The Social Responsibility of the Media in Bridging Knowledge Gaps in Occupational Therapy Research, Policies, and Practices for Community Empowerment in Africa
OT Content for Enhanced Community Media, Radio, Journalism, & Literacy for OT Policies and Research in Africa
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Wilson Okaka -Kyambogo University-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] Wilson Okaka -Kyambogo University-Uganda
The Background and Introduction - 1
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Uganda’s national health policy communication objective is to raise public awareness, acceptance, and compliance by all stakeholders. The ministry of health (MoH) is the lead agency mandated to engage all the partners in the policy communication and dissemination process. Its communication strategy has emerged from a series of media campaigns, national, and district workshops (interpersonal communication- IPC). Wilson Okaka -Kyambogo University-Uganda
The objectives are to
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(1) Explain the social responsibility role of the media in disseminating research and policy information on OT; (2) Discuss the effectiveness of the media advocacy national OT policy issues for public awareness and behaviour change; (3) Assess the role of community radio in empowering local communities effective management of OT; and (4) Present the role of the media in promoting OT health policies, research, and practices.
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Wilson Okaka -Kyambogo University-Uganda
Effectiveness Of Media Advocacy Campaigns
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The effectiveness of media advocacy communication in promoting an integrated OT policy, programmes, action plans, projects, and collaborative south-south and north-south policy and research dissemination. The media (popular, print, & electronic) can create, raise, develop, and sustain public awareness of policy interventions for OT end-users’ products and services. Community Radio is effective but they lack content for OT public policy strategies and research information. Wilson Okaka -Kyambogo University-Uganda
Methodology
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In this review, we collated data from national , regional, and international policy documents, researches, projects, and mass communication theory of the social responsibility of the media. And internet searches conducted on OT policy and research communication for more access to minimum healthcare. The independent communication variables reviewed includes: sources, messages, channels, and receivers ( audiences). The review was bias in favour of data published in English only. This could have implications with some individuals as well. Wilson Okaka -Kyambogo University-Uganda
Results The Social Responsibility of the Media
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McQuail (1987) sums up some basic principles: Media should fulfill certain obligations to society; Media to set professional standards of accuracy, informativeness, truth, objectivity, and balance; Media should be pluralistic and reflect the diversity of their society, gave access to various points of view, and the rights of reply; Society (the public) has a right to expect high Wilson Okaka -Kyambogo standards of media performance. University-Uganda
OT Management Gaps to be Filled by Community Radio Programmes Policy gaps;
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Research gaps Practice gaps Innovation gaps Technology gaps Competitiveness gaps Gender (equality) gaps Public empowerment gaps; Professional / ethical gaps Legal / constitutional gaps Service delivery gaps Communication gaps
Legal / constitutional gaps
South-South / North-South collaboration gaps Institutional capacity gaps Policy, research, innovations funding gaps Knowledge and skills gaps Stakeholders’ coordination gaps Adoption/diffusion gaps Policy-Research disconnect(s) Demographic income gaps Media & OT researchers gaps Wilson Okaka -Kyambogo University-Uganda
Low Media Awareness Advocacy on the Types of Occupational (Health) Risks and Hazards at Work Places
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Chemical risks and hazards Biological risks and hazards Physical and mechanical risks and hazards Psychological risks and hazards Political and Legal risks and hazards Ergonomics risks and hazards Social (cultural & spiritual) risks and hazards Electrical and electronic risks and hazards Wilson Okaka -Kyambogo University-Uganda
OT National Policy Areas & Actors of Media Communication Focus Policy Areas of Focus
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OT Comm. Strategy OT Message Design OT Audience OT Message Delivery Gender/ Ethical Issues Channels (Media) Research / Innovations Monitoring / Evaluation
Policy Actors of Focus
Central Government Local Governments Local Councils Civil Society / NGOs Private Sector / Donors Households /individuals Professional Bodies United Nations Bodies Wilson Okaka -Kyambogo University-Uganda
Practical Challenges to OT Progress
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OT awareness is rising amidst financial constraints. Policy & legal implementations are still quite poor. Most community radio outputs lack regular content & public engagement on OT policy & research issues. Policy, legal, political, illiteracy, gender, bureaucratic, budgetary, institutional, ethical, and staffing barriers have been reduced but a lot more are still quite intact. OT Policy & research coordination have improved. Wilson Okaka -Kyambogo University-Uganda
Discussion Enabling Factors (OT /Media Drivers)
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Social factors include: Culture, education, health, water, dress, energy, food, ICTS, inclusion, faith, gender issues. Economic factors include: Standard of living, jobs, taxes, finance, income, land, infrastructure, trade, investments, poverty, telecommunication, conflicts, ICTs, debt, S&T Political factors include: Policies, rule of law, peace, laws, democracy, human rights, safety, free press, institutions Environmental factors are: Land, water, and air issues. Wilson Okaka -Kyambogo University-Uganda
OT Media Communication Effectiveness The key mediation (media) outputs, outcomes, impact: Exposure (Reach), Attend (Attract), Comprehend (understand), Acceptance (belief), Behaviour (practice), Retain (recall). 13
Wilson Okaka -Kyambogo University-Uganda
CONCLUSION
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Lack of coordinated communication confuse the public, promotes lack of awareness of OT policy & research information for adoption, & causes audience apathy. Community radio coordinates and enhances community media dissemination for new practice & gender equality. More staffing/incentives, sound funding, north-south & south-south partnerships, & policy innovations are vital. OT thrives in good governance, ethics, & collaborations. Wilson Okaka -Kyambogo University-Uganda
ACKNOWLEDGEMENTS
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Conference Secretariat & Special Committees; Keynote & Guest Speakers; Sponsors/Supporters; Chairperson, Rapporteurs, Presenters, Hotel Staff, Invited Guests, & Well Wishers; Participants, Guests, & the Press (Media Fraternity). The Government & People of Uganda; May God Bless you all abundantly. Thank you. Wilson Okaka -Kyambogo University-Uganda
