No abstract

The acquired immune deficiency syndrome (AIDS) epidemic is spreading fast in Africa in spite of the various efforts and resources put in place to prevent it. In Kenya, reproductive health programs have used the mass media and other communication interventions to inform and educate the public about the disease and to promote behavior change and healthy sexual practices. This effort has led to a discrepancy between awareness and behavioral change among people of reproductive age. In this article I examine the discrepancy in Kenya from a communications perspective addressing social cultural and related factors contributing to the lack of change in behavior and sexual practices. I draw on the theoretical framework of Grunig's model of excellence in communication, the importance of understanding and relationship building between programs and their stakeholders. Data were gathered qualitatively using focus groups and in-depth interviews among men and women in rural Kenya. Key findings indicate that although awareness of sexually transmitted diseases (STDs) including human immunodeficiency virus (HIV)/AIDS is high in Kenya, a majority of the population, particularly those in the rural communities, lack understanding of the communicated messages. They also lack the knowledge of other ways of transmitting HIV particularly among those not sexually involved. Cultural beliefs, values, norms, and myths have played a role in the rapidly increasing epidemic in the rural communities and yet HIV/AIDS communication programs have not addressed these factors adequately. I conclude that successful behavior change communication must include strategies that focus on increasing understanding of the communicated messages and understanding of the audience through application of appropriate methodologies. Building a relationship with the audience or stakeholders through dialogues and two-way symmetrical communication contributes toward this understanding and the maintenance of the newly adopted behaviors and practices.

This study is based on a survey of public relations students and examines their attitudes, expectations, and motivations for participating in curriculum-infused service-learning projects. Results indicate that prior participation does not influence attitudes or expectations, but motivation to participate in the project was significantly associated with positive attitude and higher expectations. Students' expectations, which include social and professional growth, and psychological and altruistic gratification through community contributions, indicate a need for discipline-focused service-learning programs and for a focus on civic engagement given the role of public relations in relationship building and in strategically addressing social issues that impact society.

Purpose – The purpose of this paper is to enable community members to discuss their perceptions of eating habits and physical activity in relation to sixth, seventh, and eighth graders, and reveal facilitators and barriers to healthy eating behavior and physical activity engagement. Design/methodology/approach – Nine focus groups, which included six groups from sixth, seventh, and eighth graders, two parents’ groups, and one teachers’ group, were conducted in a middle school in southwest Kansas. Individual influences, social influences, and larger contextual influences on early adolescent health were assessed by discussing behaviors, personal characteristics, and environmental factors, based on the Socio-Ecological Model (SEM). Findings – Adolescent participants’ knowledge regarding healthful foods was limited. Taste and appearance were the two leading factors that contributed to food choices. Responses from adolescents, parents, and teachers all indicated difficulties when introducing new and healthful food items into adolescents’ diets. Besides physical education (PE) and school-related sports, the sources for physical activity were limited. Certain video games were specified as facilitators of physical activity by adolescents. Peer pressure was a predominant theme motivating most adolescents’ physical activities as well as food choices. These findings suggest numerous interrelated factors associated with healthy lifestyle in the population of this study. Originality/value – By involving adolescents in the in-depth open-ended discussion through the focus groups helped reveal their unique attitudes, perceptions, and motivations toward practicing healthy lifestyles. Interventions targeting both behavior change and environmental change are needed.

Background: Self-efficacy is a crucial component in effective health communication and health promotion interventions and serves as a moderator for behavior change. Although awareness and risk perception are important in the behavior change process, self-efficacy gives people the necessary confidence in their ability to engage in advocated health behaviors. In addressing childhood obesity, self-efficacy plays a crucial role in dietary decisions. Informed by the social cognitive theory, this study examines the personal and environmental factors that determine self-efficacy for healthy food choices and healthy eating among adolescents in low-income communities.

No abstract

The current study explores community perspectives on alcohol abuse prevention strategies in rural Kenya. Data from focus group discussions with members of community organizations and in-depth interviews with a snowball sample of key informants revealed that rural communities view national alcohol abuse prevention interventions as ineffective and messages as unpersuasive in changing this high-risk behavior. The use of ethnic languages, stronger fear appeals, and visual aids were recommended for alcohol prevention messages aimed at communities with low literacy. Community members favored narratives and entertainment-education strategies, which are more engaging, and print media for their educational value. Health activism, although common, was viewed as less effective in motivating individuals to change drinking behavior but more effective in advocacy campaigns to pressure the government to enforce alcohol regulations. This study suggests further empirical research to inform evidence-based prevention campaigns and to understand how to communicate about alcohol-related health risks within communities that embrace alcohol consumption as a cultural norm.

This study suggests more focus on youth empowerment in interventions that seek to reduce obesity and improve adolescents' overall health by creating environments where they can play a more active decision-making role. With empowerment, adolescents are more likely to be motivated to adopt healthier dietary habits and engage more in physical activity. Further research would establish the impact of youth empowerment on obesity reduction and other public health problems that impact children across ages.