Role of Mass Media in Community Education
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The media play a significant role in forming and influencing people's attitudes and behaviour. Issues Paper 14, Child abuse and the media (Goddard and Saunders 2001), drew attention to the essential role of the media in increasing society's awareness of, and response to, child abuse and neglect. Of particular note was the part played by news and features that reported on specific child abuse cases, research and intervention strategies. Such media attention to child abuse has, at times, positively influenced public, professional and political responses to the circumstances in which children and young people find themselves. Understanding media influences, and how to use the media constructively, may thus be an essential tool for those who advocate for children, young people, and their families (see Brawley 1995).
For several reasons, however, the effectiveness of these campaigns remains contentious. Primarily, the effectiveness of mass media in the prevention of child abuse and neglect is debatable. For example, Rayner (1996) argues that 'media campaigns are bloody expensive' and their impact is difficult to determine. Expensive media campaigns may be hard to justify in a political climate where limited funds and resources are provided to address children's needs. Further, McDevitt (1996: 270) cites O'Keefe and Reed (1990: 215) to note that: 'At best, the media are "effective at building citizen awareness of an issue" but more complex attitudinal or behavioural change requires "more direct forms of citizen contact and intervention".'
As Wurtele and Miller-Perrin (1993) have observed, media coverage of child sexual assault has contributed to demystifying and reducing the secrecy that has characteristically surrounded its occurrence. Similarly, a review of the literature on mass media campaigns reveals many examples of campaigns impacting on public knowledge about issues such as work safety, drug and alcohol use, drink-driving, speeding, cigarette smoking, obesity, AIDS, and domestic violence. Attitudinal and/or behavioural change may also occur during campaigns, although this result may be short-lived, lapsing when campaigns end (Reger, Wootan and Booth-Butterfield 2000; Freimuth, Cole and Kirby 2001)
However, mass communication simultaneously presents opportunities and limitations, both of which require consideration when planning mass media assisted eradication of social problems such as child abuse and neglect. According to Wellings and Macdowall (2000: 23), drawing on Tones et al. 'The strength of the mass media . . . lies in helping to put issues on the public agenda, in reinforcing local efforts, in raising consciousness about . . . issues and in conveying simple information . . . The limitations of the mass media are that they are less effective in conveying complex information, in teaching skills, in shifting attitudes and beliefs, and in changing behaviour in the absence of other enabling factors.'
Thus, a well-focused mass media campaign, educational program or live-theatre production has the potential to contribute successfully to community education and the prevention of child abuse and neglect. However, as will be emphasised throughout this Issues Paper, campaign strategies may only be successful to the degree that they are backed by community education and support programs.
This Issues Paper describes some recent and past mass media education and preventioncampaigns, television programs, films, and live theatre productions. Their raison d'?tre, their justification in the current economic and political environment, and their impact are discussed. Information gained from evaluations is highlighted and recommendations for future media campaigns and initiatives are made.
Sunday, 8 March 2015 - 
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