Culturally sensitive maternal health promotion messages

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dc.contributor.authorOmoloso, A. I.
dc.contributor.authorAhmad, M. K.
dc.contributor.authorRamli, R.
dc.date.accessioned2025-05-07T14:15:40Z
dc.date.available2025-05-07T14:15:40Z
dc.date.issued2017
dc.description.abstractIdentification 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.
dc.identifier.citationOmoloso, A. I., Ahmad, M. K. & Ramli, R. (2017). Culturally sensitive maternal health promotion messages. International Journal of Communication. (21 (1); 58-73,
dc.identifier.urihttps://uilspace.unilorin.edu.ng/handle/123456789/16377
dc.language.isoen
dc.publisherDepartment of Mass Communication, University of Nigeria, Nsukka
dc.relation.ispartofseries21; 1
dc.subjectAudience Segmentation/Identification
dc.subjectCultural Sensitivity
dc.subjectMaternal Health Promotion
dc.subjectPerinatal Women
dc.titleCulturally sensitive maternal health promotion messages
dc.title.alternativeInternational Journal of Communication
dc.typeArticle

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