Fernsehen und Fremdsprachenlernen

Abstract

Mass media is most effective at the cognitive stage of creating favorable health awareness, knowledge, and comprehension, which hopefully will lead to interest and an attitudinal predisposition. Mass communications are characterized as a low intensity approach providing information in a simple and inexpensive way. By contrast, high intensity or personal selling methods of persuasion involve direct contact and interaction between the communicator and receiver. This chapter discusses the new opportunities in media and communication. Two major developments in the field of television are direct broadcasting by satellite and cable television. The potential of reaching more local audiences than is normally the case with TV has led to an interest in a community-based channel. This would not only carry programs, news, and information of interest to the local community but also encourage active participation in gathering the news and information and producing the programs. Thus, programs with issues such as problem children and women's health would involve mother and toddler groups, and a collection of oral history from senior citizens would give them a sense of renewed worth and of making potentially entertaining programs. Video is increasingly being used in stores at the point of sale to help promote goods in the store. Videotext is the generic term used to describe the transmission of information to television screens in text or graphic form. Teletext is broadcast along with normal television transmissions. The role of computers is huge in medical administration, in improving hospital information systems, in reducing the cost of data processing, in increasing the efficiency of the admissions process, and the maintenance of waiting lists, and in many other areas.