Television Viewing Frequency and Mode of Delivery Preferences among Primiparous Women in Nairobi, Kenya

Purpose: This study aims to establish television viewing frequency and mode of delivery preferences among primiparous women in Nairobi Kenya, aiming at developing informed strategies to minimize health risks and costs, promoting safer childbirth choices in a media-driven urban environment. Methodology: The study utilized a sequential mixed-methods approach, which involved 300 purposefully selected primiparous women from eleven sub-counties in Nairobi during routine child immunization schedules. Among the participants, 150 had vaginal deliveries, while the remaining underwent elective caesarean deliveries. Data collection was carried out through interviewer-administered questionnaires, focus group discussions, and in-depth interviews. Quantitative analysis involved the use of mean-weight scores, Chi-square tests, and Cramer's V using SPSS version 28.0.1.1(15). Thematic analysis was employed for qualitative data using Nvivo 14 to comprehensively understand the research topic. The findings were presented through both numerical analysis and narrative exploration. Findings: Respondents who underwent elective caesarean deliveries had higher mean TV viewing frequencies on both weekdays and weekends, compared to those who had vaginal deliveries. Both for weekdays and weekends had significant associations with moderate effect sizes. The null hypothesis was rejected due to the significant correlation and linear regression explaining 81.3% of the variability. Each additional weekday TV-watching hour increased the odds in preferring a particular mode of delivery by 40%, and on weekends, by 39%. Qualitative analysis confirmed that viewing frequency is influenced by factors such flexible schedules, cost-effectiveness, accessibility, and content preferences. Unique Contribution to Theory, Practice and Policy: The study uses cultivation and medicalization theory to establish that television viewing frequency shapes perceptions and subsequent childbirth preferences among urban women, adding to existing body of knowledge on media effects theories. To promote informed childbirth choices, recommendations include encouraging women to critically evaluate media information and seek reliable sources. Additionally, integrating media literacy into antenatal care, implementing targeted campaigns, and researching other media forms beyond television are essential.