TITLE:
Message Framing Strategies in Ebola Health Communications: A Qualitative Inquiry from Mbarara University Students
AUTHORS:
Frank B. Ahimbisibwe, Atuhaire Privah, Alinda Laureen, Arisiima Nicolette
KEYWORDS:
Massage Framing, Behavioral Intentions
JOURNAL NAME:
Open Journal of Epidemiology,
Vol.15 No.4,
November
5,
2025
ABSTRACT: This study explores the use of message framing strategies in Ebola health communications in Uganda. As health institutions navigate the aftermath of the Ebola epidemic, effective communication remains essential for restoring public trust, encouraging continued health-seeking behaviors, and promoting adherence to preventive practices. This qualitative research focused on how positive and negative message framing such as gain-framed messages (emphasizing benefits of compliance) and loss-framed messages (highlighting consequences of non-compliance) have been applied in public health messaging as conceptualized by university students. A qualitative case study design was used, involving in-depth interviews with students, as well as content analysis of health communication materials such as posters, announcements, and media broadcasts. The findings reveal that gain-framed messages were more effective in promoting positive behavioral intentions and routine health service utilization, while loss-framed messages were more impactful in reinforcing infection prevention protocols. The study recommends a balanced and context-sensitive message framing strategy to enhance public engagement and health outcomes in post-epidemic communication efforts.