First Time Fathers‟ Perceptions on The Effectiveness of Health Communication Visual Messaging, as a Contributing Factor Towards Support for Exclusive Breastfeeding Process In Nairobi Metropolitan

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dc.contributor.authorMutegi, Angela
dc.date.accessioned2024-11-05T08:28:49Z
dc.date.available2024-11-05T08:28:49Z
dc.date.issued2018-06
dc.descriptionMASTER OF ARTS in Communication
dc.description.abstractVisual health communication messages have the potential to stimulate conversations and social interactions that are likely to determine whether or not campaign messages have an effect on behaviour. This study explored the effectiveness of visual health communication messages on overall message evaluations by first time fathers in Nairobi Metropolitan, regarding supporting exclusive breastfeeding process. Purposive sampling technique was used to select a sample size of ten respondents, who were first time fathers or whose partners were expectant at the time of conducting the research. In depth, semistructured interviews were conducted and data coded, transcribed and analysed thematically, according to social cognitive theory components of vicarious experience, social support and self-efficacy, and supporting statements presented in prose form. The study revealed that visual communication materials and messages were predominately targeted to women, they were not easily accessible and available, and they did not portray the role fathers could play in supporting exclusive breastfeeding. Consequently, they did not ultimately influence fathers‟ decision to support exclusive breastfeeding process. The frequency of exposure and the proximity to the visual materials was limited, and therefore inadequate in supplying appropriate information to enhance conversation ability regarding exclusive breastfeeding and ultimately supporting the process. Although the decision to support their partners was not mainly attributed to exposure to visual health communication messages, fathers expressed a desire to learn ways in which they could provide more support and suggested that the visual health messages should portray these roles. The study recommended that health communication message designers should design their visual messages in a way that encourage men to be involved in exclusive breastfeeding process.
dc.description.sponsorshipDaystar University, School of Communication
dc.identifier.citationMutegi, A. (2018). First Time Fathers‟ Perceptions on The Effectiveness of Health Communication Visual Messaging, as a Contributing Factor Towards Support for Exclusive Breastfeeding Process In Nairobi Metropolitan. Daystar University, School of Communication
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/5610
dc.language.isoen
dc.publisherDaystar University, School of Communication
dc.subjectVisual health communication messages
dc.subjectconversations and social interactions
dc.titleFirst Time Fathers‟ Perceptions on The Effectiveness of Health Communication Visual Messaging, as a Contributing Factor Towards Support for Exclusive Breastfeeding Process In Nairobi Metropolitan
dc.typeThesis

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