Bangalore is popularly known as the silicon valley of India. While one group of people appears to be enjoying the benefits suitable for the first world the other group appear to be living in the fourth world. Though the demarcation exists in all facets of life style, the difference is rather distinct with issues related to health particularly that of a girl child. Media which should be playing a pivotal role in bringing in the change through its popular genres of programs appeared to have failed miserably in bringing the change in gender attitudes and health issues. Hence the study was undertaken. This study tries to explore different channels of communication to complete the effective process of communication on issues related to health. Data will be obtained from respondents belonging to both urban and rural part of the Bangalore City. The target respondents will belong to the age group of 12 to 19 years. The study tries to explore the possible association between gender-role attitudes and health communication using KAP theory.

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Public Communication of Science and Technology

 

Gender attitudes and health
Communicating health among young girls using channels of mass communication

Nandini Lakshmikantha   Acharya Institute of Graduate Studies

Bangalore is popularly known as the silicon valley of India. While one group of people appears to be enjoying the benefits suitable for the first world the other group appear to be living in the fourth world. Though the demarcation exists in all facets of life style, the difference is rather distinct with issues related to health particularly that of a girl child. Media which should be playing a pivotal role in bringing in the change through its popular genres of programs appeared to have failed miserably in bringing the change in gender attitudes and health issues. Hence the study was undertaken. This study tries to explore different channels of communication to complete the effective process of communication on issues related to health. Data will be obtained from respondents belonging to both urban and rural part of the Bangalore City. The target respondents will belong to the age group of 12 to 19 years. The study tries to explore the possible association between gender-role attitudes and health communication using KAP theory.

A copy of the full paper has not yet been submitted.

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