Mass Media Messages and Patients’ Rights

A Case of Mt. Elgon Sub-County, Kenya

Abstract

This article focuses on challenges facing dissemination of mass media messages on patients’ rights among rural dwellers of Mt. Elgon in Bungoma County -Kenya. The initial research that culminated into this write-up was informed by the low literacy levels on patients’ rights reflected by various studies conducted among rural dwellers. A qualitative research approach was adopted and data was collected from 6 journalists/media practitioners from leading national media houses, 2 policy experts and 6 focus group discussions comprising 12 participants of both genders drawn from adult residents of Mt. Elgon sub-county. Two interview guides, one for media practitioners and another for policy experts, were utilized and a focus discussion outline was used to draw data from the participants. Qualitative data was collected and was analysed thematically using In Vivo whereby data from participants was presented in verbatim. It applied the tenets of the agenda setting theory of the mass media. A pilot study was conducted and expert knowledge sought to uphold reliability of tools used and data collected was validated through cross-validation. It established that varied challenges affect message dissemination processes on patients’ rights categorized into three: audience-based barriers, mass media practitioners related barriers and communicator related barriers affecting policy experts communicating on patients’ rights. The barriers identified in each category have hampered the mass media communication processes on patients’ rights in the study area contributing to low literacy levels on patients’ rights. It recommends that mass media practitioners ought to address audience-related challenges by working closely with them. In addition, policy experts communicating to improve knowledge on patients’ rights need to disseminate messages that the audience can easily relate with. This implies that the mass media should play a more interpretative role in patients’ rights among target communities as opposed to merely informing.