Презентация на тему Mass Media

of module
Appreciate different kinds of mass media and how

they can be used
Critically assess advantages and disadvantages of using mass media to promote rational drug use
Understand how to develop mass media strategies to promote rational drug use

basic questions

of mass media

Radio
TV
Newspapers and large circulation magazines
Billboards
People
Internet

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

of mass media
Difficult to make specific to local community
Fixed

message
Can be easily misunderstood
Access often difficult
Lacks feedback F to F

MM is less appropriate for:
Changing behaviours rooted in culture or reinforced by social norms
Developing skills of informed decision making
Promoting empowerment
Learning practical skills

of mass media opportunities
news and features
magazine programmes
drama
documentaries
quizzes
chat

shows
announcements
jingles
advertising

City
An integrated communication programme that uses radio, TV drama,

print, face to face, training, policy advocacy, networking.

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?

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?

1: convincing the media editor
Decide which mass media you

want to use, and how
Decide what key point from your research you want to use as the main message for your media activity
Decide how to sell that idea to the editor/producer
Prepare a 5-minute presentation that will convince the editor to work with you on this