J. Muchiri1, H. Mberia2 and R. Nyanbane3
1Department of Community Health, Mount Kenya University, Box 342-01000, Thika
2Department of Media and Communication Technology, Jomo Kenyatta University P.O. Box 62000 – 00200 NAIROBI, KENYA. email@example.com
3Department of Media and communication, Technical University of Kenya P.O Box 52428-00200, firstname.lastname@example.org
Corresponding Author: email@example.com
There is evidence that use of narrative messages is effective in the context of health. There is however no explanation as to what aspect of narrative leads to high level of persuasion. In this regard, we evaluated the effects of narrative rationality (believability) on uptake of cervical cancer screening among women in agricultural sector Kiambu County, Kenya. A randomized experimental design was used in this study. The messages was presented via a medium of a brief narrative video on cervical cancer and cervical screening. A uniform pretest questionnaire on cervical cancer and cervical cancer screening (T1) was completed by respondents before watching a narrative video. After watching a narrative video on cervical cancer screening participants responded to the post test questionnaire (T2). Data from 378 (100%) respondents for the pretest and 344 (91%) for posttest, was analyzed and included in the study findings for the baseline and posttest respectively. Multiple hierarchical regression analysis was used. Majority of the respondents were aged above 41 years of age at 32%. Majority 249 (65.9%) of the respondents were married. Regarding parity, majority 210 (55%) of the respondents had 1 to 3 children followed by 4 to 5 at 91(24%). After running multiple hierarchical regression analysis, the study found that evaluating the story as rational (or not rational) had influence on the uptake of cervical cancer screening services. The study concluded that while using narrative messages to promote health behavior, use of stories that are credible, consistent, comprehensive and complete may help in increasing adoption of advocated health behavior.
Key words: Narrative communication, cervical cancer, narrative rationality, fidelity