Media for Rural Development: A Guide for Media Use
Key Guidance
Eschborn: Deutsche Gesellschaft für Technische Zusammenarbeit (GTZ), Division 4500;InWEnt (2004), 32 pp.
Contains many illustrations
"This guide was elaborated from the practice for practitioners. In the face of the enormous challenges in rural development, we hope that it contributes to professional media work in order to improve the access of the rural population to the knowledge and information necessary for sustainable development in rural areas." (Preface)
1 BACKGROUND, 7
2 BASIC ASPECTS, 9
3 PARTICIPATORY METHODS, 11
4 NINE STEPS TOWARD EFFICIENT MEDIA WORK, 12
Situation and problem analysis, 12
Objectives analysis and levels of intervention, 14
Analysis of the relevant actors, 14
Messages and contents, 16
Selecting media, 17
Selecting partners for media production, 19
Pre-testing, 21
Production, distribution and marketing strategy, 22
Impact analysis, 22
5 ADDITIONAL PRACTICAL TIPS, 24
Rural and community radio, 24
Video, 25
Print media, 27
Mass media campaigns, 28
Internet, 28
2 BASIC ASPECTS, 9
3 PARTICIPATORY METHODS, 11
4 NINE STEPS TOWARD EFFICIENT MEDIA WORK, 12
Situation and problem analysis, 12
Objectives analysis and levels of intervention, 14
Analysis of the relevant actors, 14
Messages and contents, 16
Selecting media, 17
Selecting partners for media production, 19
Pre-testing, 21
Production, distribution and marketing strategy, 22
Impact analysis, 22
5 ADDITIONAL PRACTICAL TIPS, 24
Rural and community radio, 24
Video, 25
Print media, 27
Mass media campaigns, 28
Internet, 28
