Media Advocace

Media refers to the diverse concepts of technology and message. Impact of media is created in the process of production, presentation and receiving which involves both journalist and the audience as well. Alcohol, tobacco and other drug prevention therefore involves media education, advocacy, lobbying and building media literacy, engaging every step of the process.

Media is Powerfu

Sri Lanka has approximately 23 television stations currently operating in the country. Most stations are accessible at rural households resulting in attracting and retaining a large television viewership in Sri Lanka. Sri Lanka is a highly literate country with higher media use. As quoted in the Department of Census and Statistics (2009/10) 79 percent of the rural communities have televisions at home in Sri Lanka. However the television viewership is not proportionate to the TV sets available in Sri Lanka as the guest viewing is common among rural community where people without televisions watch them at the homes of neighbors.
There are 23 television stations operating in Sri Lanka, with more than 100 satellite channels accessible at rural households resulting in attracting and retaining a large television viewership in Sri Lanka.

 

Television viewing patterns Program Children %
1 Tele drama 87.32
2 Music 11.78
3 English Series 5.79
4 Childrens Program 25.59
5 News 21.14
6 Educational /Documentary 7.13
7 Discassions 2.62
8 Movies 8.47
9 Others 7.57

According to UNDA Sri Lanka and the university of Kelaniya (2003 ) Only 1 out of 5 children watch television at 4.00-6.00 children belt. 75% of the children watch during 8.00 to 9.30 family belt.

Alcohol and Media

Sri Lanka has made great progress through media, particularly in the fields of health and education and also in improving the social life in one sense. Media therefore has a huge potential to benefit as well as bear an impact on the society.
News, Tele Dramas, Films, and musical programs are very popular and they reach out to all age groups in society depending on their interests. The impact of these programmes on all age groups cannot be measured simply on the entertainment value it creates but also on the educational value.What the media has been teaching us has been studied in depth in Sri Lanka. This is what it does in relation to Alcohol education!

Media Education

Media education is the process of teaching and learnhng a bout media.It is about developing people’s critical and creative abilities about media. Media education is used effectively in alcohol and tobacco prevention to educate journalists,.
providing an opportunity for journalists to critically analyze media messages created by them and leading to media literacy among journalists and the general public . Smoking causes Sexual Impotence

Media campaigns were conducted island wide so as to make general people aware of the pictorial warning requirement of packs and cartons of tobacco products and supported actions by other civil groups in this regard as well

Media literacy and advocacy intervention
Media literacy and advocacy intervention are considered as an important component consisted of competences that enable people to critically

   analyze,

   evaluate the content,

    and create (Counter )messages using wide variety of media

Media literacy explores

    structural feature such as media ownership,

    Funding mode such as Tobacco and Alcohol industry that affect the information presented.

Media literacy- training of trainers

    Learning by doing Staff Traning at field Level in kudu wella Tangalla,

    Out door traning venue” Staff and volunteer traning at Haputhale

    Understaning our one community small seale research on Media behavior of the community

    Staff and volunteer traning at Palmadulla

    Volunteers were trained on media literacy in communities. volunteers from few divisional secretariats were pooled into one

    Develop a small questionnaire (with few questions ) to be filled

    Visit house to house  covering the entire village

    Bring back data and analyzed them

    Analyzing , summering and identify issues in communities

    Discuss strategies for intervention.

    Each DS divisions developed activities   for 6 months

Field level Activities

    Activities include door to door visits,

    Children’s club activities

    Children‘s survey of smoking and drinking scene in the TV programmes they watch

    Small scale study to find relationship between Film viewing as a hobby, smoking scenes in movies and the prevalence of smoking.

    Special campaigns such as a campaign against smoking and alcohol scenes in Oshin – a famous Japanese Tele series     dubbed in Sinhala.

Media education

    Media education is the process of teaching and learning about media. It is about developing people’s critical and creative abilities about media

    Media education is used effectively in alcohol and tobacco prevention to educate journalists, providing an opportunity for journalists to critically analyze media messages created by them and leading to media literacy among journalists and the general public .