TABLE OF CONTENTS

DECLAMTION ................................................................................................................................... i

APPROVAL ........................................................................................................................................ ii

DEDICATION ................................................................................................................................... iii

ACKNOWLEDGMENTS .................................................................................................................. iv

LIST OF ABBREVIATIONS ............................................................................................................. v

TABLE OF CONTENTS ................................................................................................................... vi

LIST OF TABLES ............................................................................................................................... x

ABSTRACT ........................................................................................................................................ xi

CHAPTER ONE .................................................................................................................................. 1

INTRODUCTION ............................................................................................................................... 1

1.0 Introduction .................................................................................................................................. I

1.1 Background of the Study ............................................................................................................. 1

1.2 Statement of the problem ............................................................................................................. 3

1.3 pmpose of the study ..................................................................................................................... 5

1.4 Research Objectives ..................................................................................................................... 5

1.5 Research Questions ...................................................................................................................... 5

1.6 Scope of the Study ....................................................................................................................... 5

1. 7 Significance of the Study ............................................................................................................. 6

1.8 Operational Definition ofTerms .................................................................................................. 7

1.9 Conceptual frame work ................................................................................................................ 8

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CHAPTER TWO ............................................................................................................................... 10

LITE RA TUIIB REVIEW ................................................................................................................. 10

2.0 Introduction ................................................................................................................................ IO

2.1 Theoretical Review .................................................................................................................... 1 O

2.1.1 Influence of Media Strategies on Effective Communication .................................................. I 0

2.1.2 Communication and Female Genital Mutilation ..................................................................... 12

2.1.3 Influences of Media Ambassadors on Effective Communication .......................................... 13

2.1.4 Influences of Local Language on Effective Communication ................................................. 14

2.1.5 Influences of Public Participation in Media Programs on Effective Communication ............ 15

CIIAPTER THREE ........................................................................................................................... 17

RESEARCH METHODOLOGY ..................................................................................................... 17

3. 0 Introduction ................................................................................................................................ 17

3.1 Research Design .............................. , ......................................................................................... 17

3.2 Study Population ................................................................................................................ , ....... 18

3.3 Sampling design ......................................................................................................................... 18

3 .4 Procedure ................................................................................................................................... 19

3.5 Sources of data ........................................................................................................................... 20

3.6 Data Collection instrurnents ....................................................................................................... 20

3.6.1 Survey Method ........................................................................................................................ 20

3.6.2 Key Informant Interviews ....................................................................................................... 21

3.7 Measurement variable ................................................................................................................ 21

3.8 Reliability and validity of data .......................................................................................... ' ......... 22

3.9 Data processing Analysis and Presentation ............................................................................... 23

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CHAPTER FOUR ............................................................................................................................. 24

DATA ANALYSIS, INTERPRETATION AND PRESENTATION ........................................... 24

4.1 hltroduction ................................................................................................................................ 24

4 .2 Response Rate ............................................................................................................................ 24

4.3 Sample Characteristics for Respondents .................................................................................... 24

4.3.1 Gender Composition of Respondents ..................................................................................... 24

4.3.2 Age .......................................................................................................................................... 25

4.3.3 Level ofEducation ......................................................................................................... , ......... 25

4.3.4 Religion ................................................................................................................................... 26

4.3.5 Marital Status .......................................................................................................................... 26

4.3.6 Occupation .............................................................................................................................. 27

4.4 Descriptive Analysis .................................................................................................................. 27

4.4.1 Effective Coimnunication ....................................................................................................... 28

4.4.2 Media Ambassadors ................................................................................................................ 28

4.4.3 Local Language ....................................................................................................................... 29

4.4.5 Public Participation ................................................................................................................. 30

4.5 hlferential Data Analysis ........................................................................................................... 31

4.5.1 Pearson's Bivariate Correlation Analysis ............................................................................... 31

4.6 Content Analysis ........................................................................................................................ 32

CHAPTER FIVE ............................................................................................................................... 33

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS ........................ 34

5.1 hltroduction ................................................................................................................................ 34

5.2 SummruyofFindings ................................................................................................................. 34

5.2.1 Acceptance ofFGM messages ................................................................................................ 34

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5.2.2 Influence of Media Ambassadors ........................................................................................... 34

5.2.3 Influence of Local Language .................................................................................................. 35

5.2.4 Influence of Public Participation on Effective Col11111unication ............................................. 35

5.3 Conclusion ................................................................................................................................. 36

5.4 Recol11111endations ...................................................................................................................... 36

5.5 Areas of Further Research ......................................................................................................... 37

REFERENCES .................................................................................................................................... 38

ABSTRACT

Female Genital Mutilation (FGM) or female circumcision is one of the traditional practices whose

origins can be traced to ancient times. In uganda, the prevalence vaiies widely ainong ethnic groups .

. Uganda Demographic Survey (2009) shows it is nearly universal amongst people in districts like

Kween (97%), Kapchorwa (92%) and Nakapiripirit (93%) women. It is also common in Amudat

(62%), (48%), Bukwo (44%) and Pokot (42%). Levels ai·e lower among 1K (23%), Kamwenge

(27%).

This study sought to establish the influence of media strategies in c01m11w1icating infonnation about

female genital mutilation. The study was guided by the following specific objectives: (I) to establish

the influence of using media atnbassadors (2) to detenuine the influence of using local language (3)

to examine the influence of public participation in media programs in communicating infonuation

about female genital mutilation effectively sabiny community ofKapchorwa Distiict.

The study adopted a descriptive Survey approach to reseai·ch; using primary data for both

quai1titative ai1d qualitative at1alysis. The data was collected by use of questiom1aires and interviews

guide. The population for this study was the] 05.867 according to the national census of 2014, with a

sample size of 96, although the researcher collected 120 responses. The reseai·cher adopted s.'ratified

random sampling technique in Kapchorwa district. Pw-posive sampling was used to identify the

households to select with the help of the administi·ative officers and also the key informants whom

administrative officers, the study used stratified rai1dom.

Quantitative data was analyzed using descriptive and inferential statistics while qualitative data was

analyzed using content analysis. Con-elation analysis revealed that media ainbassadors and local

lai1guage were positive and statistically significai1t in influencing effective commwrication.

Conversely, the at1alysis revealed that public patticipation was not statistically significant in

influencing effective commwrication. The study concluded that media ainbassadors influenced

effective connnwrication of FGM infonnation. Tlris implies that more involvement o,f media

ambassadors in anti FGM cainpaigns would improve effective c01ru11W1ication of FGM information.

The study also concluded that local languages influenced effective commwrication of FGM

inf01mation. This inlplies that more use of local language in ai1ti FGM can1paigns would improve

effective commwrication of FGM infom1ation. Fw-ther, the study concluded and public participation

do not influence effective commwrication. It can be concluded that media sti·ategies have a key role

to play in commwricating ai1ti- FGM info1111ation among the sabiny c01mnwrity in kapch01wa.