Media Influence on The Use of Modern Family Planning Methods among Married Couples: A Cross-Sectional Study Conducted in Khyber Pakhtunkhwa

Authors

  • Kinan Pasha PhD Scholar, Department of Sociology, Abdul Wali Khan University, Mardan, Khyber Pakhtunkhwa, Pakistan.
  • Dr. Hussain Ali Assistant Professor, Department of Sociology, Abdul Wali Khan University, Mardan, Khyber Pakhtunkhwa,Pakistan.

DOI:

https://doi.org/10.55737/qjss.vi-i.25309

Keywords:

Family Planning, Maternal, Attitude, Quantitative, Survey , Cross Sectional

Abstract

Modern family planning has the potential to ensure better maternal health and socio-economic prosperity. However, perceptions regarding its methods vary significantly across different communities. This study explores how media influences the attitudes of married men and women regarding the use of modern family planning methods, an insight from Khyber Pakhtunkhwa. This study used a quantitative survey approach, whereas cross-sectional surveys were based on time, as suggested by research studies. The current study was conducted in two districts of Khyber Pakhtunkhwa, Lower Dir and Upper Dir. The population of interest included all married men and women (reproductive age 15-49), excluding divorced and widows. A Multistage sampling technique was adopted for representative sampling, which yielded a total sample of 768. An interview schedule based on the Likert Scale was designed to include social media influence and the usage of family planning methods. SPSS was used for data analysis, including univariate statistical techniques (frequencies and percentages), and was computed to present the descriptive analysis, while in bivariate analysis, binary logistic regression was used to explore relationships to test the hypotheses. This study concludes that media contact also influences how individuals choose contraceptives. The research data confirms previously documented findings that show media contact increases awareness levels while fighting misconceptions and drives people to choose modern birth control methods.

Author Biography

  • Dr. Hussain Ali, Assistant Professor, Department of Sociology, Abdul Wali Khan University, Mardan, Khyber Pakhtunkhwa,Pakistan.

    Corresponding Author:  hussainali@awkum.edu.pk

References

Alam, H., Riaz, S., & Hussain, S. (2020). Childless women: Narratives from Khyber Pakhtunkhwa. Pakistan Journal of Women’s Studies, 26(1), 149–168. https://doi.org/10.46521/pjws.026.01.0022

Ali, H., Ali, A., & Begum, F. (2024). Utilization of family planning methods among currently married women in Pakistan: Insight from Pakistan Demographic and Health Survey 2017-2018. Health Care for Women International, 45(1), 129–143. https://doi.org/10.1080/07399332.2021.1902527

Ali, S., Khan, R., & Yousaf, M. (2021). Socioeconomic determinants of family planning service utilization in developing regions. Journal of Public Health Studies, 45(3), 120-135.

Ataullahjan, A., Mumtaz, Z., & Vallianatos, H. (2019). Family planning, Islam and sin: Understandings of moral actions in Khyber Pakhtunkhwa, Pakistan. Social Science & Medicine (1982), 230, 49–56. https://doi.org/10.1016/j.socscimed.2019.03.011

Babbie, E. R. (2010). The Practice of Social Research (12th ed.). Wadsworth Cengage Learning.

Brown, E., Gul, X., Abbas, A., Nasar, A., & Balal, A. (2017). Men’s perceptions of child-bearing and fertility control in Pakistan: insights from a PEER project. Culture, health & sexuality, 19(11), 1225-1238. https://doi.org/10.1080/13691058.2017.1309459

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). Sage Publications.

DeVellis, R. F. (2016). Scale Development: Theory and Applications (4th ed.). Sage Publications.

Fowler, F. J. (2013). Survey Research Methods (5th ed.). Sage Publications.

Hackett, K., Nausheen, S., Yameen, S., Hussain, I., Khaneez, Z., Shah, I., & Soofi, S. B. (2021). Exploring reasons for low uptake of widely available modern contraceptive methods in Karachi, Pakistan: a mixed-methods study. Journal of Global Health Science, 3(2). http://doi.org/10.35500/jghs.2021.3.e12

Kaur, P., Stoltzfus, J., & Yellapu, V. (2018). Descriptive statistics. International Journal of Academic Medicine, 4(1), 60. https://doi.org/10.4103/ijam.ijam_7_18

Khan, J. (2023). The knowledge, experiences, and barriers associated with male involvement in family planning at Lal Qila, District Dir (Lower), KPK, Pakistan: A descriptive exploratory study [Unpublished master's dissertation]. Aga Khan University, Karachi, Pakistan.

Khan, N. U., Asif, N., Zehrh, I., Mg, G., Arshad, S., & Changez, M. I. K. (2024). Fertility patterns in Pakistan: a comparative analysis of family planning trends across different geographic regions. Rural and Remote Health, 24(3), 8835. https://doi.org/10.22605/RRH8835

Madni, A. R. (2017). The influence of advertisements and religious factors on condom use intentions among married male Muslims in Pakistan (Doctoral dissertation, Universiti Utara Malaysia Electronic Theses and Dissertation).

Mustafa, G., Azmat, S. K., Hameed, W., Ali, S., Ishaque, M., Hussain, W., Ahmed, A., & Munroe, E. (2015). Family planning knowledge, attitudes, and practices among married men and women in rural areas of Pakistan: Findings from a qualitative need assessment study. International Journal of Reproductive Medicine, 2015, 190520. https://doi.org/10.1155/2015/190520

Mustafa, G., Azmat, S. K., Hameed, W., Ali, S., Ishaque, M., Hussain, W., Ahmed, A., & Munroe, E. (2015). Family planning knowledge, attitudes, and practices among married men and women in rural areas of Pakistan: Findings from a qualitative need assessment study. International Journal of Reproductive Medicine, 2015, 190520. https://doi.org/10.1155/2015/190520

Neuman, W. (2014). Social Research Methods Qualitative and Quantitative Approaches. Pearson, Essex, UK.

NIPORT. (2013). National Institute of population research and training (NIPORT), Mitra and associates, and ICF international. Bangladesh demographic and health survey 2014.

Osborne, H. L. (2023). Cultural Lag Does Not Exist: An Exposition and Critical Evaluation of WF Ogburn’s Hypothesis (Master's thesis, East Tennessee State University).

Population Welfare Department. (2017). History. Punjab.gov.pk.

Reitsma, J. B., Glas, A. S., Rutjes, A. W. S., Scholten, R. J. P. M., Bossuyt, P. M., & Zwinderman, A. H. (2005). Bivariate analysis of sensitivity and specificity produces informative summary measures in diagnostic reviews. Journal of Clinical Epidemiology, 58(10), 982–990. https://doi.org/10.1016/j.jclinepi.2005.02.022

Sarfraz, M. (2020). Understanding factors affecting utilization of Long-Term Reversible Contraception in rural Pakistan (Doctoral dissertation, UNSW Sydney).

Sarfraz, M., Hamid, S., Rawstorne, P., Ali, M., & Jayasuriya, R. (2021). Role of social network in decision making for increasing uptake and continuing use of long-acting reversible (LARC) methods in Pakistan. Reproductive Health, 18(1), 96. https://doi.org/10.1186/s12978-021-01149-0

Taylor, B., Sinha, G., & Ghoshal, T. (2006). Research methodology: A guide for researchers in management and social sciences. PHI Learning Pvt. Ltd.

Downloads

Published

2025-03-14

Issue

Section

Articles

How to Cite

Pasha, K., & Ali, H. (2025). Media Influence on The Use of Modern Family Planning Methods among Married Couples: A Cross-Sectional Study Conducted in Khyber Pakhtunkhwa. Qlantic Journal of Social Sciences , 6(1), 204-212. https://doi.org/10.55737/qjss.vi-i.25309