ADVANCING WOMEN’S HEALTH THROUGH MEDIA. A STUDY OF HEALTH COMMUNICATION AND TRUST AMONG FOUR VILLAGES IN ALIGARH DISTRICT, INDIA

Background: Disparities among rural women in India is a critical issue that requires serious attention. Rural women in India confront a variety of health difficulties, including nutritional deficiencies and limited access to healthcare services. Health communication plays a vital role in addressing this global health issue of women’s health. This study explores the role of media in disseminating health information among women in four different villages of Aligarh district. This study examines and compares media trust and health communication sources among women in other rural areas of Aligarh District. Its impact on women’s health is analysed by examining the effect of multiple media platforms. Methods: This research was drawn from a dataset of 400 women from four different villages of the Aligarh district, which was calculated using Fisher’s formula. A cross-sectional quantitative study uses descriptive methods to gather information about their health-seeking behaviour by investigating different sources of health information, health awareness, and the factors influencing their behaviour. Findings: Women’s health knowledge was increased by media use. The majority of women in these rural areas, 71.5% (269 cases), do not trust traditional media, and 15.5% (62 cases) are unsure about their trust level. Moreover, the primary sources of health information for rural women were ASHA workers (72.25%) and health professionals (98.75%). Interpersonal sources, such as family and friends, were also very prominent. Conclusions: This study suggested that the emphasis must be on improving interpersonal communication and providing access to reliable media platforms to improve women's health in rural areas.