Development of a Communication Model for Dengue Prevention among Karen Ethnic Communities in Mueang Mae Hong Son District, Mae Hong Son Province.

Abstract

     This study was conducted in Ban Huai Suea Thao Community, Pha Bong Subdistrict, Mueang Mae Hong Son District, Mae Hong Son Province, a multicultural Karen ethnic community characterized by distinctive local communication patterns. The objectives of this study were: (1) to analyze the context and mechanisms of health communication for dengue prevention, and (2) to develop a health communication model appropriate for the Karen ethnic community context. This study employed survey research by qualitative analysis approach conducted in two phases: knowledge synthesis and communication model development. Data were collected from 33 key informants through in-depth interviews, focus group discussions, contextual observations, and document analysis. Data were analyzed using content analysis and interpretive analysis based on the Health Belief Model together with socio-cultural perspectives.

     The findings revealed that health communication within the community relied heavily on socio-cultural mechanisms. Community leaders and village health volunteers acted as mediators and interpreters of health information, translating biomedical knowledge into culturally meaningful messages. The use of local language, visual media, and lived experiences enhanced the relevance of health messages to everyday life. However, the study also identified a conceptual finding termed the “Meaning–Action Gap,” which reflects a condition in which people understand health information but are unable to transform that meaning into sustained preventive practices. This was particularly evident when dengue prevention was perceived as the responsibility of village health volunteers rather than households themselves.