Mass Media

Through the mass media, a message goes out to everyone. A well developed media campaign may be a useful way to raise awareness or to influence public opinion to improve heath. It has been shown, however, that mass media methods are "not appropriate in helping people develop new skills and behaviours. It is extremely im-portant to bear that in mind when considering use of the media" (Wass 1994:105).

Mass media have played a role in many [improvements in the health status of Australians] and in a number of ways:

by informing about risks for developing heart disease, contracting HIV/AIDS, or being caught drinking and driving;
by motivating individuals to quit smoking, take up exercise, alter their driving or sexual behaviour;
and by advocating socio-political changes to social, structural and economic factors that affect exposure to cigarette smoking, access to exercise, or risk factors in the physical environment.

Egger et al 1993:xi

Mass media to reach whole communities

Type	Characteristics
Television	- fosters awareness and interest - increases knowledge - encourages behavioural modelling and image creation - BRACS systems can broadcast locally appropriate messages
Radio	- informative - interactive (talkback) - cost effective and useful in creating - individual and public awareness - provides information suitable for all to hear - can broadcast in local languages - CAAMA and TEABBA can broadcast locally appropriate messages
Newspapers and magazines	- information depends on style of publication and how often it is printed - local papers like to use local stories - cover wide range of topics - more effective if used to support other strategies

Use of mass media in remote areas of the NT

Getting information direct to NT Aboriginal communities through Indigenous radio and television

Imparja Television broadcasts throughout the NT [the exception is Darwin], and advertising time can be purchased on that station. CAAMA (Central Australian Aboriginal Media Association) Radio in Alice Springs broadcasts across the NT, and TEABBA (the Top End Aboriginal Bush Broadcasters Association) based in Darwin broadcasts to most Top End communities. These two radio stations serve as umbrella organisations for many smaller BRACS units (community-based television and radio stations in remote Aboriginal communities) which can broadcast programming locally within a community.

Most large communities have a BRACS unit, though not all are actively broadcasting their own programming. The BRACS units make it possible for information to be targeted directly to particular communities or language groups, while the larger radio stations like CAAMA and TEABBA are most effective for reaching a wider audience.

Both CAAMA and TEABBA will produce community announcements or carry interviews on important topics, though there may be a small fee charged for the production and broadcast of information. Radio Larrakia is an Aboriginal station licensed to broadcast to the Darwin area itself. Another regional media association operating within the Territory is Warlpiri Media, based at Yuendumu.

CAAMA Productions, the video production house of CAAMA, also produces television or video programs for clients. For a national audience, the National Indigenous Radio Service, based with the National Indigenous Media Association of Australia in Brisbane, carries radio programs on a national satellite service picked up by Indigenous radio stations around the country.

Information supplied by Jenny Brands, Co-ordinator,
Diploma of Broadcasting and Journalism, Batchelor College

		Use the same process for developing and evaluating mass media material as for limited reach material

		Mass media can be expensive to develop and distribute or broadcast. Look for ways to get free coverage