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    119867

    Baseline study on communicators.

    Wafai and Associates

    [Unpublished] [1993]. 155 p. (Communication for Action)

    In preparation for a social mobilization response to the goals outlined in the "Presidential Declaration of a Decade for the Protection and Development of the Egyptian Child, 1989-99" and the "World Summit for Children," a baseline study was conducted in 1990 to assess communicators' knowledge and perceptions of basic child care issues. Mini-rapid studies were conducted with six groups of personnel in a position to influence public opinion: mass media professionals (230), health professionals (225), members of active nongovernmental organizations (160), educators (224), religious leaders (123), and public figures (41). The questionnaire included basic health knowledge, perceptions of general problems facing Egyptian society, several attitude scales, and 6 different modules addressed to each of the groups. The majority of communicators identified Egypt's economic situation and population explosion as the most pressing social issues. Knowledge about child health issues, especially oral rehydration therapy, was generally inadequate for the needs of the child survival campaign. The mean knowledge score was 17.35 out of a maximum of 24, with health workers scoring highest and public officials lowest. Electronic mass media were ranked as most influential for disseminating health messages. Although health workers have the most direct contact with families, they were not perceived by other influentials as a major source of information because of their lack of training in communication. The importance placed on economics and population growth suggests that child welfare advocates should relate campaign messages to these issues, e.g., the impact on the economy of improved maternal-child health.
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