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Target group of research Romanian NGOs and public institutions with local, regional and national activities in youth field (1-4 youth projects yearly)
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MediaYouth
Mass Media impact on youth activities
MediaYouthYouth in Action Program Action 3.2 – Youth in the world
Target group of research Romanian NGOs and public institutions with
local, regional and national activities in youth field (1-4 youth projects yearly)
Urban, 63
Rural, 73
Urban Rural
Area of activities
East
Frequency of media use
At least one time per week (the public institutions)
A media of 5 - 6 evens/ year Monthly Weekly At least 3 times/ project
Media channels:
Radio16%
Online media28%
Others5%
Television21%
Print30%
Local media – 36%Regional media – 21.5%National media – 28.5%International media – 14%
Impact of mass media on youth activities Increase of visibility Promotion of projects and organization Improvement the image of the campaigns
and of the organization (62% of institutions already used elements of media or PR)
Involvement of youth in volunteering activities
Sharing good practice examples between young people (create echo)
Impact of mass media on youth activities Attraction of new resources (materials and
humans) and ideas for projects Facilitates project implementation Helps the institutions to set up their public
identities Make the young people feel important in
the society Increase the self confidence of young
people presented by media
Weaknesses Inequality of chance between institutions –
some institutions are better represented in media due personal relationships
Sometimes the information is not correct (representing just a news)
Sometimes local media is not used by the young people from a community
Influence of media on youth beliefs Help youth express easier Opinion maker for youth (sometimes youth
form their opinions only based media information)
Create models for young people Motivates young people to became active
and to participate to community's life Very big influence because young people
spend much time on Internet
Communication and information campaignsImplementation of a communication and
information campaign:
Not yet, but we intend for future
8%
Yes69%
No 23%
Yes
No
Not yet, but we intend forfuture
Youth involvement in communication and information campaign
In organization, preparation and implementation of the campaign
To assess the results of the campaign Expressing their opinions related to society and
specific topics (sexuality, drugs..) Organizing flash mobs To measure campaign efficiency Volunteers to distribute informative materials Dissemination of the campaign
Suggestions from youth institutions:
Bigger involvement of media in social campaigns
Promotion of NGOs messages not only to youth
Promotion of the campaigns implemented by youth organization