Media trust and health communication among urban and rural women in Aligarh District, India

Women’s access to accurate and trustworthy health information remains a major public health challenge in India, especially given the disparities between urban and rural contexts. Social, cultural, and infrastructural barriers limit women’s health awareness and media exposure. The present study investigates how women in urban and rural areas of Aligarh District, India, differ in their access to health information, level of trust in various media platforms, and perceived effectiveness of traditional and digital media in health communication. A cross-sectional quantitative study was conducted among 390 women 260 from rural areas (Panjipur and Rafipur Sia) and 130 from Aligarh city. Data were collected using a structured questionnaire assessing demographic variables, health information sources, media accessibility, and trust levels. Descriptive statistics, chi-square tests, independent-samples t-tests, and Mann–Whitney U tests were applied using SPSS to examine group differences and test hypotheses related to media trust and perceived effectiveness. Urban women were generally younger, better educated, and had higher incomes than their rural counterparts (p < .001). Significant differences were observed in health information sources: rural women depended primarily on ASHA workers, family, and health professionals, whereas urban women relied more on social and electronic media (p < .001). Urban women reported significantly higher media accessibility and usage across all platforms (p < .001). Trust in health professionals was the highest across both groups, while trust in traditional and digital media did not differ significantly between urban and rural women.” Perceived effectiveness, however, diverged from expectations: rural women rated digital media and health professionals as more effective, while urban women favored print and electronic media (p < 0.001). Findings reveal a persistent rural–urban divide in health communication shaped by differences in literacy, media exposure, and socio-economic status. While urban women demonstrate greater trust and access to media, rural women rely on interpersonal and community-based communication for credible health information. The study underscores the importance of integrating trusted intermediaries such as ASHA workers into digital health campaigns and enhancing digital literacy to promote inclusive and trust-based health communication strategies in India.