Download Development Communication: Reframing the Role of the Media by Thomas L. McPhail PDF

By Thomas L. McPhail

In improvement communique, most sensible media students discover the main points of conversation in components the place modernization has didn't carry switch.

  • Offers an entire advent to the historical past of improvement communique - the method of systematically intervening with both media or schooling in an effort to advertise optimistic social swap
  • Discusses the?major methods and theories in improvement verbal exchange, together with academic problems with education, literacy, education, and use of media from print and radio to video and the web
  • Explores the function of NGOs, the CNN influence, and the ability of grass-roots pursuits and 'bottom-up' ways that problem the established order in worldwide media

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Extra info for Development Communication: Reframing the Role of the Media

Sample text

Entertainment-education is the process of purposely designing and implementing a media message to both entertain and educate, in order to increase audience members’ knowledge about an educational issue, create favorable attitudes, and change overt behavior. Entertainment-education seeks to capitalize on the appeal of popular media to show individuals how they can live safer, healthier, and happier lives. (Singhal and Rogers 1999, 12) This section will describe how the entertainment-education movement came into existence, showcase studies in which this concept has influenced, and give data about the effect this concept has had on the people and environments in which it has been implemented applied.

Yet, the mode of use of television has evolved and is already in its third generation. At its earlier stages, a regular teacher (“talking head”) delivered lectures through a television set installed in classrooms. Books and workbooks were provided Major Theories Following Modernization 37 to follow the television program with exercises, revisions, applications and formative evaluations. The second generation improved on the process and created programs with greater variety and more sophisticated production techniques.

To combat these major issues several countries have turned to various media to teach the public different ways of conducting themselves in order to bring about the changes that are needed to improve their society. The concept of using media to push for social changes is referred to as entertainment-education (or in some cases labeled “edutainment”). Entertainment-education is the process of purposely designing and implementing a media message to both entertain and educate, in order to increase audience members’ knowledge about an educational issue, create favorable attitudes, and change overt behavior.

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