Download Chapter7

Chapter 7
Mass Media
© John Hubley & June Copeman 2013
Mass media
The defining feature of mass media is
their capacity to reach large numbers
of people quickly
• Advertising a product or event
• Communication through entertainment
• Public relations (influencing coverage of news and
current events)
Types of Mass Media
Television
Radio
Newspapers
Magazines
Bill Boards
Direct Mail
TV and Radio
• Reaches large numbers of
people
• TV has visual dimension
and sound
• Radio has only sound
• Mass media can be highly
trusted – for many it is the
main source of information
Reach of mass media:
Newspapers/magazines
• Reach smaller
audience than
radio/TV but
includes decisionmakers and
influential people
• Daily readership
can be large
News Coverage
• Mass media play an important role in
influencing public perspectives on health
issues – agenda setting
• ‘Miracle cures’ ‘breakthroughs’ and ‘health
scares’ rather than balanced reporting
Two different ways
mass media can be used
Within programme content:
news
drama
quizzes
magazine programmes
documentaries
These deliberately set
out to influence people
Sometimes free - but
usually have to be paid
for
The main purpose of these is
entertainment and informing
people - but they can also
provide coverage of health
issues. It is often possible to
get free coverage of health
topics if they are seen to be
newsworthy or of public
interest.
Advertising
jingles
spot announcements
public service broadcasts
Campaign
A short intensive programme of mass
media often supported by other
activities such as public events and
endorsements by celebrities
Advertisements
• People are aware that they
are being targeted and this
can provoke resistance
• Credibility will depend on
content and sources used
• You have complete control
over content – but
time/space available is
limited
• High production quality
needed to compete with
advertising of commercial
products
• High cost of production and
buying of air time
Social Marketing
• Product – packaging of product to be marketed
• Price – in money, time, convenience or effort
• Promotion – choice of tools to target audience
including mass media and face-to-face contact
• Place – where promoted: accessible and
convenient to target?
• Politics – influencing and persuading political
players
• Public – strategy to recognize different sections
of the public
Appeals and Mass Media
• Logical arguments
• Emotional appeals
• Humour
Identify the type of appeal used
SENDER
RECEIVER
reach senses
gain attention
message understood
message accepted
behaviour change
improvement in health
Audience research
analyse problem
determine socio-cultural
influences
decide suitability for
mass media
Develop strategy
message design
format
timing
mix of media
mass media/interpersonal mix
Develop programmes
pre-test materials
produce finished versions
Broadcast/publish
Evaluate