Need of Mass Media in Education
Without good access to national and community media all public education programmes may be disadvantaged. It is possible to consider programmes that rely entirely on face-to-face education, but even these can be hindered if there is not a supplementary programme of advertising for events and news coverage to increase motivation as well as printed material to "leave behind." As such, assessment of available media options should be conducted. Media Directories
In some countries, media registration may have resulted in a publicly-available directory. In others, NGOs and government media agencies may have collected such information. Or advertising agencies may keep books that give details on media outlets, including their market share and target audiences. Early on, educators may want to develop a "brainstorm" list and subsequently their own directory, that analyzes available media outlets in terms appropriate to voter education programming. Criteria they may want to use include: • Is the media owned or controlled by the government?
• If controlled by the government, is it obligated under election law to provide free space or airtime for voter education messages? • If privately owned, is the management ammenable to running public service announcements, such as voter education messages either free of charge or at a discounted rate? • What are the published advertizing rates of the outlet? • Is the media national or community-based?
• Is the particular medium capable of preparing its own copy or producing its own spots? • What is the policy and the protocol of the particular medium for taking spots or copy prepared by the education programme? • In what format must spots or copy prepared by the education programme be presented to the media outlet in question? • What is the outlet's market share, ie. what is the size of its viewing or listening audience or readership? • What are the...
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