Developing a Media Plan

From SPARK

Brief Summary

The following points address the issues involved in making a basic plan or strategy to maximize effectiveness of a vernacular media component in language projects.

Introduction

Deciding if, why, when and how media might be useful in a language project will depend on a number of related factors. While making those decisions, it is important to keep the target audience and its felt needs in focus.

What role is the team assuming in the various stages (planning, production, and distribution) of the project? (i.e., facilitator/consultant? catalyst? producer?) It is generally agreed that a language worker's public profile needs to be thought of in terms of both the level of visibility and the level of activity. These can be either high-, mid- or low-profile, depending on various contexts represented in language communities.
At what stage is the language project? Is it, for example, barely underway, with few vernacular materials or nearing completion? Is it finished but literature is unused? In most cases the entity administration will have some policies relating to the timing for various Scripture use activities. In cases where the translation is in the beginning stages, it is generally recommended that using media be delayed until basic translation decisions (like key terms) have been established. Where the translation is finished, and in cases where the translation team is no longer resident, issues related to who will be involved in the development and distribution of media have to be determined.
On what main area of programmed activities will the media focus? Activities focus on education, production, promotion and distribution. Each area has specific goals that can be achieved more effectively by including vernacular media in the activity.
What specific long-term program goals and/or short-term objectives do you expect the media to assist in achieving? The selection and use of any medium needs to complement the overall language goals. Having specific objectives firmly in mind will assist in designing media activities that are most likely to accomplish their intended purpose.
What factors exist which might hinder the reception and use of printed vernacular materials? Factors might include low literacy rate, lack of motivation for mother tongue use in public gatherings, little interest in mother tongue written materials, bilingualism, or a lack of skilled teachers in mother tongue, etc. Identifying these factors will help indicate how the media should be designed to address the problems.
What is the general attitude of the potential users towards the various media options?
- The language community: No language group has an entirely “neutral” attitude towards a particular medium. Where there has been no previous exposure, it probably will be considered “foreign.” Where it has been used, attitudes have already been formed which will affect its reception. For example, people may see “media,” “entertainment,” “propaganda,” “educational,” “religious,” etc. Various people or individuals in certain geographic locations will have differing attitudes towards a particular medium.
- Other organizations: Their responses reveal whether they are willing to share sponsorship responsibilities.
What is the level of interest among the language community towards the selected medium? Level of interest is not only an indicator of acceptance, but it also helps to predict the extent of involvement potential users will be willing to give to production, promotion, distribution, and use.
If you are focusing on a particular segment of the population (i.e., women, children, educated, etc.), which medium would have the greatest acceptance? Decisions are affected by the degree of exposure, values, and other cultural norms.
Sustainability? Which levels of technology are most suitable for both producers (those making the product) and users (the audience) in relation to community constraints? For example, video or radio may be selected as a “one-shot promotional activity.” While this raises the prestige of the language, the local community probably won’t be involved in the technical production. However, if the medium is to be produced by the local community for long-range use, it must fit the availability of skills, goods, and services within the community to enable ongoingness.
Which media would be most cost effective for the stated purposes? Although budget should never be the sole factor for selecting the medium, it does have a practical bearing on it.

Selecting the Appropriate Media

Traditional avenues of communication are viable forms for communicating information in any culture. Many cultures are rich in traditional forms like drama, dance, storytelling, chants, and music. These should be identified when considering vernacular media options.

Traditional media forms are often more easily understood than high-tech media, even though the message it carries might be new to the audience. The familiar form promotes identification, which gives credence to, and acceptance of the message, as well as generating a high degree of interest. Furthermore, cultural forms support local involvement. Also, production costs are usually more in line with the local economy.

However, traditional media have some limitations. They are not easily transportable. Many consider them less permanent than recorded or print forms. Participants require a measure of inherent skills, which are not always attainable, thus hampering extensive use. Also, some of them are viewed as unacceptable because of cultural connotations that make them particularly incongruous with a Christian message.

Popular avenues of communication are also viable forms for communication. That is, if the attitude toward the medium lines up with the intended communication goal. Popular methods of communication have the interest of the people. They are more willing to invest in production and equipment for such media. Also, production and distribution venues may be available locally.

However, production costs may be more than the local economy can support. Because of that, popular media forms may not be able to be maintained at a local level. Producers require training, which may not be available locally.

Popular media forms can create a larger dependence on outside involvement, especially if new outside production techniques and technology are introduced.

New avenues of communication should be thought through carefully before being brought into any culture. There may be already preconceived attitudes toward a new medium or otherwise our introduction will set the stage of how a new medium is accepted. Not all media can be sustained within a culture and this also needs to be considered in relation to local ownership and continued use of the media. Remember, media is most effective when it is biblically accurate, culturally appropriate and locally owned.