Reaching Out: The Role of Audio Cassette Communication in Rural Development. Occasional Paper 19.

Focusing on audio cassette technology and its role as a communication medium this booklet describes the state of the art of audio cassette technology (ACT) -- a promising "little media" for use in rural development programs in developing countries; reports findings from field tests case studies and pilot projedts in several countries which demonstrate the potential of audio cassettes as a medium for communicating with rural people; and provides specific guidance on how a project can use cassettes as a communication or teaching tool. The booklet begins by examining some further dimensions of development and communication. The ACT communication systems most unique feature is the use of audio cassette which measures about 4 inches long 2 1/2 inches wide and 3/8 of an inch thick. Despite its small size the potential of the audio cassette in bringing about social change may be enormous. An important element in this ACT system is putting greater control over the communication process into the hands of the target audiences. The physical characteristics of the ACT system also allow it to be used quite differently from open reel tape systems including the possibilities of localizing the communication messages and encouraging more local audience participation. The ACT system has been used in various ways in rural development programs in developing countries. Cassette playback machines have been used as a substitute for radio in rural forums as supplemental information sources played by field workers in face-to-face contacts with clients as a supplementary device for training field workers and as an at-home information delivery system for rural dwellers. While radio has its own advantages such as the ability to reach a large number of people at different locations quickly and at a relatively low cost 1 of its major limitations is its inability to localize messages and tailor messages to meet specific audience groups needs. The ACT system which is based on a narrow-casting approach has several advantages over radio. A chart compares radio and cassettes. Process evaluation reports are useful in providing a better understanding of how the ACT system operates and what its advantages are over other media. Findings reported by various sources include: low income people did listen to the cassette when other media such as radio and television provided competition for their time; in almost all of the ACT projects it was reported that often when a cassette unit was located in 1 household in the rural village relatives and friends from outside the household also listened providing additional exposure as well as the stimulus for spontaneous group discussion of the issues covered; and the impersonal cassette recording played under conditions determined by the listener not only was able to convey much information that the field worker could not have imparted but often opened up channels of communication between the field worker and the client.