Las Bananeras

Six basic questions:

Types of mass media:
* Radio
* TV
* Newspapers and large circulation magazines
* Billboards
* People
* Internet
Advantages of mass media:
*Reaches many people quickly
* Low cost per person reached
Can be used to:
* Tell people about new ideas and services
* Agenda-setting and advocacy
* Create a favourable climate of opinionDisadvantages of mass media:
* Difficult to make specific to local community
* Fixed message
* Can be easily misunderstood
* Access often difficult
* Lacks feedback F to F
MMis less appropriate for:
* Changing behaviours rooted in culture or reinforced by social norms
* Developing skills of informed decision making
* Promoting empowerment
*Learning practical skills
Types of mass media opportunities:
* news and features
* magazine programmes
* drama
* documentaries
* quizzes
* chat shows
* announcements
*jingles
* advertising
How can we use mass media…?
* What’s the objective of the media campaign?
* Who is the audience?
* What’s the content? (key message?)
* How can we evaluateit?
* What mass media do people have access to?
* What do they read/listen to?
* What are their favourite programmes?
* When do they listen/watch programmes?
* Who are crediblesources on the mass media?
Summary
* Health issues can be introduced in a range of different mass media and in different ways
* Combining different types of mass media and mass media withother communication approaches is likely to be more effective
* Identifying which media are used by which audiences is important
* Be clear about what you want to evaluate and how you will do itSocialization perspectives:
* All three theoretical perspectives agree that socialization is needed for culture and society values to be learned
* It is also agreed the...