The Influence of Breast Cancer Messages on Women’s Perceptions and Subsequent Health Behavior in Kisumu County, Kenya

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dc.contributor.authorSabina, Alago A.
dc.date.accessioned2021-03-19T10:24:39Z
dc.date.available2021-03-19T10:24:39Z
dc.date.issued2013-06
dc.descriptionMaster Of Arts In Communicationen_US
dc.description.abstractHealth messages emphasize either on potential losses or gains associated with the behaviour being advocated. Demographic factors are possible reference points when assessing such messages, partly explaining possibilities of discrepancies in perceptions and subsequent health behaviour. The degree to which a message is persuasive can be measured through change in perceptions and behaviour. Guided by Prospect Theory and Precaution Adoption Process Model, this study sought to investigate the influence that breast cancer messages have had on women’s perceptions and subsequent health behaviour. The research assumed both qualitative and quantitative research designs. An open ended questionnaire was the principal data collection tool administered to 403 women participants aged between 20 and 64 years. Findings revealed that (a) television, radio and health facility personnel were the most preferred sources of information; (b) breast cancer messages are framed in three ways - gain, loss and mixed framing; (c) message frames largely elicit desired effects on perceptions and subsequent health behaviour; (d) information deficiencies in deed is also worrying factor that need to be addressed accordingly. Consequently, It is prudent for the women to voluntarily seek the right breast cancer information, if they are to move from intention stage to maintenance stage of the Precaution Adoption Process Model. In addition, risk communicators need to develop breast cancer frames that revolve around symptoms and causes accordingly, if voluntariness amongst women in taking up non-risky behaviour is to be witnessed. The risk communicators could use the most preferred channels side by side to reinforce strengths associated with each when communicating to the women. Internet and television (especially among the rural women) are of low use, calling for the Government and other development partners, including the women to boost the level of their usage.en_US
dc.description.sponsorshipDaystar University, School of Communication, Language and Performing Artsen_US
dc.identifier.citationSabina. Alago A. The Influence of Breast Cancer Messages on Women’s Perceptions and Subsequent Health Behavior in Kisumu County, Kenya. Daystar University. Nairobien_US
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/3418
dc.language.isoenen_US
dc.publisherDaystar Universityen_US
dc.subjectInfluence of Breast Cancer Messagesen_US
dc.subjectWomen’s Perceptionsen_US
dc.subjectSubsequent Health Behavioren_US
dc.subjectKisumu County, Kenyaen_US
dc.titleThe Influence of Breast Cancer Messages on Women’s Perceptions and Subsequent Health Behavior in Kisumu County, Kenyaen_US
dc.typeThesisen_US

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