Effectiveness of Community Media in Empowering Ugandan Community Health Workers to Achieve the National Maternal And Neonatal Healthcare Policy
ICT Enhanced Community Media Diet, Ecology, Journalism, & Literacy for National Safe Motherhood in Uganda
THE PRESENTER
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Wilson Okaka Lecturer / Professor (Communication) Kyambogo University , Faculty of Education, Kyambogo, Kampala, (Uganda) Telephone: (+256) 782588846 Email:
[email protected] Email:
[email protected]
THE BACKGROUND (I)
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The national health policy communication objective is to raise public awareness, acceptance, and compliance by all stakeholders. The MoH is the lead agency that will engage all the partners in the policy communication and dissemination process. A communication strategy would emerge from a series of media campaigns, national, and district workshops (interpersonal communication- IPC).
BACKGROUND (II)
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The deployment of effective community media will empower Ugandan community health workers to achieve the minimum national maternal and neonatal healthcare services. Community media (popular, print, & electronic) can enhance awareness of maternal & new born healthcare services, if effectively deployed. Community radio is hardly available in Uganda.
BACKGROUND (III)
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The press/media have a social responsibility to cover the national healthcare issues for maternal & neonatal need. Community radio is the best hub for community media. The social responsibility applies to the mainstream media in the their routine coverage of national health policy. Uganda has nearly 280 registered radio stations, 30 TV stations, and 50 publications led by The New Vision & The Daily Monitor newspapers. The media is less vibrant.
METHODS
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In this review, we collated data from national and international policy documents, research findings, projects, and mass communication theory/model. Internet searches conducted on public health policy communication in community maternal and new born healthcare policy issues and options. The independent communication variables include: Source, Message, Channel, Receiver, & Demographics.
RESULTS
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The findings are too disappointing nationwide. Maternal & new born status is still too pathetic. Policy awareness & implementation is too low. Most community media / radio applications lack content & public engagement on the issues. Conflicting messages on fertility, poor maternal & neonatal healthcare services, low staff morale. Poor funding, high mortality rate, low staffing/morale.
DISCUSSION Socio-Economic Variables (Barriers)
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Social Indicators: Culture, Education, Health, Water, Safety, Energy, Food, ICTS, Inclusion, Gender Issues. Economic Indicators: Standard of Living: Jobs, Taxes, Finance, Incomes, Infrastructure, Trade, Investments, Poverty, Telecommunications, Conflicts, Debts. Political Indicators: Policies, Rule of Law, Peace, Democracy & Human Rights, Security, Press Freedom. Environmental Indicators: Land, water, Air quality.
DISCUSSION Effective Communication Indicators 1. 2. 3. 4. 5. 6.
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The key mediation output variables include: Exposure / Reach, Attending / Attracting, Comprehending / Understanding, Yielding /Believing, Behaving /Practicing / Action Retaining /Recalling.
CONCLUSION
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Lack of coordinated communication confuse the public, complicates the roles of UCHWs, undermines policy and research information, and causes apathy among the intended (target) audience. Community radio system provides community media convergence, participation, & gender mainstreaming. More staffing and staff incentives, funding, North-South collaboration, & policy coordination are imperative.
ACKNOWLEDGEMENTS
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Conference Secretariat & Special Committees; Keynote & Guest Speakers;Sponsors Chairperson, Rapporteurs, Presenters, Hotel Staff, Invited Guests, & Well Wishers; Participants, Guests, & the Press (Media Fraternity). The Government & People of Uganda; May God you all abundantly. Thank you.
