SALIENT FEATURES OF PRINT MEDIA - DEVELOPMENT SUPPORT COMMUNICATION IN A RURAL SETTING

PRINT MEDIA

The term printed media is used to cover those communication techniques that rely principally on combinations of printed words and pictures. They are our oldest formal combination. To use them effectively the educational levels and literacy rate of the audience must be considered. Extension programmes can take a broad and creative approach to ways in which to use print methods for conveying news to specific audiences. Newspapers may come to mind first, but they are only one of several print a mass media available to convey extension news and information.

TYPES OF PRINT MEDIA

Newspapers: Newspapers are the most popular forms of print media. The advertiser in this case can choose from a daily newspaper to a weekly tabloid. Different types of newspaper cater to various audiences and one can select the particular category accordingly. Advertisers then design press advertisements where in the size is decided as per the budget of the client.

Magazines: Magazines also offer advertisers an opportunity to incorporate various new techniques and ideas. Magazines are one such form of print media that give a more specific target group to the client. The client can make a choice of the particular magazine as per the product.

Newsletters: Newsletters also form an important part of print media. These target a specific group of audience and give information on the product.

Brochures: Brochures give detailed information about the product. These are mainly distributed at events or even at the main outlet when a consumer needs to read in detail about the product.

Posters: Posters are forms of outdoor advertising. The message in a poster has to be brief and eye catching as it targets a person on the move.

SALIENT FEATURES OF PRINT MEDIA

ü    Timeliness

ü    Nearness

ü    Consequence

ü    Prominence

ü    Human Interest

ü    Newspaper Policy

Timeliness:                The more timely the information, the greater the news value.

Nearness:                  The closer the information seems to the reader, the greater is its news value. That is why local newspapers prefer local news.

Consequence:                        The more the readers are affected by the information, the greater is the news value.

Prominence:              Prominent people, places and things carry more news value.

Human Interest:       Readers are attracted by human interest elements such as unusualness, conflict, progress, emotion and others.

Newspaper Policy:   Newspapers have editorial policies that influence the kinds and amount of information they publish. So the use of various kinds of support communication may vary from paper to paper, and period to period based on editorial policies.

Advance Event Articles include announcements of approaching extension meetings, tours, speeches and other event. Such articles are often brief, but should include details that would permit a reader to attend if interested

Follow-up Event Articles report to readers about recent meetings, tours, speeches, or other extension events. Their main purpose is to report results, so they are often longer than advance event articles. They should include the date, location, sponsor, and nature of the event, to provide the background for the reader, but the greatest emphasis should be placed upon the outcome of the specific event.

Information Articles are used widely in extension to provide helpful information of various kinds: timely advice, how to, description reports of research findings, market news, relevant statistics and others. Such articles are not tied directly to events.

Feature Articles are information and sometimes involve news, but are distinct in several ways from the types of articles mentioned earlier. Feature articles often interpret the news and provide background for readers. Often they are intended to entertain or inspire as much as to inform.

News Writing Style and Format differ throughout the world. So the best approach is to use the styles and formats that local news editors prefer. Work closely with the local editors to learn their style rules, deadlines and other preferences.

COMMUNICATION STRATEGIES FOR RURAL DEVELOPMENT

The idea of using media to assist Third-World development grew out of relatively consistent research findings demonstrating that focused, receiver oriented communication strategies could play a significant role in accelerating the rate of technology transfer, whether it be process or product - or both. Thus, as communication technologies improved, became easier to use, and costs lowered, broadcasting and a variety of "small media" were increasingly harnessed to reach people at the village level. Prior to this, the main vehicle for linking scientific advances in agriculture, health and nutrition between researchers and rural adopters was the extension worker. Historically, however, their singular efforts have been limited by the thin spread of front line agents available in relation to the volume of people requiring information and training. Transportation difficulties have also tended to impede their outreach. In addition, effective communication with predominantly illiterate farmers was hampered by poor training in face-to-face communication techniques. Against this background, the use of media could accelerate awareness of, and adoption rates toward, recommended technologies through targeted information, motivational messages and training.

Nowadays in rural development, it is common to talk about media categories which are taken to include broadcast (television and especially radio), group (video, tape-slides, sound film-strips, audio-cassettes, overhead projections, flip-charts, posters, pamphlets, and leaflets; as well, traditional folk media such as puppets and live-theatre may be included), and Interpersonal channels (community leaders, contact farmers, extension workers). And DSC delivery strategies have been hierarchically ranked, in terms of complexity, from interpersonal communication through radio and television broadcasting, and group media, to multi-channel campaigns. This ranking also subsumes the notion that each strategy can be made more effective by incorporating that which precedes it. Radio broadcasts, for example, have much more impact if they are backstopped with authoritative, village based interpersonal sources, and group media can benefit from both radio and interpersonal communication support. Well designed communication campaigns usually involve broadcasting, village based group media, and intensively trained field workers. The general rule of thumb emerging from two decades of field experience is to use multiple channels, wherever possible, so that each medium reinforces and multiplies the importance of the others in an integrated network.