Communication Media and Motivation in the Adoption of New Practices

This study was carried out to determine the relative effectiveness of various forms of mediated communication in introducing new practices in a developing nation. Campaigns to induce participation in four innovative practices were conducted via radio, audio-visual, and mixed media in three matched experimental villages in rural Ecuador; three other villages served as controls. The practices-building latrines, constructing smokeless stoves, making marmalade, and vaccination against smallpox-differed with regard to their potential benefits and the amount of time and money each required. Objective measures of behavior change, i.e., participation in the recommended practices, were utilized as indices of media effectiveness. Interviews were conducted at the conclusion of the campaigns and three and nine months later to determine sources of influence and other factors related to participation. The findings indicate significant behavior change as a result of the campaigns and interactions between the most influe

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• Media Anthropology

  E B Eiselein, Martin D Topper et al.•Human Organization•1976

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