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Article Title :

Does Media Exposure Affect the Utilization of Maternal Health Care Services? A Query from a Nationally Representative Survey of India

5 (2021)



Postnatal Care , NFHS , media exposure , India , Delivery Care , Antenatal Care

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Maternal Health Care (MHC) is very essential for improvement in the health status of the mother and children. The present study attempts to show the role of mass media on the utilization of MHC services in India. The entire study depends on secondary data collected from the National Family Health Survey (NFHS-4, 2015-16). Initially, the data has been analyzed by some descriptive statistics and for the proper depiction of the result, binary logistic regression has been conducted. The unadjusted odds ratio (UOR) has shown media exposure positively and significantly associated with the utilization of the majority of MHC services. The adjusted odds ratio has a less effective association with the MHC services compare to the unadjusted odds ratio. Other controlling variables including maternal age, age at marriage, birth order, education, caste, religion, wealth index, place of residence, and the region has also affect the health care services.

Proper utilization of MHC services is very important to reduce maternal mortality in India.

Utilization of maternal health care services is strongly determined by different socio-demographic factors.

The percentage of women received all the MHC services are increasing with the increase media exposure in India.

Full exposure (listening radio, watching television and reading news-papers) women are more likely to receive MHC services.


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