Promotion of Family Planning Programme: Role of Media Behavior of Selected Domains of West Bengal
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Abstract
The article aims to study a relationship between the extent of media behivour and the awareness of health literacy on family planning programme in general and the uses of modern contraceptive methods in specific. Health literacy is one of the important approaches under health communication. Media has an enormous power of advocacy to promote a developing issue like public health communication. Based on 2600 data from NFHS-4 data bank of Ministry of Health & Family Welfare, the study explains the strategic use of mass media in advance public health policy system, like family planning programme among rural villagers in West Bengal. Statistical analysis was conducted based on the hypotheses. They were tested through Pearson Chi-Square value. In its conclusion part it has been explained how the real time media communities are successfully endorsing on different scientific approaches of family welfare programme in a rural domain. This conclusion helps to define the scope of media –advocacy in family planning programe in any developing society like India. The article also underlines how a horizontal, participatory based message design would be developed as content for television to promote a modern family planning programme or related issues for rural villagers.
