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ROLE OF MEDIA IN PROMOTING PUBLIC HEALTH A MIX METHOD STUDY IN ISLAMABAD

Shoaib Sultan Kayani, Dr Robina Naheed, Dr Samina Naeem Khalid, Dr Sonia Riaz, Dr Tauheed Abbas Haider, Dr Moazzam A Khan

Background: To expose high proportions of large populations, Mass media campaigns are widely used. This research study was conducted to explore the role of media including print and electronic regarding their health promotion of masses. Some ‘life threating report ‘or some sudden outbreak of disease is considered as Health news. Objective: To determine the contributions of journalists of Islamabad in the last 06 months in health related issues and the barriers faced by the journalists in promoting public health. Methodology: Primary data collection was done through a semi structured questionnaire using the mix method study design which was distributed among 62 journalists of Islamabad through convenient sampling. The study was completed in two [02] months. Data analysis was done through SPSS version 20 and transcription and thematic content analysis for qualitative part. In inferential analysis students t-test and while chi-square or fisher’s exact test for grouped data was carried out. 95% confidence interval with a significance level of p-value <0.05 is used for all analysis. Results: A semi structured questionnaire was used. Qualitative study was also used to get the in depth results along with quantitative part. When it came towards contributions in health promotion in various fields e.g. in health policy, Global health, healthy life styles and exercises etc. These areas have got much coverage. There are different stake holders who play their roles and take initiative for health related programs on media. Some important facts came forward about reporting of certain diseases, and this research study showed that most of them have been frequently reported. Polio 82%, HIV aids 74%, vector born [dengue] 73%. Diarrheal diseases 73%, as most frequently reported diseases Diabetes, family abuse/violence & environmental issues have been reported too. Electronic media has talked and shown a lot about smoking and exercises. Print Media has written a lot about obesity, child health, female health, cold and fevers as well in their weekly regular supplements too. So far mental health, stress, depression, and cancers have been the areas less covered Conclusion: Mass media campaigns can produce positive changes or prevent negative changes in health-related behaviors across large populations. Over all the mass media, is an effective way to persuade target audiences to adopt new behaviors, and to remind them of critical information.

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