Simplification of Scientific Information and Socio-Cultural Framing of Science Messages: Their Role in Enhancing Community Engagement in Kwale County, Kenya
DOI:
https://doi.org/10.47604/ijcpr.3749Keywords:
Science Communication, Simplification, Socio-cultural Framing, Community Engagement, Marine ConservationAbstract
Purpose: This study explored the role of simplifying scientific information and applying socio-cultural framing in enhancing community engagement in Kwale County, Kenya. Specifically, it examined how the Kenya Marine and Fisheries Research Institute communicates scientific information and the extent to which socio-cultural considerations are integrated into its communication strategies.
Methodology: The study adopted a qualitative exploratory design guided by the contextual (public engagement) model of science communication. Data were collected through in-depth interviews and focus group discussions involving researchers, community members, media practitioners, and policymakers. The data were analyzed using thematic analysis following Braun and Clarke’s six-phase framework.
Findings: The findings show that simplification of scientific information, through the use of plain language, visual aids, concise messaging, and interactive communication formats, significantly improves community understanding and participation. In addition, embedding scientific messages within local languages, cultural practices, belief systems, and social structures enhances trust, relevance, and acceptance. The study further established that socio-cultural factors such as gender roles, elder authority, and spiritual beliefs shape how scientific information is accessed, interpreted, and acted upon within communities.
Unique Contribution to Theory, Practice, and Policy: The study contributes to theory by reinforcing the contextual (public engagement) model of science communication, demonstrating that effective engagement is achieved through the integration of both simplification and socio-cultural framing. In practice, it highlights the need for participatory and culturally responsive communication approaches, alongside capacity building in science communication for researchers and practitioners. At the policy level, the study underscores the importance of integrating indigenous knowledge systems and socio-cultural considerations into science communication frameworks to enhance public engagement and support sustainable development outcomes.
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Copyright (c) 2026 Phionalorna Nzikwa Mwandeje, Idah Gatwiri Muchunku, Wilson Ugangu
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