Abstract
Change in behavior is a process that depends on many factors. Mass media plays an effective role in creating awareness and influencing beliefs, attitude and practices. Since it is an effective instrument in guiding social norms, it is an equally important factor for behavioral change. The main objectives of this paper are to examine the extent of reach of messages and it also examines the major source of the health messages for women in select states. For the present study data of District Level Household Survey, 2007-08 (DLHS3) has been analyzed. In DLHS 3 data was collected from 720,320 households from 34 states and union territories of India (excluding Nagaland). DLHS 3 interviewed 643,944 married women aged 15-49. For the present study simple cross tab analyses has been done. To have a better insight into communication of different health messages, health information index has been calculated. There is a significant rural-urban, caste and religion differential in reach and accessibility of health messages through mass media. Health professionals and friends/ relatives are the major sources to receive health messages. Electronic media is the third largest source for health information but it is also influenced by background characteristics like place of residence, education of women, economic states etc.
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