The role of mass media in education and paucity decline

This paper offers an overview of the different roles the mass media can play in positive social change, particularly with respect to education and the reduction of poverty. It addresses issues pertaining to vulnerable areas of the community in which education is most crucial, such as where gender, disability and high incidences of HIV intersect. It is here that the role the popular media, new media technologies, and entertainment education initiatives need to make a significant impact. The strengths and limitations of media initiatives such as youth education through radio, public information campaigns and educational dramas will be considered in light of the implications for media policy and effective communication. Working from the understanding that the media should be integral to the functioning of a healthy society, and that media texts and technologies can have a significant impact on understanding and behaviour, this paper will address media initiatives related to education and poverty reduction. The implications for media policy, governance, and citizens in a democracy will be explored with a view to envisioning practical ways to direct aspects of media and communication technologies towards social change.