Perceived Effects on Covid 19 Communication among the Youth in Nairobi. A Case Study of Mathare Sub-County

Abstract

The COVID-19 pandemic is a global health threat. The World Health Organization (WHO) declared the COVID-19 outbreak to be a public health emergency of international concern in January, 2020 and a pandemic in March, 2020. The COVID-19 pandemic has spread worldwide and has had a significant impact on public health, governments, and social systems. The general objective of the study was to analyze the perceived effects on COVID 19 communication among the youth in Nairobi. A case study of Mathare sub-county. The study was guided by the following variables; cognitive factors, contextual factors and individual factors. This study was underpinned by the Theory of Planned Behaviour (TPB). The study targeted 1452 respondents from 64 youth organizations and businesses in Mathare sub-county drawn from the following wards; Mlango Kubwa Ward, Hospital Ward, Mabatini Ward, Ngei Ward, Huruma Ward and Kiamaiko Ward. Stratified random sampling method was used to select relevant respondents from across the board in the various wards of Mathare sub-county. Structured questionnaire was used to collect primary data from respondents. Secondary data was obtained from related materials in the internet, project management journals, white papers, periodicals and books relevant to the study. Quantitative data were analyzed using SPSS version 28. Descriptive and inferential statistics were used to predict the effects of cognitive factors, contextual factors and individual factors on COVID-19 communication. Permission from the project supervisor, USIU-Africa Research office and NACOSTI government research institute was sought and consent from the members of the youth groups was requested through a formal introduction letter. Regression and correlation results indicated that there is a positive and significant relationship between cognitive factors, contextual factors and individual factors and COVID 19 communication. Based on the findings, the study concluded that cognitive factors, contextual factors and individual factors have a positive and significant effect on COVID 19 communication. The study recommends that more of COVID-19 communication should be done using social media, radio, television and newspapers. Secondly, to ensure the availability of accurate information and appropriate responses to COVID-19 communication, more meaningful social media engagement is required to reduce the risk of harmful misinformation, particularly related to vaccination. Thirdly, COVID-19 vaccination priority should be given to the vulnerable groups who are susceptible to COVID-19 infection this is based on the findings that the youths are vulnerable to COVID-19 infections. Further, the study recommends the championing of the COVID 19 vaccine communications through local celebrities to increase acceptance of COVID 19 vaccination among the youth. The government should come up with strategies that will counter misinformation about COVID-19 vaccine which affect people’s perceptions regarding receiving the vaccine. Finally, there is a need for the prioritization of interventions to address vaccine hesitancy and improve vaccine confidence as part of the vaccine roll-out plan.