Message Adaptation Strategies for Culturally Sensitive Maternal Health Communication
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 materna...
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my.uum.repo.253632018-12-24T01:16:38Z http://repo.uum.edu.my/25363/ Message Adaptation Strategies for Culturally Sensitive Maternal Health Communication Omoloso, Aisha Imam Ahmad, Mohd Khairie Ramli, Romlah HD28 Management. Industrial Management 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. 2018-03-18 Conference or Workshop Item PeerReviewed application/pdf en http://repo.uum.edu.my/25363/1/SMMTCPS%202018%20228%20233.pdf 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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HD28 Management. Industrial Management Omoloso, Aisha Imam Ahmad, Mohd Khairie Ramli, Romlah Message Adaptation Strategies for Culturally Sensitive Maternal Health Communication |
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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. |
format |
Conference or Workshop Item |
author |
Omoloso, Aisha Imam Ahmad, Mohd Khairie Ramli, Romlah |
author_facet |
Omoloso, Aisha Imam Ahmad, Mohd Khairie Ramli, Romlah |
author_sort |
Omoloso, Aisha Imam |
title |
Message Adaptation Strategies for Culturally Sensitive Maternal Health Communication |
title_short |
Message Adaptation Strategies for Culturally Sensitive Maternal Health Communication |
title_full |
Message Adaptation Strategies for Culturally Sensitive Maternal Health Communication |
title_fullStr |
Message Adaptation Strategies for Culturally Sensitive Maternal Health Communication |
title_full_unstemmed |
Message Adaptation Strategies for Culturally Sensitive Maternal Health Communication |
title_sort |
message adaptation strategies for culturally sensitive maternal health communication |
publishDate |
2018 |
url |
http://repo.uum.edu.my/25363/1/SMMTCPS%202018%20228%20233.pdf http://repo.uum.edu.my/25363/ |
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1644284302338293760 |
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13.160551 |