Gain or loss frames: An assessment of vernacular radio programme in framing of risk about type 2 diabetes

Abstract

Research has demonstrated that gain framing of risk about diseases is more preferable to loss framing. People are more likely to take preventive measure since gain frames emphasize the benefits of adopting suggested behaviour as opposed to loss frames which focus on the consequences of failing to adopt suggested behaviour. Accordingly, this paper proposes to assess how a leading vernacular radio station framed type 2 diabetes risks in terms of gain or loss frames. This was done by examining recorded audio from a radio health programme dabbed ‘Miya Ngima.’ Type 2 diabetes, accounts for about 90% of all diabetes cases in Kenya. The diseases’ prevalence is particularly on the rise besides low awareness levels. This is despite various programmes put in place towards reducing the diseases’ prevalence rates and increasing awareness; hence the basis of this study. The study used Framing Theory’s in understanding how messages are constructed by Miya Ngima programme. Descriptive research designs were applied in the study. The study population consisted of 13 Miya Ngima programmes and one Miya Ngima programme host. Purposive sampling was used to select 2 Miya Ngima programmes on type 2 diabetes and 1 Miya Ngima programme host. Structured interviews were used to collect data from Miya Ngima programme host. Coding sheets were used to get data from Miya Ngima programmes. Qualitative data was subjected to thematic analysis. Results were presented in text formats. The findings revealed that; Miya Ngima did not frame its messages targeting prevention of type 2 diabetes appropriately.