The Role of Television Advertisements in Influencing Adolescents’ Sexual Attitudes and Behavior in Mathare, Nairobi County

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dc.contributor.authorGithinji, Scolastica Kariuki
dc.contributor.authorMurage, Lucy
dc.date.accessioned2024-09-06T07:41:49Z
dc.date.available2024-09-06T07:41:49Z
dc.date.issued2019-07
dc.descriptionConference Paper
dc.description.abstractTelevision media impacts sexuality dispositions and preferences; the role was traditionally designated to parental figures and teachers. Populations Services International (PSI), Ministry of Health and National Televisions through the media have sort to empower adolescents in healthy sexuality in Kenya. This study assessed the role of television advertisements in influencing adolescents’ sexual attitudes and behaviors on healthy sexuality in Valley Bridge Primary School, in Mathare, Nairobi County. It was envisaged that the study would enhance policy in use of Television Media in promoting sexuality health among adolescents. A descriptive design using quantitive and qualitative approaches, a randomly stratified sample of 150 adolescent (boys and girls) out of a population of 960 pupils was employed. Questionnaires and focus group discussion were used to collect data. Data analysis involved SPSS Version (22). Findings were presented using graphs, percentages and tables. The findings indicated that 69% of the adolescents believed that the sexuality adverts were meant for them, 88.1% were aware of the ‘Nakufeel’ and 90.9% were aware of the Chill adverts while “Je Una Yako” and “Fungua Roho yako” was only known to 11.9% and 21% of the adolescents respectively. It seemed that an effective sex and HIV education programmes that focus on reduction of sex behaviour are more effectively perceived. Adolescents agreed that the adverts informed them on their responsibility in relationship (59%) on protection against pregnancy (71.92%), encouraged them on abstinence (59.03), educated them on sexual feelings (36%), 89% educated them that pregnancy at adolescence was wrong, but 12.4% said it was right for adolescents their age to have sex. Adolescents (81.1%) said condoms protect against pregnancy and HIV is good and 16.6% said having sex showed that they were grown up. Some 69.7% reported that a boy use of a condom showed respect to his girlfriend, while 73.3% said it was okay to say no to sex. The findings indicate television advertisements have a knowledge, attitude and behaviour influence on adolescents’ healthy sexuality. Sustained use television media for enhancement of healthy sexuality is reccomeded. Further research on technology social media influence on sexual attitudes and behavior is reccomeded. Key words Adolescents, Television advertisements, Healthy sexuality, attitudes, Behaviours
dc.identifier.citationGithinji, S.K., & Murage, L. (2019). The Role of Television Advertisements in Influencing Adolescents’ Sexual Attitudes and Behavior in Mathare, Nairobi County
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/5067
dc.language.isoen
dc.subjectAdolescents
dc.subjectTelevision advertisements
dc.subjectHealthy sexuality
dc.subjectAttitudes
dc.subjectBehaviours
dc.titleThe Role of Television Advertisements in Influencing Adolescents’ Sexual Attitudes and Behavior in Mathare, Nairobi County
dc.typePresentation

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