ICMR-Regional Medical Research Centre, Department of Health Research, Bhubaneswar, Odisha, India.
All India Institute of Medical Sciences, Hyderabad, India.
J Prev Med Hyg. 2021 Jul 30;62(2):E455-E465. doi: 10.15167/2421-4248/jpmh2021.62.2.1929. eCollection 2021 Jun.
To achieve universal health coverage, improving demand generation at community is necessary. Media plays an important role by acting as a linking pin between health service providers and the community. This study intended to assess the penetration and acceptability of various forms of media for health communication in Odisha, India.
A cross-sectional mixed method study was conducted in 2016 in four districts. Following a desk review, a situational analysis was done at state, district and sub-district level. Data was collected through direct observation of study sites using a predefined checklist on knowledge awareness and practice, focussed group discussion and in-depth interviews using semi-structured questionnaire. Qualitative data was analyzed using framework approach while for quantitative data, we used SPSS 20.0.
Major identified media houses were television (TV), radio and newspaper. Many health programs were being broadcasted in regional TV channels of the state, whereas leading public radio channel broadcasted highest number of health programs almost daily. The major source for information on disease symptoms and prevention was television (63.6%), remove hyphen (36.6%), newspaper (21.6%), health facility/service providers (17.7%), radio (9.2%), and other media like posters, pamphlets and folk dance (5.5%). Information on disease treatment or management was received mostly from television (61.2%), poster/leaflets (39.2%), remove hyphen (35.2%) and newspaper (19.7%). Only 8% of people received any health related message in mobile in past one year. Boards and hoarding provided information to 16.5% of study population. Nearly 36% respondents got information from health-wall, which are used to promote health awareness through wall paintings, graffiti etc. For immunization related information, interpersonal communication through frontline health workers was the most preferred.
Interpersonal communication is believed to be most acceptable source of information on maternal and child health, immunization and neonatal care. For people with low literacy, remove hyphen campaign, folk media and interpersonal communication were found to be effective.
为实现全民健康覆盖，有必要提高社区的需求生成能力。媒体在将卫生服务提供者与社区联系起来方面发挥着重要作用。本研究旨在评估印度奥里萨邦各种形式的媒体在卫生传播方面的渗透和可接受性。
2016 年在四个地区进行了一项横断面混合方法研究。在案头审查之后，在州、区和分区一级进行了情况分析。通过使用预定义的检查表对知识意识和实践进行现场观察，在焦点小组讨论和使用半结构化问卷进行深入访谈，在研究现场收集数据。使用框架方法分析定性数据，而对于定量数据，我们使用 SPSS 20.0。
主要确定的媒体机构是电视（TV）、广播和报纸。许多卫生计划在该州的地区电视频道播出，而主要的公共广播频道则几乎每天播出数量最多的卫生计划。关于疾病症状和预防的主要信息来源是电视（63.6%）、去除连字符（36.6%）、报纸（21.6%）、卫生设施/服务提供者（17.7%）、广播（9.2%）以及其他媒体如海报、小册子和民间舞蹈（5.5%）。关于疾病治疗或管理的信息主要来自电视（61.2%）、海报/传单（39.2%）、去除连字符（35.2%）和报纸（19.7%）。在过去一年中，只有 8%的人在手机上收到过任何与健康相关的信息。展板和广告牌为 16.5%的研究人群提供了信息。近 36%的受访者从健康墙上获得信息，这些信息用于通过壁画、涂鸦等方式提高健康意识。关于免疫接种相关信息，通过一线卫生工作者进行人际传播是最受欢迎的。
人际传播被认为是母婴健康、免疫接种和新生儿护理方面最可接受的信息来源。对于低识字率的人来说，去除连字符运动、民间媒体和人际传播被证明是有效的。
