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Citation Information

Type Thesis or Dissertation - Master of Arts in Communication Studies
Title Assessment of HIV/AIDS Behavior Change Messages used by the Seventh-day Adventist (SDA) Church among its Young People in Homa-Bay County
Author(s)
Publication (Day/Month/Year) 2015
URL https://journalism.uonbi.ac.ke/sites/default/files/chss/journalism/journalism/MA COMM STUDIES.pdf
Abstract
The Human Immunodeficiency Virus (HIV) continues to spread in most countries of the
world including Kenya and the rate at which young people are being infected remain
disturbingly high. Since HIV/AIDS has no cure yet, behavior change has been fronted as
the most likely scientific basis for the reduction in HIV prevalence. There is need for
concerted effort by all sectors including religious organizations to be able to curb this
menace especially among the vulnerable young people. This study was an assessment of
HIV/AIDS behavior change communication used by the Seventh-day Adventist (SDA)
church among its young people in Homa Bay County. It was a descriptive survey. The
researcher targeted young people in Homa Bay County who are members of the Seventhday
Adventist church. Out of the 648 SDA churches in Homa Bay County, 20 were
randomly selected out of which 100 young people were randomly selected to be included
in the sample. Key informants were purposively selected. Data was collected using a
questionnaire and interview of key informants. SPSS (Statistical Package for the Social
Sciences) and basic descriptive statistics were used for analysis and presentation of data
respectively. The messages given by the SDA church regarding HIV/AIDS behavior
change to its young people were mainly on how to take caution to causes of HIV/AIDS at
55%.These messages weremostly passed through young people group discussions at
34%.The reception of the HIV/AIDS behavior change communication by young people
in the SDA church is moderate at 51%.But in spite of this level of awareness, young
people in the SDA church still continue to be infected because of acting carelessly at
58%. This study concluded that the message of transmission of HIV/AIDS and
preventive measures has been widely received by the young people in the SDA church.
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Yet they continue to be infected because they lack negotiation skills for safe sex,
decision-making skills to choose on the right thing even under peer pressure and the right
attitude to avoid infection.
The study recommends that HIV/AIDS communication should target to develop such
skills as negotiation, decision-making, critical and creative thinking as well as coping
with stress and emotions among young people. The packaging should be more attractive
and should involve young people in design and dissemination.

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