The Preferred Communication Channels for Science-Based Health Innovations Among Communities of Mbarara University of Science and Technology and Rwentondo Village, Uganda

Abstract

The dissemination of scientific research findings to non-scientists can be challenging, owing to several reasons, including scientific jargon, the framing approaches, and the use of irrelevant communication channels. Thus, there is a need to communicate science to the target audience through the preferred communication channels to support full acceptance of the issues being communicated.

Informed by the ‘participatory communication theory’, this study sought to identify the preferred communication channels for science-based health innovations among the Mbarara University of Science and Technology (MUST) and Rwentondo communities. The study addresses several significant aspects, such as 1) stakeholders’ preferred communication channels, 2) stakeholders’ motivation for their preferences and 3) the communication challenges that stakeholders meet while seeking out and/or receiving information about science-based health innovations.

It was a case study designed study based on qualitative methods that included eight Key informants’ interviews (KIIs) and 12 Focus Group Discussions (FGDs) among 76 participants, including MUST staff, students and Rwentondo village residents within the Mbarara district. Dedoose software was used to analyze and interpret data into themes (See Chapter 4 for a detailed explanation).

The study found that people living in rural areas prefer to get information about new health ideas from their local radio stations and village health teams. These sources are trusted and provide reliable health information to the community.

Urban students and elites prefer websites, conferences, and social media (X formerly Twitter), WhatsApp to access information about science-based health innovations. A preference for a specific communication channel, such as radio, is influenced by the affordability of costs to maintain the channel and credibility. Communication barriers to accessing science-based information include religious and cultural beliefs, gender inequality, the high cost of internet bundles, and illiteracy rates. The study emphasizes the importance of selecting a suitable communication channel to efficiently communicate science-based health innovations.