Released on: December 16, 2007, 1:44 pm

Press Release Author: Daniel Henrich

Industry: Non Profit

Press Release Summary: This is a brief proposal and barebones strategy to combat the
rising incidences of violence in Bahamian society among at-risk youth. There has
been ample media coverage of this societial problem so I will not cover that here.
The text is at http://prosocialmedia.wordpress.com

Press Release Body: To establish a methodology, however, one must look at
communication studies in how televised violence has a considerable potential for
teaching negative behavior. Much of this perspective comes from the concept of role
modeling - coming from a theory called social cognitive learning theory by theorist
Albert Bandura. Humans learn by watching other humans and just as positive behavior
is learned, so can negative bahavior. The end result is that if your parents,
siblings and peers ended arguments with violence it is pretty certain that you will
do that also. In fact, you grow up believing that violence is the only solution
unless there are local positive models that you can relate to and emulate.

This project concept is based on entertainment-education (E-E) methodology where
entertainment media is used embedded with information and situations that will lead
viewers and listeners to change behavior over time. I have been involved in
producing such E-E media in Thailand and conducted research of other projects. Most
E-E projects are longer-term media programming that take the form of the "soap
opera" or in some cases the situation comedy to carry prosocial messages within an
entertaining format.

To offset this escalating violence among our youth in the Bahamas a long-term media
effort is needed. This should include documentaries shown in the high schools, radio
& television talk shows, short dramatic commercials on both radio and television and
crisis hotlines among others. One must keep in mind that we have to reach the target
at-risk audience with the message.



Web Site: http://prosocialmedia.wordpress.com

Contact Details: Daniel Henrich mediastrategy(at)readmail.biz