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New Media Strategies' Model For Communicating Sexual Reproductive Health and Rights Among Young People in Informal Settlements.
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Date
2022
Journal Title
Journal ISSN
Volume Title
Publisher
Jilin Daxue Xuebao (Gongxueban)/Journal of Jilin University (Engineering and Technology Edition)
Abstract
Recent trends in health communication globally have seen the rise in use of new media. This study explored the possibility and acceptability of media managers using new media strategies to communicate sexual reproductive health and rights (SRHR) to the youth in informal settlements. Unwanted youth pregnancies in Kenya, especially among the poor and uneducated, remains an obstacle towards achieving Vision 2030. The specific objectives included: to identify new media strategies that can be used to reach the youth in Kenya’s informal settlements; to examine the planning process and use of policy in the management of new media strategies for SRHR campaigns; to understand the media managers’ mitigation of potential challenges in using a new media strategies’ model for SRHR campaigns among the youth in information settlements; and to develop a new media strategies’ model for use in SRHR campaign activities among the youth in informal settlements. This basic research rested on the social constructivism worldview with the qualitative approach to tell a deeper story. Information was collected from Kenya’s biggest informal settlement, Kibera, and other locations through in-depth interviews of the sampled stakeholders. There were also five focus group discussions (FGDs) spread among the youth, parents, and educators. Sampling techniques included purposive sampling and snowballing. Data
analysis was done according to Atlas.ti 2012, and thereafter, a thematic analysis was used to yield themes which are presented and discussed in this text. Five main new media strategies identified included: key messaging; combination strategy; new-media geographic-based strategy; school based solutions; and sustained promotional strategy. The study also yielded the 5Ps of planning: Preliminaries; Prepare; Practice; Present; and Policy. Identified challenges included opposition, message-related, limited finances and resources, and technology-related. Mitigation measures include stakeholder inclusion, adequate planning, training, and lobbying for resources. Finally, this study developed a new media strategies’ model from stakeholder perspectives for use by communicators. The study concludes that it is both possible and acceptable to use new media strategies in SRHR campaigns in Kenya.
Description
Journal Article
Keywords
New Media Strategies, Sexual Reproductive Health and Rights Campaigns, 5Ps of Presentation, Youth, Informal Settlements of Kenya
Citation
Eboi A. A., Ismail A. & Hamid N. A. (2022): New Media Strategies' Model For Communicating Sexual Reproductive Health and Rights Among Young People in Informal Settlements.: Jilin Daxue Xuebao (Gongxueban)/Journal of Jilin University (Engineering and Technology Edition): Article Link: DOI 10.17605/OSF.IO/5WPH4