Media exposure and knowledge and attitudes regarding teenage pregnancy among adolescent schoolgirls in Theni District Tamil Nadu

Adolescent pregnancy is a major public health problem in low and middle income countries. The effect of media exposure on adolescent reproductive health knowledge and attitudes is being noticed, but there is a lack of evidence in India, especially after COVID. A cross-sectional study was carried out among 548 adolescent schoolgirls aged 13–19 years in Theni District, Tamil Nadu, India, using a multistage sampling technique, with media exposure and content variables examined within the framework of the Differential Susceptibility to Media Effects Model (DSMM). A pre-tested semi-structured questionnaire was used to determine the nature of media exposure, knowledge and attitudes towards teenage pregnancy. Chi-square test was used to analyse bivariate association, and binary logistic regression was used to identify independent predictors of a favourable attitude and high knowledge. Television (98.5%) and social media (74.5%) were the most common media types used by the participants. Only 22.6% of participants demonstrated adequate knowledge, while 30.9% held favourable attitudes toward preventing teenage pregnancy. Movies use (AOR = 3.47, 95% CI 1.95–6.18), discussion on contraception in the media (AOR = 3.36, 95% CI 2.09–5.41), and print media use (AOR = 3.19, 95% CI 1.12–9.06) were significant predictors of high knowledge. Internet use (AOR = 1.77, 95% CI 1.06–2.95), discussion on contraception in the media (AOR = 1.57, 95% CI 1.05–2.36), and perceived media influence on views regarding teenage pregnancy (AOR = 1.74, 95% CI 1.03–2.93) were independently associated with favourable attitudes. Social media use was inversely associated with high knowledge (AOR = 0.28, 95% CI 0.10–0.79). The findings suggest that specific media content, particularly exposure to contraception-related information, is consistently associated with knowledge and attitudes regarding teenage pregnancy, whereas associations with media access alone were less consistent.