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Traditional media come from the people and antecede the mass media; their appeal has historically been both functional and aesthetic. Whether of roughly hewn folk origins or of classifically rigid moulds, they have always served to entertain, educate to reinforce existing ideas or ideologies or to change existing values and attitudes. In other words, it is a means of changing values, attitudes and norms in order to provide a proper climate for social and economic progress. It is also a method of promoting certain behavioural acts or patterns.
The aim is to get people to perform specific acts to achieve objectives of national policy (e.g. visiting clinics, investing in bonds, using fertilizer). Moreover, it is a channel for conveying information about available techniques and facilities which people may use to solve problems.
Being close to people at the local level, these channels are potentially useful in the service of social concerns, as determined by local, provincial or national authorities themselves. They are, moreover, abundantly present in areas where mass media technology has not been fully or effectively developed to capture sustained interest at local, provincial or national levels. Folk media are personal forms of entertainment and communication. This is important because behavioural changes are most easily brought about by personal interaction. These forms of art are a part of the way of life of a community and provide acceptable means of bringing development issues into the community in its own-terms. They are capable of reaching intimate social groups, thus making use of already established communication networks in the audience.
Why is traditional media considered the root of mass media?
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Thưởng th.12.2024
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