Association between frequency of mass media exposure and maternal health care service utilization among women in sub-Saharan Africa: Implications for tailored health communication and education

Abstract

Introduction Awareness creation through mass media has the potential to promoted positive behaviors and discourage negative health-related behaviors through direct and indirect pathways. In this study, we examined the association between exposure to mass media and maternal health care services utilization among women in sub-Saharan Africa. Methods We used data from the recent Demographic and Health Surveys (DHS) conducted between 2010 and 2020. A total of 28 countries with a survey dataset within 2010–2020 were included in our study. We included 199,146 women who had ever had a pregnancy in the last five years preceding the survey. Weighting was applied. Multilevel mixed-effect models were considered to account for cluster-level variations and correct inferences. Fixed and random effects estimates were reported. Adjusted odds ratio (aOR) with their 95% confidence intervals (CIs) were used to present the results. Also, we presented the random intercept variations, intraclass correlation coefficient, and model fitness. Results Women who listened to radio at least once every week (aOR = 1.11, 95% CI = 1.07,1.15) were more likely to attend ANC as against those who did not listen to radio at all. Also, women who watched television at least once a week (aOR = 1.39, 95% CI = 1.33,1.46) were more likely to attend ANC compared to those who did not watch television at all. Women who read newspaper/magazine at least once a week (aOR = 1.27, 95% CI = 1.14,1.41); listened to radio at least once a week (aOR = 1.12, 95% CI = 1.07,1.17); and watched television at least once a week (aOR = 1.32, 95% CI = 1.24,1.40), were more likely to utilize SBA than those who did not read newspaper/magazine; listen to radio; and watch television at all. Women who read newspaper/magazine at least once a week (aOR = 1.35, 95% CI = 1.27,1.45); listened to radio at least once a week (aOR = 1.37, 95% CI = 1.32,1.42); and watched television at least once a week (aOR = 1.39, 95% CI = 1.32,1.47) were more likely to utilize PNC compared to those who did not. Conclusions The study identified a strong positive relationship between mass media exposure and maternal health care services utilization. Specifically, exposure to radio and television were positively associated with ANC visitations. Moreover, exposure to mass media (newspaper/magazine, radio and television) were positively associated with SBA and PNC utilization. Policymakers and other non-governmental organizations should continuously invest resources in the design and implementation of maternal health service utilization educational programs through all the mass media channels to scale up women’s maternal health service services utilization uptake in sub-Saharan Africa.

Factors Associated with Deworming Medication Utilization among Pregnant Women in Benin: Evidence from the Demographic and Health Survey

“…It is possible that educated women may have greater knowledge about recommended maternal health practices, which may increase their perceived importance of receiving deworming medications during pregnancy [ 31 ]. Furthermore, women with lower education often hold misconceptions regarding medication, potentially creating an environment where they may be less likely to rely on deworming medication [ 39 , 40 , 41 , 42 , 43 ]. To address this disparity, it may be useful to establish community-level educational campaigns specifically targeting women with low educational attainment, with a focus on dispelling misconceptions surrounding deworming medication [ 14 ].…”

Effects of household access to water, sanitation, and hygiene services on under-five mortality in Sub-Saharan Africa

“…Recent papers in DRC, Mali, Niger, and Zimbabwe found a similar result ( 11 ). Other studies suggest that maternal exposure to various media increases their ability to make decisions that benefit their health and that of their loved ones ( 42 , 43 ). In the present study, the risk of under-five mortality was 8–9% lower in children whose mothers watched television compared to children of non-exposed mothers.…”

Determinants of Non-enrollment on Health Insurance among Women in Sierra Leone: a cross-sectional analysis of the 2019 Sierra Leone Demographic Health Survey

“…The radio may also re ect the socioeconomic status and preferences of women in Sierra Leone, as women who listen to the radio less than once a week may have lower income and wealth than women who do not listen to the radio at all, who may afford other forms of media such as television or newspapers [34,35]. Alternatively, women who listen to the radio less than once a week may have different priorities and interests than women who do not listen to the radio at all, who may value health and health insurance more than other aspects of life.…”

“…Women who live far from health facilities may have less trust and con dence in the quality and availability of health services and may prefer to use traditional or informal providers [11,17]. Women who live far from health facilities may face higher transportation costs and opportunity costs of seeking healthcare, which may reduce their willingness and ability to pay for health insurance [29,33,35].…”