Effects of trachoma vernacular radio message framing on preventive behaviour in West Pokot, Kenya

Abstract

Trachoma is one of the leading non-communicable causes of avoidable blindness globally, affecting low-income and marginalized communities in Sub-Saharan Africa. In Kenya, communities like West Pokot continue to experience transmissions in spite of SAFE preventable measures' adoption. Though there are well-documented socioeconomic and environmental determinants, notable limited attention on framed trachoma messages in the county has been realized. As such, adopting preventive behaviour has been challenging. Thus, this study examined the effects of Trachoma vernacular radio message framing on preventive behaviour in West Pokot, Kenya. The study was guided by framing theory and the Health Belief Model. Further, it employed the qualitative research design using eight focus groups. The qualitative research design explored meanings and social interactions in West Pokot while providing in-depth insights into trachoma disease. Data was analyzed thematically to discover dominant frames, audience interpretation of messages, and behavioural responses. Findings showed wide access to vernacular radio stations and dominant dissemination of trachoma messages. The study utilized different frames like loss, gain, and thematic frames. The loss frame was dominant, which concentrated on the severity of trachoma disease, while the gain frame emerged as a way of encouraging positive behaviour like proper hygiene and sanitation. The thematic frame presented trachoma as a societal challenge that required collective responsibility, while episodic portrayed trachoma as an individual responsibility for prevention measures. The study also found out the indication of cognitive and emotional effects, which suggested the power of framing in shaping perceived severity, vulnerability, and benefits of preventive action. The study concluded that vernacular radio framing affects community understanding and adoption of preventive behaviours. It recommends stronger collaboration and balanced and hybrid framing between vernacular broadcasters and public health authorities. Finally, it recommends a mixed-method research approach to enhance understanding of mediated health behaviour change in endemic, low-literacy communities.