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Cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in Nigeria

Kadijat, Kadiri Kehinde (2015) Cultural sensitivity in communication campaigns for the prevention of sexually transmitted infection in Nigeria. PhD. thesis, Universiti Utara Malaysia.

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The role of culture in sexually transmitted infections (STIs) prevention campaign has been crucial. However, a common vision on how culture ought to inform the design and implementation of the campaign appears to be lacking in Nigeria. Given this phenomenon, this study examined how culture can be conceptualized into improving STIs prevention communication campaign in Nigeria. Data was collected through indepth interviews of 22 STIs positive and 19 STIs negative young people within the ages of 15 to 26 years in South-West and North-Central Nigeria. Data was analyzed through thematic analysis. While some of these cultural aspects help positively, others have negative impacts. Religion, values and taboos, cultural practices, and civilization were discovered to be the four major aspects where culture and STIs have nexus and influence communication of STIs messages in Nigeria. Evidence showed that religion discourage youths from pre-marital and extramarital sex. The Nigerian youths acknowledge values and taboos as having a powerful influence on matters of sexuality. However, there were still some local practices which discourage safe sexual behavior such as subservient roles of women, polygamy, female genital mutilation and using young females for sexual satisfaction. Findings indicate the need for STIs messages to address stigmatization, the use of local dialects, misconception in STIs knowledge, negative portrayal of STIs, usage of current information and disclosure of STIs status. It was discovered that integrated marketing communication channels will be effective to STIs negative individuals. However, the STIs positive individuals prefer the use of interpersonal communication and radio. The study concludes that a culturally sensitive communication intervention is crucial and should spearhead behavior interventions, both as agents and beneficiaries. Two STIs cultural sensitivity models were proposed as a potential guide in order to make the intervention gain acceptance among young people in various Nigerian communities.

Item Type: Thesis (PhD.)
Uncontrolled Keywords: Cultural sensitivity, Health communication campaign, Sexual behavior, Sexually transmitted infections, Young people
Subjects: R Medicine > RA Public aspects of medicine
Divisions: Awang Had Salleh Graduate School of Arts & Sciences
Depositing User: Mr. Badrulsaman Hamid
Date Deposited: 29 Dec 2015 10:35
Last Modified: 24 Apr 2016 03:56
URI: http://etd.uum.edu.my/id/eprint/5357

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