Farish Ullah Yousafzai

Social Communication Campaigns: a Study of the Mass Media Effects Process Farish Ullah Yousafzai

The study has examined the influence of five demographic variables viz. locality, gender, education, socioeconomic status, and age in the effects process in the area of health-related information mediated by mass media. The influence was measured on three integrated effects levels? knowledge, attitude, and behavior. Four health- related information campaigns viz. vaccine course against fatal diseases commonly found in children, the use of iodated salt against goiter, orally rehydration salt during diarrhea and the adoption of small family norm were selected to examine the effects on the audiences. TV and radio were selected and married respondents of childbearing age stratified on the basis of gender were interviewed from the urban and rural areas. It was found that effects are discriminated on the basis of education and locality. So urban and high education groups are rich in holding information regarding health and have adopted the innovative methods proposed by the media. The study has also identified different semantic, socio-religious, and structural barriers that adversely affect the success of these campaigns at all three levels.