Abstract:
COVID-19 was a major cause of deaths worldwide, with nearly 517 million infections and 6.3 million deaths by May 2022. With the rise of global COVID-19 confirmed cases, death toll and implications of the pandemic, the media, moreover the television was swift in sharing messages of response plan and public health guidelines put in place. These messages swayed public opinion resulting into different patterns of behaviour and for this case adoption or rejection of COVID-19 vaccines. As such, the study aimed at investigating television messages on COVID-19 and adoption behaviour of vaccine among youths in Kiambu County, Kenya. The general objective of the study was to assess the effects of COVID-19 television messages on the vaccine adoption among youths in Kiambu County. The specific objectives were; to investigate the effects of COVID-19 television messages perceived susceptibility on the vaccine adoption behaviour among youths in Kiambu County, Kenya: to analyze the effects of COVID-19 television messages perceived severity on the vaccine adoption behaviour among youths in Kiambu County, Kenya: to examine the effects of COVID-19 television messages perceived response efficacy on the vaccine adoption behaviour among youths in Kiambu County: to find out the effects of COVID-19 television messages perceived self-efficacy on the vaccine adoption behaviour among youths in Kiambu County, Kenya and lastly to determine the moderating effects of demographic factors on the relationship between COVID-19 television messages and the vaccine adoption behaviour among youths in Kiambu County, Kenya. The study was founded on three theories EPPM, HBM which shed light on various message elements in the TV and diffusion of innovation which explained how Covid -19 vaccines gain momentum among youths with time by the help of communication from the television. Further, the study adopted a mixed method methodology, as such, the data was analyzed qualitatively and quantitatively for validity of the study. The qualitative and quantitative data employed cross-sectional research design. Content analysis of YouTube Covid news video from Citizen TV, NTV and KTN was done. Further, out 384 targeted youths, 346 youths participated in the questionaries resulting into 90.1% response rate. Chi square test, ANOVA, odds ratio’s, Hierarchical multiple regression statistical tools were used in data analysis. The study found that there was low vaccine uptake among youths, only 42% youths received vaccines. The severity and susceptibility messages had no influence on vaccine uptake while the efficacy belief messages had influence on vaccine uptake behaviour. This elucidates that the threat messages may not always translate to positive or intended behaviour. The main aim of the pandemic messages was to create awareness for positive response thus balancing threat messages with response messages is key. The publics’ knowledge of pandemic is shaped by the messages broadcasted by the television and thus intended or unintended behaviour.
Keywords: Television COVID-19 messages, COVID-19 pandemic, vaccine adoption, youths, Kiambu County
