HEALTH COMMUNICATION IN INDIA: TO STUDY THE STATUS OF HEALTH COMMUNICATION ON INDIAN TELEVISION PRANIT VIJAY.

PATIL DEPARTMENT OF COMMUNICATION STUDIES UNIVERSITY OF PUNE, MAHARASHTRA, INDIA

ABSTRACT: This research is a triangulation approach, where qualitative method used to study the emergency contraceptive pills advertisements with the help of textual analysis; also to find out status of health communication in Indian health sector and which media is effective according to media professionals who working in different health organization by taking their in-depth interviews. Also to find out list of health advertisements released in the year 2008 to 2010 and compare those advertisements with emergency contraceptive pills advertisements. For qualitative method researcher has done a survey to study the opinion of men and women about emergency contraceptive pills. Total number of 6 advertisements were analysed, the methodology of textual analysis was used to study elements like production process, characters, ad appeal etc. Also 6 in-depth interviews of media professionals were taken to obtain an insight on the current situation/status and to obtain their views on which media is effective for spreading message through health communication platform. Total number of 60 women and 40 men were selected purposively. Keywords: Health communication, Textual Analysis, Emergency Contraceptive Pills, Indian television

Inferences Objective no1: To find out various advertising campaign released in the year 2008-2010 ( each campaign have its own goal to achieve . this is not only secondary data finding. new media and health communication. like what exactly mean by health communication with the help of different theories and models used in health communication latterly he speaks about health sector in India by taking references of Government Issue and public health.INTRODUCTION: This research paper presents a theoretical rationale of health communication practices on Indian television as medium by studying various health campaign held in year 2008 to 2010. reproductive health and analysis of advertisements. then he added media and communication policies in post independent sector. researcher has done a comparative study of these advertisements with Emergency contraceptive pills advertisements on the basis of its ad treatment and differences between both the services) . also this particular study is countering health communication practices by studying emergency contraceptive advertisements which currently banned on Indian television because of its negative impact on audiences. He categorized them in few pointers like health communication. How health communication struggling and what need to be done in this area. education and promotion practices. use of health communication and what could be the possible barriers come across in health communication and issue beyond health. Also he has given some literature review for better understanding. Initially it talks about the health sector scenario in Indian context. Researcher used some references for giving appropriate information in the introduction. this particular objective is explaining range of advertisements held in past two years. also researcher studied those advertisements which are off aired by using textual analysis and taken in depth interviews of health communication professionals from various background and finally he has taken opinion of urban men and women to check awareness level on emergency contraceptive pills. Importance of health communication in health care industry.

so people of urban society are not able to associates with those advertisements.Conclusion: most of the ad campaigns are not well structured. Objective no 2: To find out opinions of individuals working in the field of health communication also checking which media is effective and what all the different media used for health communication (This objective is based on In-depth interviews of individuals who are working in health sector. both products are equally responsible for going off air on television. According to researcher because of Unwanted 72 came into exist in ECP market. . In unwanted 72 ads there are lots of exaggerations in characters expression while in I pills ads characters are looking quite impressive. at one side they are targeting rural India and same ads they are using for urban India. but if unwanted 72 is not exist in the market. So both the sector public and private need to address what they want to target and whom to target with proper planning. there is no grass root work. I pill product affected intentionally which quite acceptable in competition. compare to ECP advertisements these campaigns are much better. ECP advertisers should realise their ad treatment for better work. at least 60 % awareness. Objective no 3: To study the Emergency contraceptive advertisements as case to counter health communication (In this particular objective research done a textual analysis of those emergency contraceptive pills advertisements Unwanted 72 and I pill ads to contradict health communication status in Indian television) Conclusion: researcher come to know. People need to address a lot to reach. there lot of efforts should have to take by government as well as non government org. then health ministry never ban the I pill ads. to checking out which media is effective and what all the other media being used in health sector) Conclusion: Indian is still not awake in terms of health communication. comparatively I pill ads quite interesting and targeting right group but still both the ads targeted unmarried girls which not acceptable by Indian tradition . There is no balance between both the areas.

There are diverse opinions and reviews on concern topic like emergency contraceptive pills. J.Monica. Issue In health communication in India: A stake holder perspective. (August 2008). Le'. Lawrence Erlbaum Associates. Mittal. Health communication on Internet:An effective channel for health behaviour change? Daniel. M. Pathfinder International. References: authorities. C.Michael. used for self understanding. (November 2008). Theory and Practice in Health. Inc. The World Bank. The effect of community based reproductive health communication Interventions on contraceptive use among young Married cpuples in Bihar.. 2. because many people dint understood the difference between both the term emergency contraceptives and birth control.Nanda. (Volume 34. HEALTH COMMUNICATION. Cultural meaning in health communication.. Development Research Group. Q. A. 3. R. a. Issues in Evaluating Mass Media-Based Health Communication Campaigns. advertisers also target other medium rather than television where this target audience regularly expose. Annual Australian and New Zealand Adolescent Health Conference: . Issue of department of social and development communication. it had help him to measure the awareness level towards emergency contraceptive pills as term) Conclusion: this objective inferences are self exploratory. A. 18(2). Research and evaluation working paper.Satyajit. Dr. 103–122. J. -. awareness level is very low. Very few people are completely aware. Dutta-Bergman. 3.4. (13 – 15 November 2006). Cassell.India: Ministery of health and family welfare. (Not available). News letter of family planning division. Journal of family welfare used it for self understanding. 4 December 2008. G. advertisers need to work hard. C. (2005). M. Social demographic profile of emergency contraceptive user. (2003). comparatively in women its high. 1.).Objective no 4: To study the opinion of men and women on emergency contraceptive advertisements (This objective is examined the different views on emergency contraceptive pills. G. a. (December 2005). Maharashtra. used for self Understanding.Sunita. WHO Monograph in early 2000. Public Health in India: An Overview. Freimuth Vicki. (1998). 1. . Gupta.

. G. Publication of Indian Institute of Mass Communication. 1-4. (2010). Develeoment Research Group/The world bank. G. Health communication program works. a. U. Shashwati. No author mentioned I. National Institute of health. D. (2004-2005). Public Health in India: An overview.Monika. (Not available). For self understanding. National cancer Institute.Department of health and Human Services. Media and Communication Policies in Post-Independence India:.S.

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