Communicating Adolescent Reproductive Health: Content Analysis of "Straight Talk" Radio Program on Malawi Broadcasting Corporation

Abstract

The purpose of this study was to analyze the content of the "Straight Talk" radio program in view of identifying the elements that are feared to be promoting nega- tive reproductive health behaviours among the youth. Content analysis technique was the appropriate method for this study because it uses systematic and objective procedures in analyzing the manifest content. The population for the study comprised "Straight Talk" editions broadcast on Malawi's national radio over a period of three years from July 1996 to July 1999. The con- tents of 57 editions were coded according to the categories established. The data was manually analyzed and frequencies were computed and interpreted. Among the key findings of the study were: Parents, religious and traditional institutions were rare sources of adoles- cent reproductive health messages whereas the youth were major sources of messages of adolescent reproductive health issues in "Straight Talk" pro- grams. Interpersonal relationships, STI, HIV/AIDS, and teenage pregnancy were the most salient and recurrent issues in the program. The information needs of the youth expressed in the feedback were mostly about interpersonal relationships. Other information needs were about abstinence/virginity and HIV/AIDS. The most recommended remedies to these adolescent issues were abstinence, followed by condom and contraceptive use. The most common type of message in the program was advice followed by opinions and facts. The intention of most messages in the program were warning the youth whereas the most dominant value orientation of the messages in the pro- gram were of western perceived values. The apparent causes of antagonism towards the program are the perceived lack of credibility of the youth as sources of adolescent reproductive health informa- tion, education and communication, the indiscriminate recommendation of condoms and contraceptive use as remedies for HIV/AIDS, STI and teenage preg- nancy, and the consequent predominance of western perceived values promoted in the program.