PERCEPTION OF RURAL WOMEN ON MEE AROGYAM MEE CHETULLO: A TELEVISION PROGRAMME ON HEALTH AND NUTRITION
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Date
2012
Authors
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Journal ISSN
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Publisher
ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY
Abstract
Communication is considered as backbone for the development of the country.
National development may not be possible without a constant and continuous flow of
useful information that can be accepted and acted upon positively by the users. Mass media
is playing a prodigious role by transmitting need based information in the quickest time to a
larger public. Out of many mass media sources TV had won a special status in
disseminating information in particularly to rural areas. Today TV became a necessary evil
in our lives and it is very difficult to find a home without a TV set.
Health is one of the many factors that plague the national development as it directly
affects the quality of life. Hence many health and nutritional programmes were being
produced in different channels to improve the knowledge levels of the women in the
family. Women were only the one who can make the entire family healthy and were more
associated with TV.
Mee Arogyam Mee Chetullo was one of the programmes which gained lot of
popularity and credibility among the audience of Andhra Pradesh with high TRP. The
present study endeavor to find out the attitude and knowledge of rural women.
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The research design adopted in the present study was Ex-Post Facto research design.
Ranga Reddy district was purposively selected for the study, while Shamshabad Mandal,
Mutchintal, Kothwalguda, Peddatopra, and Kavvaguda villages were selected by
using simple random sampling procedure. 30 women televiewers of Mee Arogyam Mee
Chetullo were selected in each village at random thus constituting total 120 respondents.
The data was collected by using personal interview method with the help of a structured
interview schedule. Statistical procedures like frequency, percentage, range, correlation and
multiple linear regression analysis were employed to analyze and interpret the data.
Results revealed that majority of the respondents were in middle aged group,
illiterates, belonged to nuclear family, with low annual income, had medium extension
contact, with low mass media exposure and had membership in more than one organization
or an office bearer, with medium urban contact, medium nutrition and health orientation
and family members, TV and anganwadi teachers as their major sources of nutrition and
health information.
More than half (57.50%) of the respondents had a favourable attitude towards Mee
Arogyam Mee Chetullo programme.
Nearly to the half (44.16%) of the respondents had high level of knowledge retention
followed by medium (30.00%) 3 months after the telecast of the programme.
Majority of the women perceived time of the telecast was convenient, duration of the
programme was sufficient, phone in live was preferred mode of presentation, and were
watching programme daily, with low length of viewing ( below 14 months) and were
suggested to change the time of the programme either to evening or afternoon.
Social participation, nutrition and health orientation, frequency of viewing and
length of viewing had positive and significant relationship with the attitude at 1% level of
significance where as Education and annual income, had positive and significant
relationship at 5% level of significance with the attitude of the respondents towards the
programme.
Extension contact, social participation, nutrition and, frequency of viewing and
length of viewing had positive and significant relationship at 1 % level of significance
while Education, annual income and health orientation viewing had positive and significant
relationship at 5% level of significance with the knowledge retention of the respondents.
All the selected 11 independent variables put together explained about 53.77 per
cent of the variation in the attitude of the respondents. Frequency of viewing had positive
and significant effect on the respondents at 1% level of significance and contributed for the
variation of attitude among them.
All the selected 11 independent variables put together explained about 91.31 per
cent of the variation in the knowledge retention of the respondents. Extension contact,
Social participation, urban contact and length of viewing were positively significant effect
at 5% level of significance while frequency of viewing was positively significant at 1%
level of significance on the knowledge retention levels among the respondents.
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Keywords
PERCEPTION, RURAL, WOMEN, MEE, AROGYAM, CHETULLO, TELEVISION, PROGRAMME, HEALTH,NUTRITION