who do we reach, who can we reach, and who should we reach

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Who Do We Reach, Who Can We Reach, and Who Should We Reach. Dhavan V. Shah Associate Professor. Programming and Outreach. Programming and outreach in combination work together to create opportunities to connect Extend the program experience - PowerPoint PPT Presentation

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  • Programming and Outreach Programming and outreach in combination work together to create opportunities to connect

    Extend the program experience Provide mobilizing information and activities Encourage deliberation and civic actionForge partnerships that tighten community connectionsEducate the public, individually and collectively

    Need to understand how they work together

  • The Effects of MediaContrasting claims about the socio-political effects of television and Internet useProvide enriching information, dramatize social problems, highlight community value, tighten social linkages, and foster coordinated actions

    Displace time from civic activities, replace meaningful social relationships, cultivate perceptions of a mean world, and discourage sense of shared responsibility

  • Experience is not what happens to you; it what you do with what happens to you.Aldous Huxley, Author

  • The Effects of OutreachEncourage reflection about media contentFoster discussion and deliberation about issuesBuild understanding across social groupsCreate connections among community membersHighlight the value of community resourcesEmphasize obligations over rights in public life

    All of which encourage civic engagement

  • Research InsightsThe Connecting and Disconnecting ProjectStudy of Civic and Political Participation examining Media Use, Social Networks, Outreach, and Social AttitudesFunded by the Ford Foundation, Benton Foundation, Digital Media Forum, Public Broadcasting Service, University of Wisconsin, University of Michigan, and Ohio State University

    Community Engagement through Public Television ProjectStudy of the Coming Together Listening Sessions around Two Towns of JasperFunded by Wisconsin Public Television, National Center for Outreach, Corporation for Public Broadcasting - Future Fund, and University of Wisconsin

  • Guiding QuestionsWho is most likely to embrace and support a goal of community engagement?Are their other latent or potential supporters?How can we make groups more active and engaged?What are their preferences and practices?How do these groups connect with mass media?How do they connect with public broadcasting, its programming, web content, and outreach?

  • Methods and AnalysisSurveyed 971 respondents across four wavesFeb. 99, June 00, Nov. 00, and July 01 Over 70% response rate to each panel wave

    Used a combination of analytical toolsCluster and discriminant analysisComparison of standardized means

  • High Social/Cultural EngagementLow Social/Cultural EngagementLow Civic/Political EngagementHigh Civic/Political Engagement Active Engaged Citizen - 9% Community Socialites - 22% Casual Connectors - 50% Civic Stalwarts - 19%

  • Active Engaged CitizensMost engaged in community lifeHighest in civic and political participationAlso socially and culturally active

    Baby Boomers and olderCollege educatedAffluent homeownersLive in Larger Metros

  • Civic StalwartsHigh civic and political engagementLowest in social and cultural involvement

    More women than menOlder, in their 40s or 60+Live in less densely populated areas

  • Community SocialitesMost socially and culturally activeBelow average in civic and political activities

    Younger group, 20-40Many parents with kidsLive in larger metros and suburban areas

  • Casual ConnectorsLeast engaged in community lifeOccasional social and cultural involvementVery little civic and political participation

    More men than womenYoungest group - 20-30More racially and ethnically diverseMany renters

  • Even if there are large differences in community engagement,there is considerable civic potential across all groups

    Chart7

    135121112

    112104104

    106104104

    909395

    Current Events Knowledge

    Interest in Politics

    Personal Efficacy

    Civic Mindedness

    Sheet1

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Social Donations17112210479

    Cultural Donations25110311167

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Political Participation26814010153

    Civic Participation2722327526

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Current Events Knowledge13511210690

    Interest in Politics12110410493

    Personal Efficacy11210410495

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Political Participation26814010153

    Civic Participation2722327526

    Sheet1

    Social Donations

    Cultural Donations

    Charitable Giving

    Sheet2

    Political Participation

    Civic Participation

    Civic Engagement

    Sheet3

    Current Events Knowledge

    Interest in Politics

    Personal Efficacy

    Civic Mindedness

  • Engaged prefer social dramas, Socializers watch sitcoms,Connectors favor reality TV, Stalwarts low on all three

    Chart4

    7664125

    958493

    13293103

    9911998

    Sitcoms

    Reality Shows

    Social Dramas

    Entertainment TV

    Sheet1

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Ideology (Liberal)9988108102

    Religiosity1041099797

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Sitcoms769513299

    Reality Shows648493119

    Social Dramas1259310398

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Current Affairs17810710477

    News Magazines2159411371

    Educational/Documentary1189210992

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Current Events Knowledge13511210690

    Interest in Politics12110410493

    Personal Efficacy11210410495

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Interpersonal Network - Economic Diversity9110094106

    Interpersonal Network - Racial Diversity8992102109

    Sheet1

    Ideology (Liberal)

    Religiosity

    Values and Worldviews

    Sheet2

    Sitcoms

    Reality Shows

    Social Dramas

    Entertainment TV

    Sheet3

    Current Affairs

    News Magazines

    Educational/Documentary

    Public Service TV

  • Public affairs program viewing is tied to community engagement

    Chart5

    178215118

    1079492

    104113109

    777192

    Current Affairs

    News Magazines

    Educational/Documentary

    Public Affairs TV

    Sheet1

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Ideology (Liberal)9988108102

    Religiosity1041099797

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Sitcoms769513299

    Reality Shows648493119

    Social Dramas1259310398

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Current Affairs17810710477

    News Magazines2159411371

    Educational/Documentary1189210992

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Current Events Knowledge13511210690

    Interest in Politics12110410493

    Personal Efficacy11210410495

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Interpersonal Network - Economic Diversity9110094106

    Interpersonal Network - Racial Diversity8992102109

    Sheet1

    00

    00

    00

    00

    Ideology (Liberal)

    Religiosity

    Values and Worldviews

    Sheet2

    000

    000

    000

    000

    Sitcoms

    Reality Shows

    Social Dramas

    Entertainment TV

    Sheet3

    000

    000

    000

    000

    Current Affairs

    News Magazines

    Educational/Documentary

    Public Service TV

  • Small differences in certain categories of Internet use suggestopportunities to reach casual connection in new ways

    Chart7

    332141106106

    104116101101

    128125103118

    47789798

    Online Civic Activities

    Information Exchange

    Interpersonal Connections

    Technology for Education

    Internet Activities

    Sheet1

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Ideology (Liberal)9988108102

    Religiosity1041099797

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Sitcoms769513299

    Reality Shows648493119

    Social Dramas1259310398

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Current Affairs17810710477

    News Magazines2159411371

    Educational/Documentary1189210992

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Online Civic Activities33210412847

    Information Exchange14111612578

    Interpersonal Connections10610110397

    Technology for Education10610111898

    Engaged CitizensCivic StalwartsCommunity SocialitesCasual Connectors

    Interpersonal Network - Economic Diversity9110094106

    Interpersonal Network - Racial Diversity8992102109

    Sheet1

    00

    00

    00

    00

    Ideology (Liberal)

    Religiosity

    Values and Worldviews

    Sheet2

    000

    000

    000

    000

    Sitcoms

    Reality Shows

    Social Dramas

    Entertainment TV

    Sheet3

    000

    000

    000

    000

    Current Affairs

    News Magazines

    Educational/Documentary

    Public Service TV

    0000

    0000

    0000

    0000

    Online Civic Activities

    Information Exchange

    Interpersonal Connections

    Technology for Education

    Internet Activities

  • Online services and outreach activities concentrated among the engaged citizens and community socialites

    Chart9

    113309337

    1097046

    114139135

    875565

    Program Viewing

    Online Services