Narrative, Visuals, and Utility: Examining the Film “Pregnancy” Tips as an Educational Media

Film-Based Pregnancy Education

Abstract

For many years, films have been used as a means of educating people about public issues. But how film formal elements and narrative styles influence its use as a health education and communication tool has not been researched much. To contribute to addressing this gap, this study engaged 13 health workers in the Ga South Municipal Assembly in the Greater Accra Region of Ghana through semi-structured interviews to examine how the formal features and narrative style of the film “Pregnancy Tips” shaped health workers' acceptance and use of the film for maternal health education. The findings were interpreted through the Technology Acceptance Model (TAM) constructs of perceived usefulness (PU) and perceived ease of use (PEU). The study found that the film’s direct educational style, familiar local food items, a relatable midwife as the message source, and the use of threat and efficacy appeals, which were mainly presented in Twi and supported by English narration, made it easy for health workers to use the film. Health workers also reported workload reduction because they delegated aspects of their educational work to the film as they performed other duties. They also used the film to reinforce their professional authority. The use of Twi language and the focus solely on nutritional messages were mentioned as limitations. The study contributes in-depth, context-specific insights into how film functions as an educational technology and exposes some contextual issues that should inform future production and use of films for health education in Ghana.