MediaYouth

Mass Media impact on youth activities

MediaYouthYouth in Action Program Action 3.2 – Youth in the world

Target group of research Romanian NGOs and public institutions with

local, regional and national activities in youth field (1-4 youth projects yearly)

Urban, 63

Rural, 73

Urban Rural

Area of activities

East

Frequency of media use

At least one time per week (the public institutions)

A media of 5 - 6 evens/ year Monthly Weekly At least 3 times/ project

Media channels:

Radio16%

Online media28%

Others5%

Television21%

Print30%

Local media – 36%Regional media – 21.5%National media – 28.5%International media – 14%

Impact of mass media on youth activities Increase of visibility Promotion of projects and organization Improvement the image of the campaigns

and of the organization (62% of institutions already used elements of media or PR)

Involvement of youth in volunteering activities

Sharing good practice examples between young people (create echo)

Impact of mass media on youth activities Attraction of new resources (materials and

humans) and ideas for projects Facilitates project implementation Helps the institutions to set up their public

identities Make the young people feel important in

the society Increase the self confidence of young

people presented by media

Weaknesses Inequality of chance between institutions –

some institutions are better represented in media due personal relationships

Sometimes the information is not correct (representing just a news)

Sometimes local media is not used by the young people from a community

Influence of media on youth beliefs Help youth express easier Opinion maker for youth (sometimes youth

form their opinions only based media information)

Create models for young people Motivates young people to became active

and to participate to community's life Very big influence because young people

spend much time on Internet

Communication and information campaignsImplementation of a communication and

information campaign:

Not yet, but we intend for future

8%

Yes69%

No 23%

Yes

No

Not yet, but we intend forfuture

Youth involvement in communication and information campaign

In organization, preparation and implementation of the campaign

To assess the results of the campaign Expressing their opinions related to society and

specific topics (sexuality, drugs..) Organizing flash mobs To measure campaign efficiency Volunteers to distribute informative materials Dissemination of the campaign

Suggestions from youth institutions:

Bigger involvement of media in social campaigns

Promotion of NGOs messages not only to youth

Promotion of the campaigns implemented by youth organization