Cultural Sensitivity Health Communication Model: An Exploration Among Young Muslims in Malaysia

Abstract

The issue of health is one of the problems that not only involves science, but its intervention is rooted in society. The World Health Organization (WHO) in one of its reports acknowledged that cultural factors play a role in health behaviours. Generally, the study of the relationship between religion and behaviour has long been established. However, looking at that aspect from the point of view of health communication is considered relatively new. The extent to which aspects of religious values such as Islam influenced health promotion efforts should be identified in line with the development of Islam as one the most growing religions. Using the focus group method, this paper explores Islamic values and elements in health promotion to eight Muslim youth groups in Malaysia. Focused group interviews of eight groups with a total of 40 participants were analysed using thematic analysis methods with the support of NVivo software. This finding first elaborates on the conceptualisation of Islamic health communication. The concept of divinity has a great influence in promoting health. In addition, elements such as religious references, goals and the role of life in Islam also contribute to the formation of a health communication framework based on Islamic values. Secondly, the findings of the study also explain how these religious elements contribute to the changes in health behaviour. Through these findings, an Islamic health communication model has been proposed. The results of this study have developed an empirical understanding of cultural sensitivity in health communication practices. Keywords: Health promotion, health education, religion-based communication, cultural sensitivity, Islamic communication.