Understanding health communication processes and challenges: cultural insights from Katkari tribal in western Maharashtra, India

Gore, Manisha ORCID: https://orcid.org/0000-0002-4558-1983, Tiwari, Ritika ORCID: https://orcid.org/0000-0002-5078-8989 and Patil, Reshma ORCID: https://orcid.org/0000-0002-0948-0106 (2024) Understanding health communication processes and challenges: cultural insights from Katkari tribal in western Maharashtra, India. Discover Social Science and Health, 4 (1).

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Abstract

Communication is integral to human interaction, facilitating information exchange and conveying symbolic meaning. In the realm of public health, effective communication is paramount for disease prevention, health promotion, emergency preparedness, dissemination of government health initiatives including policies. This qualitative inquiry explores the intricacies of communication within the Katkari tribe, a minority group residing in western Maharashtra, India. Utilizing anthropological theories, the study seeks to unravel how culture influences health communication among the community. The objectives encompass investigating health communication sources, examining communication patterns through a cultural lens, and documenting challenges in public health communication. Using an inductive approach to the data analysis, the themes that emerged, included the Accredited Social Health Activist, (ASHA), television, social media as the factors influencing health communication dynamics, including the effects of media and technology on tribal health and lifestyle, challenges in terms of gaps in comprehension and action, barriers of language, social isolation, deep seated misconceptions and the cultural influences on health behaviour and the strategies recommended to overcome the challenges. To improve health communication for India's tribal populations, it's crucial to use culturally tailored approaches. This includes incorporating traditional art and local artists, using multimedia tools like radio jingles and videos, offering incentives to healthcare workers, and employing visual aids in simplified language. Engagement of local communities in the process will lead to an effective implementation of health communication policies.