Media Mix for Empowering Rural Women: a Study in Uttarahkand, India

Women, the reservoir of productive human resource constitutes almost half per cent of the country's total population. In India health profile of women is very low due to lack of nutritional education. Poor nutrition that continues into pregnancy leads to low birth weight baby, infant death and maternal mortality. To improve the health of women, this requires massive education for women through proper and need based media. There are different media used for imparting nutritional education but all these are developed without knowing the socio-personal, communication characteristics of women and none of the efforts of imparting nutritional education through media can give ultimate results. Therefore a gap arises among selection, designing, organizing and effectiveness of media. This book contains a full account of existing knowledge of the concept of media mix, steps for selecting the media mix, designing, implementation of media mix and it's effectiveness in imparting nutritional education among rural women. This book shall be of immense value to the students, social scientists, extension personnel, media specialists, programme designers.