DU JOURNAL OF MANAGEMENT & SOCIAL SCIENCES

• CHINELO IFEOMA ARUGU

  Rivers State University

  Author

• STELLA CHINYERE ENYINDAH

  Rivers State University

  Author

This study examined the interplay between multimedia campaigns and indigenous knowledge systems in shaping sexual health outcomes among young people in Nigeria. The study was anchored on the Health Belief Model, which explains health behaviour through individuals' perceptions of susceptibility, severity, benefits, barriers, and cues to action. A qualitative research design was adopted to explore how modern media messages interact with indigenous cultural beliefs and practices in influencing sexual health communication. The study population comprised sexually active youths and young adults aged 18–35 years residing in Old GRA, Port Harcourt. Using purposive and snowball sampling techniques, forty participants were selected, including youths, traditional knowledge custodians, peer educators, and health communication officers. Data were collected through in-depth interviews and focus group discussions and analysed thematically using Braun and Clarke’s six-step framework. Findings revealed that multimedia campaigns significantly increased sexual health awareness among youths but had limited influence on long-term behavioural change due to cultural incongruence, mistrust, and the knowledge behaviour gap. The study further found that indigenous knowledge systems remained influential in shaping sexual health decisions, serving as trusted sources of guidance while sometimes discouraging the adoption of biomedical interventions. Also, the findings demonstrated that integrating multimedia campaigns with indigenous knowledge systems enhanced message credibility, cultural relevance, community ownership, and sustainability of sexual health interventions. The study concluded that hybrid communication pathways provide a more effective framework for promoting sexual health outcomes in Nigeria. The study recommended the adoption of culturally responsive behaviour-change strategies, greater engagement of indigenous knowledge custodians, and the institutionalization of hybrid health communication models to improve the effectiveness and sustainability of sexual health programmes.

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