Culturally sensitive maternal health promotion messages
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Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Mass Communication, University of Nigeria, Nsukka
Abstract
Identification and understanding of the target audience have significant
implications for the production of culturally sensitive and relevant health
promotion messages capable of achieving effective outcomes. Yet, despite
growing global concern on the utilisation of culture and context- based
approaches in addressing health issues, research harnessing the role of
the audience in the development of culturally sensitive and relevant
maternal health promotion messages is limited in Nigeria. This study
explores the lived maternal health promotion experiences of pregnant and
post natal women in north central Nigeria. In-depth phenomenological
interviews were conducted with 29 perinatal women of diverse ethnicity to
understand their maternal health experiences and health promotion
concerns. NVivo 11 software was used to manage data. Findings indicate
that multiple sources of information utilised by the women could prompt
either healthy or harmful practices while messages can be culturally
sensitive by targeting relevant opinion leaders and change agents
appropriate messages.
Description
Keywords
Audience Segmentation/Identification, Cultural Sensitivity, Maternal Health Promotion, Perinatal Women
Citation
Omoloso, A. I., Ahmad, M. K. & Ramli, R. (2017). Culturally sensitive maternal health promotion messages. International Journal of Communication. (21 (1); 58-73,