© Journal Of African Media Studies . 2014. Vol. 6 No. 2
Publisher: Intellect Books
Using Public Service Broadcasting To Promote Development
Elizabeth Smith
KEYWORDS: Public Service Broadcasting,development,effectiveness,aid,developing world,donor agencies
ABSTRACT:
Broadcasting, in order to assist development, has its roots in the aspirations of Public Service Broadcasters. It is likely to increase in the years ahead because broadcasting is the most effective and cheapest way to influence mass opinion and attitudes. It fits with the basic objectives of Public Service Broadcasting. Proving its effectiveness is difficult, but methodologies are improving.
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