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Exclusively focused on the Effects Approach of Media Studies, this study develops a framework of adoption of polio immunization innovations by the divergent socio-economic status group of parents in Khyber Pakhtunkhwa (KP), Pakistan. It focuses on the effects of health communication via electronic media on parents belonging to high socio-economic (HSE) and low socio-economic (LSE) status at different levels namely: awareness, persuasion, decision and confirmation. Moreover, this study aims to identify various semantic, structural, socio-religious permissibility, and psychological barriers in the effect process. The study also highlights the knowledge gap between the HSE and LSE in adopting the innovation. The dissertation addresses research questions like: To what extent electronic media polio immunization campaigns influence parents belonging to divergent status at various stages of innovation-decision process in the area under study? and whether or not the effects of electronic media polio immunization campaign are uniform on parents belonging to the aforementioned classes in the locale? Compiled in 2005, the monograph is restructured for the health development worldwide.
