Assessing Development Communication Strategies in Addressing Cultural Practices Affecting Girls’ Education in Kilifi County, Kenya

Abstract

Development communication strategies are vital in overcoming barriers that hinder girls’ education, especially in regions where cultural practices influence community behaviors. In Kilifi County, Kenya, despite policies promoting gender equality, cultural norms continue to impede girls’ education. This study aimed to assess the effectiveness of development communication strategies in addressing cultural practices negatively affecting girls’ education in Kilifi, promoting sustainable behavioral change. It sought to answer four key questions: What cultural practices interfere with girls’ education? Which communication strategies are currently employed? What challenges do practitioners face? How can these strategies be improved? Grounded in a constructivist paradigm, this qualitative case study examined indigenous communication channels, community influence networks, and local epistemologies shaping perceptions. The target population included 280 girls (14- 18 years), 26 community elders, 40 religious leaders, 54 teachers, and 500 community members. Purposive, maximum variation, and snowball sampling selected 30 participants for interviews, focus groups, and observation; five FGDs with six participants each and 30 individual interviews. Data was analyzed using Braun and Clarke’s thematic coding, revealing patterns related to narratives, social influence, and cultural values. Findings indicate that indigenous narratives, beliefs, and influence networks perpetuate practices like early marriage, female genital mutilation, and restrictions on girls’ mobility and education. Existing strategies often rely on top-down approaches that fail to resonate culturally, limiting community buy-in and sustained change. Challenges include resistance from the community, limited access to appropriate channels, and inadequate engagement of local influencers. The study concludes that effective strategies must integrate indigenous knowledge, leverage influence networks, and employ culturally sensitive methods. Recommendations include adopting participatory approaches involving community members, elders, and religious leaders and leveraging narratives and symbols as well as utilizing influence networks and cultural platforms and tailoring messages to local epistemologies and addressing resistance through dialogue and inclusive participation. Culturally resonant communication strategies are essential for overcoming resistance, ensuring sustainability, and achieving SDG 4 in Kilifi.