Working and Non- Working Women Exposure to Mass Media and Usage of Family Planning Methods: Perceptions and Experiences of Maternal Health


  • Ayesha Sadiqa Faculty of Media & Communication Studies University of Central Punjab
  • Faiza Shahid Government Graduate College for Women Ali Pur Chattha


Family Planning Methods, Housewives, Maternal Health, Mass Media, Working Women


Healthy married women are an asset for any society as they perform household chores and other professional responsibilities. Media brings them latest information about their maternal health care while providing knowledge of diverse methods of family planning. The study was an effort to explore the health care perceptions of women and applications of different methods used for reproductive health. Qualitative research method was applied through in-depth interviews of married women. These were working and non-working women. Purposive sampling, a type of non-probability sampling was used to select the most relevant thirty participants from Lahore, Pakistan. Themes and sub themes were derived from data. The research concluded that working women had a controlled choice to choose any family planning methods whereas non-working women face hurdles in this regard. Only a small segment of women in society is well aware of their maternal. Ignorance and societal pressure also contribute to the worst health conditions of non-working women. The study recommended that mass media has to work actively while providing dedicated health programs for women health.


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How to Cite

Sadiqa, A. ., & Shahid, F. (2022). Working and Non- Working Women Exposure to Mass Media and Usage of Family Planning Methods: Perceptions and Experiences of Maternal Health. Pakistan Journal of Applied Social Sciences, 13(1), 45–63. Retrieved from