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Communication Channels and Functional Literacy in the Philippine Barrio
Published online by Cambridge University Press: 23 March 2011
Extract
In the struggle for the allegiance of the uncommitted masses of Asia and Africa, the West has been prone to rely on the instruments of mass communication and community organization which have been effective in other areas. This approach is expensive but relatively simple since pamphlets, radio programs, and movie shorts may be produced and placed in distribution channels with a minimum of manpower. Country-wide organizations are often led by men sympathetic to the Western viewpoint who will commit their organizations to participate in information programs. For mass media, this approach assumes both exposure and the ability to understand the message conveyed by the media. Similarly, the effort to work with formal community organizations is based on the premise that such organizations really occupy an influential position in the local community.
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- Copyright © Association for Asian Studies, Inc. 1962
References
1 Based primarily on research conducted under the auspices of the Social Science Research Center of the University of the Philippines under a grant from the Information Section of the Foreign Operations Administration and the Philippine Council for United States Aid. John E. de Young acted as chief research analyst and directed the study.
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