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<p>Mass media plays an essential role in disseminating health information and promoting positive health behaviors. However, while previous studies have examined National Health Insurance Scheme (NHIS) enrolment in Ghana, evidence on the role of mass media in influencing NHIS enrolment in rural communities is limited. Using data from the 2022 Ghana Demographic and Health Survey (2022 GDHS), this study employs logistic regression models to examine the relationship between mass media exposure and NHIS enrolment in rural communities. The mass media exposure variables examined in the study are radio, television, print media, and the internet. The results reveal that women with exposure to the internet, radio, television, and print media are more likely to enroll in the NHIS. For men, exposure to the internet, print media, and television is associated with higher odds of NHIS enrolment. However, the significant association between internet exposure and NHIS enrolment is completely attenuated after controlling for socioeconomic factors. Given that the association between mass media exposure and NHIS enrolment differs between men and women, policymakers should consider these gender variations in designing targeted media strategies to increase NHIS enrolment in rural communities.</p>

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Mass media exposure and health insurance enrolment in Ghana: evidence from rural communities

  • 期刊论文

  • 发表日期：

    2026年7月29日

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  • Frederick Richmond Yorke

摘要

Mass media plays an essential role in disseminating health information and promoting positive health behaviors. However, while previous studies have examined National Health Insurance Scheme (NHIS) enrolment in Ghana, evidence on the role of mass media in influencing NHIS enrolment in rural communities is limited. Using data from the 2022 Ghana Demographic and Health Survey (2022 GDHS), this study employs logistic regression models to examine the relationship between mass media exposure and NHIS enrolment in rural communities. The mass media exposure variables examined in the study are radio, television, print media, and the internet. The results reveal that women with exposure to the internet, radio, television, and print media are more likely to enroll in the NHIS. For men, exposure to the internet, print media, and television is associated with higher odds of NHIS enrolment. However, the significant association between internet exposure and NHIS enrolment is completely attenuated after controlling for socioeconomic factors. Given that the association between mass media exposure and NHIS enrolment differs between men and women, policymakers should consider these gender variations in designing targeted media strategies to increase NHIS enrolment in rural communities.