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Maximizing Mass Media Impact: Strategies and Considerations

Explore the various types of mass media, advantages, disadvantages, and people's usage. Learn how to craft effective media campaigns, evaluate content, and utilize a mix of media for optimal results.

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Maximizing Mass Media Impact: Strategies and Considerations

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Presentation Transcript

  1. Mass Media Connected Text

  2. Types of mass media • documentaries • quizzes • chat shows • announcements • jingles • advertising • radio • TV • newspapers and large circulation magazines • billboards • internet • news and features • magazine programmes • drama

  3. 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 opinion

  4. Disadvantages of mass media • Difficult to make specific to local community • Fixed message • Can be easily misunderstood • Access often difficult • Difficult to change cultural behaviours • Not useful in developing skills of informed decision making • Not useful in promoting empowerment • Not useful in learning practical skills

  5. People’s use of Mass Media • 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 credible sources on the mass media?

  6. 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 evaluate it?

  7. Why use a mixture of Mass Media? SOUL CITY :: HIV & AIDS User Guide An integrated communication programme that uses radio, TV drama, print, face to face, training, policy advocacy, networking

  8. Criteria to assess Mass Media PURPOSE FORMAUDIENCE LANGUAGE CONTEXT

  9. Purpose What are the likely purposes behind the creation of the text? (There may be more than one) How effective is it in achieving these likely purposes?

  10. Form Is it a magazine article, television advertisement, minutes of a meeting … or what? What are the characteristics that define its form? Does it follow the typical conventions of its form or break them?

  11. Audience Who is the intended audience? Gender? Age? Race? Socio-economics? (lower, middle, upper) How can you tell? (who is in the text?) Is it wide-ranging or very specific?

  12. Language (Structural, conventional and linguistic features) How are the language and features affected by the target audience? Eg. visual images, tone, graphics, music, layout/ positioning and language used (clear, simple, persuasive, informative, subtle, colloquial, slang).

  13. Context In what context (circumstance) did this communication example arise? How does its social context affect its style and content? How may a different social context have altered it?

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