals, including nurse-midwives, may affect quality of care as well as the accessibility of services.…”

Narrative Sensemaking and Time Lapse: Interviews with Low-income Women about Sex Education

“…Semi-structured interviews functioned as a fitting and useful method for exploring the lives of low-income women, many of whom have had limited educational opportunities and thus may not feel comfortable filling out a survey or answering questions in larger groups (Collins, 1990;Madiz, 2001;Muturi, 2005). Moreover, because semi-structured interviews allow participants to shape the research interaction according to their own experiences and expectations, the interviews worked well to uncover the complex nature of participants' lives without overwhelming participants with the potentially discomforting nature of the study's topic-sexual health and education.…”

Older Adults' Perspectives on HIV/AIDS Prevention Strategies for Rural Kenya

“…Mass media campaigns fail due to various reasons: audience resistance barriers that arise at each stage of response, from exposure to behavioral implementation; not reaching the audience and attaining attention to the message; misperceptions of susceptibility to negative outcomes; deflection of persuasive appeals; denial or applicability to self; rejection of unappealing recommendations; inertia or lethargy (Atkin, 2001, p.51). Other factors include not facilitating understanding of the message (Kline, 2006); lack of relevance of the message and channels used in message dissemination; and lack of cultural sensitivity, appropriateness, and relevance of messages (Kreps, 2009;Muturi, 2005;Tufte, 2005).…”

“…Miller & Rubin, 2007), and the communication gaps (e.g. Cherie et al, 2005;Muturi, 2005), among other issues. Limited systematic studies exist that address HIV/AIDS in older adults (e.g.…”