Considerations for all media
From SPARK
Contents |
Unpublished
Summary
This is a description of media and considerations that apply to all media.
Media is an object or system that transmits data or information. It may be a human transmitting data “live,” or it may be an inanimate object like a printed surface or a mechanical device.
- Planning
- Producing a good quality production
- A feasible and sustainable distribution system.
- Content that clearly communicates COMMUNICATIONS MODEL [link]
Key Factors should be looked at in determining Media Type and content [from VMS Training Manual p 2:56]:
- Sociolinguistic: the impact of multilingualism
- Educational: Literacy rate. The language used for education and the attitude toward it.
- Religious:
- Influence of Christian and non-Christian religions.
- Attitude of any local church toward vernacular language Scriptures and availability of people to work on it.
Political/National:
- Security and ease of movement
- National policies regarding using vernacular languages
Economic: Skill and finances to sustain the media that is introduced Partnership Potential:
- Who are potential partners and what roles might they play in producing media programs?
- What kind of media program could these partners sustain?
Secondary Factors that might affect choice of media type and content:
- Demographic: (population, and geography)
- Health
- Cultural
- Openness to change
- Attitude toward outside influences
- Who can work with whom
Make a link to Ref doc for: The “BASIC APPROACH” should focus on the context of the situation instead of being focused on a product concept. (TM from a handout inserted after p. 4:16)
- Focuses on a whole program for a people group, not just a product. (However, though the focus is on the whole program, start small with one target group or area. Otherwise, the project may be too big to handle and result in a negative response.)
- Focuses on the community's unique context and its felt needs.
- Uses media that is appropriate to the culture's context and makes combinations of media to address various learning styles.
- Seeks to involve all the body of Christ, not just a certain group.
- Encourages local ownership of the whole program and its parts.
- Includes a plan for capacity building and sustainability.
Make a link to Ref. doc for: Follow the “BASIC PROCEDURES” to a successful communication program. (from my PP class notes p. 7):
- Establish what you want for an End Result.
- Determine the key factors (barriers and opportunities).
- Include relevant parties.
- Determine specific goals that need to be reached in order to get the End Result.
- Determine general strategies to get to those specific goals.
- Determine the small specific steps of the strategies.
- Do periodic reviews to see where things can be improved.
CONSIDERATIONS:
Traditional media is more credible and effective in promoting change in oral cultures than media that uses modern technology. [Sogaard, MiCaM, p. 197]
Media as a bridge
Traditional media can be a bridge for the culture to transition to modern technology. But the process begins with traditional media. In 1957, H.R. Weber, a missionary in Indonesia, said, “If we were to pass on to illiterates the message of the Bible we must first liberate this message from the abstract ideas of our catechisms and doctrines. We must learn, and use, the illiterate's methods of communication. We must proclaim picturesquely and dramatically rather than intellectually and verbally.” [TM 3:16, with ref. given on 3:16]
[is in the link] Define what barriers need to be overcome. Studying the worldview and cultural heritage may lead to seeing bridges that will allow an entrance for Christ.
[is in the link] Design a plan that has specific, verifiable steps to overcome those barriers.
Assess cross-cultural tensions within a target group. [adapted from Manual for Strategic Planning…by M & D Bendor-Samuel. P.50] When dealing with an audience that has variations of the same language, start with something simple that they all understand. Later they may tolerate hearing a variation of the language that isn't their own.
[is in the link.] Forms of media should be used that can be sustained within the culture without outside help. Teach indigenous people to take over communication programs.
Observe how the culture introduces new ideas. Do new ideas have to be sung or acted out? Identify people who are more open to changing away from the culture's worldview. People in the middle section of society can afford to try new things and see the opportunities that may come with change. The rich and prestigious may not feel as much a need for change. [adapted from Manual for Strategic Planning…by M & D Bendor-Samuel, p.51] Does change have to come from a certain clan, government, or church office? Change may be more widespread if the change agents and leadership structure are taken into account.
Local ownership
It is crucial to involve indigenous people in creating the content of any media type. They can see problems outsiders don't realize are there. Developing a relationship in which an indigenous person feels free and knows how to correct an outsider is important.
Getting more people involved in a production than is necessary may be good. Each one is likely to promote the end product to friends and family. Also, it allows each to have more exposure to and absorption of the message.
Media should be contextualized. In other words, all content and the object that conveys it should, as much as possible, look as if a person of the receiving culture made it.
It is important to understand the knowledge and belief structures of a people group in order to know how to relate your message with their worldview. Do not treat them as unrespectable pagans; but offer them what you have that's better than what they have. [from lecture by Dr. Myron Augsburger, President Emeritus of Eastern Mennonite University]
The primary focus of effort should be on the people needing the Gospel, not on the demands of the media, performance, and media programs.[Sogaard MICAM p. 94] Valuable parts of a program may need to be cut in order to make the message more acceptable to the audience.
Distribution
It is important to determine how the media will be distributed, by whom, and through what sponsorship early in the planning. That will make it so required training for those involved can take place simultaneously with other activities. It is essential to give special information to those handling the equipment. They need to know how to run and maintain the equipment. They also need to know with whom to use the media and how to become key people in gathering feedback. Some might benefit from additional training in record keeping.
Making plans for eventual distribution in the early stages of a program's development allows relationships and trust to develop over time. By the time the project is ready for distribution, a large network of individuals and organizations can be ready to deliver and maintain it.
Do at least one test with a representative audience before a program or product is presented. Evaluate if the message or product was understood, if it was interesting to the target audience, and if they are likely to promote it.
Distributing media in a community without a trusted person or medium (e.g. radio) contacting individuals beforehand usually is ineffective. .[Sogaard MICAM p. 96] The relationship between the distributor and the receiver is important to acceptance of the message.
People communicating a message need to remember they aren't the source of Godly power but that they are channels for the power of the Holy Spirit. Keep the connection between the message and Christ obvious as the medium is used. We are dependent on the Holy Spirit to help us plan and deliver media and to work in the hearts of the people who receive it.
Storytelling is effective because it keeps people's attention, it can engage people at an emotional level, and it can be a “soft” way to introduce people to new concepts that might be received with hostility from an outside source.
