title: Community Perspectives on Communication Strategies for Alcohol Abuse Prevention in Rural Central Kenya.
abstract: The current study explores community perspectives on alcohol abuse prevention strategies in rural Kenya. Data from focus group discussions with members of community organizations and in-depth interviews with a snowball sample of key informants revealed that rural communities view national alcohol abuse prevention interventions as ineffective and messages as unpersuasive in changing this high-risk behavior. The use of ethnic languages, stronger fear appeals, and visual aids were recommended for alcohol prevention messages aimed at communities with low literacy. Community members favored narratives and entertainment-education strategies, which are more engaging, and print media for their educational value. Health activism, although common, was viewed as less effective in motivating individuals to change drinking behavior but more effective in advocacy campaigns to pressure the government to enforce alcohol regulations. This study suggests further empirical research to inform evidence-based prevention campaigns and to understand how to communicate about alcohol-related health risks within communities that embrace alcohol consumption as a cultural norm.
authors.affiliation: a A.Q. Miller School of Journalism and Mass Communications , Kansas State University , Manhattan , Kansas , USA.
authors.forename: Nancy
authors.initials: N
authors.lastname: Muturi
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D000428:Alcohol Drinking / Q000517:prevention & control* / Q000523:psychology*; D003466:Cultural Characteristics; D005260:Female; D017144:Focus Groups; D058015:Health Communication / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D007630:Kenya; D008297:Male; D008875:Middle Aged; D036301:Qualitative Research; D012309:Risk-Taking; D012424:Rural Population / Q000706:statistics & numerical data; D066262:Social Norms; D055815:Young Adult