Low-cost media: appropriate technology for population communication.
M Danguilan-vitug · PubMed · 1979
In development communications appropriate technology is found in low-cost media. Low-cost media such as flip charts puppet shows and comic books are more adaptable to specific audience needs and are less impersonal than the mass media. Rituals observed by the people are called folk media when they are used as a medium for developmental messages. Folk media have the peoples acceptance and are institutionalized through usage. In the town of Moalboal 25 strategically placed blackboards constitute the local newspaper. News and editorial cartoons are thus circulated in the town. The agricultural approach uses comic books in which family planning is explained using references to familiar plants and animals. Folk media projects may be community based. On the other hand a mobile theater brings family planning messages to rural areas. A comedy on family planning gets audiences enthusiastically involved. In developing low-cost media one must use materials compatible with cultural norms and values levels of knowledge and attitudes and use visual symbols verbal and written messages which are easily understood and accepted. Therefore the target audience must be studied as well as the objectives of the low-cost media project. Folk media in the Philippines are very dynamic. Through them new concepts can work their way into the culture being unconsciously absorbed into peoples value system. Because family planning messages are adaptable and down-to-earth they can be adequately dealt with through folk media. Folk media have an advantage over mass media in their localization and reflection of peoples values. To encourage the use of low-cost media workshops and training programs for development workers should be held.