AUDIENCE RECEPTION OF ALCOHOL ABUSE MESSAGES AMONG THE VISUALLY IMPAIRED IN KENYA

Authors

  • Brian Abook School of Information Sciences, Department of Communication Studies, Moi University, Kenya
  • Abraham Kiprop Mulwo School of Information Sciences, Department of Communication Studies, Moi University, Kenya
  • Fredrick Njoroge School of Information Sciences, Department of Communication Studies, Moi University, Kenya

DOI:

https://doi.org/10.46827/ejse.v8i3.4358

Keywords:

people with disabilities, visually impaired people, audience reception, messages, alcohol abuse, Kenya

Abstract

Visual impairment is viewed as one of the most threatening disabilities. About 40-50 per cent of the people with disabilities who have visual impairment may be categorized as heavy drinkers. Most studies conducted to establish the information needs of visually impaired people have concentrated on the format of the information. Yet, accessible health information is key to reducing health inequalities in health care experienced among the visually impaired. Very few empirical studies have examined the health information needs of the visually impaired. Some of the gaps related to the types of health information include non-format aspects like the content type, timing and sender of the messages. This study investigates the audience reception of alcohol abuse messages among the visually impaired in Kenya. Using a purposive sampling procedure, 25 participants with visual impairment were identified from rehabilitation centres and institutions for the PWDs within Nairobi County. Data was generated through in-depth interviews, then recorded, transcribed, analyzed thematically, and presented in narrative form according to the themes. Study findings indicate that people with visual impairment were unconformable with the way media consistently portrays them as needing assistance and as an instrument of sympathy to elicit mercy. The visually impaired face difficulties satisfying their information needs through media content that focuses more on visuals and less on audio description. Their exclusion made them perceive that messages were only targeting the general population and thus were not as effective. Nevertheless, they sought assistance from intermediaries such as religious leaders, local authorities, teachers, friends, and close family members when they faced difficulty interpreting messages. Intermediaries largely buffered their challenges in interpreting messages. Apart from tailoring messages to suit the needs of the visually impaired, there is a need to involve them in actively developing and disseminating messages in Kenya.

 

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Author Biographies

  • Brian Abook, School of Information Sciences, Department of Communication Studies, Moi University, Kenya

    Abook Brian is pursuing a Doctor of Philosophy at the Department of Publishing, Journalism and Communication Studies at Moi University-Kenya. In addition, he has a research interest in Development Communication. Also, he intermittently worked as a part-time lecturer in Journalism and Mass Communication in Kenya in 2014/15. Presently, he works at the National Biosafety Authority in Kenya. From 2020 to early 2022, Abook was a Member of international experts in developing the Communication Toolkits for Biotechnologies for the Food and Agriculture Organization (FAO) of the United Nations. His Orcid ID is: orcid.org/0000-0002-0789-855X

  • Abraham Kiprop Mulwo, School of Information Sciences, Department of Communication Studies, Moi University, Kenya

    Dr. Abraham Kiprop Mulwo is the Dean (acting) School of Information Sciences and Senior Lecturer specializing in Development Communication at Moi University- Kenya. Dr Mulwo has been a lecturer and a researcher at Moi University since 2004. He graduated with a Communication and Media Studies doctorate in 2010 and was a Post-Doctoral Fellow at the CCMS Graduate Programme, University of KwaZulu-Natal. He has also facilitated research methodology courses at the International Cancer Institute and other international institutions. Dr Abraham had worked as a research consultant with UNESCO/Ministry of Education- Kenya and the Centre for AIDS Development, Research and Education - South Africa. Until lately, he was a member of the Task Force on Improving Government Information and Public Communication. His role was to advise the Kenyan government on improving communication with the citizens. His profile is available at: http://profiles.mu.ac.ke/amulwo

  • Fredrick Njoroge, School of Information Sciences, Department of Communication Studies, Moi University, Kenya

    Fr. Dr Fredrick Njoroge is a lecturer at the Department of Communication Studies, Moi University. In addition, he has a research interest in Development Communication. He graduated with a PhD in Communication Studies from Moi University in 2013. Currently, he works as a researcher and a lecturer of communication at Moi University- Kenya in the Department of Publishing, Journalism and Communication Studies. His profile is available at: https://is.mu.ac.ke/index.php/event/media

     

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Published

2022-07-01

Issue

Vol. 8 No. 3 (2022)

Section

Articles

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