Mass communication is becoming increasingly interactive as technology has advanced and new means of communication have been enabled.
Radio and TV stations are no longer mystical ivory towers where the powerful reside and influence the masses. Trends are leading us to a more participatory world which demands that we become much more relational and organic in our communications strategy.
A key word here is Community as we share common experiences on a level playing field.
Radio
was once thought of as a one-way
channel of communication. But as the dynamics of communication have become
better understood radio has been effective where the community it serves is
involved or participates.
Counselling focuses on one specific aspect of interaction. But it has wider application. Not least of these is by encouraging the listener to participate in our programs.
Participatory program techniques say to the listener that he is important and that his opinions are both valued and heard. Experience in successful health promotion communication projects has shown that communities respond well to being able to participate in the planning, preparation and production of programs.
Often, this has been done by getting closer to the listener: speaking to listeners about their needs. In some instances this has meant taking production equipment into the field and producing programs there with listeners contributing. We could use stories, poems or other items from listeners sent in on cassette -- or by letter or e-mail. When we have learnt to maximise the use of radio to meet listeners' needs in relevant ways, even at the expense of reduction in technical quality, then we have learnt something quite profound. We can give listeners a voice by providing feedback to enhance dialogue and understanding. Phone-in programs (talk-back) are very popular, and can also provide this dynamic in very significant ways. Phone-in presenters need unique skills and special training.
We provide an alternative for our listeners and our concern is for the whole person. Increased interaction with our listeners needs urgent attention and new technologies like the internet and text messaging suggest that it has never been easier.
The
Internet has provided us with a range of new technologies that have
revolutionised interactivity in the public domain. Together they provide us with
one of the best sets of tools for participation we have seen so far in the
computer age.
The Internet provides the basis for a functional virtual community where people can interact freely and rapidly - but with no personal face-face contact. They share common interests and concerns
Encouraging audience participation is all part of the process of making ourselves vulnerable -and accountable - for what we are doing and saying. As we move into the future communication interactivity becomes more a way of life.