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World Bank Document FILE COPY The Educational Use of Mass Media Public Disclosure Authorized SWP491 World Bank Staff Working Paper No. 491 October 1981 Public Disclosure Authorized by the following consultants: ciano ock - in Public Disclosure Authorized Albert Horley Janet Jenkins Wallace Lambert Hilary Perraton Takashi Sakamoto Nelly Sidoti John Tiffin and Shigenari Futagami Education Department Central Projects Staff Copyright © 1981 The World Bank Public Disclosure Authorized 1818 H Street, N.W. Washington, D.C. 20433, U.S.A. The views and interpretations in this document are those of the autl F IL E C O P Y and should not be attributed to the World Bank, to its affiliated organizations, or to any individual acting in their behalf. The views and interpretations in this document are those of the authors and should not be attributed to the World Bank, to its affiliated organizations or to any individual acting in their behalf. WORLD BANK Staff Working Paper No. 491 October 1981 THE EDUCATIONAL USE OF MASS MEDIA This volume is composed of an introduction and seven chapters, all of which are relevant to the educational use of mass media in Less Developed Countries (LDCs). Each chapter deals with one of the salient issues that LDCs educators and decision-makers inevitably encounter when they think about using mass media to further the country's education and development. These problems are: (1) the actual potentialities of audiovisual media, (2) the choice between or combination of network broadcasting and local broadcasting; (3) the use of educational mass media for curriculum improvement; (4) the impact of radio on education and development; (5) the choice of language(s) for instruction and radio-s role in language teaching; (6) the possible expansion of educational TV in the 1980s; and (7) the appropriateness of each medium for use in LDCs. The original contributions were slightly modified and shortened. It is hoped that this paper will contribute to the improved use of mass media for the cause of better education and more efficient development in the third world. Prepared by the following consultants: Gloria Feliciano, Alan Hancock, Gerald Hein, Albert Horley, Janet Jenkins, Wallace Lambert, Hilary Perraton, Takashi Sakamoto, Nelly Sidoti, Copyright c 1981 John Tiffin and The World Bank Shigenari Futagami 1818 H Street, N.W. Education Department Washington, D.C. 20433 Central Projects Staff U.S.A. PREFACE Hundreds of handbooks on educational mass media have been published since mass media's potential for spreading information and furthering education and development first became apparent. Most such books are concerned mainly with know-how--with the production of film, radio, TV, and other audiovisual material. But very few authors have adequately addressed the applicability of such new media in the Less Developed Countries (LDCs), nor have many educators themselves been motivated enough to express positive interest in making the fullest use of mass media for education in LDCs. At the same time, educators and communication specialists do recog- nize that the use of mass media in education and development must differ according to the conditions and background of each country. Obviously, the media approaches taken in LDCs must vary significantly from those adopted by countries with more developed and supportive infrastructures. In fact, it is the LDCs, rather than the industrialized countries, that most need educational mass media given the persistent shortage of qualified teachers in the develop- ing world. As the World Bank-s Education Sector Policy Paper (April 1980) points out: The desire for improvements in the quality of education has clearly increased, but serious problems in implementing innovations remain. Serious efforts are expected to be made during the next several decades to make education systems genuinely relevant. Measures. will include the designing of new curricula and syllabi, the production and distribution of better learning materials, the training of teachers in new modes of education, the use of local languages wherever possible, and--most important--the development of a national capacity for the analysis, design, and manage- ment of an education system. (Emphasis added.) Thus, while LDCs need to make innovative use of educational mass media, direct guidance that goes beyond technology assessments is scarce. It is to fill this gap that these essays have been prepared. As technology evolves, educational mass media become more and more accessible to LDC educators. However--a point often made--the educator is not necessarily ready just because the educational technology is. For this reason, this volume is not meant to be another how-to-do-it guide. Instead, its aim is to enable educators and policymakers, particularly those in LDCs, to make wise decisions on mass media use. Aklilu Habte Director Education Department - iii - THE EDUCATIONAL USE OF MASS MEDIA TABLE OF CONTENTS Page No. OVERVIEW MARSHALLING, MANAGING, AND EVALUATING THE MASS MEDIA FOR EDUCATION AND DEVELOPMENT (by Shigenari Futagami) 1 CHAPTER I DO AUDIOVISUAL MEDIA POSSESS UNIQUE TEACHING CAPABILITIES? (by Janet Jenkins) ..... ................. 11 Multi-media Education ....... ........................... 12 Media to Improve or Extend Education .... ............... 13 Which Media? ........... ................................ 15 Sound Cassettes ......... ............................... 17 Television ............. ................................ 18 Closed-circuit Television and Video Cassettes .... ...... 21 Satellites . ............................................. 22 Film .................................................... 22 Still Pictures .......... ............................... 22 When Are Media Useful? ....... .......................... 23 Future Developments ........ ............................ 24 CHAPER II NATIONWIDE NETWORKING OR LOCAL BROADCASTING? .... ....... 26 1. THE HISTORY OF NATION-BUILDING AND THE FUTURE OF LOCAL BROADCASTING (by Shigenari Futagami) ...... 26 Geographical Conditions ............................ 26 Impact of Religion ....... .......................... 27 Communal Cooperation ............................... 27 Political Framework ................................ 27 Consciousness of Progress . 28 Military Needs .29 Commercial Cities .29 Local Development and the Notion of Nation .29 The LDCs' Local Economies .30 Mass Media's Roles in Local Development .30 2. NETWORKING AND LOCAL BROADCASTING: A CHOICE? (by Gloria Feliciano) .31 Networking Versus Local Broadcasting .31 National Networking in Relation to Local Broadcasting .33 - iv - Page No. 3. LOCAL BROADCASTING AND COMMUNITY MEDIA (by Alan Hancock) .................................. 35 From Local Broadcasting to Rural Development ... .... 35 The Forum Model .................................... 36 The Radio Schools .................................. 37 Access and Participation ........................... 37 Community Media in the Industrialized World ... ..... 38 The Problem of Development ......................... 39 Community Media in the Developing World .... ........ 40 Beyond Community Media--Bridging the Gap .... ....... 42 The Contribution of Technology--Moves Toward Self-Reliance .................................... 43 CHAPTER III CAN MASS MEDIA BE EFFECTIVE IN CURRICULUM IMPROVEMENT? (by Takashi Sakamoto) .................................. 45 Media-based Teacher Training for Curriculum Improvement 49 Recommendations ........................................ 50 CHAPTER IV HOW CAN RADIO BE USEFULLY APPLIED TO EDUCATION AND DEVELOPMENT? (by Hilary Perraton) .... ................. 53 Can Radio Teach? ....... ................................ 53 A Multi-media Approach ................................. 54 Broadcasting for Development ........................... 55 Open Broadcasting ...................................... 56 Open Broadcasts with Print ............................. 58 Broadcasts with Print and Feedback .... ................. 59 Broadcasts with Print for Groups ....................... 60 The Function of Broadcasts ............................. 62 Formats ............ .................................... 63 Costs . ................................................. 66 Conclusions .......... .................................. 70 Bibliography ......... .................................. 72 CHAPTER V CHOOSING INSTRUCTIONAL LANGUAGES FOR EDUCATIONAL RADIO BROADCASTS IN LESS DEVELOPED COUNTRIES (by Wallace Lambert & Nelly Sidoti) .... ................ 74 A Rationale for Giving Advice to LDCs .... .............. 74 Social and Psychological Considerations .... ............ 75 General Principles ..................................... 77 Sociological Constraints ............................... 78 Educational Constraints ................................ 79 Prototype Cases ........................................ 80 Guidelines for Selecting Languages of Instruction ...... 84 Fixed Versus Open-Language Policies .... ................ 86 A Plan for Selecting Languages of Instruction .... ...... 86 The Role of Radio in Language Learning .... ............. 87 Using Radio in Language Instruction .... ................ 88 Bibliography ......... .................................. 90 Page No. CHAPTER VI WHAT DOES EDUCATIONAL TELEVISION OFFER US NOW? (by Albert Horley) ...... ............ ................... 94 New Video Technologies .............. .. ................. 95 Conclusions ..................... ....................... 99 APPENDIX TO PHOTOVOLTAIC POWER FOR COMMUNICATIONS
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