Thesis Defense Announcement

College of Arts and Sciences announces the Final Thesis Defense of

Kaniz Fatema

for the Degree of Master of Arts

June 20, 2019 at 02:00 PM Clement Hall - Room 203

Advisor: Joseph Lariscy

Impact of mass media on the utilization of maternal healthcare services

ABSTRACT: Maternal mortality is a serious issue in the developing world due in part to lack of appropriate care and awareness before, during, and after the pregnancy period. In order to reduce maternal mortality, appropriate information about maternal healthcare is essential. Mass media plays as an influential source in disseminating maternal healthcare-related knowledge and information in society. Therefore, this study examines the impact of mass media (television, radio, and newspaper) and other socio-economic factors on maternal healthcare utilization in 20 developing countries. Using secondary data from the Demographic and Health Survey 2012-2017, a nationally representative survey of women aged 15-49 years, this study examines whether exposure to mass media has an impact on the utilization of maternal healthcare. This study finds a statistically significant association between mass media exposure and maternal healthcare utilization across countries, even after controlling for mother's socioeconomic factors. Pregnant mothers who are exposed to the mass media are 1.1 to 2.1 times more likely to receive antenatal care, 1.1 to 1.9 times more likely to deliver their babies by skilled birth attendants, and 1.1 to 1.9 times more likely to take postpartum check-up after their delivery across countries. Through this study, governmental and non-governmental organizations, as well as international organizations, can consider mass media as a key intervention in reducing maternal mortality.