Community Media Production

1
Watch Video The Worlds Greatest Commercials
Objective creative strategy applications
Thinking Are these commercials attracting your
attention? Why?
2

• Unique Selling Proposition strategy
• Image strategy
• Positioning strategy
• Entertainment and Education strategy

3
Human Motivation
Achievement motivation
Need for achievement
Hope of success
Probability of success
Incentive value of success
Probability of failure
Fear of failure
Incentive value of failure
(Human Motivation John W. Atkinson, 1992)
4
Audience-responsive message design?
Being responsive to audiences needs Being
responsive to audiences preference
5
Producing Development Communication
6
Design of Message Evaluation of Communication
7
Design of Message - the model
(Bella Mody Designing Messages for Development
Communication 1991, pp55-60)
Modification production
The topic
Monitor exposure
Pre-test
The audience
Message specifications
Community
Evaluate effects
Objective
Channels
Strategy
8
Design of Message - influential factors
Knowledge, attitude, skill position
Context context
communicator
Social cultural political economic
message
Media
Content, format
Audience
Availability, characteristics
Knowledge, attitude, skill position
9
Evaluation
Evaluation criteria
Artistry values
Technical values
Responsiveness
Communication values
Accessibility
Scientific accuracy
Comprehensibility
10
Evaluation
Evaluation criteria
Artistry values
Technical values
Communication values
Types of evaluation
Formative evaluation
Summative evaluation
11

• Preparation for next week
• Topic Media Freedom
• Reading
• Syed Arabi Press Freedom and Responsibility in a
  Developing Society
• Thinking
• How do you understand Freedom of communication
  has a dual aspect offering a wide range of
  voices and responding to a wide-ranging demand or
  need.
• Factors that have impact on media freedom.