Implications of High-/Low-Context Communication for Target Audience Member Interpretation of Messages in the Nimechill Abstinence Campaign in Nairobi, Kenya

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dc.contributor.authorMuraya, Julie Gathoni
dc.contributor.authorMiller, Ann Neville
dc.contributor.authorMjomba, Leonard Majalia
dc.date.accessioned2021-11-29T08:02:11Z
dc.date.available2021-11-29T08:02:11Z
dc.date.issued2011-04
dc.descriptionJournal Articleen_US
dc.description.abstractAlthough it ran on multiple mass media for the better part of a year, end line evaluation of the Nimechill youth abstinence campaign in Kenya indicated that exposure to the campaign had no relationship to youth decisions to defer sexual debut. One possible explanation of this lack of association could be that target audience members derived inconsistent and confusing meanings from visuals as opposed to text in the campaign. Employing Hall’s concept of high- and low-context communication, we assessed target population interpretation of four campaign posters via twelve focus groups discussions and four individual in-depth interviews with Nairobi youth. We found that although participants endorsed and recognized campaign objectives, contextual cues in some campaign visuals were interpreted by participants as being contradictory to the abstinence message in the poster texts. In addition noticeable differences arose between the lowincome and middle-/high-income groups in interpretation of one of the posters. We conclude with recommendations regarding use of visuals in high-context cultures and involvement of youth from various socio-economic strata in campaign planning.en_US
dc.identifier.citationGitau, J.G., Chebii, S.C. (2020). Prioritising employee-organisation relationships in non-profit organisations in Kenya: Antecedents, queries and contradictions. Journal of Development and Communication Studies, 7,1 , 110-123. https://doi.org/10.4314/jdcs.v7i1-2.7en_US
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/3766
dc.language.isoenen_US
dc.publisherHealth Communicationen_US
dc.subjectHIV/AIDSen_US
dc.subjectYouthen_US
dc.subjectAbstinenceen_US
dc.subjectHealth communication campaignsen_US
dc.subjectHigh/low context communicationen_US
dc.titleImplications of High-/Low-Context Communication for Target Audience Member Interpretation of Messages in the Nimechill Abstinence Campaign in Nairobi, Kenyaen_US
dc.typeArticleen_US

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