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Breaking the Barriers of Information Dissemination
Communication, which is a process of sending and receiving messages, has a starting point. This point is not the actual sending, but deals with what happens with the sender before he initiates the actions of sending the message. There is the stimulus that comes first – that thing that motivates or moves a person to take action. This is the cause of a communicative encounter, and it takes place in the sensory nerve of a person known as the source.
The source is the same person or group that initiates a message. The source is the coder or sender of the message – the one who receives the stimuli from it and then decides on the means of transmitting the received message to the receiver. Since processes are involved in communication, the source faces so many problems in achieving communication. Before passing on information or an opinion to the recipient, the source makes a move that shows that he wants to pass on a message. This move or initiative can be through speech, movements, writing or any means he feels is appropriate to convey the message. In a communication process, this move is known as ACTION.
After an action is performed, what follows is a REACTION, which is the result of the action taken by the sender or caller. It is the response to the action, which may come in the form of a reply, a reply, a reply, an answer, an acknowledgment, or a defense. The one chosen determines the next course of action for both parties, and to complete the process, the parties interact. An interaction can be between two or more people showing that the message has been delivered correctly.
There are so many informational messages circulating around the world today as well as people’s counter behaviors. These show that not all messages that are sent reach those they are intended for. So many factors are responsible for this. Skills used in communicating with people are more or less not considered by the communicator. However, it is his duty to ensure that he has a good grasp of the means he chooses to communicate. This will allow him to reach his target audience effectively.
The message to be conveyed must be known to the caller. If he doesn’t have a good knowledge of the message, chances are he won’t be able to gain the attention of his audience, appear important with the message, or convey it confidently. Effective communication can also depend to a large extent on knowledge of the environment in which the communication is supposed to take place. The diversity that exists in different communities or regions help impose the source approach on the location and the target audience. In Nigeria, for example, age, status, social status, seniority, etc. are taken into account, quite different from what can be achieved in other parts of the world. However, apart from this socio-cultural context, there is another important factor that disturbs the approach. The attitude of the source of the communication towards himself in the way of showing confidence in the message is very important for the successful transmission of his message. It should be noted that time after time people are constantly sending messages to their various receivers, yet the level of ignorance displayed by those to whom these messages are intended is alarming. Studies have shown that the current method of distributing information is not ideal and hence the introduction of information repackaging.
This implies the translation of the information in the vernacular; Adopting the right medium familiar to people and providing the right environment that will create the required interest from the target group. Although it involves training and retraining, but adopting the techniques of information repackaging will help in reshaping the information to meet the needs of the people, especially the villagers. This may involve converting printed information into oral form, through community information centers, community-based organizations (CBOs), radio jingles, television programs, and focus group discussions, among others.
Converting printed information into oral form: – The level of illiteracy in rural areas of does not support reading and writing. Therefore, giving information orally is the most suitable means to reach the people. A significant part of the existing information that people receive today appears mainly in printed formats and sometimes in a medium that is not easily accessible to the villagers. This is why people trained in the skills of storing, retrieving and disseminating information should be used to source the required information and distribute it to the villagers.
Use of focus group discussions – Another good method for repackaging information is the use of a focus group discussion. Information can be repackaged in the form of stories, songs and drama, and presented to a specific target group.
Translation of existing information into local languages - another approach in repackaging information is the translation of existing information that appears in foreign languages into local languages. The intention here is to ensure that such useful information is easily disseminated to the target audience. The information specialists and other related organizations and agencies should be involved in this translation project.
Use of posters/notes – the technique here is to turn information that is not accessible to the villagers into posters and notes to meet the information needs of the villagers. Such posters and bills should be designed in such a way that they attract the attention of the people. They should also be posted in strategic places such as village squares, churches, hospitals and other public places. Often, information professionals may spend some time explaining some of the posters and bills so that they understand the message clearly.
Radio shows and jingles – radio remains a medium that permeates every location. A major advantage of repackaging information through radio is its depth of penetration and the affordability of radios by so many families. Besides, the radios are very easy and cheap to operate. Therefore, much of the information needed in the print and online resources will be repackaged in the local languages and distributed through the radios. Radio station program makers should equally use this repackaged information in radio jingles to generate more awareness. The predominance of certain strange languages such as the English language in the presentation of programs on local radio stations should be de-emphasized in order to improve the listenership in rural areas. There are many programs on both radio and television that are meant to educate and inform which should be repackaged and presented in the local languages for a wider reach. Show presenters should equally consider their show time. Since the countryside is dominated by farmers, the timing must be seriously considered. The evening period is the most suitable, as many families would return from their farm work.
Videos on television/home – the use of motion pictures creates an almost real life situation and therefore, deepens the penetration of the message. The popularity of home videos and other TV shows on people’s viewing culture is no longer in doubt. The availability of electricity in many rural areas, although still very epileptic, has created opportunities for many families to enjoy movies in their homes.
The use of community information centers – there are community information centers that already exist in most rural settlements. These centers are hospitals, churches, schools, village squares, civic centers, markets, etc., which are largely dependent on them for effective information dissemination in rural areas. This makes it easier to translate the information into local languages and distribute it through the staff of these centers. For example, the teachers should be involved in enlightenment campaigns through the students. The church, as another powerful institution in disseminating information, should be involved in public enlightenment campaigns, using repackaged information. On the same Shabbat, enlightenment journeys should be organized in the markets and the village square, where it is very clear that the villagers will have time to listen.
Community Based Organizations (CBOs) – Community Based Organizations (CBOs) have been recognized as very helpful in contacting villagers with useful information. They are essential in promoting healthy living and socio-economic development of rural areas. Among these organizations we can name the age classes, social clubs, women’s groups, city associations, cooperative associations, youth movements, etc. Since these organizations are closer to people, information professionals armed with repackaged information should reach out to these groups. . However, the vernacular must be used and written by heart.
Women’s Groups – Women make up one of the most powerful groups anywhere in the world. respect their views on important issues of public interest; Therefore, it is imperative that focusing on enlightenment campaigns in them will yield positive results. Existing information on key but important topics should be repackaged to suit them. Women’s groups exist in most parts of the world. In Nigeria, for example, women in the southeastern regions are known for their ability to organize in groups and unions. The idea is to advise the communities on crucial issues that may disturb security, social life, family and education. The annual gathering of these women together with the mass return of those in urban areas to their various communities for this very important gathering, popularly known as the “August Meeting” is now an integral part of Nigerian social life. Information professionals can also take advantage of such opportunities by using such meetings as a means of informing and educating these rural women on issues of public interest. In most cases, this can be done through talk shows, film shows, seminars, etc., in their native languages.
Community leaders – Village development activities were usually driven through the community leaders. This group of people includes political leaders, religious leaders, village heads, school heads and other people in the community who have earned a high level of respect and devotion. Community leaders form the bedrock of information in rural areas. Being the light of the company, they are strategically placed in obtaining the right and timely information. They often act as an intermediary between the sources of information and the people. As enlightened members of society they are often involved in repackaging the information received for the general public. Therefore, information professionals should take advantage of the positions of these leaders to inform their subjects on various issues of public interest. The approach here is to arrange meetings with this group and then use the forum to train them on how to use the repackaged information to deliver important messages.
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#Breaking #Barriers #Information #Dissemination