Connecting the Dots: Mass Media, Maternal Exposure, and Child Health Outcomes in Benin.

Introduction: Maternal exposure to mass media has been linked to various health outcomes, but its influence on childhood morbidity and mortality in Benin remains unexplored. This study examines the relationship between maternal mass media exposure and two critical child health indicators: morbidity and mortality. Methods: This secondary analysis of the 2017/2018 Benin Demographic and Health Survey (BDHS) included 13,851 women. Childhood morbidity (fever, cough, and diarrhea) and mortality were analyzed as outcomes. Bivariable and multivariable logistic regression and Cox regression models were applied, and results were expressed as odds ratios (OR), hazard ratios (HR), and their adjusted counterparts (aOR/aHR) with 95% confidence intervals (CI). Statistical significance was set at Results: Fever was the most common morbidity (22.1%, 95%CI: 20.9-22.6), followed by cough (18.6%, 95%CI: 17.3-19.0) and diarrhea (13.1%, 95%CI: 12.6-14.1). At least one morbidity was reported for 35.7% (95%CI: 34.4-36.5) of children, whereas child mortality was observed in 5.6% (95%CI: 5.1-5.9). After adjustment, maternal exposure to radio and television was significantly associated with an increased likelihood of childhood cough and overall morbidity. Mothers with no exposure to radio (aOR = 0.76, 95%CI: 0.67-0.86) or television (aOR = 0.86, 95%CI: 0.75-0.99) had lower odds of their children experiencing cough compared to those exposed. Conclusion: Maternal exposure to mass media, particularly radio and television, was associated with increased childhood morbidity. This association could reflect heightened maternal health awareness, leading to increased reporting of symptoms or exposure to misleading health information through media content. These findings highlight the dual role of media as a tool for health education and a potential source of risk-promoting influences. Policymakers and health practitioners should leverage mass media for targeted interventions while addressing its adverse impacts to improve child health outcomes.