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Mass Media Messages and Reproductive Behaviour

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This programme was a project of the Office of Population Research at Princeton University that sought to determine the effects of exposure to mass media messages promoting family planning on the reproductive behaviour of married women in Nigeria. The study aimed to determine the importance of mass media messages in terms of predicting contraceptive use among Nigerian women by investigating the link between intensity of media exposure and reproductive behaviour.
Communication Strategies

Two music videos by popular Nigerian artists, short dramas broadcast on radio and television.

Development Issues

Family planning, reproductive behaviour, contraceptive use.

Key Points

This family planning campaign was based on the "enter-educate" principle. The data from cross-sectional analysis indicated that (1) contraceptive use and intention are positively associated with exposure to mass media messages, and (2) women who are exposed to media messages are more likely to desire fewer children than those who are not exposed to such messages. Longitudinal analysis showed that exposure to mass media messages is a significant predictor of contraceptive use.

Partners

United States Agency for International Development (USAID), Office of Population Research at Princeton University, Population Communication Services, and Andrew Mellon Foundation.

Sources

Bankole, A., Rodríguez, G., and Westoff, C.F., Mass Media Messages and Reproductive Behaviour in Nigeria. J. biosoc. Sci. (1996) 28, 227-239

Comments

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Submitted by Anonymous (not verified) on Tue, 11/30/1999 - 00:00 Permalink

thanks

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Submitted by Anonymous (not verified) on Wed, 12/27/2006 - 07:12 Permalink

It useful to me becos am a communication student and i find
it very useful too.