Abstract

Prostate cancer (PCa) is one of the leading causes of death among men in the world. Early screening is recommended as one of the prevention measures of the disease. Screening can be encouraged by Behaviour Change Communication (BCC) strategies (which includes participatory and interpersonal communication), advocacy and message framing. In Kenya, the Central Region is one of the leading regions in PCa prevalence rate. This study therefore examined the interpersonal communication strategies used in influencing men’s behavior response towards PCa screening by the Kenyan government. The study was guided by Theory of Reasoned Action. It was anchored on the Pragmatist philosophical paradigm and took a mixed method approach which involved both qualitative and quantitative designs where Survey and Focus Group Discussions were used to obtain data. A sample of 384 people was picked from an estimated population of 700,010 men aged 40 years and above from the region using simple random sampling. Findings showed that although health workers and communication officials appreciated the role of screening in containing the scourge, the two levels of Kenyan government (County and National) did not put in place sound interpersonal communication strategies for positive behavior response to the disease. It is therefore recommended that effective interpersonal communication strategies for behavior change be put in place and an annual budget allocated by the governments.

Key Words: Prostate Cancer, Screening, Participatory Communication, Behavior Change Communication, Attitude Change

JCMR Journal of Communication and Media Research, Vol. 13, No. 1, April 2021, pp. 97 – 109

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

About the authors

* Kahura Ndung’u is an Assistant Lecturer and PhD student at the School of Business, Department of Human Resource Development, Karatina University, Karatina, Kenya.

** Juliet Macharia, Ph.D., is a Professor of Communication Studies at the School of Business, Department of Human Resource Development, Karatina University, Karatina, Kenya.

*** Martin Kuria, Ph.D., is a lecturer in Communication Studies at the School of Business, Department of Human Resource Development, Karatina University, Karatina, Kenya.

**** Beatrice Ombaka, Ph.D., is a lecturer in Strategic Management at the School of Business, Department of Human Resource Development, Karatina University, Karatina, Kenya.

Full Article

Words: 7,943 

Pages: 13

To access full article, click on download. 

Article Citation

Ndung’u, K., Macharia, J., Kuria, M., & Ombaka, B. (2021). An examination of Kenyan Government’s use of interpersonal communication in changing men’s behaviour response to prostate cancer screening. Journal of Communication and Media Research, 13 (1): 97 – 109.