09-10-2012, 04:14 PM
MASS MEDIA
[attachment=35816]
Introduction
Nowadays, many teenagers receive a lot of information from the mass media. However, the mass media often do not broadcast the truth. In order to increase their sales volume, they sometimes report false or incorrect news.
What is mass media?
Nowadays the mass media is the most convenient way for people to get information and find out what is happening. The mass media includes newspapers, magazines, the Internet, radio broadcasts, etc. However, the mass media can affect people, especially teenagers, in a negative way
The mass media sometimes exaggerate the facts to attract more people to read them.
Sometimes, their reports are incorrect and many people are affected.
Objectives 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
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
Disadvantages 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
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 with other 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 it
[attachment=35816]
Introduction
Nowadays, many teenagers receive a lot of information from the mass media. However, the mass media often do not broadcast the truth. In order to increase their sales volume, they sometimes report false or incorrect news.
What is mass media?
Nowadays the mass media is the most convenient way for people to get information and find out what is happening. The mass media includes newspapers, magazines, the Internet, radio broadcasts, etc. However, the mass media can affect people, especially teenagers, in a negative way
The mass media sometimes exaggerate the facts to attract more people to read them.
Sometimes, their reports are incorrect and many people are affected.
Objectives 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
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
Disadvantages 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
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 with other 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 it