Female media use behavior and agreement with publicly promoted agenda-specific health messages

Shu Yu Lyu, Ruey Yu Chen, Liang Ting Tsai, Shih Fan Steve Wang, Feng En Lo, Ying Chen Chi, Donald E. Morisky

Research output: Contribution to journalArticle

Abstract

This study set out to explore the relationship between female media use behavior and agreement with agenda-specific publicly promoted health messages. A random digit dial telephone cross-sectional survey was conducted using a nationally representative sample of female residents aged 25 and over. Respondents’ agreement with health messages was measured by a six-item Health Information Scale (HIS). Data were analyzed using chi-square tests and multiple logistic regression. This survey achieved a response rate of 86% (n = 1074). In this study the longest duration of daily television news watching (OR = 2.32), high self-efficacy (OR = 1.56), and greater attention to medical and health news (OR = 5.41) were all correlates of greater agreement with the selected health messages. Surprisingly, Internet use was not significant in the final model. Many women that public health interventions need to be targeting are not receptive to health information that can be accessed through Internet searches. However, they may be more readily targeted by television campaigns. Agenda-specific public health campaigns aiming to empower women to serve as nodes of information transmission and achieve efficient trickle down through the family unit might do better to invest more heavily in television promotion.

Original languageEnglish
Pages (from-to)12532-12543
Number of pages12
JournalInternational Journal of Environmental Research and Public Health
Volume11
Issue number12
DOIs
Publication statusPublished - Dec 2 2014

Keywords

  • Health information seeking
  • Media use
  • Self-efficacy
  • Women

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health
  • Health, Toxicology and Mutagenesis

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