| Abstract: | The role of mass media and other psychosocial factors in forming intentions to acquire health-related information and promotion of actual health behaviors was examined in a field study involving 720 male and female residents in 28 villages of Uttar Pradesh, Bihar, and Madhya Pradesh. It was found that beliefs and attitudes toward health care, as well as some information-related needs, contribute in the formation of intentions. More specifically, the tendency to treat media as a source of stimulation and direction, learning, information, and tension-reduction together with positive attitudes explain 4% of variance in intention. Variance in actual health promotion behaviors and the use of media for health-related information is explained by the general impact of media together with other social factors such as social participation in community, anticipating changes in life situations, and taking initiative by acceptors. Attitude, intention, and behavior are related, but the link between them is mediated by other social factors. In order for mass media to be effective, reinforcement through interpersonal communication as well as change in environment are essential. Excessive reliance upon mass media without the coordinated support of formal and informal systems in the community may not be suitable for the promotion of health behaviors in rural India. |
