ABSTRACT
Media channels affect reception, and reception influences behavior to abandon clitoral ablation. Noting that prevalence rates of “female circumcision” (a.k.a. female genital mutilation or cutting) have failed to decrease despite “rampant” use of radio, TV, and print media, the author, who supports alternative rites of passage, applies “diffusion of innovation theory” to suggest that traditional channels would produce better results. Highlighted are “songs, poems, riddles, proverbs, and wise sayings,” as well as role-playing, disseminated through orature by leaders in the Seventh-Day Adventist Church, catechists of the Roman Catholic Church, and clan and village elders. Personal approaches via mass media work far less well than person-to-person communication offered in a familiar idiom by respected local leaders. The chapter also considers language in its wealth of forms, especially the figurative. Felister Nyaera uses “female circumcision,” the term preferred in intimate discussion, because word choice is the subject of analysis. Since 97% of Kenyan Abagusii amputate girls’ genitalia, urgency compels an interrogation of discourse. The principal finding? Although knowledge dissemination among the audience for abolition messaging depends on figurative presentation face-to-face, a mere 10% of respondents have been so addressed. Yet indigenous discourse is better suited to the task.
Discussant: Shulamit Reinharz
