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SOCIAL COMMUNICATION CAMPAIGNS THROUGH ELECTRONIC MEDIA: A STUDY OF PROCESS AND IMPACT

Yousafzai, Farish Ullah (2001) SOCIAL COMMUNICATION CAMPAIGNS THROUGH ELECTRONIC MEDIA: A STUDY OF PROCESS AND IMPACT. PhD thesis, University of Karachi, Karachi.

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Abstract

300 male and female respondents equally stratified on place of residence were selected to explore and examine the impact process on cognitive, affective and behavioral levels on five selected demographic characteristics. Locality, gender, education, age, and income; and four communication campaigns viz. vaccination course, iodized salt, ORS and family planning were selected for this purpose. Semantic, structural, and socio-religious barriers and the effect process were also explored. The findings reveal that influence on the basis of extent of exposure was not statistically significant in the impact process at all the three levels; cognitive, attitudinal and behavioral. It was found that differences were significantly salient neither in television nor in radio with respect to any of the four selected social communication campaigns. As long as gender is concerned the study explored and analyzed the influence on the basis of gender in three impact levels – knowledge, attitude, and behavior. It was found that gender has significantly influenced (a) the knowledge level in the case of radio and family planning campaign only; (b) it has influenced the attitudinal level in the same campaign. In other campaigns, the role of gender has not been significant. Locality significantly influences the knowledge and behavioral levels both by television and radio in all the selected campaigns. It was found that knowledge is significantly influenced on the basis of age by (a) television and radio regarding family planning; (b) It also effects the attitudinal level in the campaign of vaccination course. Education significantly influences the (a) knowledge level both by television and radio in all the selected campaigns; (b) it significantly influences the behavioral level in all the selected campaigns where as in case of iodized salt it effects only the attitudinal level. Differences on the basis of income were found to be statistically significant (a) knowledge level in case of television campaign for family planning; and (b) in case of radio regarding all selected campaigns except family planning. (c) It also significantly influences the behavioral level in the campaign of family planning. Moreover, different barriers were identified at different levels and it was found that structural barriers severely influences the effect process at behavioral level.

Item Type:Thesis (PhD)
Uncontrolled Keywords:social communication campaign, electronic media, television, radio, structural barriers, behavioral level, radio pakistan, ptv
Subjects:Arts & Humanities (b) > Mass communication(b7)
ID Code:798
Deposited By:Mr. Muhammad Asif
Deposited On:19 Oct 2006
Last Modified:04 Oct 2007 21:02

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