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Digital Media and Prevalence of Self Medication among Women in Assam: An Exploratory Study

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<p>Health is one of the most important aspects of human life. Use of modern technologies in the field of health communication has been one of the most effective strategies in communicating health related issues to the masses. Mobile communication has transformed the way people access and share health-related information. With the advancement and new improved technologies in the field of ICT, there has been a significant change in how people seek health information. There has been prevalence of self-medication among women with easier access to health information through smart phones. The study aims at understanding the reason behind self-medication among women of Kamrup district of Assam. A total of 300 women from the Guwahati sub division of Kamrup metro and Dolibari Village from Hajo sub division took part in the study. Purposive sampling technique was applied in the study. The questionnaire included both structured and unstructured questions to understand the prevalence and risk factors that involved in the practice of self-medication among women. The study is conducted under the theoretical framework of diffusion of innovation theory and Health Belief Model. The study is significant in understanding the changing landscape in the area of health communication with the advent of digital media and also to understand the reason of prevalence of self-medication among women and the risk factors it involves.</p>

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