Abstract

Given the rise of Non-Communicable Diseases like cancer in the world and Kenya specifically, this study sought to elicit factors for the consideration of cancer control behavior change amongst residents of Nyeri County in rural Central Kenya. This study assessed the opinions of viewers about vernacular mass media cancer control messages using Inooro TV’s health talk show as a case. This qualitative study conducted focus group discussions and follow-up in-depth interviews with purposefully selected, pre-screened research participants. Data were analyzed using Computer Assisted Qualitative Data Analysis Software, NVivo 11. Findings were organized according to themes such as; normative factors and cancer control; the influence of family and friends in cancer control; sharing of cancer programs within social circles; effectiveness of vernacular languages in cancer control; the use of disease narratives to develop efficacy beliefs; and sharing mass media cancer programs in social contexts. This research explicates positive mass media effects, signifying the dependability of contemporary vernacular mass media communication infrastructure systems. Further research should explicate the role of the mass media in passing on correct knowledge about cancer and correcting fatalistic beliefs about chronic illnesses such as cancer.

Key Words: Non-Communicable Diseases, Self-Efficacy, Disease Narratives, Normative Factors, Vernacular Mass Media

JCMR Journal of Communication and Media Research, Vol. 15, No. 1, April 2023, pp. 138-147.

© Association of Media and Communication Researchers of Nigeria (AMCRON).

About the authors

* Robert Rukwaro Maina is an early career researcher who works in the Kenyan public school education sector as a High School Tutor. His research interests span the use of communication tools for driving social change with specific interest in the use of qualitative research in health communication. 

** Sylvester-James Mutua Kisila is a lecturer at USIU-A who teaches Journalism, Communication, and Film Production Studies. His interests are in development communication, Broadcast Journalism, and Film Production and Directing.  

Acknowledgments

We would like to acknowledge the residents of Nyeri County of Kenya who were very useful in the generation of data for this study. We also acknowledge Inooro TV and the host of Uria Ndagitari TV Show, Wambui wa Muturi for assisting us with the background of this study. We also acknowledge the faculty of the United States International University- Africa Journalism and Corporate Communications Department for their guidance. We also acknowledge the efforts of our research assistant, Madam Monicah Kimani who was very instrumental in the field work as we traversed the villages gathering data for this research. 

Declaration of Interest Statement

There is no special interest declared for this paper. The authors have acknowledged all underlying interest groups and hereby declare that there is no conflict of interest for the publication of this paper.

Article Citation

Maina, R. R. & Kisila, S. M. (2023). African factors in cancer control: Perspectives from Inooro TV’s ‘Uria Ndagitari’ – ‘ask the doctor’: A Kenyan vernacular TV health show. Journal of Communication and Media Research, 15 (1): 138-147.

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