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conferenceseries
.com
September 25-26, 2017 | Atlanta, USA
2
nd
World Congress on
Medical Sociology & Community Health
Volume 7, Issue 4 (Suppl)
J Community Med Health Educ, an open access journal
ISSN:2161-0711
Medical Sociology 2017
September 25-26, 2017
COMMUNICATION STRATEGIES OFADOLESCENTS SEXUALAND REPRODUCTIVE HEALTH
PROGRAMMES IN MOZAMBIQUE: CULTURAL CHALLENGES
Lurdes da B V Rodrigues da Silva
a
a
Eduardo Mondlane University, Mozambique
M
ozambique’s adolescent sexual and reproductive health (ASRH) challenges are: early marriages, early pregnancies and HIV/
AIDS. In 1999 the
Geração
Biz Programme (GBP) was created to address these youths’ problems and improve their sexual and
reproductive health (SRH). However, Mozambican youths continue to be exposed to risks related to their SRH. Academic literature
recognizes that culture is the key in enhancing effective delivery of communication programmes. Concurrently, studies point to a lack
of research analysing communication strategies of health campaigns. Given the country’s wide variety in terms of language and culture,
this study explores whether the GBP communication strategies take into account the country’s complex cultural reality. This paper’s
aims are: (i) to gain insight into GBP communication strategies; (ii) to identify cultural challenges to these strategies; and (iii) shed
light on the implications of these challenges for GBP. The study uses the four input factors of McGuire’s Communication/Persuasion
Model as its theoretical framework. Research methods included non-participant observation, in-depth interviews and focus group
discussions. Research questions were based on McGuire Communication/Persuasion Model, and data analysed thematically using
Nvivo Pro11. The results of this study shows that while interpersonal methods are used to deliver preventive messages, sociocultural
approaches are often ignored and not used to reduce cultural barriers; (ii) the cultural challenges to ASRH issues include initiation
rites, sexuality and broader SRH issues, language and parents’ attitudes towards marriages; and (iii) these factors hinder effective
delivery of program messages. Conclusions: The communication strategies used by GBP do not sufficiently take into account the
sociocultural context of Mozambique. The taboos around sexuality have silenced open communication in this regard. Ideas of sexual
abstinence, condom use and campaigns against early marriages stand in opposition to certain (static) orientations of traditional
initiations. Therefore, there is need for training of community and initiation rites masters with relevant SRHmessages; bridging of the
gap between initiation rites and GBP orientations; using sociocultural approaches and audience segmentation for cultural sensitive
messages; and translating GBP handbook in the Makua language.
Biography
Lurdes Rodrigues da Silva is a lecturer at Eduardo Mondlane University - Mozambique since 2001. She holds a bachelors honours degree in Linguistics and a
master in Educational Management and leadership. She has a passion in improving the health and wellbeing of adolescents in Mozambique.
luro_rodrigues@yahoo.com.brLurdes da B V Rodrigues da Silva, J Community Med Health Educ 2017, 7:4 (Suppl)
DOI: 10.4172/2161-0711-C1-027