,HMPYC80 ASSIGNMENT 6 PORTFOLIO - DUE DATE OCTOBER 2026
THE ROLE OF SOCIAL MEDIA IN CHOLERA HEALTH COMMUNICATION AND
COMMUNITY EMPOWERMENT IN KWADUKUZA, KWAZULU-NATAL: A MIXED-
METHODS RESEARCH PROPOSAL
Abstract
This study will investigate the role of social media in cholera health communication and
community empowerment in KwaDukuza, KwaZulu-Natal, South Africa. Cholera will be
examined as a public health concern that requires timely information, access to safe water
and sanitation, appropriate hygiene practices, and effective communication between health
authorities and communities. Social media platforms will be considered as potential channels
for sharing information about cholera symptoms, prevention, treatment and available health
services. However, the study will also consider the possible challenges associated with
misleading information, limited digital access and differences in people's ability to
understand health messages. The study will use a mixed-methods research approach,
combining quantitative questionnaire data with qualitative interview data. Approximately
100 adult community members will be selected through a combination of convenience and
purposive sampling, while approximately five health communication stakeholders will be
recruited purposively for interviews. Quantitative data will be analysed using descriptive
statistics, while qualitative data will be analysed thematically. The findings from both
methods will be compared to develop a broader understanding of how social media may
influence cholera awareness, preventive health practices and community participation. The
study will be guided by the Health Belief Model, which will help explain how people's
perceptions of cholera risks, the benefits of preventive actions and barriers to those actions
may influence their responses to health information. Ethical principles, including informed
consent, confidentiality, voluntary participation and protection from harm, will be applied
throughout the research process. The study will provide recommendations for improving
accessible, trustworthy and community-centred cholera communication.
, Keywords: social media, cholera, health communication, community empowerment, Health
Belief Model, KwaDukuza, mixed-methods research.
1. Introduction
Health communication plays an important role in helping communities understand diseases,
recognise possible warning signs and make informed decisions about protecting their health.
This becomes particularly important during infectious disease outbreaks, when incorrect
information or delays in receiving reliable guidance may increase the risks faced by
communities. Cholera is an acute diarrhoeal disease caused by consuming food or water
contaminated with Vibrio cholerae. Although the disease can be prevented and treated,
severe cases can lead to life-threatening dehydration if appropriate treatment is delayed.
Access to safe drinking water, proper sanitation, good hygiene practices and timely treatment
remains central to cholera prevention and control (World Health Organization [WHO], 2024).
In South Africa, cholera prevention requires attention to public health education and the
social conditions that influence access to clean water and sanitation. Health messages may
encourage people to wash their hands, handle food safely, treat or obtain safe drinking water
and seek medical assistance when symptoms occur. However, the effectiveness of such
messages may depend on whether community members receive the information, understand
it and are able to put the recommended practices into action. Health communication should
therefore not be limited to distributing information; it should also consider the needs,
concerns and circumstances of the people receiving it.
Social media has created additional opportunities for communicating public health
information. Platforms such as Facebook, WhatsApp and other online networks allow
information to be distributed rapidly and shared between community members. These
platforms can also support interaction, enabling people to ask questions, discuss health
concerns and circulate information received from health authorities. Research on social
media health campaigns indicates that campaign effectiveness should be considered through
more than the number of people who view or share a message. It is also important to examine
engagement, understanding and possible health-related outcomes (Ngai et al., 2023).
THE ROLE OF SOCIAL MEDIA IN CHOLERA HEALTH COMMUNICATION AND
COMMUNITY EMPOWERMENT IN KWADUKUZA, KWAZULU-NATAL: A MIXED-
METHODS RESEARCH PROPOSAL
Abstract
This study will investigate the role of social media in cholera health communication and
community empowerment in KwaDukuza, KwaZulu-Natal, South Africa. Cholera will be
examined as a public health concern that requires timely information, access to safe water
and sanitation, appropriate hygiene practices, and effective communication between health
authorities and communities. Social media platforms will be considered as potential channels
for sharing information about cholera symptoms, prevention, treatment and available health
services. However, the study will also consider the possible challenges associated with
misleading information, limited digital access and differences in people's ability to
understand health messages. The study will use a mixed-methods research approach,
combining quantitative questionnaire data with qualitative interview data. Approximately
100 adult community members will be selected through a combination of convenience and
purposive sampling, while approximately five health communication stakeholders will be
recruited purposively for interviews. Quantitative data will be analysed using descriptive
statistics, while qualitative data will be analysed thematically. The findings from both
methods will be compared to develop a broader understanding of how social media may
influence cholera awareness, preventive health practices and community participation. The
study will be guided by the Health Belief Model, which will help explain how people's
perceptions of cholera risks, the benefits of preventive actions and barriers to those actions
may influence their responses to health information. Ethical principles, including informed
consent, confidentiality, voluntary participation and protection from harm, will be applied
throughout the research process. The study will provide recommendations for improving
accessible, trustworthy and community-centred cholera communication.
, Keywords: social media, cholera, health communication, community empowerment, Health
Belief Model, KwaDukuza, mixed-methods research.
1. Introduction
Health communication plays an important role in helping communities understand diseases,
recognise possible warning signs and make informed decisions about protecting their health.
This becomes particularly important during infectious disease outbreaks, when incorrect
information or delays in receiving reliable guidance may increase the risks faced by
communities. Cholera is an acute diarrhoeal disease caused by consuming food or water
contaminated with Vibrio cholerae. Although the disease can be prevented and treated,
severe cases can lead to life-threatening dehydration if appropriate treatment is delayed.
Access to safe drinking water, proper sanitation, good hygiene practices and timely treatment
remains central to cholera prevention and control (World Health Organization [WHO], 2024).
In South Africa, cholera prevention requires attention to public health education and the
social conditions that influence access to clean water and sanitation. Health messages may
encourage people to wash their hands, handle food safely, treat or obtain safe drinking water
and seek medical assistance when symptoms occur. However, the effectiveness of such
messages may depend on whether community members receive the information, understand
it and are able to put the recommended practices into action. Health communication should
therefore not be limited to distributing information; it should also consider the needs,
concerns and circumstances of the people receiving it.
Social media has created additional opportunities for communicating public health
information. Platforms such as Facebook, WhatsApp and other online networks allow
information to be distributed rapidly and shared between community members. These
platforms can also support interaction, enabling people to ask questions, discuss health
concerns and circulate information received from health authorities. Research on social
media health campaigns indicates that campaign effectiveness should be considered through
more than the number of people who view or share a message. It is also important to examine
engagement, understanding and possible health-related outcomes (Ngai et al., 2023).
