• Sukriti Kumari
• Dr. Kumari Rupam

Aim- Assessing impact of mass media on nutritional practices among working women through knowledge, attitude, and practices (KAP). The present study investigates the role of mass media in determining the nutritional knowledge, attitudes, and practices (KAP) of working women in Patna, by using an analytical cross-sectional design. The study population consisted 100 employed women who were 25–50 years of age with their regular exposure to diverse media platforms. Data was found through a structured KAP questionnaire which was designed to evaluate nutritional awareness, attitudinal orientations, and dietary practices. This analysis showed that participants possessed relatively strong knowledge regarding calcium, iron, and vitamin A; however, considerable deficiencies were seen with respect to vitamin C and the recognition of anemia symptoms. While attitudinal responses showed to have sound nutritional practices, but the consistent consumption of fruits and vegetables remained suboptimal. Statistical testing gave significant associations between educational attainment and different domains of nutritional perception, including body hygiene (p = 0.046), the importance of fruits and vegetables (p ≤ 0.000), and the role of milk products as nutrient sources (p ≤ 0.000). Age was also significantly associated with the knowledge of role of calcium in bone development (p = 0.026) and awareness of vitamin A sources (p = 0.048). However, it did not provide meaningful associations with other areas of nutritional knowledge. Interpretation and conclusion: These findings emphasize the influence of educational attainment as a determinant of nutritional knowledge and attitudes, which suggests that age exerts a more selective effect. The study further highlights the potential use of mass media as an interventional tool, particularly when messages are confined to the educational profile of the target population, to strengthen nutritional practices among working women and thereby help to enhance the overall health outcomes.

Mass media, Nutritional status, Knowledge, Attitude, Practice, Awareness, Program.

"IMPACT OF MASS MEDIA ON NUTRITIONAL PRACTICES AMONG WORKING WOMEN THROUGH KNOWLEDGE, ATTITUDE AND PRACTICES (KAP)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 9, page no.e307-e319, September-2025, Available :http://www.jetir.org/papers/JETIR2509433.pdf

"IMPACT OF MASS MEDIA ON NUTRITIONAL PRACTICES AMONG WORKING WOMEN THROUGH KNOWLEDGE, ATTITUDE AND PRACTICES (KAP)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 9, page no. ppe307-e319, September-2025, Available at : http://www.jetir.org/papers/JETIR2509433.pdf