Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars

Bagare Marcel; Bazyomo Emile Pierre; Bidima Yamba

doi:doi:10.11648/j.ss.20231201.14

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Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars

Bagare Marcel, Bazyomo Emile Pierre, Bidima Yamba

Published in Social Sciences (Volume 12, Issue 1)

Received: 29 December 2022 Accepted: 20 January 2023 Published: 6 February 2023

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Abstract

Since its outbreak in March 2020 in Burkina Faso, the COVID-19 pandemic has disrupted people's lifestyles while becoming a health, social and political event all at the same time. COVID-19 is therefore becoming a major concern for governments, which are developing strategies to curb its development. Thus, communication in health emergencies (COVID-19) becomes an essential component of the risk management strategy in sensitive areas such as markets and yaars. It is in this context that the present study aims to analyze the communication of the governor intended for the users of markets and yaars in the dynamics of the fight against the spread of COVID-19. This analysis aims to decipher the communication channels and their relevance, the scope of the informational messages and also the representation systems of the market and yaar users in the face of the pandemic. In order to achieve the research objectives, we opted for a multidisciplinary and empirical methodological approach inspired by socio-anthropology. This methodological approach, which mobilizes a quantitative and qualitative approach as well as direct field observation, was carried out in five markets and yoghurts in the city of Ouagadougou with a composite sample of 350 individuals, including users and 31 resource persons in charge of managing the pandemic on the sites. At the end of the investigations, it can be estimated that if the communication mechanism developed by the authorities, in particular CORUS and its related structures, are favourable to the users of the study, in particular the traders and other actors, in order to change their behaviour, it will come up against social constructions or social representations developed and maintained by the latter, which do not facilitate its implementation in areas of high human concentration, including markets and yaars. In addition to the traditional communication tools of proximity (word of mouth), the use of media communication channels such as social networks seems to have had an impact on the actors of this general communication strategy, on the one hand, the project's bearers (CORUS) and, on the other hand, the users of the markets and yaars (traders, visitors, etc.).

Published in	Social Sciences (Volume 12, Issue 1)
DOI	10.11648/j.ss.20231201.14
Page(s)	24-33
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Communication, Media, COVID-19, Markets, Social Representation, Pandemic

References

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APA Style

Bagare Marcel, Bazyomo Emile Pierre, Bidima Yamba. (2023). Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars. Social Sciences, 12(1), 24-33. https://doi.org/10.11648/j.ss.20231201.14

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ACS Style

Bagare Marcel; Bazyomo Emile Pierre; Bidima Yamba. Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars. Soc. Sci. 2023, 12(1), 24-33. doi: 10.11648/j.ss.20231201.14

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AMA Style

Bagare Marcel, Bazyomo Emile Pierre, Bidima Yamba. Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars. Soc Sci. 2023;12(1):24-33. doi: 10.11648/j.ss.20231201.14

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@article{10.11648/j.ss.20231201.14,
  author = {Bagare Marcel and Bazyomo Emile Pierre and Bidima Yamba},
  title = {Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars},
  journal = {Social Sciences},
  volume = {12},
  number = {1},
  pages = {24-33},
  doi = {10.11648/j.ss.20231201.14},
  url = {https://doi.org/10.11648/j.ss.20231201.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ss.20231201.14},
  abstract = {Since its outbreak in March 2020 in Burkina Faso, the COVID-19 pandemic has disrupted people's lifestyles while becoming a health, social and political event all at the same time. COVID-19 is therefore becoming a major concern for governments, which are developing strategies to curb its development. Thus, communication in health emergencies (COVID-19) becomes an essential component of the risk management strategy in sensitive areas such as markets and yaars. It is in this context that the present study aims to analyze the communication of the governor intended for the users of markets and yaars in the dynamics of the fight against the spread of COVID-19. This analysis aims to decipher the communication channels and their relevance, the scope of the informational messages and also the representation systems of the market and yaar users in the face of the pandemic. In order to achieve the research objectives, we opted for a multidisciplinary and empirical methodological approach inspired by socio-anthropology. This methodological approach, which mobilizes a quantitative and qualitative approach as well as direct field observation, was carried out in five markets and yoghurts in the city of Ouagadougou with a composite sample of 350 individuals, including users and 31 resource persons in charge of managing the pandemic on the sites. At the end of the investigations, it can be estimated that if the communication mechanism developed by the authorities, in particular CORUS and its related structures, are favourable to the users of the study, in particular the traders and other actors, in order to change their behaviour, it will come up against social constructions or social representations developed and maintained by the latter, which do not facilitate its implementation in areas of high human concentration, including markets and yaars. In addition to the traditional communication tools of proximity (word of mouth), the use of media communication channels such as social networks seems to have had an impact on the actors of this general communication strategy, on the one hand, the project's bearers (CORUS) and, on the other hand, the users of the markets and yaars (traders, visitors, etc.).},
 year = {2023}
}

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TY  - JOUR
T1  - Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars
AU  - Bagare Marcel
AU  - Bazyomo Emile Pierre
AU  - Bidima Yamba
Y1  - 2023/02/06
PY  - 2023
N1  - https://doi.org/10.11648/j.ss.20231201.14
DO  - 10.11648/j.ss.20231201.14
T2  - Social Sciences
JF  - Social Sciences
JO  - Social Sciences
SP  - 24
EP  - 33
PB  - Science Publishing Group
SN  - 2326-988X
UR  - https://doi.org/10.11648/j.ss.20231201.14
AB  - Since its outbreak in March 2020 in Burkina Faso, the COVID-19 pandemic has disrupted people's lifestyles while becoming a health, social and political event all at the same time. COVID-19 is therefore becoming a major concern for governments, which are developing strategies to curb its development. Thus, communication in health emergencies (COVID-19) becomes an essential component of the risk management strategy in sensitive areas such as markets and yaars. It is in this context that the present study aims to analyze the communication of the governor intended for the users of markets and yaars in the dynamics of the fight against the spread of COVID-19. This analysis aims to decipher the communication channels and their relevance, the scope of the informational messages and also the representation systems of the market and yaar users in the face of the pandemic. In order to achieve the research objectives, we opted for a multidisciplinary and empirical methodological approach inspired by socio-anthropology. This methodological approach, which mobilizes a quantitative and qualitative approach as well as direct field observation, was carried out in five markets and yoghurts in the city of Ouagadougou with a composite sample of 350 individuals, including users and 31 resource persons in charge of managing the pandemic on the sites. At the end of the investigations, it can be estimated that if the communication mechanism developed by the authorities, in particular CORUS and its related structures, are favourable to the users of the study, in particular the traders and other actors, in order to change their behaviour, it will come up against social constructions or social representations developed and maintained by the latter, which do not facilitate its implementation in areas of high human concentration, including markets and yaars. In addition to the traditional communication tools of proximity (word of mouth), the use of media communication channels such as social networks seems to have had an impact on the actors of this general communication strategy, on the one hand, the project's bearers (CORUS) and, on the other hand, the users of the markets and yaars (traders, visitors, etc.).
VL  - 12
IS  - 1
ER  -

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Author Information

Bagare Marcel

Institute for Training and Research/Literature, Human and Social Sciences (IFR-LSHS), Ecole Normale Supérieure de Koudougou (ENS), Koudougou, Burkina Faso
Bazyomo Emile Pierre

Pan-African Institute for the Study and Research on Media, Information and Communication, Joseph Ki-Zerbo University, Ouagadougou, Burkina Faso
Bidima Yamba

Sociology Department, Joseph Ki-Zerbo University, Ouagadougou, Burkina Faso

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APA Style

Bagare Marcel, Bazyomo Emile Pierre, Bidima Yamba. (2023). Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars. Social Sciences, 12(1), 24-33. https://doi.org/10.11648/j.ss.20231201.14

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ACS Style

Bagare Marcel; Bazyomo Emile Pierre; Bidima Yamba. Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars. Soc. Sci. 2023, 12(1), 24-33. doi: 10.11648/j.ss.20231201.14

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AMA Style

Bagare Marcel, Bazyomo Emile Pierre, Bidima Yamba. Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars. Soc Sci. 2023;12(1):24-33. doi: 10.11648/j.ss.20231201.14

Copy | Download

@article{10.11648/j.ss.20231201.14,
  author = {Bagare Marcel and Bazyomo Emile Pierre and Bidima Yamba},
  title = {Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars},
  journal = {Social Sciences},
  volume = {12},
  number = {1},
  pages = {24-33},
  doi = {10.11648/j.ss.20231201.14},
  url = {https://doi.org/10.11648/j.ss.20231201.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ss.20231201.14},
  abstract = {Since its outbreak in March 2020 in Burkina Faso, the COVID-19 pandemic has disrupted people's lifestyles while becoming a health, social and political event all at the same time. COVID-19 is therefore becoming a major concern for governments, which are developing strategies to curb its development. Thus, communication in health emergencies (COVID-19) becomes an essential component of the risk management strategy in sensitive areas such as markets and yaars. It is in this context that the present study aims to analyze the communication of the governor intended for the users of markets and yaars in the dynamics of the fight against the spread of COVID-19. This analysis aims to decipher the communication channels and their relevance, the scope of the informational messages and also the representation systems of the market and yaar users in the face of the pandemic. In order to achieve the research objectives, we opted for a multidisciplinary and empirical methodological approach inspired by socio-anthropology. This methodological approach, which mobilizes a quantitative and qualitative approach as well as direct field observation, was carried out in five markets and yoghurts in the city of Ouagadougou with a composite sample of 350 individuals, including users and 31 resource persons in charge of managing the pandemic on the sites. At the end of the investigations, it can be estimated that if the communication mechanism developed by the authorities, in particular CORUS and its related structures, are favourable to the users of the study, in particular the traders and other actors, in order to change their behaviour, it will come up against social constructions or social representations developed and maintained by the latter, which do not facilitate its implementation in areas of high human concentration, including markets and yaars. In addition to the traditional communication tools of proximity (word of mouth), the use of media communication channels such as social networks seems to have had an impact on the actors of this general communication strategy, on the one hand, the project's bearers (CORUS) and, on the other hand, the users of the markets and yaars (traders, visitors, etc.).},
 year = {2023}
}

Copy | Download

TY  - JOUR
T1  - Strategic Use of Communication in the Fight Against the COVID-19 Pandemic in Ouagadougou Markets and Yaars
AU  - Bagare Marcel
AU  - Bazyomo Emile Pierre
AU  - Bidima Yamba
Y1  - 2023/02/06
PY  - 2023
N1  - https://doi.org/10.11648/j.ss.20231201.14
DO  - 10.11648/j.ss.20231201.14
T2  - Social Sciences
JF  - Social Sciences
JO  - Social Sciences
SP  - 24
EP  - 33
PB  - Science Publishing Group
SN  - 2326-988X
UR  - https://doi.org/10.11648/j.ss.20231201.14
AB  - Since its outbreak in March 2020 in Burkina Faso, the COVID-19 pandemic has disrupted people's lifestyles while becoming a health, social and political event all at the same time. COVID-19 is therefore becoming a major concern for governments, which are developing strategies to curb its development. Thus, communication in health emergencies (COVID-19) becomes an essential component of the risk management strategy in sensitive areas such as markets and yaars. It is in this context that the present study aims to analyze the communication of the governor intended for the users of markets and yaars in the dynamics of the fight against the spread of COVID-19. This analysis aims to decipher the communication channels and their relevance, the scope of the informational messages and also the representation systems of the market and yaar users in the face of the pandemic. In order to achieve the research objectives, we opted for a multidisciplinary and empirical methodological approach inspired by socio-anthropology. This methodological approach, which mobilizes a quantitative and qualitative approach as well as direct field observation, was carried out in five markets and yoghurts in the city of Ouagadougou with a composite sample of 350 individuals, including users and 31 resource persons in charge of managing the pandemic on the sites. At the end of the investigations, it can be estimated that if the communication mechanism developed by the authorities, in particular CORUS and its related structures, are favourable to the users of the study, in particular the traders and other actors, in order to change their behaviour, it will come up against social constructions or social representations developed and maintained by the latter, which do not facilitate its implementation in areas of high human concentration, including markets and yaars. In addition to the traditional communication tools of proximity (word of mouth), the use of media communication channels such as social networks seems to have had an impact on the actors of this general communication strategy, on the one hand, the project's bearers (CORUS) and, on the other hand, the users of the markets and yaars (traders, visitors, etc.).
VL  - 12
IS  - 1
ER  -

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