ERIC Number: ED111472
Record Type: RIE
Publication Date: 1975-Jun-30
Reference Count: 0
The Development and Evaluation of Multi-Media Materials to Present Information about Vocational and Technical Education to Specific Target Groups.
Jackson, William H.; Scott, Roland J.
Vocational and technical education can provide economic mobility for individuals as well as economic development for communities. However, the literature and the results of this study indicate that the persons who could profit most from vocational education programs, those in lower status groups, know very little about such programs. A five percent sample of persons in the service area of Central Florida Community College was drawn from the telephone directory; 120 listings were chosen from each of five residential areas: high-income white, middle-income white, low-income white, middle-income black, and low-income black. A telephone survey was then conducted to determine two factors: (1) the number of persons in income/racial groups at each information level, in regard to vocational education programs; (2) patterns of media use within the income/racial groups. These media use patterns were used to design and implement an information dissemination campaign. A follow-up telephone survey showed a significant positive change in numbers of persons at the various information levels for low-income white and black groups. The sum of the percentage of increase for each information level was 23.6. Thus, 12,500 low-income whites and blacks had increased levels of information. Survey questionnaires are appended, along with sample media materials and comparative costs of media time or space. (NHM)
Descriptors: Audiences, Black Community, Costs, Information Dissemination, Low Income Groups, Mass Media, Media Research, Minority Groups, News Media, Newspapers, Public Relations, Publicize, Questionnaires, Surveys, Technical Education, Television Commercials, Two Year Colleges, Vocational Education, Whites
Publication Type: Reports - Research
Education Level: N/A
Sponsor: Florida State Dept. of Education, Tallahassee. Div. of Vocational, Technical and Adult Education.; Florida State Advisory Council on Vocational and Technical Education, Tallahassee.
Authoring Institution: Central Florida Community Coll., Ocala.