Factors associated with women's exposure to mass media for Health Care Information in Ethiopia. A case-control study

Abstract

Introduction: Mass media are often essential to communicate health messages. Women's exposure to mass media remained low in Ethiopia. Evidence was scarce on underlined factors for enhancing women's exposure to mass media.Objective: This study aimed to assess factors associated with women's exposure to mass media in Ethiopia. Methods:The study was a secondary data analysis of the Ethiopian demographic and health survey 2016. A casecontrol study applied with frequency matching by place of residence and women's educational levels using a 1:1 ratio. A total of 9885 participants (4824 cases and 5061 controls) were involved in the study. Cases were women who had exposure and controls were who did not have exposure to mass media. Women's exposure to mass media is defined as the total number of women aged 15-49 who report exposure to either radio, television, newspapers, or magazines at least once a week. Logistic regressions analysis was conducted and the level of statistical significance was determined by a p-value of less than 0.05to identify factors associated with women's exposure to mass media. Result: Being in Women's age group 30-34 years (AOR = 1.19,95% C.I:1.04-1.35), having own mobile phones (AOR = 1.92,95% C.I:1.71-2.15), women ever used internet (AOR = 1.56,95% C.I:1.13-2.13), Women in the female-headed household (AOR = 0.76,95%C.I:0.68-0.86), Women in middle (AOR = 1.48,95%C.I:1.25-1.76), richer (AOR = 2.13,95%C.I:1.82-2.49) and richest (AOR = 2.67,95% C.I:2.22-3.21) wealth index, and women visited by health care provider (AOR = 1.41,95% C.I:1.17-1.71) were factors affecting women's exposure to mass media. Conclusion: Women's access to mobile phones, internet, and care provider counseling were facilitating factors for exposure to mass media. Younger age women, lower wealth quantile, and female headship in the household were risk factors for the non-exposure of women to mass media. Empowering household wealth and improving access to ICT could improve women's exposure to mass media.

Multilevel negative binomial analysis of factors associated with numbers of antenatal care contacts in low and middle income countries: Findings from 59 nationally representative datasets

“…Therefore, pregnant women from households with better economic status can pay direct health service costs like transportation costs and indirect costs like household and work obligations, while mothers from poorest households need financial capacity to support their daily living and therefore, they may be spent more time on economic activities to cater to their families rather than their health. Besides, mothers from wealthy families have access to information about maternal healthcare through mass media [ 44 ]. In contrast study conducted in Nigeria shows that mothers from poorer households had 52% lower odds of use ANC compared to mothers from poorest household [ 21 ].…”

Blood donation practice and its predictors among undergraduate college students in Harari Regional State, Eastern Ethiopia

“… 27 , 34 This might be related to less frequent mass-media exposure of females, the cultural taboo, and females being given few opportunities and fewer options. 41 The other reason is that women are more likely to have physiological circumstances that prevent them from donating blood like menstruation and bleeding during pregnancy and delivery. 42 This suggests that women should be informed more about the health advantages of blood donation and health information delivery through campaigns and different sources of information.…”

How do traditional media access and mobile phone use affect maternal healthcare service use in Bangladesh? Moderated mediation effects of socioeconomic factors

“…One intervention study found that utilizing a cell phone increased antenatal care service usage by a considerable proportion and that women were increasingly accessing preventive health services [ 31 ]. Further, owning a mobile phone is associated with a favorable attitude regarding the use of mobile technology for maternal health services [ 32 ] and can facilitate exposure to mass media [ 15 ]. Having a mobile phone boosts possible access to health information, engagement with health practitioners, and quality health services.…”

“…Furthermore, employing a mobile phone as a tool for interpersonal communication is an essential component of healthcare communication because its applications are expanding over time, and the digitalization effect should reach the limits as time passes. Additionally, women’s exposure to mass media is aided by their availability to mobile phones and constant connectivity with health practitioners [ 15 ]. Mobile technology, as a faster mode of communication, has the potential to significantly improve access to emergency obstetric care (EmOC), which includes care necessary during and immediately following delivery [ 16 ].…”