Comparing different channels of mass media for health communication

Abstract

Background- Mass media, encompassing television, radio, newspapers, and digital platforms, serves as a
potent tool for disseminating information and shaping societal norms. Through informative campaigns,
advertisements, and educational programs, mass media plays a pivotal role in increasing awareness about the
benefits of exclusive breastfeeding (EBF). It educates expectant and new mothers about the nutritional
advantages of exclusive breastfeeding for infants and the health benefits it offers to mothers. Aim: To
compare the role of different mass media channels in improving practices regarding exclusive breastfeeding
(EBF). Method: The present study was a cross-sectional investigation that was carried out in a rural region of
the Harahua block in the Varanasi district. The selection of the 416 individuals involved the use of multistage
stratified cluster sampling, and those female participants who <1 year of age did not have child were excluded
from the research. The Statistical Package for the Social Science (SPSS) Trial version 25 was utilized for the
data entry, checking, cleaning, coding, and analysis processes. Results: This study showed that compared the
mean exclusive breast practice Scores of respondents exposed to health messages through different massmedia
channels.
Our
study
shows
that,
79.1%,
of
the
respondents
have
been
exposed
to
these
health
messages

through
radio,
followed
by
television
(77.9%)
and
newspaper
(58.4%).

When considering individual factors
and their interactions, "Television" (F (1,408) = 7.529, p = .006), and interaction effect of "Radio and
Television" (F (1, 408) = 4.125, p = .043) were found to be statistically significant contributors to exclusive
breast feeding practices. Conclusion: This study suggests that the choice of mass media channels for
delivering health messages has a meaningful impact on exclusive breastfeeding practices among women.
Specifically, exposure to health messages through television and the combined effect of television and radio is
associated with better exclusive breast feeding practices. This finding underscores the importance of selecting
effective mass media channels for health communication campaigns aimed at promoting exclusive
breastfeeding practices (EBF) and maternal and child health.