The Role of Media for Preventive Healthcare Adopted By Older People in India

In this paper, we assess health literacy among senior citizens in India, scrutinize the patterns of visual media utilization for health information, and evaluate the effectiveness of visual media in shaping preventive healthcare behaviors. Additionally, the study aims to explore cultural variations, identify barriers to health literacy, and analyze preventive healthcare strategies. In our paper we provide first results of the qualitative interviews from different local settings in India. In Maharashtra, interviews were conducted in urban areas at Mumbai locations such as Lokhandwala, Dahisar, Virar, Worli, and Navi Mumbai's Kharghar and Panvel. Additionally, interviews in rural areas of Maharashtra were conducted in Manor, Chipale, and Harigram. In Tamil Nadu, interviews were conducted in urban areas at Chennai locations including Kottupuram, Virugambakkam, Besant Nagar, Vadapalani, Padmanabha Nagar, Shastri Nagar, Pallavaram, Hastinapuram, and K.K. Nagar. Interviews in rural areas of Tamil Nadu were conducted in Kunnathur, Mambakkam, Padur, and Paiyanur. Respondents in both rural and urban areas showed similar responses regarding media influence on health practices in Maharashtra and Tamil Nadu. People relied on media for pandemic updates and traditional Indian remedies, homemade preparations like Kadha and Rasam, to boost immunity and fight COVID-19 infections. Regarding immunity-boosting practices, individuals in both states adopted traditional practices learned from their ancestors and also relied on media to some extent. Some people focused on animal-based food, others on plant-based food, and some on a combination of both to enhance their immunity against COVID19.