KOMUNIKASI SOSIAL

PEMBANGUNAN
ENTERTAINMENT EDUCATION: MASS MEDIA
BBC
• The British Broadcasting Corporation (BBC) began in
the 1920s as a radio company, and later emerged as
the world’s first public television system
• with the objectives to “inform, educate, and
entertain” by providing quality, realistic, programming
serving the interests and needs of the general public
• In the 1930s BBC school broadcasts were heard in
over 8,000 schools. In 1951 The Archers (a radio
dramatic serial) was launched to educate the British
on agricultural innovations and livestock health
issues, after Britain endured shortages during World
War II; it became one of the most popular, long-lived,
and enduring radio programs in the world.
• In 1955 commercial television was introduced in the United Kingdom under
the independent television network ITV, providing competition for the UK
audience and forcing the BBC to pay attention, eventually, to “ratings.” ITV
attracted many viewers with the creation of shows such as Coronation Street, a
popular soap opera featuring an urban working class community set around
Manchester, in the traditionally industrial North West of England, which pre-
miered in the early 1960s.
• Due to its original Charter, however, the BBC confronted a difficult dilemma: to
compete for audience ratings while simultaneously providing quality
programming that serve the public’s interest
• EastEnders, a soap opera about a community of working class Londoners living
in the East End. EastEnders became one of the BBC’s “most consistently
popular shows since its launch” (Brake, 1994, p. 7), and EastEnders soon rose
to challenge Coronation Street for audience share (Middleham & Wober,
1997).
• A critically important step was taken in 1999 when the BBC World Service Trust was
created as an independent charity within the BBC World Service to promote
development through the innovative use of media in develop- ing countries and in
countries in transition
• The newly established BBC World Service Trust exists to mobilize the increasingly
powerful voice of the media, so that it can play its part as a catalyst for social
change. The Trust was set up to focus education, training, health, and development
activities in one unit,
• The Archers, featuring the lives of a fictitious farming family, the Archers. This dramatic radio serial uses
a formula of humor, character development, and conflict to introduce information about modern
farming practices to listeners, de- voting 60% of content to entertainment and 40% to education
• The program ceased to include educational materials on farming in the 1970s, but the Archer family and
new members to the cast continue to raise a number of more universal social and health issues rele-
vant to more urban audiences, such as alcohol abuse
CASE
• BBC WST & Doordarshan Leprosy Project in India Since 1983,
leprosy has been simply and quickly curable with MultiDrug
Therapy, and since 1995 the drugs have been available free
of charge to every patient in the world. The biggest
remaining barrier to eliminating the disease is ignorance and
stigma: people do not know the drugs are available, and
people are afraid to seek treatment. The BBC World Service
Trust developed and implemented a campaign in India to
address this. The 16-month project began in September 1999
and focused on the 5 states in India where leprosy is
endemic. Funding was provided by the UK government’s
Department for International Development. In accordance
with the Trust’s philosophy of working in partnership with
national broadcasters in developing countries, all
programming was created by Doordarshan TV and All-India
Radio.
 PROGRAM
• The campaign underlined the fact that leprosy is totally curable and
that drugs are available free throughout India. It also emphasized that
leprosy is not spread by touch and that leprosy patients should not be
excluded from society.
• TV—A total of 25 advertising spots and 12 campaign dramas in Hindi,
Bengali, and Oriya were produced for the campaign. With constant
repetition, they accounted for more than 45 hours of TV. Among the
formats used to carry the messages were Hindi film romances, rural
folk operas, famous Hindu fables, domestic dramas, and comedies.
• Radio—A total of 213 radio programs were broadcast more than
6,000 times. Thirty-six radio advertising spots were made in three
languages: Hindi, Bengali and Oriya. They were then “transcreated”
into 18 local dialects for broadcast by AIR substations, making 136
spots altogether. There were also 12 musical dramas made in main
languages and dialects and an eight-part radio serial and 41 radio call-
in shows.

*HYGENE HOOK IN COVID

• Community—1,700 live theatre performances in villages, small towns, and urban slums throughout the project’s five
focus states to widen the reach of the campaign messages with approximately 500,000 people attending and partic-
ipating. Performances were based on popular-entertainment forms, including folksongs, magic shows, and drama.
• Posters—offered basic information about leprosy symptoms and treatment and stressed the importance of community
care and support for people with leprosy. 85,000 produced and displayed. Showed a real-life young woman who had
overcome leprosy thanks to the support of her friend. ’If there’s friendship, this is it,’ said the text.
• Videos—2,700 “video van” screenings featuring the most popular TV spots and dramas produced under the BBC-
Doordarshan partnership.
• Press Relations—press conferences in the capitals of the five target states. More than 95 articles appeared in the
regional English and vernacular press. Two-day press workshops on leprosy were held in Bihar, Madhya Pradesh, and
Orissa.
• Film—A 10-minute feature film on a leprosy theme screened in cinemas in Hindi-speaking states.
IMPACT

• Media Reach—campaign reached 59% of respondents, equivalent to 283 million people.

• Misconceptions—equivalent of 178 million people persuaded to reject [the] belief that leprosy is hereditary and the equivalent of 120 million
people cor- rected their understanding that that leprosy is communicable by touch.
• Curability & Communicability—The percentage of the total population who believe leprosy is transmitted by touch fell from 52% to 37% to 27%.
The percentage believing that leprosy patients receiving treatment are infectious fell from 25% to 20% to 12%. The percentage who regard
leprosy as curable rose from 84% to 88% to 91% of the population (99% of those exposed to the campaign regarded leprosy as curable,
compared to 79% of people who had not seen the campaign.
• Symptoms—awareness of loss of sensation as a possible symptom was al- ready high (65%) and rose to 72%, then 80%. Awareness of pale
reddish patches as a possible symptom remained level at 86%. Awareness of nonitchy patches as a possible symptom rose from 37% to 53% to
55%.
• Awareness—Awareness of the modern cure for leprosy: Control Group Vil- lages: 56%; Village with Live Drama Shows—82%. Rural Awareness of
a modern leprosy cure free of cost: Exposed to the poster—89% No exposure—20%.
• Stigma—Percentage of people claiming they would be willing to sit by the side of a leprosy patient: Control Group Villages—64%; Village with
Live Drama Shows—74%. Percentage of people claiming they would be willing to eat food served by a leprosy patient rose from 32% [baseline—
November 1999] to 50% [September 2000].
VIDEO TO DISCUSS
• BBC earth : The age of nature ep.2
Discuss how scientist, academician, and political leader struggle for preserving the earth
https://drive.google.com/drive/folders/1pDBvF0HnCsKAqkvZjfsdHRqGrGCqZNck?usp=sharing
1. Opening
2. Political leader
3. academician