Effect of Mothers' Exposure to Electronic Mass Media on Knowledge and Use of Prenatal Care Services: A Comparative Analysis of Indian States*

Abstract

The Government of India considers prenatal care programs as a priority activity for promoting safe motherhood and child survival. It relies heavily on electronic mass media, including radio, television, and cinema to educate mothers—two-thirds of whom are illiterate—about prenatal check-ups and timing, iron prophylaxis, and tetanus toxoid injections. This study evaluated the effect of mothers' exposure to electronic mass media on knowledge and use of prenatal care services, using data from India's 1998–1999 National Family Health Survey. Multivariate logistic regressions were used to estimate the effects of media exposure by calculating odds ratios of each of the four response variables (complete prenatal care services, prenatal check-ups, tetanus toxoid injections, and iron prophylaxes) for exposure to mass media. The results indicated that exposure to mass media is related to the use of prenatal care services even when other likely causes of the relationships are statistically controlled at their mean. The effect also showed a north-south divide among the Indian States, being stronger in northern states as compared with southern states.

Key Words:

• health geography
• India
• mass media
• prenatal care service

Notes

^aRegister General of India.

^bNFHS-2 (2000).

^cBased on births to women ages 15–49 years during the three years preceding the survey, NFHS-2, 1998–1998.

^dPer 1,000 live births for the years preceding the survey, NFHS-2, 1998–1999.

^eCalculated in the same way as the total fertility rate, except that unwanted births are excluded from the numerators of the age-specific fertility rates on which the total fertility rate is based.

^fAmong currently married women age 15–49.

Note: IFA=iron and folic acid.

Notes: The predictor variable is Exposure to Electronic Mass Media (No, Yes). Reference category is “No.” Control variables are the age of the mother at childbirth, birth order of the child, the education level, residence, religion, ethnicity, current work status, standard of living, and healthcare decision making by the mother.

*p=0.05;

**p=0.01.

Notes: The predictor variable is Exposure to Electronic Mass Media (No, Yes). Reference category is “No.” Control variables are the age of the mother at childbirth, birth order of the child, the education level, residence, religion, ethnicity, current work status, standard of living, and health care decision making of the mother.

**p=0.01.

Notes: The predictor variable is Exposure to Electronic Mass Media (No, Yes). Reference category is “No.” Control variables are the age of the mother at childbirth, birth order of the child, the education level, residence, religion, ethnicity, current work status, standard of living, and healthcare decision making by the mother.

*p=0.05;

**p=0.01.

Notes: The predictor variable is Exposure to Electronic Mass Media (No, Yes). Reference category is “No.” Control variables are the age of the mother at childbirth, birth order of the child, the education level, residence, religion, ethnicity, current work status, standard of living, and health care decision making of the mother.

**p=0.01.