Citation

Racicot-Matta C, Wilcke M, Egeland GM. Health Promot. Int. 2014; 31(1): 175-186.

Affiliation

Department of Global Public Health and Primary Care, University of Bergen & Norwegian Institute of Public Health, Kalfarveien 31, N-5018 Bergen, Norway.

Copyright

(Copyright © 2014, Oxford University Press)

DOI

10.1093/heapro/dau024

PMID

24957329

Abstract

A mixed-methods approach was used to develop a culturally appropriate health intervention over radio within the Inuit community of Pangnirtung, Nunavut (NU), Canada. The radio dramas were developed, recorded and tested pre-intervention through the use of Participatory Process and informed by the extended elaboration likelihood model (EELM) for education-communication. The radio messages were tested in two focus groups (n = 4 and n = 5) to determine fidelity of the radio dramas to the EELM theory. Focus group feedback identified that revisions needed to be made to two characteristics required of educational programmes by the EELM theorem: first, the quality of the production was improved by adding Inuit youth recorded music and second, the homophily (relatability of characters) of radio dramas was improved by re-recording the dramas with voices of local youth who had been trained in media communication studies. These adjustments would not have been implemented had pre-intervention testing of the radio dramas not taken place and could have reduced effectiveness of the overall intervention. Therefore, it is highly recommended that media tools for health communication/education be tested with the intended target audience before commencement of programmes. Participatory Process was identified to be a powerful tool in the development and sustainability of culturally appropriate community health programming.

Language: en