HEALTH AND NUTRITION COMMUNICATION PRACTICE AND STRATEGIES IN ETHIOPIA (ON THE EXAMPLE OF EAST GOJJAM ZONE, AMHARA REGION)

This study intended to explore the health and nutrition communication practices and strategies utilized by Ethiopia’s national nutrition programs in a real-world context. The examination focuses on the study area of East Gojjam zone, Amhara regional state. The central research question was: What communication strategies are used for communicating health and nutrition? A qualitative research approach was employed, rooted in a constructivist worldview and a case study design. Purposeful sampling was used to select interviewees, focus group participants, and documents, supplemented by field observation. The research findings reveal the use of both mediated and non-mediated nutrition communication approaches. The collected data indicate that non-mediated interpersonal communication is dominant in East Gojjam zone, though its effectiveness is still developing. Simultaneously, the national nutrition program employs mediated communication strategies, including print materials like posters, pamphlets, billboards, and brochures. They play paramount roles in addressing the purposes of nutrition communication strategies for the grassroots community thereof, to create awareness. These materials are intended to reinforce interpersonal communication. Moreover, the study suggests a health and nutrition communication strategy that considers the local context, emphasizing the importance of strength training for health communication actors to adapt to various cultural settings and local resources. The research results reveal that effective health and nutrition communication in the study area requires integrating nonmediated and mediated strategies. Furthermore, based on the findings, the study recommends implementing participatory communication as central and advocates for a national nutrition communication policy.