To Say or Not To Say: The Influence of Interpersonal Communication Message Structure on Child Nutrition Promotion

Abstract

Purpose: This study analyzed the influence of Interpersonal Communication (IPC) message structure in thepromotion child nutrition. The study which was guided by the Health Belief Model (HBM) and employed the mixed methods research design. Methodology: A sample of 10 Health Professionals (HPs) drawn from PublicHealthcare facilities and 247 residents with children aged 5 years and below was drawn from Ganze Constituency in Kilifi County. Data was collected through questionnaires and interviews. Quantitative data was analyzed using descriptive and inferential statistics while thematic analysis was used to analyze qualitative data. Findings: The study found that incorporation of the 7Cs of effective communication was vital in Health Communication and Behaviour Change Communication specifically from a child nutrition perspective, with the strongest effect achieved through messages that were both concrete and coherent. Additionally, the ethos appeal proved to be the most powerful appeal in child nutrition communication. Unique Contribution to Theory, Practice and Policy: The study recommends that communicators should ensure child nutrition messages are packaged in line with the 7Cs of effective communication. It also recommends for audience analysis research prior to the dissemination of CNI messages to ensure messages are structured using the appropriate tone, stylistic devices and persuasion appeals.