Thesis (BA Communication Arts) -- University of the Philippines Mindanao, May 2016.

This study aims to determine the communication dynamics between rural healthcare providers and pregnant women during the prenatal consultation as influenced by traditional or folk healing knowledge on maternal care. Using the framework Grounded Theory, this is an exploratory, qualitative study among the healthcare providers and pregnant women in Lopez Jaena, Misamis Occidental. Some concepts of the communication Theory of Identity are used as lens to look into how communication and identity are manifested in certain scenarios. In-depth interviews among the rural healthcare providers, focus group discussions among the pregnant women, and on-site observations were conducted to gather, and to validate data and relevant information. The study reveals that the communication dynamics in a clinical reality has a distinct identity, as influenced by the culture perpetuated in a community. Rural healthcare providers adapted roles as influenced by the family roles and concept of caregiving. They have also demonstrated communication behaviors which include giving information, encouraging pregnant women to maternal uptake through emotional appeal using humor, creating atmosphere of caring, and maintaining power relations. Narratives and frame of reference on maternal understanding are also demonstrated. The incorporation of traditional and biomedical perspectives during conversations is also apparent. The results of the study added to the few research studies on health communication in the Philippines, and to the growing body of knowledge on health, culture, and communication.