Mass media influence on first-time mothers

Date

1980-08

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Publisher

Texas Tech University

Abstract

Objectives of this paper were to measure the amount of use first-time mothers make of the mass media for information on pregnancy and childrearing, and the corresponding impact of media use on the mother-infant dyad.

In preparation for the study, extensive research was done on the capabilities of an infant to communicate before birth and during the six months following birth. The mother-infant dyad was also studied to determine the importance of the mother's recognizing her infant's individuality, his abilities, and his desire to communicate.

The study was carried out in two ways. First, one mother-infant dyad in which the mother prepared herself for her role through media use was observed over a six-month period. Second, first-time mothers of all backgrounds from a small community of 7,000 people were mailed a questionnaire which asked personal history questions, the extent to which they used the media for pregnancy and childrearing information, and an evaluation of their own dyad. Results showed books as the main media source of information, followed by booklets and pamphlets, with magazines third. Television, newspapers, and radio were least used. Age, education, and income showed a high relationship to book and booklet use, but a negative one to radio, television and newspaper use. Greater media use, more education, and a higher maternal age at the birth of the child resulted in an earlier recognition of the child as an individual and in greater significance being attached to his communication attempts.

Apart from the mass media, medical personnel were found to be the most-used, source of information. Books, however, were more used than such non-media sources as family members, friends, and training in school. The accessibility of books, their extensive coverage of the subject, and their helpful indexing were cited as major reasons for widespread use. Lack of programming and articles were the reasons for less use of television, radio and magazines. The study suggests that mothers who use the mass media for information on their children are better prepared for what to expect from their babies and are better able to communicate with them and to understand their communication efforts. It also, provides evidence supporting greater efforts by all of the media to present helpful pregnancy and childrearing information, particularly that which encourages mothers to respond positively to an infant's attempts to communicate- Such a response fosters development of a healthy self-image and an acceptance of the world around him.

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