Media Dissemination Strategies Utilized for Communication of Covid-19 Information in Western Kenya

Abstract

Communication strategies in health communication have a direct impact on the messages shared. Further, they influence the target audience in relation to behaviour change. Following the outbreak of COVID-19, many messages have been shared among communities with the aim of changing behaviour to curb the spread of the pandemic. However, despite the increased dissemination of messages on COVID-19 through multiple channels, the infection rates have continued to rise among community members. Further, community members have continued to flout government directives on COVID-19 safety measures. This presented the need to investigate the communication strategies that are available at the community level through which the community members receive COVID-19 messages. The study was conducted in the Vihiga and Busia counties of Western Kenya. Mixed methods research approaches were applied. The study targeted the general public and media practitioners. The results of the study showed that radio, social media and television are the dominating communication strategies being used in disseminating messages on COVID-19. The findings also revealed that apart from the mass media, other communication strategies include community and religious leaders, as well as government. However, the results showed that the audience has no feedback mechanism through which they can channel their views to the media.