MASS-MEDIA AND INTERPERSONAL INFLUENCE IN A REPRODUCTIVE HEALTH COMMUNICATION CAMPAIGN IN BOLIVIA

This study compared mass media and interpersonal influence during a re productive health communication campaign in Bolivia using the followin g six behavior change steps: awareness, detailed knowledge, attitudes, intention, interpersonal communication, and family planning method us e. The authors found that the main. terms of mass media campaign and p ersonal network exposure were associated with behavior change, whereas the multiplicative interaction term was not. Further analysis showed that the mass media campaign was associated with contraceptive adoptio n for individuals with personal networks composed of few contraceptive users (as perceived by the respondent) and not for individuals with p ersonal networks containing a majority of users. These findings indica te that the mass media may substitute for personal network influences and speed social change by accelerating the behavior change process.