When it comes to health communication in connection to technology I think it is extremely important to consider local contexts. In the case study of entertainment education in India I think the format was good and in many ways I would consider the format to be a success. Although what I think that they failed with in this study was to really choose the right focus group. The way they choose their focus group was by having viewers sending a letter to the producers of the show, by doing that they miss out on what could have been the most important group to study – those people that are illiterate. Another thing that was highlighted in the study was that of the different views of the men and the women something that I think came through very well.
Although what is important when working not only with health communication but also with gender issues, environmental and human rights issues is not only to provide information but also how it should be followed up. I would say that entertainment communication is a great way to work with for example health although I would not say that it is very efficient when it stands alone without any supporting programs.
Throughout the semester we have seen how different technologies has got a role in changing power relations, pushing for policy changes and giving individuals a voice when it comes to international politics to mention a few. On the other hand there have not been one single case where technology alone had brought any change by itself. I think it is important to remember when it comes to communication there are many different sectors and levels to consider and all of them are and needs to be interconnected. I have said it before and I will end my final blog with saying it one more time, the main reason for the change we have on the international arena today (in all different sectors and on all different levels) have to do with globalization. We will find different ways of communication in each and every part of the process of globalization.
Wednesday, December 8, 2010
Friday, December 3, 2010
The Last Blog: Television and Advertising
The group presentations in class this week were rather impressive, and a few things from them/the ensuing discussions have definitely stuck with me as things to discuss is my last blog post.
One thing that's on my mind that I wish I had asked about, and I'm interested in, is how various versions of television shows, based on country/region, can unite people across cultures and borders. The contestants/cast may be different, but the themes and general structure of shows may be the same, and I'm interested to know if having forms of entertainment in common can bridge cultural understanding - maybe even just by having a favorite tv show in common.
Another thing discussed in the presentations was advertising, particularly product placement. I'm generally not a fan of advertising, and less so of product placement when it's as blatant as it is on, say, The Biggest Loser. I think it works better when it's subtle, like the Verizon phones that appear everywhere on Gossip Girl. I like to think I'm immune to advertising, that what I see on tv, hear on the radio, or read in newspapers or magazines doesn't affect me. But I know I'm not. Granted, I usually fall prey to advertising schemes that use cute animals, but I think that maybe, just maybe, if I recognize when advertising affects my purchasing choices that I'm overall less vulnerable.
Product placement tries to skirt that concept of being immune to traditional advertising. People tend to identify more with characters or contestants on existing shows than the hyper-cheerful, always grinning commercial actors and actresses, who ultimately tend to grate on one's nerves (or at least mine). Product placement/embedded advertising, subtle or not, sends the message (or at least tries to) that consumers can shape their lives in some way similar to those they follow for an hour a week.
The more I think about it...the more similarities (albeit superficial) advertising has to public diplomacy: encouraging people to buy into an image or a product. Obviously they manifest themselves differently, but the idea of having something to sell, whether a product or idea, is fundamental to communications.
One thing that's on my mind that I wish I had asked about, and I'm interested in, is how various versions of television shows, based on country/region, can unite people across cultures and borders. The contestants/cast may be different, but the themes and general structure of shows may be the same, and I'm interested to know if having forms of entertainment in common can bridge cultural understanding - maybe even just by having a favorite tv show in common.
Another thing discussed in the presentations was advertising, particularly product placement. I'm generally not a fan of advertising, and less so of product placement when it's as blatant as it is on, say, The Biggest Loser. I think it works better when it's subtle, like the Verizon phones that appear everywhere on Gossip Girl. I like to think I'm immune to advertising, that what I see on tv, hear on the radio, or read in newspapers or magazines doesn't affect me. But I know I'm not. Granted, I usually fall prey to advertising schemes that use cute animals, but I think that maybe, just maybe, if I recognize when advertising affects my purchasing choices that I'm overall less vulnerable.
Product placement tries to skirt that concept of being immune to traditional advertising. People tend to identify more with characters or contestants on existing shows than the hyper-cheerful, always grinning commercial actors and actresses, who ultimately tend to grate on one's nerves (or at least mine). Product placement/embedded advertising, subtle or not, sends the message (or at least tries to) that consumers can shape their lives in some way similar to those they follow for an hour a week.
The more I think about it...the more similarities (albeit superficial) advertising has to public diplomacy: encouraging people to buy into an image or a product. Obviously they manifest themselves differently, but the idea of having something to sell, whether a product or idea, is fundamental to communications.
Thursday, December 2, 2010
Health Campaigns and Entertainment Education Programs… Not So Simple
So this is my last blog of the semester. .. and it’s also the largest amount of material for one blog thus far. Thanksgiving definitely gets in the way of things. Fortunately enough, however, one of my favorite topics of the semester was covered in our most recent readings for this week: health communication and entertainment education. Although we didn’t have time to discuss these readings in class, I’m going to do my best to discuss some of the points in our readings that stand out to me as essential in the success of such campaigns and endeavors. I will not discuss all of the factors that are brought up, but I will highlight those that I personally think are especially critical.
First, I think it’s important to note that a common theme in both the Vijay and Singhal/ Rogers readings was the need to focus on contextual, communal, and cultural needs in such efforts. Simply focusing on the individual, or, as I discussed in my previous blog post, formulating a message and sending it out without considering the receiver(s) or their environment and viewpoint(s), is naïve. It’s critical to understand that that a person is part of a community, a culture, and a worldview that will influence their opinions, openness, and overall reception to messages and ideas. There are implications for, as discussed in our readings, discussing sexual content or specific diseases. You must include an audience in the formation, development, and use of a message. Some cultures are family-focused, others have development needs, and some are individualistic and some collectivistic… these are just a few of the multitude of complex layers a target-group can possess.
An additional focus that can be taken from this first theme of community and cultural differences and needs is the need to choose proper mediums to reach a population. Some populations respond best to radio dramas while others like watching reality tv. Groups differ based on their access to medias and their favoritism of specific forms of media based on cultural and social preferences, among others. It takes an educated, aware, and knowledgeable group of individuals to form a successful campaign or program.
Another important factor that I think is definitely worth mentioning, is Singhal/ Rogers’ discussion of the different types of behavior change. There are many levels of behavior changes that should be considered when forming a message. What do you want the outcome to be? What and who do you want to target? What do you need to do to accomplish these goals overall? I think that the theoretical framework as discussed by Vijay is especially crucial when looking at this focus since, as shown by various theories such as the Theory of Reasoned Action, Theory of Planned Behavior, etc. that there are specific factors such as subjective norms, perceived self-efficacy, perception of threat severity, etc. that need to be considered.
Although there are other topics breached such as the types of research that should be conducted (both qualitatively and quantitatively), more in depth discussions of resistance to entertainment-education, competition to be heard in a world of endless competing messages, among others, I think that these topics I highlighted, community/ culture, media used to spread a message, and types of behavior change, are the most important factors future health campaigns, entertainment education programs, and researchers should focus on.
I’m definitely excited to continue exploring these topics beyond the conclusion of this class!
First, I think it’s important to note that a common theme in both the Vijay and Singhal/ Rogers readings was the need to focus on contextual, communal, and cultural needs in such efforts. Simply focusing on the individual, or, as I discussed in my previous blog post, formulating a message and sending it out without considering the receiver(s) or their environment and viewpoint(s), is naïve. It’s critical to understand that that a person is part of a community, a culture, and a worldview that will influence their opinions, openness, and overall reception to messages and ideas. There are implications for, as discussed in our readings, discussing sexual content or specific diseases. You must include an audience in the formation, development, and use of a message. Some cultures are family-focused, others have development needs, and some are individualistic and some collectivistic… these are just a few of the multitude of complex layers a target-group can possess.
An additional focus that can be taken from this first theme of community and cultural differences and needs is the need to choose proper mediums to reach a population. Some populations respond best to radio dramas while others like watching reality tv. Groups differ based on their access to medias and their favoritism of specific forms of media based on cultural and social preferences, among others. It takes an educated, aware, and knowledgeable group of individuals to form a successful campaign or program.
Another important factor that I think is definitely worth mentioning, is Singhal/ Rogers’ discussion of the different types of behavior change. There are many levels of behavior changes that should be considered when forming a message. What do you want the outcome to be? What and who do you want to target? What do you need to do to accomplish these goals overall? I think that the theoretical framework as discussed by Vijay is especially crucial when looking at this focus since, as shown by various theories such as the Theory of Reasoned Action, Theory of Planned Behavior, etc. that there are specific factors such as subjective norms, perceived self-efficacy, perception of threat severity, etc. that need to be considered.
Although there are other topics breached such as the types of research that should be conducted (both qualitatively and quantitatively), more in depth discussions of resistance to entertainment-education, competition to be heard in a world of endless competing messages, among others, I think that these topics I highlighted, community/ culture, media used to spread a message, and types of behavior change, are the most important factors future health campaigns, entertainment education programs, and researchers should focus on.
I’m definitely excited to continue exploring these topics beyond the conclusion of this class!
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