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Media Mix and Contraceptive Behavior of Sexually Active Nigerians

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Authors
Odimegwu, Clifford Obby; Raimi, Moses Olayiwola
Issue Date
2003-06
Publisher
Institute for Social Development and Policy Research, Center for Social Sciences, Seoul National University
Citation
Development and Society, Vol.32 No.1, pp. 61-75
Abstract
Data from a Nigerian study of 892 sexually active Nigerians out of a total sample size of 1,500 were used to assess the impact of media mix on the knowledge of, attitudes about and practice of family planning. Bivariate and multivariate analyses were conducted to examine the relationships between specific media, program interventions and contraceptive use. The findings show that the greater the exposure to mass media, irrespective of the socioeconomic status of the respondents, the more likely they are to be using contraceptives, and to have taken some steps towards contraceptive behavior change, such as discussions of family planning with partner and visits to a family planning clinic. It is also shown that specific media such as newspapers, family planning logos, television and posters are likely to influence contraceptive use. A media mix creates a more conducive environment that tends to make family planning a social norm. Reproductive health care may be promoted by using a mix of media sources, while taking specific cultural milieu into consideration.
ISSN
1598-8074
Language
English
URI
http://hdl.handle.net/10371/86647
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College of Social Sciences (사회과학대학)Institute for Social Development and Policy Research (사회발전연구소)Development and Society Development and Society Vol.32 No.1/2 (2003)
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