Rekindling Efficacy: Storytelling for Health

Kimani Njogu

in Media and Identity in Africa

Published by Edinburgh University Press

Published in print April 2009 | ISBN: 9780748635221
Published online March 2012 | e-ISBN: 9780748653010 | DOI:
Rekindling Efficacy: Storytelling for Health

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Orality has been an important method for self-understanding, creating relationships and establishing an equilibrium between body, soul and the environment. Through oral narratives, communities have been able to pass on values, attitudes, knowledge and modes of practice for generations. Because ‘story telling occupies a natural role in many African cultures’, it has the potential of functioning as a key strategy for the promotion of health and well-being. This chapter reflects on the issue of self and collective efficacy in media initiatives that seek to encourage behaviour modification, and which view efficacy as a necessary condition for social change. Specifically, it discusses initiatives that relate to the health of individuals and communities.

Keywords: orality; storytelling; health promotion; self-efficacy; social change

Chapter.  6248 words.  Illustrated.

Subjects: African Studies

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