Mass Media and Family Planning in Kenya
SummaryText
Published in International Family Planning Perspectives (Vol. 21, No. 1), this report features an analysis of the effects of mass media on reproductive behaviour in Kenya and, in particular, the impact of media messages on family planning.
The authors begin by noting that there is understandably a strong interest within population policy and family planning programme circles about mass media messages designed to inform and motivate people on the methods and advantages of regulating fertility - and the impact these messages might have on contraceptive behaviour and reproductive preferences.
To explore this impact, the evaluators use data from Kenya collected in 1989 as part of the Demographic and Health Survey (DHS) project. This project sought to evaluate use of the media to promote family planning, through such initiatives as the Family Planning Association of Kenya's production of booklets, posters, films, videos, and radio programmes. During that same evaluation period, a popular television soap opera also emphasised the problems of early pregnancy, and the U.S. Agency of International Development office in Kenya supported the production and dissemination of family planning calendars, leaflets, and posters. Most of the messages were aimed at creating general support for small-family norms.
Abstract :
“Analyses of data from the 1989 Kenya Demographic and Health Survey demonstrate a strong statistical association between women's reports of having heard or seen messages about family planning through various media outlets and their use of contraceptives and their reproductive preferences. While 15% of women who say they have neither seen nor heard media messages on family planning are currently using a contraceptive method, this proportion rises to 25% among those who have heard radio messages, to 40% among those exposed to both radio and print messages and to 50% among those exposed to radio, print and television messages. These associations persist even when a variety of life-cycle, residential and socioeconomic controls are imposed, so that women exposed to no messages report an average of 5.5 children as their ideal family size, while those exposed to three types of messages report 4.7 children as ideal. Given the persistence of these strong relationships, the results suggest that the mass media can have an important effect on reproductive behavior.”
In the concluding Discussion section, the authors note that their research finds a "strong correlation between reports of having heard or seen messages on family planning and, for example, contraceptive use....Anecdotal evidence from clinics and some evaluation surveys strongly supports the inference that media messages have a significant impact both on the motivation to limit fertility and on information about the availability of supplies. It would be reassuring, however, if there were internal evidence from the survey that would increase our confidence in the direction of our association."
To explore this impact, the evaluators use data from Kenya collected in 1989 as part of the Demographic and Health Survey (DHS) project. This project sought to evaluate use of the media to promote family planning, through such initiatives as the Family Planning Association of Kenya's production of booklets, posters, films, videos, and radio programmes. During that same evaluation period, a popular television soap opera also emphasised the problems of early pregnancy, and the U.S. Agency of International Development office in Kenya supported the production and dissemination of family planning calendars, leaflets, and posters. Most of the messages were aimed at creating general support for small-family norms.
Abstract :
“Analyses of data from the 1989 Kenya Demographic and Health Survey demonstrate a strong statistical association between women's reports of having heard or seen messages about family planning through various media outlets and their use of contraceptives and their reproductive preferences. While 15% of women who say they have neither seen nor heard media messages on family planning are currently using a contraceptive method, this proportion rises to 25% among those who have heard radio messages, to 40% among those exposed to both radio and print messages and to 50% among those exposed to radio, print and television messages. These associations persist even when a variety of life-cycle, residential and socioeconomic controls are imposed, so that women exposed to no messages report an average of 5.5 children as their ideal family size, while those exposed to three types of messages report 4.7 children as ideal. Given the persistence of these strong relationships, the results suggest that the mass media can have an important effect on reproductive behavior.”
In the concluding Discussion section, the authors note that their research finds a "strong correlation between reports of having heard or seen messages on family planning and, for example, contraceptive use....Anecdotal evidence from clinics and some evaluation surveys strongly supports the inference that media messages have a significant impact both on the motivation to limit fertility and on information about the availability of supplies. It would be reassuring, however, if there were internal evidence from the survey that would increase our confidence in the direction of our association."
Publishers
Number of Pages
7
Source
The Guttmacher Institute websiteon January 18 2005.
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