Mass media exposure and maternal healthcare utilization in South Asia

Maternal mortality is a serious issue in the developing world due in part to inadequate healthcare before, during, and after childbirth. Mass media has the potential to disseminate information on maternal healthcare that can improve birth outcomes for mothers and infants, particularly among women with limited educational attainment. This study examines the impact of mass media exposure (e.g., television, radio, and newspaper) and sociodemographic factors on maternal healthcare utilization in four South Asian countries: India, Bangladesh, Nepal, and Afghanistan. Analyses use 2014–2016 Demographic and Health Surveys, nationally representative surveys of women aged 15–49 years. Results show that maternal healthcare utilization is significantly higher among women exposed to mass media across countries, even after controlling for mother’s, husband’s, and household socioeconomic status. Women exposed to mass media are 39–113% more likely to receive antenatal care, 17–99% more likely to deliver their babies by skilled birth attendants, and 24–95% more likely to receive postpartum check-ups after their delivery across countries. Mother’s educational attainment moderates the association between mass media and maternal healthcare in three of the four countries. Governments and public health organizations can consider mass media as a key intervention in promoting maternal health in developing contexts.