Priming preventive behavior: The influence of vernacular radio messaging on trachoma prevention in West Pokot, Kenya

Faith Njeri Ngure; Jane Wamathu; Joseph Muchiri

doi:10.51867/ajernet.7.2.37

Authors

Faith Njeri Ngure Mount Kenya University, Kenya https://orcid.org/0009-0007-8022-7422
Jane Wamathu Mount Kenya University, Kenya https://orcid.org/0009-0007-2696-0578
Joseph Muchiri Mount Kenya University, Kenya https://orcid.org/0000-0003-0469-4866

DOI:

https://doi.org/10.51867/ajernet.7.2.37

Keywords:

Preventive Behaviour, Priming, Trachoma, Vernacular Radio, West Pokot, Kenya

Abstract

Trachoma has remained a major public health challenge in Kenya’s arid and semi-arid regions despite the employment of biomedical interventions under the Surgery, Antibiotics, Face washing, Environment improvement [SAFE] strategy. This study examined the influence of priming through vernacular radio messaging on trachoma preventive behavior in West Pokot County, Kenya. It is guided by priming theory, agenda-setting theory, diffusion of innovation theory, and the Health Belief Model. The target population comprised of the residents of West Pokot. The study adopted a qualitative method using focus group discussions with 48 respondents selected through purposive sampling. Data were analyzed thematically, and findings revealed that vernacular radio enhances preventive behaviour through cognitive repetition, recall, issue salience, behavioural reinforcement, and community-level diffusion of hygiene practices. Findings further show that linguistic and cultural proximity increases message acceptance and trust. Nonetheless, inconsistent media exposure weakens priming effects. The findings present the essence of vernacular radio as a culturally available health communication platform able to shape audience perceptions, strengthen preventive standards, and ease the diffusion of hygiene practices in rural communities. This study concludes that vernacular radio is an appropriate and effective tool for trachoma prevention communication. It recommends persistent and culturally contextualized health messaging across rural communities to enhance awareness and sustained behaviour change.

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