Communication Strategies for the Promotion of Indigenous and Modern Healthcare Practices For Behaviour Change among Residents of Cross River State

This study examined communication strategies for promoting indigenous and modern healthcare practices for behaviour change among residents of Cross River State, Nigeria. The study was anchored on Cultural Norms Theory and the Theory of Planned Behaviour. It adopted a survey research design, using a sample of 400 respondents selected through multistage sampling. Data were collected through a structured questionnaire and analysed using frequency counts and weighted means. Findings revealed that community meetings, family members and traditional healthcare practitioners were major sources of healthcare information. Inadequate health information, mistrust between practitioners, language and cultural differences, and limited use of social media were identified as barriers. Community dialogue, health education, radio and television programmes, and social media campaigns were considered useful communication strategies. The study concluded that combining trusted community channels with accessible media, culturally appropriate messages and stronger communication between practitioners can promote informed healthcare decisions and appropriate health-seeking behaviour. The study recommended strengthening community-based health education, expanding the use of traditional and digital media, promoting culturally appropriate messages, and improving communication between indigenous and modern healthcare practitioners to support informed healthcare decisions and appropriate health-seeking behaviour.

Communication, Indigenous Healthcare, Modern Healthcare, Behaviour Change, Health-seeking Behaviour

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