Preferred Communication Channels for Science-Based Health Innovations Among the Communities of Mbarara University of Science and Technology and Rwentondo Village, Uganda

The dissemination of scientific research findings to non-scientists can be challenging owing to, among other reasons, scientific jargon, framing approaches, and the failure to identify appropriate communication channels for efficacious reception and negotiation of the information. Guided by the qualitative and ‘participatory communication’ approaches, we conversed with 90 key stakeholders within the communities of Mbarara University of Science and Technology (MUST), and Rwentondo village in Uganda, to identify the preferred communication channels for communicating science-based innovations; the motivations for the preferences, and existing challenges in the communication process. Key preferred channels to communicate and receive science-based health innovations identified among the urban (MUST) community are social media platforms particularly X, conventional websites, and scientific conferences. For rural audiences in Rwentondo, radio and health visit teams (VHTs) are favored. Channel credibility and affordance are important motivations. Common barriers include cultural beliefs, gender inequality, high costs of data bundles (internet), and, illiteracy. Our research underscores the need for stake holder involvement in determining the appropriate communication channels for effective science-based health innovations.