Contextualizing the Technology Acceptance Model for Application in Health Communication in Africa

Abstract

Knowledge is produced within a social and economic context. The implication of this is that knowledge production processes will differ from one society to another. This contextual understanding underscores the need for theories that are specific to context. Despite this, research and scholarship output from Africa is comparatively low. Considering the limitation in availability of health communication theories developed for and by Africans, there is a need to contextualize the available theories to make them more suited for the continent. Communication technology has advanced greatly in the twenty-first century, increasing opportunities for dissemination of health information. One of the most common theories used in studies on adoption of technologies is the Technology Acceptance Model (TAM). This chapter situates TAM as one of the best models in studying use of technology in health communication. The chapter provides a comprehensive review of TAM and proposes an extended model for application in health communication studies. This extended model is made up of the original variables of TAM and select variables which the author suggests are of significance in the African context. These include trust, fitness of technology, cost and perceived credibility.