The Effect of Print Media Sensitization on Behavior Change among College Students: The Case of COVID-19 at Nairobi Institute of Business Studies
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Date
2023-10
Authors
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Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
This study sought to provide evidence on print media access and consumption among college students at Nairobi Institute of Business Studies and its impact on behavior in mitigating COVID-19 infections. The choice of print media was premised on the fact that it is still the most reliable source of information for the public according to literature. The study explored three objectives namely; to establish the print media platforms carrying COVID-19 messages in Nairobi, Kenya; to identify and describe the design and type of messages used in print media to influence behavior change during the COVID-19 pandemic and to determine the effectiveness of print media in influencing behavior change among the college students at Nairobi Institute of Business Studies with respect to COVID-19. The study employed a quantitative approach for descriptive research and used questionnaires for data collection. 79 respondents were selected using simple random sampling. The findings indicated that print media platforms which conveyed COVID-19 information included newspapers, magazines, press releases, posters and billboards and that 80.8% of the respondents indicated that they accessed COVID-19 information from the print sources. The study found that college students who read about COVID-19 in print media focused more on the positive news contrary to the theory of negative dominance. Print media messages on Covid-19 were stated to be informative, consistent and clear and that college students exhibited behavior change as a result of the persuasive messages they read. The study concludes that despite the dwindling readership print media remains the most relied upon primary source of information during pandemics. The study recommended that learning institutions should cultivate a culture of print readership as content designers ensure that print messages designed appeal to the Youth. More research is recommended on whether positive or negative news are more effective during a public health crisis.
Description
MASTER OF ARTS
in Communication
Keywords
Print Media, Behavior Change, College Students, COVID-19, Nairobi Institute of Business Studies
Citation
Njeri, J. N., (2023). The Effect of Print Media Sensitization on Behavior Change among College Students: The Case of COVID-19 at Nairobi Institute of Business Studies: Daystar University, School of Communication