International Journal of Communication and Public Relation

Nature of Television Childbearing Shows and Mode of Delivery Preferences among Primiparous Women in Nairobi, Kenya

Mon, 01 Apr 2024 00:00:00 +0300

Purpose: To examine the effects of different types of TV childbearing shows on mode of delivery preferences among primiparous women in Nairobi, Kenya.

Methodology: The study utilized a sequential mixed-methods approach, which involved 300 purposefully selected primiparous women from eleven sub-counties in Nairobi during routine child immunization schedules. Among the participants, 150 had vaginal deliveries, while the remaining underwent elective caesarean deliveries. Data collection was carried out through interviewer-administered questionnaires, focus group discussions, and in-depth interviews. Quantitative analysis involved the use of mean-weight scores, Chi-square tests, and Cramer's V using SPSS. Thematic analysis was conducted for qualitative data to comprehensively understand the research topic. The findings were presented through both numerical analysis and narrative exploration.

Findings: Respondents who had elective caesarean deliveries scored higher in locating childbirth lessons and interest in viewing childbirth scenes. Vaginal delivery scored higher for observing long-term childbirth messages, with similar scores for reasons of watching TV childbirth shows. Talk shows were the most effective for childbirth learning (φc = 0.52), with a small effect size for interest in viewing. Additionally, choosing mode of delivery as a repeated long-term message and having an idea of maternity as a reason for viewing had moderate size effects. The null hypothesis was rejected due to a significant correlation, with the ANOVA model explaining 87.9% of the variability. Locating lessons increased odds by 21.9%, repeated messages by 1.2%, and reasons for viewing by 3.3%, while interest in viewing childbirth scenes was not significant in the logistic regression. Qualitative analysis confirmed the rising prevalence of childbirth shows on mainstream TV.

Unique Contribution to Theory, Practice and Policy: The study highlights how TV childbirth shows shape expectations and guide decisions regarding mode of delivery, contributing to media effect theories. In practice, healthcare workers need to actively engage with the content to address fears, concerns, and misconceptions influenced by these shows. Collaboration with content producers is crucial for authentic portrayals. Additionally, the study emphasizes the importance of media literacy programs and evidence-based guidelines to enhance informed decision-making.

Assessment of Community Radio Social Impact in Tanzania

Gasper Mpehongwa — Mon, 15 Apr 2024 00:00:00 +0300

Purpose: This paper assessed social impacts of three community radio stations located in three different social-economic zones in Tanzania namely, Kilosa in the Eastern Zone, Karagwe in the Lake Victoria Zone and Orkonerei Community Radio (ORS) in the Northern Zone.

Methodology: The study used cross sectional design whereby data were collected at one point in time. Purposive sampling methods were used to obtain 585 (48% female) respondents based on whether the area was well covered by community radio broadcasts or otherwise. Data were collected interview schedule, in-depth interview of key informants, systematic observations and focus group discussions. Key informants included community radio management and journalists working in the community radios. As for focus group discussions, four discussions were held (two in each community radio) with a total of 40 respondents.

Findings: The study found that 51% of the respondents viewed community radio stations as enhanced access to information (news, current affairs and educational informational). On popularity, the study found that on average, community radios were more popular with local audience than other radio stations. This was due to broadcasting local contents. An analysis of sex and education levels of people who preferred community radio showed that 53.4% were men and 46.5% were women. As for education levels, 57% of those who preferred community radio broadcast had primary education followed by those without formal education at 24%. However, contrary to the theory of community radio which asserts that community radios focus on local social economic development, the study found that the most dominant theme was music and general entertainment.

Unique Contribution to Theory, Practice and Policy: The study found that community radio stations have enhanced information flow (news, current affairs and education). They are also most popular with local audience compared to other radios. This indicates that if tailored to address contemporary local development issues, community radio can have huge impact. However, the study found that, the most dominant themes in studied stations was music and general entertainment. This is contrary to the theory asserting that community radio should focus on local social development issues. This calls for further investigation on circumstances leading community radios deviation from the popular theory.

Communication Culture Strength and Customer Satisfaction in Public Secondary Schools in Nairobi County, Kenya

Winfred Mukami Karingu, Prof. Hellen Mberia, Prof. Ndeti Ndati — Mon, 01 Apr 2024 00:00:00 +0300

Purpose: Communication culture strength influences customer satisfaction of customers served by organizations such as public secondary schools. The purpose of the study was to establish the influence of communication culture strength on customer satisfaction in public secondary schools in Nairobi County, Kenya. Communication culture strength involves important element of an organisational culture, with sharedness of values as the defining core of that culture as well as a multidimensional phenomenon that includes the strength of the prevailing value system.

Methodology: The study employed descriptive research design and examined both quantitative and qualitative data. The study population was 3588 students made up of both boys and girls and 12 principals or their deputies from 12 public secondary schools in Nairobi City County. The students ages ranged from 14 years to 21 years and were in Form 2 to Form 4. A sample size of 369 students was used out of which 296 responded. This was a response rate of 80.22%. Proportionate stratified random sampling technique was used to sample students from the target population. Purposive sampling technique was used to sample the principals and or their deputies. Questionnaires and interview guides were used as data collection tools for quantitative and qualitative data respectively. Quantitative data was collected from the students while qualitative data was collected from the principals or their deputies. Descriptive and inferential statistics were used to analyse quantitative data. SPSS a software package for social sciences Ver. 25 was used to statistically analyse quantitative data. The analysed data was then presented using graphs, tables and charts. Qualitative data derived from the objectives was analysed thematically and presented in a narrative form. Inferential statistics used were descriptive, correlation, regression and ANOVA analysis.

Findings: The results showed that there existed a positive and significant relationship between communication culture strength and customer satisfaction in public secondary schools in Nairobi County (r=0.409, p-value=0.000). The findings indicated that communication culture strength has a positive effect on an organization’s performance and therefore customer satisfaction. This showed that a unit improvement in communication culture strength would lead to a 0.429 improvement in customer satisfaction in public secondary schools in Nairobi County. The relationship was significant as the P-value (0.000) was less than the significance level (0.05). The study concluded that communication culture strength had a significant influence on customer satisfaction public secondary school in Kenya.

Unique Contribution to Theory, Practice and Policy: The study was anchored on Thibaut and Kelley, Social Exchange theory. This study contributed to theory because it links communication culture strength to customer satisfaction in public secondary schools. Additionally, the study recommends that communication culture strength should be enhanced in organizations such as schools since it influences organizational performance and therefore customer satisfaction. In addition, the findings from this study hopes that it will provide a source of information for policy makers to understand better the link between communication culture strength and organizational performance and therefore customer satisfaction.