Media’s Role in Shaping Women’s Health Behaviors: A Comparative Study in Mysuru and Chamarajanagar Districts of Karnataka

Abstract

Media and communication are fundamental to shaping public health outcomes, especially in diverse and populous countries like India where disparities in healthcare access and information persist. This study examines the forms and effectiveness of media used for health communication among women in the Chamarajanagar and Mysuru districts of Karnataka, India. Drawing on primary data from 300 respondents, the research explores how traditional platforms alongside digital channels influence health knowledge, attitudes, and behavioral change. The findings reveal a marked shift towards digital media, with platforms like YouTube and WhatsApp emerging as primary sources of health information, particularly among younger and more digitally literate women. These channels are especially important for maternal and child health, where timely and accurate information can significantly impact health outcomes.
The study underscores the importance of integrating digital innovation with proven community engagement strategies to bridge information gaps, empower women, and promote sustainable behavioral change. The findings reveal that effective health communication not only bridges knowledge gaps and promotes preventive behaviors but also empowers women to make informed decisions, supporting India’s progress toward Sustainable Development Goal 3 (Good Health and Well-being). This research highlights the need for multifaceted, context-specific interventions. Ultimately, leveraging both digital and traditional media, tailored to local needs, is essential for achieving equitable health outcomes and advancing public health in India’s diverse regions.