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ERIC Number: ED024274
Record Type: Non-Journal
Publication Date: 1968-Feb
Pages: 28
Abstractor: N/A
Reference Count: N/A
Operation Gap-Stop; A Study of the Application of Communication Techniques in Reaching the Unreachable Poor.
Mendelsohn, Harold
A project of the Communication Arts Center of the University of Denver explored the use of a mass medium (television) to communicate to the urban poor helpful information about problems in their every day lives. A random sample of 649 residents of a Denver public housing project was chosen. They were first interviewed to gain information about themselves, their problems, and their television viewing habits. An eight-episode soap opera, "Our Kind of World," was developed, containing bits of information about possible solutions to problems interwoven in the plot. After the series was shown on a local ETV station, the sample group was reinterviewed. Viewers found the show believable (90%), enjoyable (67%), and helpful (62%). Thirty-nine per cent of the sample said they considered a change in their way of living as a result of information gained from the shows. It was concluded that a small sub-population could be reached with specific information relevant to their problems, using a channel of the mass media and tailoring the content and format to the target audience. Methods of statistical evaluation were not given. (JY)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: Office of Education (DHEW), Washington, DC.
Authoring Institution: Denver Univ., CO. Communication Arts Center.