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Communicating to the general public: different audiences, different needs.


 Culturally appropriate communication can develop favorable attitudes toward family planning and facilitate its rapid diffusion in a society. To achieve this objective, family planning administrators must attend to 3 interrelated aspects of the communication process: 1) the type of information that is to be communicated, 2) forms of communication that convey this information with different effects, and 3) the intended audience. Mass media such as radio, television, films, newspapers, magazines, and posters are effective in breaking down the taboos against discussion of family planning and sexual activity. They reach large numbers of people quickly and can inform people about how to locate resources. However, forms of communication that are immediate and familiar, such as interpersonal communication, are more effective than the mass media at influencing people to accept and practice family planning. To reach large numbers of people with the familiarity and persuasiveness of personal communication, many family planning programs identify subaudiences (for example, young people, breastfeeding mothers, women who want no more children) within their larger national audience. By tailoring messages to specific groups, they can directly address the particular needs and characteristics of different audiences. Family planners also need to consider regional, ethnic, and socioeconomic differences that distinguish certain groups. For example, rural audiences are often unreceptive to impersonal mass media, but messages delivered through traditional communication or entertainment can be quite effective. Limited resources make communication all the more important, so that the impact of a message is maximized.
