Demand of and Access to Health Messages Through Mass Media in the Rural Community of Eastern Ethiopia: A Mixed Method Study

BACKGROUND: The demand for health-related information has increased dramatically in recent years. Media is crucial in reaching health messages to audiences, especially those who are distant and rural. Therefore, the study aimed to assess demands, access, and factors associated with access to health messages through mass media in the rural community of Kersa District of East Hararghe, Eastern Ethiopia. METHODS: A mixed-methods study was conducted from October 15 to November 20, 2020. A quantitative cross-sectional and a qualitative phenomenological study design were applied. A total of 578 participants were included by using a systematic sampling technique. Collected data were entered into Epidata version 3.1 and analyzed using SPSS version 22.0. A multivariate logistic regression analysis model was used and reported using an adjusted odds ratio (AOR) with a 95% confidence interval (CI). Statistical significance was set at p <0.05. For qualitative, six-focused group discussions (FGDs) were used and then analyzed thematically. RESULTS: Overall, the demand of and access to health messages through mass media was 32.5% (95% CI=28.5–34.2%) and 26.6% (95% CI=24.6–28.7%), respectively. Factors such as having electric services (AOR=2.36, 95% CI=2.13–5.41), having a mobile phone (AOR=4.56, 95% CI=4.32–8.73), exposure to TV (AOR=4.73, 95% CI=1.03–11.62), and exposure to social media and printed media (AOR=5.24, 95% CI=1.07–15.63), a preference for programs such as news, current affairs, entertainment, health and educational were 2.37, 9.47, 4.75 and 7.55 times more likely to access health messages (AOR=2.37, 95% CI=1.00–5.61; AOR=9.47, 95% CI=3.54–25.34; AOR=4.75, 95% CI=1.23–18.38; and AOR=7.55, 95% CI=3.12–8.66, respectively). Qualitative findings, participants demand for health messages from health workers, radio, and the main source for accessing the message was the radio. CONCLUSION: Approximately one in every three and one in every four rural communities in the study area had demand, and access to health messages through mass media, respectively. As a result, all stakeholders should emphasize and strengthen expanding methods of reaching health messages using mass media.