INFLUENCE OF MEDIA ON CONTRACEPTIVE USE: A CROSS-SECTIONAL STUDY IN FOUR ASIAN COUNTRIES

Authors

  • Muhammad Bedar Bakht
  • Zaeema Arif
  • Shamsa Zafar
  • Muhammad Asif Nawaz

Abstract

Background: The most important factors contributing to poor state of maternal health continue to be early marriages, under-nutrition and high fertility rates in the context of low rates of contraceptive use. The aim of this study was to emphasize the influence of television on the contraceptive use in Asia. Methods: Publicly available cross-sectional survey data from Survey of Status of Women and Fertility (SWAF) was used. Logistic regression was used to estimate the odds ratios and to adjust for covariates, i.e., age, education and income. SAS-9.2 was used for statistical analyses. Results: Television watching is associated with increased contraceptive use, both in men and women. In India, the adjusted odds ratios for condom use in males and females were 1.9 (95% CI 1.2–2.9, p=0.003) and 1.8 (95% CI 1.1–2.9, p=0.019) respectively. In Pakistan the adjusted odds ratios were significant in females for condom with odds ratios of 1.9 (95% CI 1.1–3.3, p=0.02). In the Philippines the adjusted odds ratios for condom use were 1.6 (95% CI 1.01–2.46, p=0.05) in females and 2.5 (95% CI 1.66–3.79, p<0.0001) in males. In Thailand the adjusted odds ratios for condom use were 19.3 (95% CI 12.3–30.3, p<0.0001) in males and 1.5 (95% CI 1.32–1.83, p<0.0001) in females. Conclusion:  Along with other factors affecting human behaviour, media is a very useful tool to influence health behaviours like family planning, on a large scale.Keywords: Contraception, Media, Television, Condom, Reproductive Health

References

National Institute of Population Studies and Macro International. Pakistan Demographic and Health Survey 2006-0. Islamabad: 2008.

Khan YP, Bhutta SZ, Munim S, Bhutta ZA. Maternal health and survival in Pakistan: issues and options. J Obstet Gynaecol Can 2009;31:920–9.

Population growth and its implications Islamabad, National Institute of Population Studies; 2004.

Sathar ZA, Raza B. Safe motherhood in South Asia: current status and strategies for change. Pak Dev Rev 1994;33(4 Pt 2):1123–37.

Little P, Griffin S, Kelly, Dickson N, Sadler C. Effect of educational leaflets and questions on knowledge of contraception in women taking the combined contraceptive pill: randomized controlled trial. BMJ 1998;316:1948–52.

Udry JR, Clark LT, Chase CL, Levy M. Can mass media advertising increase contraceptive use? Fam Plann Perspect 1972;4:37–44.

Van Lunsen RHW, Arnolds HT, van Maris GM. Choices and changes in contraceptive behavior, the role of information sources. Patient Educ Couns 1994;23:197–202.

Kane TK, Gueye M, Speizer I, Pacque-Margolis S, Baron D. The impact of a family planning multimedia campaign in Bamako, Mali. Stud Fam Plann 1988;29:309–23.

Women's Exposure to Mass Media Is Linked to Attitudes Toward Contraception in Pakistan, India and Bangladesh. Int Fam Plann Perspect 2000;26(1):48–50.

Islam MM, Hasan AH. Mass media exposure and its impact on family planning in Bangladesh. J Biosoc Sci 2000;32(4):513-26.

Goni A, Rahman M. The impact of education and media on contraceptive use in Bangladesh: A multivariate analysis. Int J Nurs Pract 2012;18:565–73.

Jejeebhoy SJ, Sathar ZA. Women's Autonomy in India and Pakistan: The Influence of Religion and Region. Popul Dev Rev 2001;27:687–712.

Mason KO, Smith HL, Chayovan N, Jejeebhoy SJ, Nagaraj S, Raymundo CM, Sathar ZA, Ghuman S, Lee H. Female autonomy and fertility in five Asian countries, March 9,1999. Available at: http://swaf.pop.upenn.edu/publications-and-papers

Mungai P. Men's knowledge, attitudes and practices with regard to family planning. Afr Link 1996 Apr:5–7.

Khawaja NP, Tayyeb R, Malik N. Awareness and practices of contraception among Pakistani women attending a tertiary care hospital. J Obstet Gynaecol 2004;24:564–7.

Santelli JS, Warren CW, Lowry R, Sogolow E, Collins J, Kann L, et al. The use of condoms with other contraceptive methods among young men and women. Fam Plann Perspect 1997;29(6):261–7.

Siziya S. Determinants of contraceptive knowledge among teenagers in Zimbabwe. Afr J Health Sci 2000;7(3–4):88–90.

Keating J, Meekers D, Adewuyi A. Assessing effects of a media campaign on HIV/AIDS awareness and prevention in Nigeria: results from the VISION Project. BMC Public Health 2006;6:123.

Yee L, Simon M. The role of the social network in contraceptive decision-making among young, African American and Latina women. J Adolesc Health 2010;47:374–80.

El-bakly S. TV spots' impact. Integration. 1994;41:24–7.

Munyanziza B. Television could be effective in the family planning program in Rwanda. Imbonezamuryango 1993;26:31–4

Downloads

Published

2013-07-01