Influence of Mass Media on Institutional Delivery Service Utilization among Ethiopian Women: Insights from the 2016 Demographic and Health Survey

Abstract

Introduction: Globally, the rapid advancement of technology has significantly expanded the reach of mass media, exposing a large portion of the world's population to diverse information sources. Mass media encompass various technologies that distribute information, ideas, and opinions to broad and targeted audiences. In developing countries, including Ethiopia, the utilization of institutional delivery services remains very low.

Objective: This study aims to assess the influence of mass media on the utilization of institutional delivery services among women in Ethiopia, utilizing data from the 2016 EDHS.

Methods :The  study  used  data  from  the  published  reports  of  Ethiopian  Demographic  and Health Surveys-2016.

Results: Nearly twenty-eight percent (27.7%) of the respondents were exposed to radio, followed by television (19.6%) and newspapers (7.1%). Multivariable logistic regression analyses showed that mothers exposed to mass media were more likely to utilize institutional delivery services (AOR 1.25; 95% CI 1.10, 1.42). Place of residence, specifically rural areas (AOR 0.20; 95% CI 0.16, 0.25), educational status (primary school: AOR 1.98; 95% CI 1.76, 2.24; secondary school: AOR 6.12; 95% CI 4.59, 8.17; higher education: AOR 8.21; 95% CI 4.72, 14.30), and wealth index (poorer: AOR 1.72; 95% CI 1.44, 2.06; middle: AOR 1.97; 95% CI 1.65, 2.36; richer: AOR 2.11; 95% CI 1.76, 2.54; richest: AOR 3.19; 95% CI 2.52, 4.03) were significantly associated with institutional delivery service utilization.

Conclusion: The study reveals that exposure to mass media significantly increases the likelihood of utilizing institutional delivery services among women in Ethiopia. Additionally, factors such as urban residency, higher educational attainment, and greater wealth are positively associated with higher rates of institutional delivery service utilization. These findings highlight the importance of mass media and socio-economic factors in improving maternal health service uptake.