5
Sheet
Mass Media
When it comes to the media, most of us automatically think of the mass media.
However, for those who work in the field, mass media tools are not always the
most appropriate or most commonly used.
Media can be separated into two main categories:
– those that favour interpersonal communication. This
type of media is most common in research projects that
employ the participatory communication approach. They
include what are called “group media” and “traditional
media” and are used primarily with groups that are
directly affected by the research projects. They can be
used to implement the research results.
– those that favour mass communication. They are used
mainly to reach publics other than those directly affected
by the research projects. They can be used to increase the
visibility of research projects.
Using a mix of media
When used appropriately, the mass media are a highly
effective means of transmitting information. For research
projects in the field, however, mass media are rarely
favoured over participatory or traditional communication
media.
However, that doesn’t mean that they should be neglected
altogether. Rather, it is important to strike a proper balance
between mass media and media based on interpersonal
communication.
Before using mass media, it is important to identify their
different forms, to clearly understand their advantages and
their audiences and to be aware of the contacts that can be
developed through them. In other words, the use of mass
media is a process that requires organization.
A list of local media
If you are developing a communication strategy, it’s impor-
tant that you be familiar with your media environment.
This entails drawing up a list of the media available to you
and that are capable of reaching your target audiences and
groups:
– general print media (daily, weekly, monthly publications;
in a European or local language)
– specialized print media (national or international,
public or organizational)
– local, national or international radio or television
stations
This media list can be established by consulting:
– your own library or by referring to documents you
have read
– the telephone directory of the country in which the
project is operating
– documentation centres dealing with issues similar to
yours
– organizations or researchers working in the same field
– a specialist in local communication, to whom this task
can be conferred
In the print media, for example, you can establish contact
with different journalists according to the sectors they
cover (politics, the environment, agriculture, editorials,
columns, regional news).
In the electronic media, it’s important to be on the look-
out for programs that could be interested in your research
topic and whose format and content may offer a suitable
vehicle for presenting your project.
A media record (preferably computerized) should contain
the following minimum information:
– the name of the medium
– the field of intervention
– the name of at least one contact person in each medium,
including their contact information
– postal and civic address
– telephone and fax numbers
– email addresses
– Web site address
– chronological record of and notes on all collaborations,
meetings or publications involving this medium
– relevant comments
 Sheet 5
Mass Media
Means of intervention
The principal means of intervention using the mass media
include:
– The press release: Brief, clear and precise, the press
release announces a piece of news; it never repeats
something that has already been said or is already
known, unless the purpose is to explain the context.
The release is dated and gives an authorized date of
publication as well as the contact information of a
resource person for further details.
– The press kit: It is distributed to one or more media dur-
ing an individual or group meeting. The aim of the press
kit is to familiarize the media with the project and to
provoke the interest of journalists. Press kits include texts
and photos.
– The interview: The interview can be used in both the
print and electronic media. It allows for a different,
more dynamic coverage and lends a more personal
touch to the information.
– Feature story: From time to time, you may run into
a journalist who shows a particularly strong interest in
your project. This person should become your main
contact in the media. You can suggest a topic for a fea-
ture story or simply offer a visit to your project.
– Advertising: Barring special circumstances, we don’t
recommend using advertising. Truly effective advertis-
ing is too expensive. In the development field, a good
media campaign produces a stronger impact and is
more credible in the eyes of the target populations.
The advantages of a media mix
Just because you want to reach a certain audience, doesn’t
mean you have to limit yourself to a single medium. On
the contrary, the coordinated and simultaneous use of sev-
eral media to transmit a single message to a given audience
is a good way to reinforce the impact of your message.
For example, in order to support a development interven-
tion in a village, you can choose several more traditional
or familiar means of communication:
– informal discussions
– storytelling and proverbs
– flannelgraphs
– theatrical representations
– posters
– radio
2
Putting information to work for research projects :
Popularize, produce, disseminate!
Michel Andrien addresses this subject in his work
Social Communication in Nutrition: A Methodology for
Intervention:
“On several occasions, it was stated that no one
medium can, by itself, significantly alter social com-
munication […]. Interventions should make use of
different media which will mutually reinforce each
other. To this end, the planning committee is faced
with a formidable task of coordination. This is abso-
lutely essential for the success of the programme.
Programmes that have been successful in bringing
about change in nutrition-related habits have dem-
onstrated the need to complement the interpersonal
channel with other methods […].”
Michel Andrien points out that the mass media played
a decisive role in the interventions carried out by
volunteer teams within village communities in two
successful projects, one in Indonesia and the other in
Tamil Nadu:
“In Indonesia, the radio was used, while in Tamil
Nadu the cinema was favoured because of its popu-
larity among the local public. The people in charge of
the Tamil Nadu project made short films which were
shown in popular cinemas before the main film.”
Michel Andrien, Social Communication in Nutrition: A Methodology for
Intervention. FAO, Rome, 1993, Chapter 11.
Criteria for choosing media
The choice of one medium over another is often simply a
matter of common sense. However, there are several ques-
tions that must be given consideration:
– What are the costs?
– Do the target groups have access to the medium?
– Is the medium simple to use?
– Is the medium credible in the eyes of the population?
– Does this medium encourage participation?
– Does this medium allow for the long-term dissemina-
tion of the message?
– Is this medium consistent with the objectives of the
intervention?
Putting information to work for research projects :
Popularize, produce, disseminate!
An example of the use of communication tools in
relationships of proximity
PCP–CILSS, Phase 1
[Burkina Faso and Chad]
Within the People, Land and Water/Eau, Terre et Vie
(ETV/PLaW) program intiative, the PCP–CILSS project
is that which made the greatest use of communication
tools to support its interventions in the field. The project
carried out interventions in Chad (Doum-Doum, Bol
and Linia) and Burkina Faso (Toumousséni, Padéma,
Ouarkoye and Béli) in order to test a communication
methodology favouring the participation of community
populations in the effort to combat desertification.
This participatory element was lacking in the strategy
of the Permanent Interstate Committee for Drought
Control in the Sahel (CILSS) and its member countries.
The aim of this project was not to establish direct contact
with local communities, but rather to support the inter-
ventions in the field of state agents and NGOs working in
the communities on problems that had already been iden-
tified. The goal was to develop, in collaboration with the
various partners, a participative approach to solving those
problems. This allowed the project to produce field tools
and to test them in collaboration with intermediary agents.
The results of the experiments conducted by this project
were so conclusive that the CILSS decided to adopt the
participatory communication approach as its official inter-
vention in the field for all of its nine member countries.
Assessment of the use of communication tools by the
PCP-CILSS project by the researcher in charge of the
project, Yacouba Konaté:
Village debates All sites
In the course of the research, it became obvious that the
most effective (and most used) tool is the village debate,
insofar as this approach reflects the communication habits
of rural communities. Indeed, the African continent is
often described as having an oral culture.
These meetings were held in the same venues where com-
munity discussions are traditionally held:
– in the shade of the palaver tree
– around the marketplace
– under the village leader’s lean-to
– around the well
Sheet 5
Mass Media
Traditional chiefs/village leaders All sites
Each site used these village leaders as facilitators or even
mobilizers (as was the case with the Sultan of Bol, in
Chad). The project recognized that it is very difficult, if
not impossible, to make inroads in rural communities
without going through these people.
As such, they are essential “tools” in a process of participa-
tory communication.
Town crier All sites
This figure fulfils a function in the village that is similar
to that of radio, television or a poster, insofar as he is the
person who is responsible for providing information to
the public and moderating meetings. In the context of
illiteracy that characterizes our villages, the town crier and
his tam-tam play a leading role in meetings.
The town crier can be used to announce visits and meet-
ings, to get people to come out to meetings as well as to
facilitate debates.
Traditional musician Toumousséni and Linia
The traditional musician was favoured over other commu-
nication tools such as video, demonstration booklets and
the GRAAP series. It was necessary to find an inexpensive,
easily accepted and popular method for promoting an
activity and organizing the communities. In Toumousséni
(Burkina) and Linia (Chad), the facilitators decided to
use traditional musicians. They sang about themes related
to the forest, its importance for the community and the
benefits it can provide. In Toumousséni, the musicians
also sang about the advantages of becoming organized and
of the strength to be found in unity. The songs made the
rounds of cabarets, weddings and other festivities.
While only used at two sites, the traditional musician as a
communication “tool” produced good results. However,
when using this approach, it is a good idea to take the
precaution of following up with field visits to support the
initiative by ensuring that the words are converted into
action.
Exchange visits Toumousséni, Linia, Bol, Doum-Doum
“I came, I saw, therefore I know.” Peasants learning from
other peasants – this is the underlying principle of the
exchange visit. At the Toumousséni site, for example, this
tool was used to allow villagers to:
– see what a well-managed forest looks like
– learn cutting techniques
– understand how to manage a cutting site 3
 Sheet 5 Putting information to work for research projects :
Mass Media Popularize, produce, disseminate!

– see how the villagers are organized In cases where exchange visits are not possible, or where
– witness the direct benefits of effective management budgets are limited, videos of experiments under way are a
good tool for comparison and for stimulating debate.
The visit provided concrete answers to questions that it
would have been difficult for a facilitator to respond to. However, this tool is subject to certain constraints due to
This is an effective tool. However, pay careful attention to the lack of equipment and electricity in some villages.
costs. The project had to refuse an exchange visit to one of
Local radio Toumousséni, Ouarkoye
its sites that was budgeted at 4 million CFA francs.
This tool was used by only two sites:
Theatre forum Padéma, Ouarkoye
1. The zones are not covered by local radio stations.
Although it was only used by two sites, the theatre forum
proved to be an effective tool for helping villagers’ under- 2. The cost is relatively high.
stand the problem and giving them a chance to express 3. Receivers are not yet popular.
their ideas.
4. Radio stations don’t have sufficient personnel to pro-
The experience showed that, for theatre to be an effective duce radio for people living in rural areas (producing
tool, it must be performed by a local troupe. Bringing programs with peasants for peasants requires regular
in an outside troupe is more expensive and less effective, trips in the field).
because there are fewer performances. The experience also
showed that it is important that the facilitator be able to Local radio is a fairly expensive tool and, as such, is
build on the ideas expressed. not recommended for the participatory communication
approach.
The troupe in Ouarkoye, which was created following Translated from excerpts of a report by Yacouba Konaté on the results of
performances by a troupe from the city, rapidly demon- the first phase of the PCP–CILSS initiative, 2002.
strated the importance of this tool in fostering an under-
standing of the causes of bush fires and gave local people
the opportunity to express their ideas on how to become NOTES
organized in order to combat them.
Cassette recorder All sites
The cassette recorder was used to produce a record of the
commitments made by the different communities. This
tool offers an effective means to give a real voice to people,
particularly groups of women. It proved to be especially
effective among the women in Bol, in Chad. It gave them
an opportunity to express their views (in public or among
themselves) and to listen to recordings of other women
from the region. In Toumousséni, villagers were able to
re-listen to the commitments made in relation to forest
management.
Video (film) Béli, Padéma, Ouarkoye, Doum–doum,
Bol, Linia
The concern here was to expose people in the communi-
ties to different experiences with natural resources man-
agement in order to gain an appreciation of the monetary
benefits such management can bring. At the Béli site, in
Burkina, the initial plan called for village-to-village visits,
but for budget reasons, video was chosen instead. Not
only did it fulfil its role perfectly, but, at all the sites, video
screenings were followed by lively debates during which
4 the villagers were able to express their opinions.