Exposure to mass media family planning messages among post-delivery women in Nigeria: testing the structural influence model of health communication

Abstract

Objectives: While media campaigns are documented to be useful for increasing the uptake of family planning, very little is known about the population prevalence and correlates of exposure to mass media family planning messages among post-delivery women in Nigeria. We aimed to address this void by exploring the underlying factors that explain disparities in exposure to mass media family planning messages among post-delivery women in Nigeria.

Methods: Our study was a secondary analysis of the Nigeria Demographic and Health Survey, a nationally representative dataset of men and women. Using logistic regression techniques and drawing on the structural influence model of health communication, we explored post-delivery women’s (N = 13,889) exposure to mass media family planning messages in Nigeria.

Results: We found that 32% of post-delivery women were exposed to family planning messages on mass media in Nigeria. At the bivariate level, Muslim women were less likely to be exposed to mass media family planning messages compared with Christian women (odds ratio [OR] 0.39; 95% confidence interval [CI] 0.36, 0.41); however, the OR became positive once we controlled for structural determinants such as household wealth and education (OR 1.22; 95% CI 1.07, 1.40). In the multivariate analysis, we found that traditionalist women (OR 0.29; 95% CI 0.14, 0.58) and women from rural areas (OR 0.69; 95% CI 0.62, 0.76) were less likely to be exposed to such messages. Moreover, richer, better educated, and employed women were more likely to be exposed to mass media family planning messages compared with their poorer, less educated and unemployed counterparts. Similarly, living in the South West region was positively associated with higher odds of being exposed to such messages.

Conclusion: Findings were largely consistent with the structural influence model of health communication, as highlighted by inequalities in exposure to mass media messages. Based on these findings, we provide several policy recommendations.

摘要

目的：虽然有文件证明媒体宣传活动有助于增加计划生育的接受程度, 但人们对尼日利亚分娩后妇女接受大众媒体计划生育信息人口的流行病学研究及其相互关系所知甚少。我们的目标是通过探讨尼日利亚产后妇女在接受大众媒体计划生育信息方面存在差异的根本原因来填补这一空白。

方法：我们的研究是对尼日利亚人口与健康调查的二次分析, 这是一个具有全国代表性的男性和女性数据集。运用logistic回归模型方法构建医学传媒的结构影响模型, 我们研究了尼日利亚分娩后妇女(N=13,889)接触计划生育信息的情况。

结果：我们发现32%的产后妇女是通过尼日利亚的大众媒体上得到了计划生育信息。在双变量水平上, 与基督教妇女相比, 穆斯林妇女较少接触到大众媒体的计划生育信息（OR 0.39;95% CI 0.36, 0.41）；然而, 当我们校正了家庭财富和教育等结构性决定因素后, OR值变为阳性（OR 1.22；95% CI 1.07, 1.40）。在多元回归分析中, 我们发现传统女性（OR 0.29；95% CI 0.14, 0.58）和农村妇女（OR 0.69；95% CI 0.62, 0.76）不太可能接触到这些信息。另外, 与较贫穷、受教育程度较低和失业的妇女相比, 较富裕、受教育程度较高和有工作的妇女更有可能接触到大众传播媒介的计划生育信息。同样, 居住在西南地区的人接触到这类信息的几率也更高。

结论：研究结果与医学传媒的结构性影响模型基本一致, 暴露于大众媒体信息方面的不均衡突出了这一点。基于这些发现, 我们提出了一些政策建议。

Keywords:

• Contraceptives
• family planning
• media exposure
• Nigeria
• post-delivery women

Acknowledgements

We are very grateful to the editors and anonymous reviewers for their constructive comments and suggestions. We also appreciate Dr. Rachel Margolis for her encouragement and insightful comments on earlier drafts of this paper.

Disclosure statement

No potential conflict of interest was reported by the authors.