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Education of respondents is closely correlated with media exposure. Ninety-one percent of
women and 85 percent of men with no formal education had neither heard nor seen family planning
messages on the radio or television. Conversely, among women and men with some secondary
education, only 34 percent of the women and 30 percent of the men were not exposed to family planning
messages on radio or television.
5.14 EXPOSURE TO FAMILY PLANNING MESSAGES THROUGH THE PRINT MEDIA
The survey also collected information
on respondents’ exposure to family
planning messages through the print
media. Female respondents were asked
whether they had been exposed to family
planning messages through newspaper or
magazine articles, posters, or leaflets
during the few months prior to the interview.
The results are presented in Table
5.19.
Only 6 percent of women reported
that they had been exposed to family
planning messages through the print
media. Exposure was relatively higher (8
percent) among the youngest cohort of
women and declines consistently with age
to 2 percent among the oldest cohort of
women. There is also a marked difference
in exposure to the print media by
place of residence. Women residing in
urban areas were about ten times more
likely to have been exposed than their
rural counterparts.
As expected, women living in
Addis Ababa and Dire Dawa are more
likely to have seen family planning messages
in the print media than women in
the other regions. It is also worth mentioning
that women living in the Tigray
Region have an exceptionally high level of
exposure (19 percent). In most of the
regions, however, the level of exposure to
such media ranges from just 3 to 6 percent.
Table 5.19 Exposure to family planning messages in print media
Percent distribution of women by whether they saw a message about
family planning in the print media (newspaper or magazine) in the last
few months prior to the interview, according to background
characteristics, Ethiopia 2000
__________________________________________________________
Saw family planning
message in print media
Background
___________________
characteristic Yes No Total Number
__________________________________________________________
Age
15-19
20-24
25-29
30-34
35-39
40-44
45-49
Residence
Urban
Rural
Region
Tigray
Affar
Amhara
Oromiya
Somali
Benishangul-Gumuz
SNNP
Gambela
Harari
Addis Ababa
Dire Dawa
Education
No education
Primary
Secondary and higher
Total
7.6 92.4 100.0 3,710
6.7 93.3 100.0 2,860
6.5 93.5 100.0 2,585
5.2 94.8 100.0 1,841
4.3 95.7 100.0 1,716
3.0 97.0 100.0 1,392
1.7 98.3 100.0 1,264
22.6 77.4 100.0 2,791
1.9 98.1 100.0 12,576
18.9 81.1 100.0 969
4.0 96.0 100.0 178
3.4 96.6 100.0 3,820
3.2 96.8 100.0 5,937
6.4 93.6 100.0 175
3.9 96.1 100.0 160
3.9 96.1 100.0 3,285
10.8 89.2 100.0 40
13.1 86.9 100.0 41
28.6 71.4 100.0 684
19.1 80.9 100.0 79
1.1 98.9 100.0 11,551
8.1 91.9 100.0 2,425
39.8 60.2 100.0 1,391
5.7 94.3 100.0 15,367
Unlike the electronic media, exposure to print media requires a threshold of education, and
hence, education has a strong relationship with exposure to the print media. Exposure to family
planning messages through the print media increases from a low of 1 percent among women with no
formal education to 40 percent among women with some secondary education.
Fertility Regulation* 67