Modelling the Probability of Functional Health Literacy Based on Traditional Media Consumption Patterns in High‐Illiteracy Provinces in South Africa

Background and Objectives: Formal education in Africa is becoming increasingly influ-enced by the traditional media consumption, ranging from television and radio to in-ternet usage. This study aims to determine the effects of traditional media consump-tion on health literacy in provinces with high illiteracy. Materials and Method: The study adopted a retrospective cross-sectional study design using the 2016 South Afri-can Demographic Survey Data to analyse the factors affecting health literacy. Partici-pants were selected using a stratified two-stage sampling method to ensure national and provincial representativeness. A total of 1 982 participants aged 15 – 29 years who met the inclusion criteria were included for further analysis. Pearson’s Chi-square test was used to test for association between health literacy and media consumption. Mul-tivariate logistic regression was used to determine the effects of traditional media consumption on health literacy, p ≤ 0.05 was considered statistically significant. STATA version 16.1 (StataCorp, LLC, College Station TX, USA) was used for analysis. Results: The results showed that media consumption emerged as a strong predictor, in-dividuals who reported watching television had increased odds of health literacy (OR = 2.67; 95% CI: 1.55 - 4.61; p < 0.001). Similarly, internet use was positive predictor of health literacy (OR = 3.11; 95% CI: 1.76 - 5.52; p < 0.001. Other variables such as educa-tional level also emerged as a significant predictor, individuals with secondary school education had significantly higher odds of health literacy compared to those with lower educational levels (OR = 17.10; 95% CI: 4.20 - 69.63; p < 0.001). Conclusion: This study highlights the critical role media consumption plays in shaping health literacy outcomes among the youth, particularly in provinces with high illiteracy rates. By us-ing media platforms strategically and ensuring equitable access, educators, health practitioners and policymakers can unlock new pathways to health literacy, fostering a more informed, empowered, and connected society.