Health Communication Approaches

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Using her years of experience as a practitioner and researcher in the field of health communication, Dr Nompumelelo Gumede identified a research gap during COVID-19 when she observed the top-down communication approaches used during the pandemic - an approach that had previously proven ineffective in the fight against HIV.

Inspired to investigate ways in which community voices could be foregrounded in participatory pandemic communication for better health outcomes, she undertook her PhD thesis on “Local Interpretations of COVID-19 Communication and their Influence on Risk Perception and Self-efficacy in Rural, Township and Informal Settlement Communities: A Case Study in KwaZulu-Natal”.

‘My study investigated local interpretations of the dominant COVID-19 messages to determine how they influence perceived risk and self-efficacy related to COVID-19 in densely populated informal settlements, rural and township communities in eThekwini Municipality,’ Gumede said. It also explored social, cultural and structural factors that influence behaviours related to COVID-19 prevention in these communities with the aim of identifying not only the negative factors, but also those that are positive and existential and that can form the basis for a more participatory and community-driven response to pandemic communication.

Her novel study revealed how the government’s top-down communication approach to COVID-19 largely had a negative impact on communities in all three research sites.

Gumede revealed: ‘Participants showed a high level of distrust in government communication regarding COVID-19 prevention, leading to conspiracy theories and misinformation that influenced their decision-making around prevention measures.’

Participants also expressed frustration that government-regulated precautions prevented them from expressing their cultural value of Ubuntu, particularly in supporting neighbours and relatives who had tested positive for COVID-19.

Findings also showed that participants often rejected government guidelines, opting instead to use herbal remedies when infected, due to a perception that more people died in hospitals than at home. Personal networks of family and friends were more trusted for relaying prevention communication than the government, scientists or popular influencers.

Based on her findings, Gumede recommends that pandemic preparedness policies or Risk Communication and Community Engagement (RCCE) plans prioritise the role of culture in influencing health decision-making at the community level. ‘For the meaningful and participatory engagement of communities at a more granular level, we must ensure that their voices are amplified in pandemic communication responses,’ she stated.

Gumede recounted that one of her biggest challenges was contracting COVID-19 twice during her research. ‘I got quite sick the first time, but I fought back and recovered,’ she said. Her mother was also hospitalised but ultimately recovered. ‘I am very proud that she will experience seeing her daughter graduate with a PhD,’ she added.

Despite the hardships, Gumede’s studies were marked by significant highlights. During her PhD journey, she was invited to contribute a chapter to an internationally edited book, participated in a round-table discussion at Loughborough University in London, and published two book chapters and two peer-reviewed journal articles. She also presented her findings at two international conferences.

‘I was able to achieve these milestones thanks to my supervisor, Professor Eliza Govender, who opened many doors for me. Prof Govender was very supportive and provided valuable guidance throughout my studies,’ said Gumede.

Keeping her motivated was the fact that she would be the first in her family to graduate with a PhD. Her husband, a PhD holder himself, provided constant support and motivation. Her mother, a retired primary school teacher, also offered immense support through prayer. ‘For both my mother and my husband, my message is one of immense gratitude. I am forever grateful to God for them,’ she said.

‘I am elated at this achievement. It’s been my dream for all my life. Accomplishing it is a great source of joy. My focus is on paying it forward through mentoring and supporting other women that aspire towards achieving a PhD. I want to do this in academia and in my private capacity,’ said Gumede.

Born and raised in Umlazi in a Christian home, Gumede’s life has been influenced by Christian values and a strong faith in God. ‘I give God credit for all my successes thus far.’

Words: Jennene Naidu

Photograph: Sethu Dlamini