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MEDIA ACCESSIBILITY,
UTILISATION ANDPREFERENCE FOR FOOD ANDNUTRITIONAL INFORMATION
BY RURAL WOMEN OF INDIA
KARUNYA VINUKONDA,MSC NHC SY, CMC DEPT, SNDT
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INTRODUCTION
Womens progress countrys progress. INDIA: Women constitute 48.2% of the
total population, a bulk of which live inrural areas.
Some lack adequate food- some-adequate choices (Vijayaraghavan 2002)
Nutritional problems not only affectgrowth and development but alsolivelihoods.
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INTRODUCTION
Under nutrition, anemia, vitamin Adeficiency, iodine deficiency and
overweight or obesity. WHO (2009) emphasized mass
information and awareness programs to
be organised
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INTRODUCTION
Nutrition education is an important meansfor improving the nutritional status of the
country. (Joachim and Swaminathan2004) Indian set up: food and women.
So women are a main resource with thepossibility to change the attitude of wholefamily.
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INTRODUCTION
Mass media plays a strong advocacy rolefor creating awareness and bringing
about action for health. Media serves as the most popular sourceof nutrition information for the public(Hindin et al. 2004)
Nutrition education through appropriatecommunication procedure- important tool
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INTRODUCTION
Food and nutrition board is also carryingout and emphasizing media activities
involving development of educational andtraining material including audio andvideo aids (GOI 2010)
The study-designed to find out thepreference of rural women for variousmedia about nutritional information in hillareas of Uttarakhand state, India.
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OBJECTIVES
To examine the different mass mediautilised by the rural women
To determine the relationship betweenutilization of the media and socio-demographic characteristics of ruralwomen
To identify media preference of ruralwomen for dissemination of food andnutrition related information
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METHODOLOGY
SAMPLE SELECTION: Bhimtal block of Nainital district 3
villages were selected. Malnutrition is highly prevalent in the
State.
Prevalence of anemia is 55.2% in thewomen.
Anaemia, vitamin A and iodine deficiency
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SAMPLESELECTION
3 villages were selected using purposivesampling
Age group: 18-45 years Sample size :223 Data collected with the help of well
structured and validated interviewschedule
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RESULTS
GENERAL INFORMATION ON SOCIO-ECONOMIC INDICATORS:
Age, educational status, marital status,family income. Height and weight BMI
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RESULTS
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RESULTS
POSSESSION &UTILISATION OF MASSMEDIA BY RURAL HILL WOMEN
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RESULTS
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RESULTS
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RESULTS
PREFERENCE OF MEDIA FORNUTRITION RELATED INFORMATION
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RESULTS
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RESULTS
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RESULTS
EFFECT OF SOCIO-DEMOGRAPHICFACTORS ON MEDIA UTILIZATION
Regression analysis of socio-demographic variables influencingutilization of mass media as sources ofinformation.
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RESULTS
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RESULTS
The variables: income, age, educationallevel and marital status could be good
predictors and determinants of the use ofmass media by rural women as sourcesof food and nutritional information.
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CONCLUSION
The study was on assessment ofpreference of selected mass media as
sources of nutritional information by ruralwomen in hill areas of Uttarakhand Stateof India.
Majority of subjects were in the age groupof 25-25 years with a high level of formalschooling
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CONCLUSION
Existing media possessed by ruralwomen was television, radio and printmedia.
Television and radio were rated as 1stand 2 nd most preferred media
Income, age, educational level andmarital status has positive and significantrelationship with the utilization of media
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RECOMMENDATIONS
Government should launch specifictraining and educational programs forrural women.
Content of media should specificallytailored. Culturally tailored pictures.
Women specific programs should bebroadcasted TV and radio.
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RECOMMENDATIONS
Pictorial information delivery shouldcontribute to 4 components: engagement,comprehension, information retention andbehavior change.
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REFERENCES
Critically analysing a research paper byBACP
Critical analysis by University of Sussex How to critically appraise an article by
Jane M Young and Michael Solomon
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