The impact of mass media on women’s reproductive health behaviour in Ethiopia

Eshetu Gurmu, Addis Ababa University
Dula Etana, Addis Ababa University

This study examines the roles of media in shaping women’s reproductive health behaviour. It is based on analysis of the 2011 Ethiopian Demographic and Health Survey data, and qualitative data collected from media and health personnel. Cox, ordinary least square, binary logistic, and ordered logit regressions were used to analyse the data. Frequent access to print media and television significantly increased age at first marriage in rural and urban areas, respectively. Women who had frequent access to radio, television, and magazines/newspapers had higher chances of ever, current, and future use of contraceptives. Cumulative media exposure increased the proportion of current contraceptive users. The insignificant effect of mass media on most reproductive health variables is related to lack of defined behavioural objectives and theories of change, absence of audience segmentation, and limited use of edutainment programs. Hence, effective use of mass media requires theory- and evidence-based program design and implementation.