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Message Adaptation Strategies for Culturally Sensitive Maternal Health Communication

Omoloso, Aisha Imam and Ahmad, Mohd Khairie and Ramli, Romlah (2018) Message Adaptation Strategies for Culturally Sensitive Maternal Health Communication. In: SMMTC Postgraduate Symposium 2018, 18-19 March 2018, Universiti Utara Malaysia.

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Adaptation of messages to suit the sociocultural characteristics of the audience is one of the doctrines of cultural appropriateness in culture sensitive health communication. However, studies that explicate such message adaptation strategies from the audience perspective are rarely seen in maternal health communication literatures about non-western nations. Therefore, through exploration of cultural and maternal health promotion experiences of women in Nigeria, this study highlights cultural message adaptation strategies, as conceived by the women. The study is a descriptive phenomenological study. Indepth interviews were conducted to collect data from 48 women from 4 major ethnic groups on Nigeria. Participants comprised 30 perinatal women, 9 elders/grandmothers and 9 maternal health experts, selected through snowballing and purposive sampling. Data was analysed by incorporating phenomenological guidelines. Findings revealed message adaptation strategies like local languages and use of media, combined with sociocultural characteristics including use of opinion leaders, diplomatic approach, cultural appreciation, incentives and evidence.

Item Type: Conference or Workshop Item (Paper)
Additional Information: e-ISBN 978-967-0910-77-2 Organized by: School of Multimedia Technology and Communication (SMMTC) Universiti Utara Malaysia
Uncontrolled Keywords: Cultural sensitivity, Cultural appropriateness, Message adaptation, Maternal Health Communication, Phenomenology
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Multimedia Technology & Communication
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 24 Dec 2018 01:16
Last Modified: 24 Dec 2018 01:16

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