The message is the message-maker.
Alan Chalkley · PubMed · 1977
For those engaged in family planning or other demographic work of an active kind, serious errors can be made and much money and skill wasted unless there is a clear idea of available means of communication. Literacy and media-diffusion figures offer vague parameters, especially in Asia, and the role of spoken communication -- considered key in "illiterate" societies -- is even more difficult to assess. For mass media, the starting point is "diffusion rates" representing numbers of TV sets owned or newspapers sold per 1000 population and so on -- measures of quantity. This article surveys the population growth rates, urban-rural distribution, educational levels, literacy rates, numbers of newspapers bought, radios and TVs owned (per 1000 population) for 12 Asian countries, and discusses their meaning in terms of media use. Chief among the points made are that print media still have an enormous role to play in the developing countries -- newspaper diffusion rates are quite high, even in countries with low urban population (especially India). The quality of electronic media (too often considered the natural "wave of the future" everywhere) varies but is generally not high. Where they are fully developed their role is vital -- but it might be noted that it is the message makers themselves who are most vital. Choosing the right medium and the proper message for it is essential.