Effectiveness Of Mass Media In Communicating Emergency Contraception Messages: A Case Of Female Students At Kenya Institute Of Highways Building And Technology In Session For The Semester Of May To December 2016

Abstract

ABSTRACT Reproductive health communication aims to improve reproductive health behaviour through correct and targeted health messages. When the ‘tulia' campaign by Population Services International (PSI) it targeted young women aged 18-30 years to bring about emergency contraceptives (EC) awareness. A section of people felt that it risked undermining the messages of abstinence and protected sex therefore putting young people at risk. The purpose of this study was to determine the effectiveness of media messages in communicating EC messages among young Kenyan adults aged between 18-30 years old focusing on Kenya Institute of Highway Building and Technology, Ngong Campus. The objectives were to determine the different mass media channels regularly accessed by young female college students, to investigate the level of exposure of female college students to EC messages in mass media, and to determine the effect of EC messages contained in mass media on EC choice among these young females aged 18-30 years in Kenya. The research employed a descriptive research design and used a census approach for distributing questionnaires and purposive sampling to select key informants. The resulting data from the questionnaire was analyzed using SPSS with the use of descriptive statistics, while qualitative data from interviews were analyzed thematically and presented in the form of narratives. This study established that all the students had access to different mass media channels and were actively engaged in it with radio, newspaper, television and internet being the mainly accessed media. This study also established that the students were exposed to EC messages through mass media, which in turn influenced their choice and use of EC. Further, the exposure to EC messages led to increased usage of ECPs. This is because mass media enabled the students to get information, education and make informed choice on EC use. Other findings were that EC use causes bleeding, cancer and sterility. This study recommends the usage of diverse mass media, accurate identification of target audience, precision in formulation, and development of EC information in campaigns to deal with the issues arising from past campaigns.

Description

Masters Thesis

Keywords

Mass Media, Emergency Contraception, Female Students, Kenya Institute Of Highways Building And Technology

Citation

Douglas, R,. (2023, Thesis). Effectiveness Of Mass Media In Communicating Emergency Contraception Messages: A Case Of Female Students At Kenya Institute Of Highways Building And Technology In Session For The Semester Of May To December 2016.School of Communication, Daystar University