Role of NUHM in improving the health of urban poor: analysis of implementation and communication strategies used

Vahini (2016) Role of NUHM in improving the health of urban poor: analysis of implementation and communication strategies used. Journal of Media and Social Development, 4 (4). pp. 19-36. ISSN 2320-8244

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Health is an important indicator of individual’s development and well-being. Irrespective of enormous investments in the sector, subsidies,and free treatment facilities by both government and NGOs, the healthprofile of an average Indian shows a poor status of affairs. The surestway to improve the health profile is to increase the health awarenessaccomplished by health communication. The central government hadimplemented National Urban Health Mission (NUHM) as part ofNational Health Mission keeping urban poor in view to improve theirhealth condition. The present study would throw light upon ProgrammeImplementation Plans of NUHM with specific reference to informationdissemination and programme promotion strategies. This study groundedon theories such as health belief model, theory of reasoned action,social cognitive and agenda setting. The study aims to analyze theobjectives of NUHM and its implementation plans with special referenceto communication aspects incorporated in program execution. Researchwill look into “how communication strategies are made and implementedin NUHM and how does it help in effective implementation?” It is aqualitative research. Data is collected using interview and secondarydata analysis. Research found that NUHM has the potential to improvethe urban health in all perspectives. It had contributed to the bettermentof infrastructure and better staffing. The communication is meticulouslyplanned on paper but the execution lacks at all levels. Communicationtraining would improve the quality of service provided under NUHMand it will accelerate the achievement of NUHM goals.

Item Type: Article
Uncontrolled Keywords: NUHM, Urban Poor, Health communication, Awareness,Programme Implementation Plans.
Subjects: A Arts and Humanities > Journalism and Mass Media Communication
Divisions: Department of > Journalism and Mass Communication
Depositing User: Dr Raju C
Date Deposited: 25 Mar 2021 10:00
Last Modified: 25 Mar 2021 10:00

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