Gendered Disparities in Health Seeking Behaviour Among the Youth and Influence of Mass Media: A Case of Ga West District Assembly

Abstract

Health-seeking behaviour among youths remains a significant public health concern, particularly in developing societies where delays in using formal healthcare services contribute to preventable illness and mortality. Despite increased access to health information through traditional and digital media platforms, many young people continue to postpone seeking professional medical care or rely on informal alternatives. This study examined the influence of media exposure and gender differences on health-seeking behaviour among youths, with emphasis on how media messages shape perceptions, attitudes, and decisions regarding formal healthcare utilisation.The study was guided by objectives that assessed youth exposure to health-related media messages, examined the influence of such messages on health knowledge and attitudes, identified gender-based differences in responses to media health information, and analysed how these factors affect health-seeking behaviour. A quantitative research design was adopted, using a structured questionnaire administered to youths within the study population. Data from 123 valid responses were analysed using descriptive and comparative statistical techniques. Findings showed that youths are regularly exposed to health messages, especially through social media, which emerged as the dominant information source. Media exposure generally improved understanding of health conditions and preventive practices; however, fear-inducing or judgmental messages discouraged timely healthcare utilisation. Gender differences were evident, with females showing stronger tendencies toward formal healthcare use and more positive responses to media messages, while males were more likely to delay seeking care. The study concludes that effective, gender-sensitive, and non-judgmental health communication, combined with improved access to affordable youth-friendly services, is essential for promoting timely health-seeking behaviour among youths.