Media possession and information source utilization pattern of rural women regarding child health care management practices

Information sources play their key roles in communicating innovative technologies to the ultimate users. Making the users aware with the useful information, they create interest, promote understanding, assist in mental evaluation and ultimately motivate them for adoption. Mothers advice/relatives/friends as sources of information scores the highest. Among the mass communication for the dispensing nutrition information radio was used by a large number of respondents due to low literacy, magazines and newspapers were less popular (Goyal and Buttar 1989). Thestudy was conducted in Milkipur block of Faizabad district (U.P.).

The study depicted that the majority of the respondents were found to be in medium level of contact with information sources (81%) socio-economic status (82%), scientific orientation (79%), Value orientation (69%) risk orientation (53%) and communication media possession (58%) respectively. On the basis of the study it can be concluded that majority of the respondents were in the medium categories of their different personal characteristics like age, socio-economic status, scientific orientation, value orientation and risk orientation. Hence, suitable communication strategy needs to be developed considering the important sources for communication of needful informations.