Working with the Media

This paper discusses some of the issues in the use of mass media for health promotion, prevention of disease, and recognition of symptoms in the light of a field study conducted on 720 villagers in 28 villages of Uttar Pradesh, Bihar, and Madhya Pradesh. The role of mass media and other psychosocial factors in the formation of intentions to acquire health-related information and promotion of actual health behaviours was examined. Results show that beliefs and attitudes towards health care, along with some information-related needs ofpeople, contribute in the formation of intentions. Morespecifically, the tendency to treat media as asourceofstimulation and direction, learning, information, tension-reduction along with positive attitudes explain 44% of variance in intention. Furthermore, variance in actual health promotion behaviours and use of media for health-related information is explained by general impact of media in conjunction with other social factors like social participation in community, anticipating changes in lifesituations, and taking initiative by acceptors. Although attitude, intention and behaviour are related, the link between them is not direct but is mediated by other social factors. In order for mass media to be effective, reinforcement through interpersonal communication as well as change in environment is essential. Excessive reliance on mass media without the coordinated support of formal and informal systems in the community may not besuitablefor thepromotion of health behaviours in rural India.

This study sought to assess ADP’s effective use of mass media in agricultural information dissemination to farmers in Imo state, Nigeria. A total of 120 farmers were selected through multi-stage sampling technique. Interview schedule was used to elicit information on farmers’ accessibility of agricultural information through mass media, perceived level of use of mass media in receiving agricultural information among farmers and to determine the perceived effectiveness of ADP’s use of mass media in agricultural information dissemination. Data collected were analyzed using frequency distribution, percentages, mean, and PPMC to test the hypothesis at 0.05 level of significance. The result shows that the majority (88.3%) of the respondents accessed agricultural information through radio. Perceived level of use of mass media in receiving agricultural information (58.3%) was low. Use of mass media in agricultural information dissemination by ADP (59.2%) was ineffective. There was significant relationshipbetween the perceived level of use of mass media in receiving agricultural information (r=0.64) and the perceived effectiveness of ADP’s use of mass media in agricultural information dissemination. The use of mass media in agricultural information dissemination in Imo State by ADP was ineffective. This work recommends that ADP in Imo State establish their own indigenous mass media tools to ensure its effective use by extension agents and control of content for agricultural information dissemination.
 Keywords: ADP, Agricultural information dissemination, Mass media

This survey is aimed to investigate the employed married women's degree of awareness of the marriage rights. Sample includes 100 employed married women of Neiriz city who were selected through randomized sampling. The Morgan's and Krejcie’s table was used in order to calculate the sample size. From the results, it becomes clear that there is a meaningful relationship between the degree of awareness of the marriage rights. It has also shown that there is a significant relationship between age and awareness of the marriage right; it shows a positive relation between income awareness of the marriage right. It has also shown that there is no relationship between marriage age and the women's awareness of marriage rights. Finlay result shows a significant relation between use of mass media and awareness of the marriage right. Moreover, in order to increase the level of women's awareness of their rights, the role of mass media should be made clear in the societies. The findings highlight the need for screening and identification of other factors and variables in the family and society in which women are growing.

This entry describes the study of acculturation emphasizing the role of media in socialization. It highlights that interpersonal communication and mass media use have been two key parts in the process of acculturation when immigrants or international students move from one culture to another culture. In terms of explaining the role of media, previous studies have employed two different approaches: the unidimensional approach and the bidimensional approach. Early studies in general supported the unidimensional approach indicating that the use of host media, and reducing the use of ethnic media, facilitated fast and smooth transition to a new culture, while sticking to ethnic media retarded cultural adaptation. As the Internet and social media have become more prominent in recent years, the bidimensional approach is demonstrating more explanatory power in that immigrants or international students can maintain the balance between adopting a new culture and sustaining their cultural origin and identity. Some studies, however, have suggested that either approach cannot be universally applied to the acculturation contexts. Although the Internet and social media have played an integral role in the process of acculturation, it should be noted that the role of mass media, especially television viewing, can still be essential for immigrants or international students to understand the host society's values, norms, and behaviors, particularly in the initial stages of acculturation. Finally, suggestions for future research are discussed.

The purpose of the article is to conduct a theoretical analysis of the content, essence and functions of the mass media as an important part of the functioning of the political system of society; research on the interaction of government authorities and the mass media; features of the impact of the mass media on society and public administration. Such general scientific and special methods were used in order to reach the set goals: generalization method was used in order to reveal the theoretical and methodological foundations of the communicative interaction mechanisms in the public administration sphere; system method was used in order to reveal the conceptual foundations of communicative interaction in the public administration sphere; logical and dialectical methods, generalization method, method of complex and systemic approaches were used in order to improve certain definitions; logical method was used for theoretical generalization and formulation of conclusions and proposals. In accordance with the goals of the research: 1) on the basis of the theoretical analysis of the research field on the interaction of public administration authorities and the mass media, it was proved that public administration in modern society is impossible without an extensive system of communication; 2) it was established that in the conditions of transition to the information society the role and importance of mass media in the public processes, which take place in modern Ukraine, grow. At the same time, the subjects of public power become the subjects of the communicative process; 3) a theoretical analysis of the research field on the interaction of government authorities and the mass media, where the mass media is often seen not as a socially responsible business, but as a component of political capital or influence, was made; 4) it was established that the formation of the global communication space also affects the role and functions of the mass media; 5) features of the impact of the mass media on society and public administration were analyzed and concepts were singled out; 6) positive aspects of cooperation between the mass media and government authorities in terms of the term “interaction” were defined; 7) it was proved that the mass media is an important tool of public administration, which directly depends on the current political regime in the country; 8) it was established that the mass media is an integral part of the mechanism of democracy functioning, its values and normative principles as well as an important tool of public administration, but it directly depends on the existing political regime in the country. Openness and ensuring access of citizens to information on the activities of the government as well as the involvement of the population in the discussion of socially important information are crucial for the government. It was established that democratic transformations are possible only under the condition of wide openness of the society, publicity and freedom of speech, which would not give advantages to any political force in possession of the mass media. The author’s position on the definition of positive aspects of cooperation between the mass media and government authorities in terms of the term “interaction”. The article contains an original analysis of modern approaches to the peculiarities of the relationship between the government and the mass media, government authorities and the mass media as well as certain aspects of the functioning of the mass media in the processes of democratic transformations of Ukrainian society and legal regulation of state policy in the mass media sphere. The article can serve as a methodological and theoretical basis for further study of the mass media as a component of human communication; the mass media as a channel of manipulative influence on society; features of the functioning of the mass media in the period of transformation of modern Ukrainian society; as well as the role of the mass media in the process of forming the social and communication sphere of civil society.

Creativity is the tendency to generate ideas, alternatives and possibilities that may assist in encountering day to day life problems, communicating with others and entertaining ourselves and others whereas media technologies act as a medium while interacting with a large group of audience via mass communication. The study explored the relationship between mass media use and creativity. The primary data collected from 300 participants included independent variables related to mass media used, time spend and the social media use. Five aspects of creativity i.e., seeing problem, unusual uses fluency, unusual uses flexibility, unusual uses originality and unusual uses creativity were used. Chi-square analysis indicated that social media use was significantly associated with the all aspects of unusual uses of creativity of respondents’ i.e., fluency, flexibility, originality and creativity. It was elucidated that the amount of time spend on mass media was significantly associated with adolescents’ seeing problem abilities and their unusual uses fluency. No association was observed between type of mass media used by participants and their creative abilities.

The article covers the role, formation, development and legal basis of mass media in the history of the Republic of Uzbekistan in the period of independence. The most important thing is that censorship was canceled. With the Prohibition of censorship, pressure on the media was taken. This constitutional rule is a legal guarantee of the truly free functioning of the mass media and unprecedented importance in the process of the renewal of society. In Uzbekistan, the granting of freedom of the mass media and the strengthening of this freedom in the legal sense is a process directly related to independence, and even open information was kept secret due to the fact that during the old regime-Soviet power, the system of administrative command and the cult of the individual found a firm decision. Nevertheless, the introduction of changes and additions to legal and normative documents in the process of development in this sphere is dictated by the times and the period itself.

Mass media have been a significant element in society. However, as people have more access to information and communication technology, they spend more time on digital media than on mass media. Thus, we explore this issue along with the factors and implications that this trend might bring about. This is the first study to conduct an in-depth comparative analysis along with literature review to understand this major change in media consumption. The paper first analyzes the characteristics and the communication process of mass and digital media. Then, we compare mass media and digital media’s usage, the numbers of Internet and digital media’ users in the United States along with global social media users. We discover the usage per day for digital media has increased while that for mass media declined. We explore the reasons behind this change and identify factors affecting the marketers’ decisions to change the ways they spend marketing communications’ budget on both types of media. We are also interested in the roles of mass media in the era when digital media gain more popularity. Implications and recommendations for marketers to cope with this major change are discussed including the impact on target market selection, marketing communications budget planning, functions of the media, behavioral transactions of both types of media, new supporting roles of the mass media and the roles of both types of media in supporting integrated marketing communications’ campaigns.

In crime reduction policies, there are penal and non-penal.Where the penal nonpreventative.Efforts to nonpenal could be shaped anything, the role of mass media in forming the perception of crime and punishment is one.The mass media can do is through news the role of crime and have a partnership with law enforcement agencies.But there are still mass media that made the crime of a commodity course, while in conjunction with law enforcement agencies still limited to only as speakers course.The charge news in mass media particularly be caused by the violence can make the impact fear and not educate people. Writing that is the outcome of research these writers looked at how the role of media mass reduction policies evil, his involvement in law enforcement agencies and how to strengthen the role of mass media in reduction policies evil.There are several problems in construction mass media will the news crime like the use of terminology, the news balanced and the judge.This closely related to construction mass media will news evil, that then will run according to on function preventive.Mass media in the context of policy penangggulangan evil may be also had a role in restore confidence the community and appreciation to law enforcement agencies, media a mass to be establish cooperation with law enforcement agencies.Do not have to a form of cooperation which are formil as long as can appreciate each other profession each and mutually beneficial. The role of media masses can also be implemented is all sides law enforcement agencies in construction news evil, until there is no law enforcement agencies whose performance be highlighted too big then cause a kind of competition with law enforcement agencies other.

The paper highlights the results of an empirical study of sources of obtaining information about books and the role of mass media in the promotion of reading among Kremenchuk student youth. The methodological basis of the study was the social and communication paradigm. A set of research methods was used to achieve the goal: theoretical to determine the state of development of the problem, the definition of conceptual apparatus; empirical (survey) to identify the role of media in reading promotion. The survey was conducted in the framework of the project "Book in virtual space". As a result of empirical research, the hypothesis that mass media plays an important role in the popularization of reading, particularly among student youth was confirmed. The study showed that the main media kinds, from which young people receive information about books, are online media and websites of publishing and book-selling organizations. The indirect ways of book promoting are considered by students to be a priority over direct advertising and promotion of books. The mass media is the main source of information about books; this determines the importance of expanding the communication channels of libraries with the audience, first of all, by accessing the virtual space. The generalized analysis of respondents' comments and wishes testifies to students' understanding of the role of reading in human development and the need for its promotion.

Emerging infectious diseases and the growth of information communication technology have produced new demands and possibilities for disease outbreak information and reporting. An analysis of disease outbreak information and reporting by the Tanzanian mass media was carried out to cover a 12-month period between July 2002 and June 2003. Outbreak episodes reported in four local dailies were collected, compiled and analysed. The disease that received the highest coverage was cholera. Cholera outbreaks were frequently reported from the 3 districts in Dar es Salaam Region. Other epidemic-prone diseases received very little coverage. These included meningitis and rabies. With globalisation and high technological information systems, reports of disease outbreaks are more widely disseminated and more easily accessible than ever before. However, the quality of information is no longer controlled and may be provided out of context, often causing unnecessary public anxiety and confusion. It is important that mass media is provided with accurate epidemiological reports if correct information is to reach the public. The role of media in outbreak reporting is herein discussed in relation to the importance of providing timely and accurate epidemiological information. Tanzania Health Research Bulletin Vol.6(2) 2004: 73-77

Mass media have significant role on shaping public opinion and image of diplomatic agenda. The control over mass media news enables one to succeed their diplomatic agenda. This paper elaborates the use of mass media in realm of discourse construction, specifically in area of diplomatic. The use of mass media to establish a country's agenda is seen in a case of US intervention to Iraq and Afghanistan. Under Bush's administration, US have succeeded to construct public discourse to gain support for the intervention. By the use of widespread coverage of mass media, the administration delivered a discourse of the intervention role in order to maintain the peace of the world.

T10-P-06 The role of mass media in predicting the sexual behaviour of female secondary school adolescents in Port Harcourt metropolis, Rivers State, Nigeria

The purpose of this paper is to examine effects of dominant social-psychological factors on paranormal belief. I focused three explanatory variables : attitude toward science, mass media use and interpersonal communication about paranormal phenomena. Four hundred and eighty-two undergraduates (225 women and 257 men) completed the paranormal belief scale, the attitude toward science scale, questions about their mass media use, and questions about their interpersonal communication about paranormal phenomena. By factor analysis, paranormal belief was classified into four groups : supernatural power, ghost and reincarnation, superstition, and existences of undefined creatures and cultures. As a result of multiple regression analysis, paranormal belief were positively associated with the acceptance of those phenomena in interpersonal communication. Belief about supernatural power and belief about ghost and reincarnation were also associated with a factor in attitude toward science, spirituality. Women and men were very different from each other in dominant factors on belief in superstition and belief in existences of undefined creatures and cultures.

Suicide Prevention in an International Context.