An Analysis of Media Used to Diffuse Flash-Heat Treatment as an Infant Feeding Method.

By Nimeka Dupree (2007)

ABSTRACT

Prevention of mother-to-child transmission (PMTCT) of HIV-1 has become an increasing concern of health professionals. With the effective reduction of MTCT during pregnancy, the focus has now been turned to post-natal prevention. Health practitioners at the Umkhumbane Clinic in the Cato Manor area of Durban, South Africa have extensively researched a new method of PMTCT called flash-heat treatment and would like to diffuse this innovation to patients using a DVD and pamphlet developed. This evaluation reviews this media according to three parameters: their ability to communicate the protocols of flash-heat treatment, their ability to effectively use diffusion of innovations theories and methodologies and their ability to effectively use educationentertainment theories, all with the goal of reducing MTCT by persuading women to adopt and correctly use and sustain flash-heat treatment as their method of infant-feeding.

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