1973 312P. ARC 7

AGENCY FOR INT'RNATIONAL DEVELOPMENT FOR AID USE ONLY WASHINGTON. 0. C. 20523 BIBLIOGRAPHIC INPUT SHEET A. PRIMARY ,. SUBJECT Education CLASSI- FICATION a.Technology SECONDARY 2. TITLE AND SUBTITLE Strategies for the use of communications media in the technologically developing nations,v.2 3. AUTHOR(S) Margol in,J.B. 4. DOCUMENT DATE IS. NUMBER OF PAGES I6. ARC NUMBER 1973 312p. ARC 7. REFERENCE ORGANIZATION NAME AND ADDRESS Academy for Educational Development 1414 22nd St. N.W. Washington, D.C. 20037 8. SUPPLEMENTARY NOTES (Sponeoring Organlaatlone Publleher&, Availability) Volume II of Report No. 6 9. ABSTRAC't A second volume of the study listed above, it discusses elementary and widespread problems in developing countries and then proposes approaches and strategies which seem relevant. Learning new behavior, an essential in a dynamic situation, is discussed broadly, but with emphasis upon basic education, nutrition, and family planning. Problems, priority program needs, and strategies relating tc Columbia, Indonesia, and the Republic of Zaire are outlinea, including specific communication media applications to circumstances described. 10. CONTROL NUMBER II.PRICE OF DOCUMENT PN-AAB-293 12. DESCRIPrORS 13. PROJECT NUMBER 14. CONTRACT NUMBER CSD-2829 GTS 1S. TYPE OF DOCUMENT AID 590-1 (4"74) Aft' ACADEMY FOR EDUCATIONAL DEVELOPMENT Strategies for the Use of Communications Media in the Technologically Developing Nations Volume II Joseph B.Margolin Report Number Six 1973 This report has been prepared by the Educational Policy Group, Program of Policy Studies in Science and Technology, The George Washington University, on behalf of the Academy for Educational Development under Contract No. AID/csd-2829 for the Office of Education and Human Resources, Bureau for Technical Assistance, Agency for International Development. Section 220 of the Foreign Assistance Act of 1970 directs the U.S. Agency for International Development to undertake a wide array of activities aimed at assisting the developing countries in their use of com munications technologies for education, agriculture, health, and community development. The technologies consist of radio, television, programmed teaching systems, computers, and communications satellites. To carry out some of the activities mandated under Section 220, AID has contracted with the Academy for Educational Development to direct scientific research on the use of educational technology, to assess educational effectiveness and cost implications of various alternative commulnications systems, and to develop ways of applying electronic communications systems to agriculture, nutrition, population, and community development. This ,eport is one of a series prepared by the Academy and its subcontractors for AID under the terms of the contract. The reports in this series include: 1. Research and Development Priorities in Instructional Technologies for thc Less Developed Countries 2. Research and Development Priorities in Instructional Technologies for the Less Developed Countries: A Summary 3. Alternative Communications Systems for Education in the Less Developed Countries 4. Broadcast Satellites for Educational Development: Possible Key Policy Decision Points, 1973-1978 5. Broadcast Satellites for Educational Development: The Experiments in Erazil, India, and theUnited States 6. Strategies for the Use of Mass Communications Media in the Technologically Developing Nati6ns: Basic Education, Fainily Planning, and Nutrition 7. Communication Strategies for Agricultural Development 8. Communication Strategies for Development: A Summary 9. Technical-Economic Considerations in Public Service Broadcast Communications for Developing, Countries VOLUMM II STRATEGIES FOR TiIE USE OF M' S TEC1HNOLOGIFS MEDIA IN TILE TECE:OLOGICALLY DEVELOPING NATIONS Table of Contents Volume II: Section A: Basic Education, Family Planning and Nutrition Education Strategies Section B: National Strategies: Colombia, Indonesia and the Republic of Zaire Section C: Source Compilation Note: Each section contains a detailed table of contents. STRATEGIES FOR THE USE OF MASS COMMUNICATIONS MEDIA IN THE TECHNOLOGICALLY DEVELOPING NATIONS SECTION A: BASIC EDUCATION, FAMILY PLANNING AND NUTRITION EDUCATION STRATEGIES Table of Contents Section A Foreword ............... .. .. o. ................. ... ....i BASIC EDUCATION ............. .... ..................1 Introduction.......................................... The Learning Needs of Rural and Urban Poor...........1 What Basic Education Involves .............. ....... 2 The Behavior Setting for Learning: Critical Requirements ........... ...................... 5 The Special Place of Literacy- ...................... 7 The Role of Communications Technology in Learning for Rural and Urban Poor ......................... 8 Strategies ................................................ 20 Factors Which Shape Strategies in Basic Education ..... 20 Media-Mode Strategies................................ 23 Multiple Literacies ....................... &........... 27 City Community Centers ................................ 37 Parent/Child Centers .................................. 41 Home Broadcast - The Family Focus ..................... 45 Basic Education on the Job - The Working Adolescent ........................................ 46 Selecting the Field Worker - An Educational Strategy of "Near-Peers" .......................... 48 Training Field Workers In and Through Media Use ....... 51 FAMILY PLANNING ............................................. 55 Introduction ................................................ 55 Foreword .............................................. 55 Potentials and Limitations of Mass Media for Family Planning ............................... 56 Characteristics of a Well-Planned National Family Planning Communications Program ............ 60 Manpower Utilization, Selection and Training Principles ........................................ 63 Development and Adaptation of Media and Materials ......................................... 65 Strategies .......................... ............... 67 Manpower Utilization, Selection and Training Strategies ........................................ 67 Strategies for Adapting Materials to Local Needs ...... 76 Indirect Strategies in Using Mass Media for Influencing Fertility Behavior .................... 82 Media Program Strategies .............................. 87 Strategies for Developing Family Planning Programs for Radio and Television................. 9 7 Strategy of the Integrated Approach vs. the Specialized Approach ...................... *...... 103 Family Planning: Colombia.................................. 117 Overview of Family Planning Program, Policy and Communications ................................ 117 Recommended Program Strategies Particularly Appropriate to Colombia .......................... 118 Consulting Strategies: AID Key Policy Decision Points ............................................ 125 Family Planning: Zaire ........... .. o . ....... ........ 127 Background... ..................... o....... ..... 127 Program Strategies ................ ....... .131 Family Planning: Indonela ......... o.....o....... .... 132-b Background............o ... 66... .. .......... 132-b Program Strategies.. ......*........... .. o.. ... ..... 133-b NUTRITION EDUCATION ...................... ......... 137-b Introduction ................................. .. .. ..... 137b Overview .................................. 137-b What is Nutrition Education .................... 137-b Why Nutrition Education......................... 138 Nutrition Education and Media ....................138 General Strategies ........................ ........... 140 Program Strategies................ ......... .... 140 The Establishment of a Nutrition Education Network... ............................. Integrated Nutrition Education Programs ........... 144 Specialized Nutrition Education Programs........ ..152 Key Decision Points ..................... Further Media Strategies .................... ... 161 Supplementary Programming ......................... 163 Complementary Programming.................. ... 165 Decision Points.................................. 169 Training Strategies .................................. 170 Training at the Professional Level ............... 170 Training at Sub-Professional Levels ............. 171 Decision Points .................................. 175 The Strategic Employment of Incentives Toward the Creative Use of the Media ............... 179 Country-Specific Nutrition Education Strategies .......... 180 The Republic of Zaire ............... ........... 180 Introduction ................... ........ 180 Program Strategies................... 181 Colombia ........ o.............o.....o.......... o ....188 Introduction..............6 o o o a a a . * . a. 188 Program Strategies ........ .. ...........0 . ..0.0 188 Indonesia .................. o .o o . * 190 Introductioni.................... ............ 190 Prog ram Stra tegies ......&*. * *o * G *...... ... .. o o.o 9 0 FOREWORD Since learning principles, as well as the processes involved in learning through media, underlie strategies for the three subject areas of this report - nutrition education, family planning and basic education - the education section is presented first. Conversely, significant elements essentially addressed to education are so fundamental to the whole media education process, that they are discussed throughout the general strategies section, as well as in the

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