Master of Science in Economics
Faculty / School
Faculty of Business Administration (FBA)
Department of Economics
Date of Submission
Dr. Qazi Masood Ahmed, Institute of Business Administration, Karachi
MSECO Research Project
Pakistan is the 6th most populous country of the world while contraceptive prevalence rate (CPR) is only 34% (PDHS 2017-18). There is not much literature available where the link between exposure to family planning messages on media and contraceptive uptake amongst married women in Pakistan has been explored. This paper aims to address this very gap in literature. Using PDHS 2012-13, it was observed that media exposure with regard to family planning programs has vastly differing impact amongst provinces on married women and their use of birth control. TV is found as the most impactful medium in comparison to radio and magazine. Radio ranks next in impact whereas magazines as a source of information has almost no statistical significance. Further, impact of these on contraceptive uptake varies between provinces. This implies that concerned authorities will have to tailor make media campaigns for the provinces taking into consideration the socio-economic context of each.
Ahmed, S. (2018). The role of mass media in influencing contraceptive prevalence rate amongst married women in Pakistan (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mseco/37
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