Objective: We investigated pathways through which mass media communication about condoms influences the intention to use condoms.
Methods: We used data from a cross sectional survey of about 3000 men and women in Tanzania who were asked about their experience with female condom use and their intention to use female condoms in the future. Socio-demographic information was collected from all respondents. Structural equation models were used to identify pathways through which mass media influences condom use.
Results: There was a strong effect of exposure to mass media on discussion of use of the female condom. Discussion of condom use increased a person's perception of their self-efficacy regarding condom use and higher self-efficacy, in turn, strongly influenced the intention to use the female condom in the future.
Conclusions: Our research presents a plausible mechanism through which mass media may influence the intention to use condoms. By encouraging discussion of condom use with others, mass media increases a person's sense of self-efficacy concerning condom use, which increases their motivation to use condoms. These findings are important for interventions that use mass media to promote behavior change.
Learning Objectives: At the conclusion of this session, the participant in this session will be able to: 1)identify the mechanism through which mass media influences the intention to use condoms 2)become familiar with a methodology that can be extremely useful in assessing the impact of other mass media interventions
Keywords: Evaluation, Media Campaigns
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
Disclosure not received
Relationship: Not Received.