Communication in support of population : family planning and development

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P j P* ft) --

,

1 1

D i s t r .

-5

L I M I T E D

E/CN. 1 4 / ~ 0 ~ / 1 2 6

14

O c t o b e s

1974 UNITED NATIONS

O r i g i n a l . : E N G L I S H

ECONOMIC AND SOCIAL COUNCIL

i ^I

I

ECONOMIC C o m a 1 P o l i c i e e and A d d i s A b a b a , Eth

C O l ~ U N I C A T I O N ION/FAMILY PLANNING

m~

D E V E L O ~ ~ E N T

and C u l t u r a l O r g a n i z a t i o n

IV.

V I I I .

T S

INTRODUCTION

INTEGRATION O F FAMILY PLANNING

AND

DEVELOPiQIENTAL NESSAGES

ROLE O F C W G E AGESITS I N COIWJXICATION DEVELOPMENT O F FAMILY PLANNING

C O m U N I C a T I O N S T R A T a Y

T R A I N I N G ,

RESEARCH AND

EVALUGION ORGANIZATION AND MANAGEMENT

B&3FC&i3S TO IMPLEMENTATION O F FAMILY P U N N I N G COMMUNICATION P H O G W E S

R E C O M I V I ~ A T I O N S FOR ACTION

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1. . ~ommblnication is an expr&ssi$h 2f;human soci&ty; i t - i s a ' f i m d a m e n t ~ ' c h a r a c t e r i s t i c of human beings

t 6

communicate. Communication i s i n d e e d . ^' necessary f o r learning, f o r t r a n s f e r o f experience, for inquiryt f o r . d i a l o g u e

, .'and:debate and f p r bringing about change.. The r o l e s f communication' i s v i t a l p a r t i c u i a r l y i n the..-o&text af bringing about change o f a t t i t u d e s and

beh ha id ow.

-

^{r -} ^,^. ^{I n}

^-

t h i s task of helping a t t i t u d i n a l and ^'behavi3ur.al change., communication ef f a r t s a r e based upon the e h s t i n g b i l u e s and ?arms cf the peopl$: while , a t the. same

time purporting t o change ^,thetb b&;sugh the voluntary e f f o r t s . of the people

~. .,. . . .

~omm'&icat$on hAs a nimber of implic.ati$tis t o 2 d e b 1 g i e s have t o be i n c h i e f i

i n

any d&elopmen*ori whiah :seeks t o change hum& or s o c i a l ^.behaviour ^. f o r a b e t t

i n a . gfven period af time. . . ' , '

. -. . .

.- . 'Phe application of communication techniques f o r the s o

. .: .

prbblems shows many corresp,ondehces af . thebe and approach.

if .+thodol&ies are developed f o r the educational applica

' . ,.

reinforcement of l i t e r a c y programmes, the promotion of famfly $&awingj health a n d w e l f a r e campaigns, the prevention of drug abuse, the br3ad outlineQ o f ' >

th&e methodologies w i l l be s i m i l a r and mutually suppoitive and u s & . t h s , .sa%e tools,, oftdn i n the same environment and with the same audiences. ,~ .

; , ,

^. ^'

. ..

4.

Consequently, a number of general p r i n c i p l e s have emerged. Am.ong;positioae whiah have now giined general c r e d i b i l i t y a r e t h e interdependence of m&ia,

the necessary linkages between mass and interpersonal communicatfon, the .need f.32 . . l n tegrated planning a t the l e v e l s both o f production a n d u t i l i z a t i m , t h e r e ~ o n c ' i l i a t i o n sf media s t r a t e g i e s with country c a p a b i l i t i e s g t r a d i t i o n s and

$ractices.

: . . , . .

. .

5 . .

~ i r h a ~ s 'most important jf a l l ' i s i r i accord t h a t the evolutioh. of cpmtnunica- . t i ? n s t r a t e g i e s r e q u i r e s a degree f co-ordinated planning and phasingphich

i s e q u a l t o , and runs paraLlel witht t h e p1,aqnfng of development in .general.

-

i n a sequence which b e g i n s w i t h the i d e n t i f i c a t i o n of needs, the pinpointing of resources and the study of audiences, and proceeds f r o m the r e s u l t s of t h i s a n a l y s i s t o a d e t a i l e d plan of operations which,is capable o f modification af tar.: systematic evaluation and feedback.

. , . .

.

6 .

~ x p e r i e n c e has moreover ^,shown t h a t the same elements a r e involved . , i n a l l applied cpmmwication f i e l d s

-

^{the need}t o devise programmes which a r e .egually : r e l $ $ a n ~ a t n a t i o n a l , . sub-national and i o c a l - co'mmunity l e v e l s , the importance

of t r e a t i n g sub-groups within communittiea as- d i s t i n c t e n t i t i e s with,

d i s t i n c t i v e problems, the need t o orie,nt media p r a c t i t i o n e r s towards d e v e l o p ment objectives and v i c e versa, and an overriding need t o i n t e g r a t e v a r i o u s - development endeavours.

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E/CN, 1 4 / ~ 0 ~ / 1 2 5 Page 2

.

Moreover experierice g a i n e d i n numerous family plami:?g p?ogra,meo bas c l e a r I y demonstrated t h e need f o r m t e g r a t i o n o f f a m i l y p l a n n i n g communiqa~

t i o n w i t h o t h e r a s p e c t s o f developaent communication and foi, t h e maxmisatLon and optimum Use o f r e s o u r c e e i n o l u d i n g e x p e r t i s e ? i n s t i - i l t i o n e ? a g e n o i w 9 p r o j e c t s and programmes f n a l l communication s e c t o r s o It has a i n o become

abundantly c l e a r t h a t commu%;ioation has t o be t r e a t e d a s a c o n t i n u a and not in i s o l a t e r l pro j e o t te~rnr;,

8

^The e;o,pha&.~ upon in.t.egration i s $7 no means oonfi-n&d $0 t h e communication .sphere$ i t i s ~ x i o r a s a h n g l ~ s t r e o s s d i n all; d.evelopioont ~rcigr-mmos Lri '~i'nich t h e ^, _,~

interest^ and 8 i s o i p L i n a s of s e p a r a t e M i n i s t r i e s , segara4e agemi.3.'~ a r e involved.

There i s t h e r e f o r e a g r e a t ^{. ,.}need ^,.3 t o

liak

p o o u l a t i o n c o n t i d t o

a1

i ~ p r o v e m e n t , eoonomic de.vc10pmen.t~ h e a l t h and & c i a 1 welfaren

. . . .

9,

I n t e g r a t i o n i s p a r t i c u l a r l - y e s s e n t i a l i n view of the 1.i.mitations of t h e mass media* I n most o o u n t r i e s of t h e world o u t s i d e of Western Europe and North Amerioa r a d i o and tele.vi.sion a r e d i r e c t l y c o n t r o l l e d ,end s t a t e opebated and t h e ~ o v e & ~ a e n t s have t h e powei. t o u s e o r not t o use t 5 . w f o r ' f & i l y

planning purposeso The p e s s and t h e f i l m thou.gh,largely p r i - ~ a t e l r operated, r e a c h v e r y s m a l l pa.rts of the public i n d e v e l o p i n g c 3 u a t r j . e ~ becauee of

. i l l i t e r a c y and. sha1.l nw.mberc f c i n e n a c and- ci.sena a t t e i d i n z e a *

In

d e v e h p i n g a o u n t r i a e c . r e n , r a d i o l i m i t e d r e a c h * I n A f r i c a 40 o o m t r i e s aad Asia

20 h a v e . l e s s

tbxi

10 r a d i o r e c e i - r a m f o r every 100 people, A s f o r teleyis.iOn,

i n

L a t i n AmerJLce: 2'; coua.tsaes .. ^, have. more thari 1 0 r e c e i v e r s ^.p e r 1 0 0 , people and i n Asia 20 have l e s s t h i n 10; although t e l e v i s i o n now exis-tzz in 2~ c o u n t r i e s ' o f A f r i c a t h e r e a r c l e n s %ban ^{. .}

3

r e o a i v e r s p e r p o g l e i f i srix of themo

,. :.. . . ,

11. INTEGRATION

OF

FANILY PLPJINING AETD DEVELOPIVLFNTAL MESSAGFS

low-

Although a c o n s i d e r a b l e body of knowledge about s o c i a l and economia .. development pregremnes e x i s t e d a.t t h e time family plaaning p?ogranne.g began.

to,, be d i s i g m d , t h e r e were no mod.els, t o be oopied and indeed t h o a p $ l i c a t i o n $ of l e s s o n s l e a r n e d i n o t h e r progcrammes s e r e o f t e n oom.ter-prod.uct1ve; A o w e i n p.o.in't' was t h e a t t e m p t t o apply t h o model of d i f f u ~ i o n of hmcivations from~

a g r i r s u + t u r a l expsrienoe t o family. p?..annin.ge It was u1.tirna.tel.y d:j.scovered :

'

t h a t t h e s e n s i t i - ~ e n a t u r e of p r a o t i c e s -to be aommuaioatsd i n family. planning simp3-x did. Pi.ol;Pit t h e same p a t t g r n a s i n a g r i o u . l t v e where p r a ~ t i o @ S : a ; J . ~ e . ; a n open su.b jea.t of -i?n;laorsal, !Lziter,30i; nev f r ; ~ l : ~ i n , g tr;: ! n l ~ ~ . 2 ~ ~ , - : ~

-

^rqr;illcb h '

.

s p r e a d r e l a t i v a 1 . y e a s i l y , ^. ^. . .

1 ,

Family g l s m i n g , s e x u a l b e h a - r i ~ r , pregnancy a n d - b i r t h a r e not, + & s t

%&i,eties, s u b j a c t s of u n i p h i b i t e d p u b l i e d i s c u s s i o n , Hove.? 'before h a & % development ,pr~&ranme depehded s o h e m i 2 y on c o m m u ~ . i c ~ , t i o n t o i n f l u e n c e p e r s o n a l d e c i s i o n

i n

m a t t e r s so p r i v a t e and i n t i m a t e a It i s Ijosi;iblo t o d e m o l i s t r i t e rrithi.n weeks t h s personaz'"benefits' of :.mproved seed, f e r t i l i ' e e r

q d easy ^,,c r e d i t , y e t even t h e s e need.!;t%e h e l p of maosive pu.blio i n f o r m a t i o n . 'programmes. . T h e l o n g range personal"ind economic b e n e f i t s o f r e l i n q u i s h i n g

i n g r a i n e d t r a d i t i o n a l r e p r o d ~ ~ . $ ~ i r r e 'behavior i n orcler t o c o n t r o l f e r t i l i t y p r e s e n t a Ear g r e a t e r ohal.l.enge t o tho@ who would u s e -mass media and interp0rscnaJ. commmicatlon t o speed t h i ; changec

. .

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17,

Family p l a n n i n g bommunioations ,typically. wish, t o g o . d i r e o t l y t o people with messages c a l l i n g f . o r : a & t i o n whioh t h e y cannot. b e e x p e o t e d ' t o t a k e a p a r t frorii l a r g e r o o n s i d e r a t i o n s ,of f a m i l y - wel:.a~e ^,- l i k e :r&ki& . . . . .ii?i.ng, edy%ting . . .

t h e c h i l d r e n p l having:, a s o n .

t o

b;ar,ry, on, &he name . ³ ^-

. . . . eta?

. , .. , . ^. ^. . .

. .. . ^~. . . . . ^{, .} ^{. ~ . .} ^. . . . . . . ^~,:. . . . ^~ ^'

18a It seems' I 3 g i c a l - t o &s&e t h a t o t h e r 'd&e1oPmenta!. prb&am.niiis 'cannot:, be expected t o disseminate s p e c i f i c family planning me~&ageS u n l e s s t h o s e me&ges a l s Q r e l a t e t o t h e g o a l s of t h e - programme. involved. ^-_... I n a . t o t a l d e p l o p m e n t . . .

communication oonoept,: each, s e c t o r : ,will ha& need

to,

^develop.^.messages w i t h i n ^. ^. ^. ^.

. .

i t s s u b j e c t a r e a b u t b:ased S n t h e need' . ^~ f o r f a m i l y ' l i m ~ t a t i o n . . . . . - . . ..

. . . .

. . .

, , . . . , : ^.

.

. ^. ^{~. .} . ,. . ^~ . . .

19.

~evelopment'&' workers a r e n o t p a i d f o r .dis%&butin& family ' & h i g n g

::

l e a f l e t s 33. o.rgani5ing m e e t i q s

.'&

idi'bauss. gamily . p l ~ n n i n ~ . ~ " ~ e n e r h $ ~ y , $hey w i ' l l a6-t be evaluated

f o r

t h e i r ef&ctiv&@s 0.n. perfGi.ming,::these 'fuxiations.

One g o a l of an i n t e g r a t e d devkiopment. pGgra&ie

-in

wtiiod' YLmily p l a d n i n g i a ' h part; shoul& be t o , b u i l d population and famiiy pla&%ng coqaepts. i n t o t h e . ,

-.eduo&t.ion and t r a i n i n g :of . ~ t h e r . ' d e v p l ~ . ~ ~ e $ t ~ l : wbrk&$;l's i n such. a way; t h a t ,, ,, they . . a r e mor6 b f f e q t i v e in. t h e i r , prlm&$ .+ss'ign& ... ,,.:.. t a s k s . . . . ' . ? h e , e ~ t & t ^,t&whio.h,

that^ ^{o S p}

^be

done. ,i,s a t e s t,3f w&4her'family, p l a r q i n g can ^. ^., ~:ahd ^~

:

^{. .}s h o d d b e _{. .}^, _{. ,} _..i n t e g r a t e d . _. . . . . . . . w i t h o t h e r dewelopment. e f f o r t s i n a $ given dotintry. _{. . .}... . . . . . . ⁵ ^. . . .

. . .

^. ^,. ^. ^{, < .} . . ^' ^.. . . . . ^{i :}. , . . ,. . .^. ..^,..^... ^~.

....

29. - '

he

'di,f.fe~enrb$b be&& ed&&+i.oniand d o m ~ u n i c a t i o p d & i ~ e l l a r g e l y f r d a

. . , t h e att:&nhts t o organiae t h e p ~ o c e e s e ~ . . . G i t h i n ~ s o p i e t y . ^, and. .the,.di.f&retit: ,,.

.inat~t~tiozis:,i+<lvVed . . . i n . those e f f o r t & , . ,: ^. ^.... ^. ^. ^. ^.. ^,. . ... . . . .... . . .

... ^. .

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\ _. _.: : :.. _...^{: .}J _. _. _. < " ^.,.

2 L - 'Saunder. _-.&qfb.r&e~"'t$e aommon . p L e kf . i d ~ i c a t , i o i S n d t&mu&cati,on .. ~. .. , w i t h

. . .

a statement of f i v ~ o b j ~ c t i ' v e a . - . . . f o r f a m i l y planning~om~Wiieatioh:':

,. ^,>. ... . . . .

. ~ ~ , , : . .... ...

. . . _{. .} , . ^{- .}., ^'\ ^.. . . . ^' ^. ^:, ^{. .}. . .

,,~.:. . ...::.. ."The :inf ~ r m a t i o k CO&&& .sf .fa&& ,.jAanni,i& . + & m ~ i d . t i o n e w i l l .be'

. _{. . . .}. . . . .

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^,,,.^.:.. ^{- .}directedl~towardindiO:iid~~:fs,. g50upi. ^!..,.,

o r .

&h&s .. b o t h ' w i t h i n t h e

.f

a m i G . . . . . o ~ g a n < z a t i & n arid o u t s i d e i t . . r . ~ h , ' d i s t i n c t i o n between informa-

. . . . _,_. . .

....". : :,. -t5on&. and $duoational !is not very . s h a r p ..# perhaps t h e b a s i s . o f any

~. " . . d.~,stiric.tio&;ie& . i n t h e ~.e&nt :to ^'$h.=ch, +~mr6~ki&+-@cins f o r : e&uc;tibn

. . . ...

. . ⁱ

. . . ~. , '

,. 'Sf t;&& pqt: anly ^'t o dhange .knowledge, b u t 'to- same lex$e,rit a l s o s e e k t o

.

ⁱ ^. ^.o hange persons ^-^' t 6 ' t e a c h ; s k l i l s ;. t o build: 'habits, ^, . 'to, e i i t a b l i s h new: ....

: . .

-. p a $ t e r n a : ? ~ f ~ : . b e l i e f 0% behavior. ^{. . .} ^~. : .. ^.,.^.. , , . . .

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. . . . . . i!.Mo.tivat,ia.gal. -co@uni&atipns . . . wi?Ll:,be those.

t h a t

a i $ ' . t o . i n f l u e n c e behavior

. i n d i r e c t l y

p y ; , t ~ f i - ~ . ~ .

fo,

change.-peroeptibns bf

: w a n t ~ . , t o ne$s,,o.r. by.

, .

' . , . . :establi,&+& a . ~ o n n & c t i o h . betw&n . . . , f & i l y . . . , p l a n n ~ h g p r a c t i c e . . . . . _.axid t h e

? ,' ' ,; : . ';. ^..

. .'-@a&ifgc.atkan. o f e x i s t i n g wants. . . . .

* . . . . . . . . . .

. . . . . . . .

. . . : . . . . .

t^~.. . . . " . . . . . . . ^~: ..> , 7 . , : ., . . .^{.,. .}.. . . . ^{. A} ^..

. ,.

. : Y&&timation

-

creat&g a - . c l i m a t e o f , opinion i p i h + h : t a l k about sex

~. .. . . . -.

. , -and .. contraception' i s n&:consi+ered W t i v e , ^{. . . .}~ & r a s s i n g . , . s h a m e f u l . . . o r

. . . .

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, . . . .

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. . .

. . . . . , . ^. ^,

. . . . . . .

. . . . . . .~ .

~ y l ? , : ; l r ~ a o r i l j r . . ~ l a n n i i g <6m,munications ' i n t h e C o n t e x t of ~ a t i o n a l Deuelopment: C o m h 6 n i c i t i o n ~ . . . . f o r 1n?orm&ion a n d Motivation i n Family

. .

~ l a n u i n ~ ! ' , p i p e r prepared

. f ~ 5

-gorking :Group, U n i t e d Nations Eaonomic

. . ^. ~ o m & ~ s i o n . f o r Asia and- t h e Far East o n Communications ~ s p e p t s of Family

. . P P a ~ i n g .Programmes,: September 1967;

.

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(6)

E/CN. 1 4 / ~ 0 ~ / 1 2 6 Page

5

i r t y l , b u t r a t h e r i s viewed, a s i + m * l a c e and m a t t e k o f - f a c t ,

a:

a t e i n .which c o n t r a c e p t i v e p r a c t i c e

i s

accepted' a s being b o t h

. . ^, ^, . ,

-

e c t a b l e , and proper. . . .. . ..

, .

. .

.. . . ^~ . . ^~~ .

. . . . . . . '

.. .. ? ~ e i n f o r c e k & t f < r &w 'knowledge and a t t i t u d e s and &&s&a&e.a$&t.,

-

- ,. ,. ohangad b e h ~ r i o r , D&&iioti makers need: t o know t h a t . i n suppo&.ti&{.

f $ i i l y

p l a q n i n g thby 'have rnarXe ' w i s e ah& ,polbtLballg regaxding choices; ' @ e m need t o be reass&ed

-

t h a t they '&re r i g h t i n :continuing usage3 s t a f f . members :of f a m i l i p l a n n i n g pYogr$mmes n e e d encouragement, an&. s u p p o i t . . ~ _. and :the ... . aq.suiande. . . _.t h a t :they ' a r e _. :performing:satisfdtorily." ^{. .}

:.

^- ^:.,^s.~ ^,

- . . .

.. . . ^~ ^, .

. , . .:. , . . _. _. _. , . ~ . .

.

,22a ~ h i : i k i l l ~hiih.'de~e~o~ment:~omiu;licators must master i s t h e s k i ~ i ; o f . ..

~ r ~ p & l f , o o m ~ i n i n g t h e s%rengths of mass m&dia.&nd & t e n s ' i b n ~ e d ~ d a t i ~ o n ? . : : ^, ^,.

I n t e r 9 & ~ n t i ~ ~ channels a&ihv.&uable

as

^means^sf pzomoting maximum inter&- t i o n and .&wedi&te f e e d b a ~ ~ k , - b o t h of which ' e s t a b l i s h an :tit@?sph&e w h e r e . . + , a t t i t u d e ohange

,i,s

p . o ~ s i b l e . Mass media, on t h e o t h e r h&d, hav* the. .a:dv&tage of r a p i d l y .$$rea'din& illfor&.tian o f h i g h accuracy even though, the-.mes$a&~'~lows in only one direction.',. Mass media' a r e mme l i k & t o be i m p o r t a n t i n c r e i s i &

knowledge. and i d e a s whi,ie i ? t e r p e r e o n a l bouimunioation is more: l i k d y t p .+&e

. . . ~ . . . .

. . ! ... .

a f

t i

tude c.hanga.~ ~. . . ^~ . . . : : ,

. . . ,. . . .

. ..

: r 7 , . :. .

.

23. $ha important i m p l i c i t i o n , however; f o r po f o r 6 i . s t h i t

mass

media.:proyide

access^

t o t h e i n t e r p e r s o n a l and gro through .which att&(tt;ude , o h a G ' : d a t i ,be. aOc5mplished. The very . f a c t t h a t :.mass,, a & i ~ . e , x $ o s u r e i a l e s s in, a e v e i o p i n g ,, . . c o u n t r i e s makes them a more s i g n i f ic.agt i n f h e n b e : :in rur+soi&eties,. . .. . , Tho& who, Lave access

to'

mass media a r e 8 c c o ~ d e d s t , k t b q by t h o s e who,.do. not.. Phe. very t ~ a t ~ e : o f 'the' media c o n t r i b u t e a t o t h e i e g i t i m a c y of t h e m&sag{s.

t ~ t

_. _.&&ate _..

from

them. _. ^., .. ^., . . . _. _{. .}

.,

_. ^._. ^.

, . .

. ^~ ^, ^. ^,

24. .: . I n .the inte&at<op bf mass media and i n t e r p e r & m a l bhahnels, the "heng;

agent bec.dmes key Pactor. Coinmuhidittion s 6 r a t e g y :must. dayis&

a.

system

in:

which,:th& 'ihapgef.ag,ent:, serV6s $6 , t h e l!l$&er'l .between, mas& media, niessage, i d i s s e m i n a t ~ o n o f ' infoximation abd gz5up and i h t & i p e ~ ~ o n a l n e t w o r k s . _~. for ^.,.. . ' . _{. .}

:'

^.^,^'

a t t i t u d a oh&nge :a& d i s o u s s i ~ n ~ ~ b ~ ' . , a l t ' e r n a t i v e s . . . ' ^. ^{. . .}^,. ^... ^, .,. . .

. .

, , . . , , . . . ^~

. . _.. _.

.

^.

.

^.

OLE GF CW~GE A G ~ T S IN

CONDY&ICATION.,

^' ^{- -} ^. ^.

. . . . . .. . ~. . .

een. s i m p l y de&ribed as t h e

$it

^{o f}tieveloping domfnon r s t a n d i n g amang$eople> ' The ohange agent exemplifi&s t h i s &t s i h c e he i n t e r p e t s t h e d i s c o v e r i e s af r e s e a r c h - t 3 those i h o ne

a n d h e f e e d s back t h e n e e d s ~ : . of . t h e . . p , e o p l e t o .. t h b s

. .

c o n t r i b u t e

-jib

:.th&e

.

neeas;: ^, ^:^. ^. . ^, . . ^.: ^,^-*.:~^.^,^:'

' 26. ~ h k oha<&.&j&t i s t i i ' r i e d i i t i r i g : f a c t o r be

me$sag6s, which _, 'i&t emanate from =central s o u r c e s and l e n d themselves ^{$ 0}^,~

dibs&uiinat3.oii through: mass m ~ g i a , +nd:' t h e i n d i v i d u a l needs, & n t e r e s t s , a$

o~noerns'ofpeople,.~~hich arkC6early :always canveyed t h r m g h i n t e r p e r s o g a l channels.

,:

The ohange agent'contributes t o t h e . development o f a :meilia system by p ~ v i d i n g ' p o t p l y t h e ess'ent.ial.f&rlb&k . , , bu't"-by ..

, or&an2zing. . . , . f o . and

. . p r q c e s s i n g 'of developmefita$ . . ~ . . messages; . .:. ;'

. ~ , . . .

~. , , ..

, .

, . . . .

(7)

E/CN. 1 4 / ~ 0 ~ / 1 2 6 Page 6

27.

The p r o c e s s of s a c i a l and eoonomio development i s a process of human development f o r people a r e t h e t a r g e t a s w e l l a s t h e e s s e n t i a l v a r i a b l e i n development. Communication, being a two-way p r o c e s s , provides f o r pa'rtioipa- t i o n . e$ whatever s t a g e of e n l i g h t e n m m t t h e i n d i v i d u a l s oomposing a

s o c i e t y f i n d themselves and t h e change a g e n t s a r e key f a c t o r s i n b o t h t h e communication developmefit prooesses s i n c e t h e y a r e i n s t r u m e n t s f o r g a t t i n g f a o t s t o t h e people upon whioh d e c i s i o n s can be based.

28. Some o f t h e ohange a g e n t s d e a l i n g w i t h t h e oanoorns of people ape:

s c o i a l workers, f i e l d workers a t t a c h e d t o development departments f o r - h e a l t h , s o c i a l s e r v i o e s and o t h e r community development pro j e c t s those a l r e a b

a t t a c h e d t o r u r a l programmes or t o l i t e r a c y and a d u l t e d u c a t i o n e x t e n s i o n p r o j e c t s of b o t h t h e government and p r i v a t e agencies.

29. E d u c a t i o n i s t s , a g r i c u l t u r a l e x t e n s i o n workers, municipal workers and government employees a l s o have a r o l e t o play, They a r e t h e people a@ t h e a g e h o i e s who most o f t e n oome i n t o c o n t a c t w i t h t h e l o c a l people, t h e

.

p a r t i o u l a r auhienoe which t h e g e n e r a l pro&amme

i e

t r y i n g t o reach.

if

t h e r e i s t o be co-operation between development workers a t t h e g r a s s r o o t s l e v e l s , t h e n t h e s e must be adequate and c o o r d i n a t e d planning a t t h e o u t s e t . 30. Just a s t h e r e i s a need f o r family planning and o t h e r development programmers t o work t o g e t h e r , t h e r e i s a need f o r i n t e g r a t e d family psanning and development communication. Much of t h e impact of a family planhing communication p r o j e c t i s derived from i t s r e l e v a n c e t o o t h e r development p r o j e c t s , and family planning communicators need t o draw upon a t h e r d e v e l o p ment a r e a s f o r t h e promoticn of f a m i l y planning g o a l s apd p r a c t i c e s .

31.

Family planning communication has t h u s t o be l i n k e d t o

framework f o r h e a l t h , e d u c a t i o n , s o c i a l w e l f a r e , l i t e r a c y programmes,' farming i n f a r m a t i o n , i n d u s t r i a l development and housing sohemes and i f ^{$ 8} only by planning f o r i n t e g r a t i o n from t h e o e n t r a l plannlng l e v e l r i g h i through t o t h e p r a c t i c e i n t r e a l i n t e r r e l a t i o n s h i p can be achieved and s u s t a ~ n e d ,

32. Whether t h e e x t e n s i o n network i s composed of family planning Copmnioa-- t i o n workers, f i e l d workers a t t a c h e d t o o t h e r development p r o j e c t s , or both, t h e i d e a l s i t u a t i o n i s one where a l l personnel a r e welded i n t o a compyehensive programme f o r co-operation, so t h a t they beoome e d i s p a r a t e u n i t s o f a l a r g e number of c e n t r a l p r o j e c t s .

33.

Whatever t h e arrangements f o r suc a t i o n may be,

i t

i s up t o t h e f a m i l y planning agenoy t o use t h e s e r e 1 ~ p s a s comprehensively as

p o s s i b l e and t o e s t a b l i s h c o n t a c t s w i t h and involve o t h e r d e v e l ~ p m e n f ~ w o r k e r s *

34.

S t u d i e s show t h a t , a l t h a u g h t i a can be powerful persuadersJ most people d e c i d e t o " a c t t t a f t e r d i s on w i t h f r i e n d s , f a m i l y , and w i t h neighbours. Thus, though t h e i n f s r m a t i o n g a t h e r e d through t h e media

b a ~

be convincing and t h m g h provokingl o n l y a v e r y s m a l l p r o p o r t i o n of people

change t h e i r behavior o r a c c e p t change, w i t h ~ u t r e f e r e n c e t o t h e i r c u l t u r a l and s o c i a l groups, w i t h i n wliioh t h e r e a r e people who c a r r y g r e a t e r weight and a r e more p e r s u a s i v e t h a n o t h e r s and " s e t t h e pace" f o r changes

(8)

E/CN, J J $ / P O P / L ~ ~ Page '1 -

35.

^{A s}most people accept new a t t i t u d e s and change t h e i r behaviour onoe t h e s e a r e approved by t h e i r s o c i a l and c u l t u r a l groups, t h e importance of i n t e r -

personal communication and t h e need f o r d i r e c t o m t a c t by t h e oommunicators w i t h i n f l u e n t i a l group members i s c r u c i a l . _If t h e mass media a r e t o be

-

e f f e c t i v e i n developing new a t t i t u d e s they support of v i l l a g e head- men, l e a d e r s 3f community organization.3, o p i adere, midwi>esg indigenous medioal p z a c t i t i o n e r s and heads af f a m i l i e s

ay play a s f u l l a r o l e a s p o s s i b l e i n support o f t h e media, a comprehensive scheme t o b r i n g them i n t o t h e communication n e t w ~ r k needs t o be devised*

37.

Opinion l e a d e r s should be i d e n t i f i e d 6 and brought t o g e t h e r i n a meeting w i t h o t h e r i n f l u e n t i a l members of t h e community a t an e a r l y s t a g e t o ensure

t h e i r co-operation w i t h t h e l o c a l family planning communication programme.

r a t e g y f o r adhieking. t h i s o b j e c t i v e oould be

. , . . .

e r s w i t h t h e inforinaX$+n ]neoes&ry. f o r a f u l l sons f o r family p l a n n i n g , , . i n c l u d i n g i t s

t c j n a t i o n a l and p.artiOularly l o c a l development. . . ~ . .:., :.

. : ,

eview of r a d i o and,'tele&don' progra

. . . ^.

o n s , f o r l o c a l a c t i v i t i e s .

dZsaussions i E a u t family : p l m n i n g i

. . .

-of t h e i r co-operation,.they may e s i s t a n c e which w e l i k e l y t b .be-

, . . . , ' .. . . . ~ . . . . ~. . . ~ , . , . . .

i c a t i o n strategy.compose.d of e l e s c o p e c h a n g e and e a s e d i f f i c u l t i e s

'of ~ e l o p m e n t . nned' and systematic use are,^

o r t e d b y e x t e n s i o n s e r v i c e s and o t h e r development programm- d 00-ordinated,

. . .. ., . ,

. , .

. . _.. _,. .

(9)

. ~ . . . . . . , . ^, ^. E/CN, 1 4 / ~ 0 ~ / 1 2 h

Page 8 . . . . . .

. . . . _. .

. . . . . . - . .

. , . . .

, . ^, _{. .}

. . .

.

_.^,_....^i. _{. . . .} ^{. . .} _. _.

,I

: 8 . . . . - : IT* ^'

~ z ~ & b ~ i m i w 03

' F A M ~ L Y PLANNING C O ~ ~ C K T I O ~ STUTMY . . - . . .

. . . . . . . .

. . _. _, _, _. _. _, ^. ^~

. . .

. . . ^{. . ,} ^.

.

^, ^~: ^. ^~. ^. ^.

I .. <'.,. ^. ^.

,..

^. ^;^. ^. ^. ^...^.^{. . ~}^,^..^. ^. ^.^.: ^{. .}^. . ^{. . .}. ^. . . ^, . ^.. . ^. . ^. ; ;: ^, ;

.!41*,; ,-.. ^.,,In

^:? & e r t o d e s c r i b e ~ t h e a c t u a l and p o t e n t i a l &n&ibutioris o f aoinpunica- t i o n t o fahilly p l a d n k ari'a;.fiopulati.on

activities,..

i t . : ' i g :nedksbary . ~ . t o .

;. ,.

i e w . s i d e by 6iG.e firstly t h e emergence o f &bm&i&thq

as an

5 i & e i i n g l y ; .

-

i.;dijst.inct a ~ . e , a .of s o a i a l s c i e n o e 'and i n terms sf t h ~ : r a . ~ ; p i & L ~ ; exp&ndi& m e d i a invo$vyed ..&d ,. 9 . . ^' se&e2l~ .tki&:&$ge.ss . o f f a m i l y ,.pla.i&ing) from i t s e a r l y confinb-

' ment

ts

i.hc&vidiml 'in'i-t&tlve. .through . l a t e r

vs;lun$ir~

group: a c t i o n to. t h e . . r e l a t i v e t j r ' r%de&% &vek,l.imeat&L :- p r ~ ~ r a r n m e s

typ$e:dal2'&f

-.miziy d.ev&oping 0 6 u n t r i e s r It i s 5 ~ f g n i f 5 c : E n ~

.that,,

t h e ... ~ . - . , l a r g e . n a t i o n @ .pro~rimm'h.s':beginhing w i t h I n d i a i ~ n 1952 have +gel? dbveloped d u r i i g ' t h e ttnie 'c5f r'&iil:e+nsi.ozi ?-f,;eags

,.

.

^Lmmm+ication media j

?&el

,'?tek.evi~Lon,~.- f + c d q i l e ah$ s+"&ite communication,

'

.!&

ha's a 1 6 o ~ b e e n l ~ e l g r , i & ~ , . t h e p-ast 20 y e a r s t h a t s d i e r i t i f i o stu*. h a s been d i r e c . t e d t o t h e p f o c e & s ' a n d ' e f f e c t S '?f..m&s< Com@mic&tipnb, Tbe::deve.Xopmen't

. . . .

a f . major . . ' t h e o r i e s about.thbm

.'$cached

i+ gi.eat&t i n t e n f l i t y .,dur$ng t h e 4 0 , s

. . .

.:

2$n&.591.$.:.:,;- . . . . . . . . . .

' . .

. . . .

...

:.

^:. . ^:... ^.,., . . . . ^. . . . . . . ^. i :.. . :

42. During t h e f o r t o w i n g dehade- a 'wide vd?3xty.pf, .&ppc.oadhe~ :to $&e ap$iic&

t i o n of communicati&~were. in t r o d u c e & Examlj.les i n c l u d e d , , t h e I n d ~ a g a&;

com~uhication:cam.pai~n ,aharac.t.erized by the widespread u s e of t h e " f o u r f a c e s "

p o s t e r aiid - t h e i n v e r t e d r e d $riang&e acoompadied by. t h e . s i m p l e ,messaget

"two or t h r e e , t h $ l ~ j e n o , u g ~ l ; the',=. Salvador

.@TZR

dampai&tr~ the::prin6iijle'

~.

.

' 'message oofwhioh was., ''have' h l y t h e ' o h i l w e n ,fox= whom y a u o a n be a r e s p o n b i b l e

. . . .

'

-

parenti'

,-

t h a t : i s by- p r o v i d i & . , . ' aelequate f j o d , - ksusinfg, e d u c a t i o n and. r e l i g i j u s u p b m g i k k ; . Bong Kohg, .where. &er: 60 perc&t. 62 .the women h i v e t h e i r - b a % i e s a t h o s p i t a l s 0% c i i n i c s ' a n & a v e r 30 p e r c e n t b r i n g ,them t o i - s u c h f a c i i i t i e s f o r examinations; and Korea, where a w e l l t r a i n e d s t a f f o f f i e l d workers make

< . ~ ~

. . h a t r e v i s i t s , arranTe community meetings and' e x h i b i t s and d i s t r i b u t e both, i n f o r m a t i v e and e d u c a t i o n a l m a t e r i a l s and . c o n t r a c e p t i v e .supplies, It i s c l e a r from t h e s e examples t h z t t h e s e two d i s t i n c t approaches have e i t h e r : - . l a i d e m p h a s i s 6n mass media alone a s i n I n d i a and El Salvador o r a $ Y n Hang

, ^,. . . ,.

Kong 2nd Korea, b a s i c a l l y o n e x t e n s i o n wo&,

-

. .

43..

^,BY t h e l a t e 1 9 6 0 ' s s e v e r a l f a c t a r s focused a t t e n t i a n o n coinmunica%hn'

2s

an underdeveloped r e s a u r c e i n papulation' in.& f a m i l y planning. ..Th e s e i n c l u d e d u n s a t i s f a c t o r y acceptance r a t e s ' a m o n g wQmen.?f r e p m d u c t i v e a g e , u n d e r u t i l i & a t i o n bf s e r v i c e s a v a i l a b l e , l a c k s f c s n t i n u a t i o n j f methods once ' t were adopted, ~ ~ and t h e . s p r e a d . s f rumors ^.^{. ,}based ^.. on i s o l a t e d , ,?f$en f a l s e r e p o r t s cf e x p e r i e n c e s w i t h . , c u n t r a c e p t i v e ^. ^. ^. ^. m e t h ~ d s . ^{. . . .}

44.

An ECAFE-spmsored conference i n S i n g a p o r i n 1967 devoted t o d i s c u s s i n g t h e oammunications a s p e c t s af family plannikg ^. ^. pxj-&ram~e.p developed ^. ^.

c l d s s i f y i n g communication approaches a r s . t r a t e g y , . & n . . . p l a a n i n

=mrnuni&tions i n Family Planning, iieport of a Wqrking Group, The Working G r m p on Communications Aspects s f Family Planning Programmes, Singapore,

1967.

(10)

Three d i f f e r e n t ' s t a g e s w k r e i d e n t ^.^~ ^~

. , . . ^~

.. .

" a ) V j l u n t a r y a g e n c i e s : a r e n k i b l e

f o r

oznducting fami Planning w i t h no o f f i c i o n 2 2 g ~ v m n m e n ~ ' supportg ^.^~

~ ~

, ~,

1

b ) Family planning' i s r e c q n i i k d t a c i t l y b u t r i i t h l a c k ' o f o f f i c i a l

~ h i s ' c l a s s i f i c a i i o i i system"+das'iised~by ~ c h + a i i l i q L u r i r g . h i s worl.d-wide survey of communicati6n.,in~~~family p l + q i n g w h i ~ h h a s - p n b i i s h e d by t h e ~ o p u i a t i o n Council i n

1 9 j h

The s!irvey:.revealed. t h a t t h e f i r s t p r i o r i t y it^ -any Campaign.

. : a r e l e a d e r s , ..t. tio& ' k h 6 ha+ , r e i p c @ i b i l i t y

far

h a t i s n a l ::policy o r f o r b u i l d i n v o l W t a r y s u p p o r t +

ere?

t h e p r e f e r r e d media a r e p e r s o n a l c b n v e r s a t i o n s ,

l e t t e r s ?r r e p o r 6 s on th&'pbpulati6n,;~roblemi--&aterpLas : c l i n i c a l s o u r c e s become a v a i l a b l e , t h e audience s h i f t s t o m e d i c a l and paramedical-per.s$.nne t h e c h a n n e l s w i l l i n c l u d e t r a i n i n g . c 3 u r s e s , ^.seminars, manuals supplem&ted by m a t e ~ i a l f b r ~ i s t r i b ~ t i $ ~ d e s c r i @ i n g t h e i e r v i c ~ s . When:

=t

becomes po6sible.

t o c a r r y t h e pr6grQmme,~'to t h e perilpie t h e emphasis s h i f t s : t s fi.e&d workerswho must have t r a l n l n g soirrces . a n d . 'text msteri& hlong~;wi%h 'demonstration6 ^.;:

educational.

kalteriils~

Once a n a t i o n a l p o l i c y i s e b t a b l i s h e d , mass' n e a i a can' b e u t i . l i e d first: to. inform t h e '!ready1! ^{- . .} people a n a r t h e n . t h e l e s s informed and h e s i t a n t . A f t e r t h e . "ready" audience h a s beezi r e a c h e d and tha. a c c e p t o r ~ ~ a t e s b e g i n t o drop o f f ' d o e s t h e Bime -come t o t h i n k . of s p e c i a l groups and s p e c i a l

t a c t i c s . Campaigns which n o t only i n f j r m b u t persuade a r e n e e d e d f o k such people a s a r e i n t e r e s t e d and approve of family p l a n n i n g b u t - n e v e r go *&'the c l i t i i c , o r t h o s e % h o u s e o i n t r a c e p t i v e k b u t d i s c o n t i n u e , o r men and y

people who h a v e b e e n n e g l e c t e d i n i n f o r m a t i o n campaigns*

, . > . . '

45.

It i s well:k t i n t h e i n i t i a l phases of a programme t

3f a c c e p t o r s g o e s u . a s t h e t i n e p a ~ s e s ~ m o r e and more e f f o r t s t o convinoe t h 3 s S % h o h a v e n o t y e t a c c e p t e & . f . ? r v a r i o u s reasons. It t h i s s t a g e , knuwn a & . t h e . p o s t p l a t e & = p e r i o d , t h a t t h e f a m i l y p l a i n f o r m a t i o n campaigns and s t r a t e g i e s f a c e a challenge,

, . .

, . !~ . . . , . . . . , .

"Inasmuoh. a s a ' p k b e r ^3f c o u n t r i e S . a r b n3w r e a c h i n g a p l a t e

acceptance^

communication i s b e i n g c a l l e d on t o shoulder more r e s p o n s i b & l % t y _, _. _.

f b r

t h e s u c c e s s

, . .~ s"

-

I/

46, . The c l a s s i f Y c ~ t i p t i suggested b y ' t h e ~ ' l 9 6 7 ~ ~ ~ ~ working group i s s t i l l a u s e f u l system ' b e o a u s e i t h e l p s s u g g e s t how t h e v a r i w s /aedia of c

can and should be b u i l t i n t o campaigns. :Ak,..painted out&/ t e l e v i s i o

~. .- _~.. . . . .. . . . .

.,: .~

1/

Schramm, Wilbur, "Communication i n ~ 9 m i & : . ~ l a n n i n g , " Reports FamLly Planning, P o p u l a t i o n C o u n c i l , < ~ p r i l .. ... , . ~ . _., _{. .}

1971,

(11)

E/C& 1 4 / ~ 0 ~ / 1 2 6 Page 1 0

a r e n o t u s u a l l y r e a d i l y a v a i l a b l e t o v o l u n t a r y o r g a n i z a t i o n s whlch a r e moving c a u t i m s l y i n t o programmes af s a c i a l change where undue p u b l i c i t y might

a r o u s e apprehension and even h o s t i l i t y I n t h i s , t h e fi:st s t a g e p word of mouth, group meetinqs and p e r s o n a l c a n ~ a c t a r e importan?,*

47.

I n t h e second s t a g e , however, i t may no l o n g e r be n e c e s s a r y t o be so c a u t l m s so t h e news medla can be enccuraged. Here displays, s i g n s , e x h i b i t s and t h e l i k e a r e a p p r a p r i a t e , Often, f i e l d workers a r e used t~ v i s i t Q w e s , c l i n i c s and h a s p i t a l s t o i n t e r e s t p o t e n t i a l u s e r s and a n m e r t h e i r q u e $ t i o n s -

43.

I n s t a g e t h r e e , where a n a t i o n a l p o l i c y f u l l y s u p p o r t s f a m i l y p l ~ p n i n g , a comprehensive p u b l i c i n f o r m a t i o n and m o t i v a t i o n a l programme i s c a l l e d f o r , G e n e r a l l y , mass media can be f r e e l y used i n combination w i t h group a n d ~ p e r s o n a l approachesa It probably w i l l always be t r u e , however, t h a t u s e a f mass

media w i l l v a r y a c c o r d i n g t o how l o n g t h e p o l i c y h;s been i n e f f e c t , t h e e x t e n t 3f modernization and c u r r e s e a f f e c t i n g c u l t u r a l and r a c i a l m i n ~ r i t i e s .

49.

From t h e g u i d e l i en g a i n a g e n e r a l i ~ e d

p i c t u r e 3f t h e communi i n c o u n t r i e s oy

p o s i t i o n i n t h e follow

' Cameroon ^, ^'

Kenya Gambia Ethiopia

Mauritius Nigeria

Morocca Rhodesia

Tunisia South Africa

China Sudan

South Korea Tanzania

Taiwan Uganda North Korea

Bangladesh Honq Kong Burma

S r i Lanka Afghanistan I r a q

India

-

North Vietnam Khmer Republic

rndonesia South Vietnam

Iran Bolivia

Malaysia C h i l i

Nepal Costa Rica

Pakistan Cuba Peru

P h i l i p p i n e s Ecuador

Singapore E l Salvador

Thailand Guatemala

-

Turkey H a i t i

Barbados Honduras

Colombia Nicaragua

(12)

E/CV. 1.4/1?0~,/126

Page ll

.. .. -."

uppWi b u t n~ ^,E.lLcy No P a l i c y No Support

-

. . .

.

^.

50. '1t. i s ' m l i k e l y . t h a t t h e

1970's

w i l l s e e a r e p e a t -f t h e r u s h b y - governments t o d e c l a r e p o l i c i e s f a v o r i n g family a s ,they d i d i n t h e ' l . ~ s t . ! : : t e n : ; y e a r s . .. ~ h j s ;is; n ~ t t o . s a y t h a t , t h e t r e n d

w i l l

not.. ... , . c m t i n u e ; , ^, i n d e e d 9

t h e a c t i o n by Iviexico, a ma j a r , C a t h o l i c c o u n t r y i n , d e c l a r i n g a n a t i o n a l p o l i . 0 ~ e f f e o t i v e January 1,

1973

s u g g e s t s t h a t m3re L a t i n American c o u n t r i e s might e v e n t u a l l y f a l l o w s u i t * It

4s

mare l i k e l y , h o w e v . e r , t h a t most u o u n t r i e s w i l l simply chaose t o t o l e r a $ e , : o r ' s u p p o r t f a m i l y p l a n n i n g .without t a k i n g a p o l i c y

is': need f 3r a new. me whioh: 30. c l a s s i f y

. .~ .. .

s s i f s e d a s .follows-

s i n whioh t h e ' f a . ed c u t within hea

(13)

E/CN, I , / ! / F o P / ~ ~ c Page 1 2

C o s t a Rica

. . . - ....

52., % a s s i v e f a r e i g n a s s i s t a n c e has o f t e n r e s u l t e d i n canfused ob

,. and 'restrii:,%ed o p p o r t u n i t y t o d6velop- l o n e t i m e plane*. ^,Often t h e :

researCh.:has been i n i t i a t e d 'and cmducte'd by e x t e r n a l i n d i b i d u a l s a d . : T :'

; i n & t i i u t i ~ o n s - , ; f q t h e r + ' r e s u l t i n g i n conf?unding d e c i s i o n s on;priarZtfies.. A

'numb&

of c j w i t r i e s h a v e begun t o s o l v e t h i s p o b i e m bjr' % s t & b l i s h i n g n a t i o n a l c3qrdj.nating bodies. whiah, though they v a r y i n p r a c t i c e , g e n e r a l l y s e e k t o deve1:opcommon ~ b j e c t i v e s , m a x i m i z e t h e e f f e c t i v e n e s s of f o r e i g n a i d and mobilize i n t e r n a l resources* I n terms of communication

t h e s e n a t i o n a l bodies: a r e amang t h e m o s t scene i n ~ ' t h e 1970 _-

- .

_.! s i ~ ^,... , '

, ,

. . . -- . . . ^{. ~ , .},

., . ^~

. . . ^~ . . ^, -.

, . . , . '

53.

-':::By 'b&&ing af: t h e p a l i c y ^:~ e + e l and. beaause thgy,: tr.&s,c& any,, given m i r i i ' s t r y , :thky & , r e :.a-ble.:. t i i n t e g r a t i :all a p i r o $ r i a t e g o q e r n ~ b q t . u n i t s and c o m m u n i c a t ~ o ~ c h & & l ~ ' . - f o ~ t h e ~ a r n q t i o q .,of.sfamily planning pb j e c t i v e s . They l i k e w i s e provide &&fec-tive i n t e r f a c e w i : t h : p r i v a t e organizations.

;.,. ~ ' . . .

%.,,.. , . , :

.

^I^j:i

. .

c o n s i d e r a t i o n s . . .

i n

~mplemehting ~omrn&.ic.atiori. S t r a t k g i e s . . . ^~ . . . .

i n accordance t h e b a s i c b o n s i d e r a t i o n s i n implementing cammunication p r o g r a ~ m e s need t:, be taken i n t o c o n s i d e r a t i o n .

58, ^' . N e e d l e s s : t o say t h a t a.c3mmunication, programme f o r ' t h e pr:pmotion bf development g o a l s must be timed; t o s u i t :'the:.a$$ilabi$&%y:-$f . . . . ~ : . . . . . . k e r v i c e s , and t h e

. . . .

l e v e l of aware,ness qf tlie audienceti. ^{. ' .} ^. ^{. .}

(14)

. . . _. _.

. . _,. . . , . .

,, .

. . . . ,

.

^,- ^. ^. ^. _{. . .}

, . . .

57.

^{, ,}^,'&og$ammes &king $&pi& t o ~ a k $ , ' u i + e 3f - f a m i l j .planning facj.1ities.ma.y

& m o r e

hGih than

&iod i f : s e r b i c i s ' i a i + t :cope w i t h ' t h e demand c r e a t e d :by a media campaign. . A t e l e r & s i o n pr$gramme b e s c r i b i n g t h e . - b e n e f i t s . of f a m i l y olann&?g i s w+ld.skly, t o be a ~ c e p t a b 1 e : ' " f ' a o n t r a c e p t $ v e s a r e h3-t r e a d i l y a v a i l a b l e : ?C& c o m u n i o & t i + ' ~ r o @ r i m ~ ~ m u ~ ~ :%e . t i m e $ t o p r o ~ r i d e ':the: k i d of i n f a r m a t i o g r ~ ~ u i r e h . when i t i ~ % ~ e % d e d ~ : & d +hen. t h e extension': s e r v i c e s necessa.ry.-i;o.:make t h e , l i m i t a t i o l l o f f + i l y e$ze p r a c t i c a b l e , a r e a v a i l a b l e * There ,is'&no*her., r e a + o < ~ f ~ r ' th; a'zxiberdte'plannirig o f t h e media' pz'+amme.

A s ~ ~ 1 . 7 . a s oa-texbng f o r 'the l e v e l o f awareness o?' t h e pb.pqlal;ion (and of d i f f e ~ k t s e ~ t i b h s ^3ft h e ' p o p u l a t i o n , p r o g r e m ~ e r s , need $o..malre'the b e s t . ' ,

u s e >i.:r&so$oesi:: .They : n e e d . ,draw up $ e < l f 5 t i u b&geh;s'a&- ?;o :de-&lop t h o s e ' . a s p e d t s of , , t h e - m a s s .media whibh a r e moat & f f e c t i + e ,

:

F?r- i n s t a n c e i i f $ e l e v i s i ~ n i s a v a i l a b l e boniy t o -a,; f e w c i j j r ' areas. o r . t o ' m i d d l e c l a s s ' : b,mec:, i't'm& :be b e s t

. . . t 3 make use

of

r a d i o a n d p r i n t media on1y;or r a d i o l a l o n e , _{. . .}^... ^{, , .} ^.^~^~

. .

, .

58.

^{. . .}A p o ~ m u n b a t L o n . progr,amme which; i s d e s i p?coc&s must. ,t h e r e f o r e . ^{. .}~ f d f i 1 th.e f o l l

. . .

. ^~

. . . ..:. . ....

...

.f t ^&'g*^~. be

~i&&&?t&..

t i e ^...i n with' t h e

. . . ..;, . . . - - .' . ^,. . _, .

t must-m&e- t 6 e Ees% u s e s f :mc ..

u s t suit. t h e ' l ~ e + e l 3f awareness

59.

^Sucha o&mun&0ation programme.

brought

a h h t

b;<:developmdnt;- t o - -&a and a n acceptance of .change ~ i t s k l f . ^,;

t h e country, or t o t h e ^'i n d i v i d u a l ,

--

me&& phinge:: change i n 1 i f e l ' - s t y l a , change

. ^~~ ^. ^. . . .

.

^.^,'

i n a t t i t u d e s j ohange. -in bebavj.our,. ^., : . . . . ,

. . . . . . .

. . _{' , .} . . . . .

60. ^{. ,}T h e , r o l e of t h e media

i n

d e ~ & l $ & e n t d d m & n i c i t i o n : i s to. eaBe $he

prablems .brought &b&it by change, and t o enoo&rkge, people t o . develop f a v o w a b l e a t t i t u d e s .

ti.

t h e ^{. . . .}.ne$ , l i . e e : s t y l e which. i s being ... offered. i n t i m a t e l y

t h e , oom&ni&atisn ~ro&ammes. $e.ek,: go :)&.& .about u i p d i f i c t i o n i i n 'behaviour ^; whicg, w i l l sdeed: . . . . up t h e ' ^,. . .. -aodeptanog. ^,.~ 32 $he. n.e% waf of l i f e w:fi3.ob developmelit h a s brought 'about. ^,^. ^~. ^, ^{. .}. . . . ... .: .

r e n e s s : The i n d i v i

. .

Communication in support of population : family planning and development

,

-5

14

1974 UNITED NATIONS

ECONOMIC AND SOCIAL COUNCIL

I

m~

IV.

AND

RESEARCH AND

t 6

beh ha id ow.

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i n

; , ,

4.

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.

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t o

. . . . eta?

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that^ o S p

:

. . .

he

-

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.

.

.

.

t h a t

p y ; , t ~ f i - ~ . ~ .

change.-peroeptibns bf

-

/..

-

. f ~ 5

.

.

. . .

.

.

5

a:

i s

-

-

f $ i i l y

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.!41*,; ,-.. ^.,,In