Dr Joseph Obe
Dr Joe
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Module 1
Educational
Broadcasting and
Development
Communication
Topic 1: Meaning and Concept of
Educational Broadcasting
Educational Broadcasting refers to dissemination of
programmes, activities and events that support the
educational processes, whether they are of a formal or nonformal kind. Educational broadcasting is closely
related to the task of educational provision. Once the
decision is made as to how the curriculum or course is
designed and delivered, then, educational broadcasting
programmes can be designed and delivered to support
the curriculum. Since most programmes are initially
produced in broadcast quality technical standards, the
potential of telecasting exists, regardless of whether
the programme is originally produced for telecast or
not.
Topic 1: Meaning and Concept of Educational Broadcasting (Contd)
Educational broadcasting has been used by many countries as an
instrument of state policy in an effort to educate citizens. Public
Broadcasting has traditionally “been given the mandate to produce
programmes with informative, educative, and also entertaining
content” (Wessberg: 1999:87), Page and Crawley (2001)
The American public broadcasting system began when President
John Kennedy authorized the first funding for the build-out of a
national educational broadcasting network in 1962. Then in 1967
President Lyndon Johnson signed the Public Broadcasting Act,
which authorized the Corporation for Public Broadcasting (CPB),
he said the bill would give a “stronger voice to educational public
radio and television.”
Public broadcasting system specifically focus on increasing public
interest and engagement in science and civics. This is a vital public
mission — promoting science and technology literacy and creating a
greater understanding of our own system of government.
Topic 1: Meaning and Concept of Educational
Broadcasting (Contd)
Educational broadcasting can be understood from
the perspectives of channels of communication that
can carry information; facts and figures that are
meant to fulfill instructional objectives. It means
vehicle and means that enable you to acquire
knowledge. Educational broadcasting can be viewed
from four different modes/types of education viz:
1.
2.
3.
4.
Formal Educational Broadcasting
Non-formal Educational Broadcasting
Informal Educational Broadcasting
Mobilization Educational Broadcasting
Topic 1: Meaning and Concept of
Educational Broadcasting (Contd)
Formal Educational Broadcasting:- deals with the use
of broadcast media for instructional objectives that
conform with the characteristics of formal education – a
formal syllabus, rigid grade system, formal school hours,
formal certificates, et cetera. This is the focus and
concern of this paper as it affects the tertiary institutions.
Non-formal Educational Broadcast:- Here the
resources (human and material) of radio and television
services are used to achieve the skills needs of adult
without removing them from their work-day routines. It
involves the acquisition of functional knowledge that is
relevant to the adult social/working functions.
Topic 1: Meaning and Concept of Educational Broadcasting
(Contd)
Informal Educational Broadcasting:- refers to daily encounter
with radio and television programmes that help individual to
acquire knowledge; although the individual did not set out to
acquire it but through daily experience with broadcasting. It is in
this sense that broadcast houses claim to be educating their
audience. The format may come in different-pattern, for example,
news, drama, discussion programmes, et cetera.
Mobilization Educational Broadcasting:These are the
deliberately planned broadcast messages designed to motivate,
persuade, discourage, urge,(or with similar behavioural
objectives) the general public to behave in particular, desired
ways. It is about getting people to agree to the point of view of the
sponsor. The format may be in Jingles; especially composed
lyrics or any other broadcast programme format.
Radio and television have
been
used
widely
as
educational tools since the
1920s
and
the
1950s,
respectively. There are three
general approaches to the use
of radio and TV broadcasting
in education:
 direct class teaching, where broadcast
programming substitutes for teachers on a
temporary basis;
school broadcasting, where broadcast
programming
provides
complementary
teaching and learning resources not otherwise
available
general educational programming over
community, national and international stations
which
provide
general
and
informal
educational opportunities
Topic 2: Overview of Development and link with
educational broadcasting
The Concept of Development Communication
Development
communication
is
traceable to the fathers of the
modernization theory of development.
They include Lerner (1958, 1963),
Schramm (1963, 1964) and Rogers
(1962). Lerner, Schramm & Roger saw
communication as a vehicle with the
potential to bring about social change
Lerner’s position (1963)
Lerner saw social mobility as the key to
social change. His view was that the
role of communication was to create
empathy in the individual. This would in
turn arouse social mobility.
Consequently, social change would be
realized. Lerner was of the opinion that
for all this to happen people must first
attain literacy.
Wilbur Schramm (1963/4)
Schramm’s position is that
communication media must
help to eliminate illiteracy
by multiplying the
opportunities for education
in agriculture, health and
technical skills.
Wilbur Schramm (1963/4)
Schramm’s position is that
communication media must
help to eliminate illiteracy
by multiplying the
opportunities for education
in agriculture, health and
technical skills.
Everett Rogers (1962)
Rogers’ belief is that communication
media were to play the role of
disseminating innovations. In his view,
'the individual becomes aware of the
innovation mainly by impersonal and
cosmopolite sources such as the mass
media.
Overview of Educational
Broadcasting
Broadcast media is to impart knowledge
in formal education & substitute for the
teacher
where
there
was
none.
Furthermore, where books were scarce and
printing either too slow or completely
lacking, one textbook, used by a teacher
on television or radio, could suffice for a
multitude of students across the whole
country.
Overview of Educational
Broadcasting
Broadcast media have been used
in four main areas:
(i) giving pre-school education;
(ii) giving basic education at all
levels to the financially or
physically disadvantaged;
(iii) continuing adult education;
(iv) promoting social change.
examples of Educational
Broadcasting
In Africa, broadcast media have been used
in literacy campaigns, health education,
and in rural development extension
services. For instance, In Tanzania, a
literacy campaign, The Choice is Yours
was launched in 1970 before general
elections using radio listening groups
supported by printed materials such as
booklets.
More examples of Educational
Broadcasting
Similarly, a health campaign, Man is Health was
launched on radio in Tanzania in 1973 with the
aim of promoting preventive medicine through
the creation of a healthy rural environment. The
campaign was successful in that although it was
originally aimed at reaching one million people,
it finally reached two million listeners.
Practical changes in the environment such as
more latrines built and used were registered.
(Hall & Dodds 1977)
More examples of Educational
Broadcasting
Thailand, to teach mathematics to school
children (Galda, 1984), and for
teacher training and other curricula (Faulder,
1984).
• India, for rural development (Long, 1984). •
Swaziland, for public health purposes (Byram &
Kidd, 1983).
• Mali, for literacy training (Ouane, 1982).
• Columbia, for various programs (Muhlmann
de Masoner, Masoner, &
Bernal, 1982).
More examples of Educational
Broadcasting
• Mexico, for literacy training and other
programs (Ginsburg & Arias-Goding, 1984).
• Nigeria, for management courses for the
agriculture sector (Shears, 1984).
• Kenya, in support of correspondence courses
(Kinyanjui, 1973).
• Nicaragua, for health education (Cooke &
Romweber, 1977).
• The Phillipines, for nutrition education (Cooke
& Romweber, 1977).
More examples of Educational
Broadcasting
• The Phillipines, for nutrition education (Cooke
& Romweber, 1977).
• Guatemala, in order to promote changes in
farming practices and to
improve production (Ray, 1978).
• Sri Lanka, for family planning and health
(Academy for Educational
Development, 1980).
• Trinidad and Tobago, to promote knowledge
of breastfeeding (Gueri,
Jutsun, & White, 1978).
More examples of Educational
Broadcasting
• South Korea, in support of family planning
(Park, 1967).
• Botswana, for civics education (Byram,
Kaute, & Matenge, 1980).
• The Dominion Republic, in support of
primary education (White, 1976).
• Paraguay, to offer primary school
instruction (Academy for Educational
Development, 1979).
Topic 3: The Use of the Broadcast
Media in Education
One of the major aims of starting radio
broadcasting was public education. Especially,
when the target group was the adult population
who had not had the chance to attend school.
Adult literacy campaign can be initiated using
folk media such as music, dance and drama as
well as film shows in rural areas. The role of
radio was seen as boosting this literacy
campaign.
Topic 3: The Use of the Broadcast
Media in Education
Apart from use in literacy
campaign, educational
broadcasting can be used for
programmes on general
education such as talks on
health and hygiene, women
and current affairs.
Topic 3: The Use of the Broadcast
Media in Education
TV programmes were designed to supplement
the school and college curricula as audio-visual
aids. Also to cater for the growing demand for
education in developing Africa where there
were simply not enough teachers to go round.
Teachers qualified in school curriculum were not
enough , hence, it was felt
that the mass media could substitute for teacher
and the subject knowledge gap in sciences, arts,
English & Literature, maths etc.
Class exercise on 4 groups
Reflect on any educational broadcast
campaign you can think of. It could be
in the radio or TV. Tell us what you
know about it, its objective, medium
and target population. Was the
campaign successful or not and why?