The Effectiveness of Radio as an Educational Medium

Abstract

Radio is a mass medium that can be harnessed to enhance an education campaign since it can span great distances and reach a large number oflisteners. Because of its wide coverage, relatively low unit cost, ability to reach those who are illiterate and without the use of mains power, it has proved to be an effective educational medium. The features of the radio medium are: it is a ‘blind’ (ie non‐visual) medium; it functions in real time; and its codes are purely auditory, consisting as they do of speech, music, sounds, noises and silences. The fact that it is non‐visual can be harnessed to improve education quality since the listener is compelled to support the sound message by using his/her own imagination. No other medium has this educational power of stimulating and developing the abstract thinking of its audience and enriching and activating the listener's imagination.

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