Based on findings from two qualitative studies, this paper describes changes in gender norms inThis paper evaluates exposure to mass media family planning (FP) messages among the Garo, an indigenous community in Bangladesh. A sample of 223 currently married Garo women were selected purposively from two districts where most of the Garo population live. The analysis demonstrated that television was the most significant form of mass media to disseminate FP messages among the recipients – more so than radio and newspapers. About 80·6% of the respondents had heard of FP messages through television, while for the radio and newspapers the percentages were 55·3% and 22·7% respectively. The contraceptive prevalence rate is much higher (79·5%) in the study area than the national level (55·8%). A linear logistic regression model was employed to identify the confluence of different demographic and socioeconomic characteristics on mass media FP messages. Regarding exposure to FP messages, four independent variables out of six had significant effects on the exposure to FP messages through any one of the types of media, i.e. radio, television and newspapers. These independent variables were age, level of education, occupation and number of children.Bangladesh from the perspectives of men and women in rural communities and examines their ideas about the factors driving these changes. Data from in-depth interviews and group
discussions on a variety of topics reveal a widespread perception that women are changing, that they are better educated, better informed, more daring, and more resourceful than they used to
be. Study participants explained this phenomenon both in terms of adaptation to intensifying problems, such as poverty and population growth, and as a response to new opportunities. They
also portrayed policies in the population and health sector as catalysts for changes in gender norms. The authors argue that policy makers should take into consideration the dynamic nature of culture and that they should go further in making gender equity an explicit goal in health and population policy.