ICT & Multimedia Reviewer

Cheatsheet Content

### Introduction to ICT & Multimedia - **ICT (Information and Communications Technology):** Covers all communication devices and applications (radio, TV, cellphones, computers, networks, satellites) and their services. - **Multimedia:** A combination of text, animated graphics, video, and sound delivered electronically. Used for entertainment, learning, and research. ### Analog vs. Digital Media #### Analog Media - Saves sounds, pictures, and texts in non-electronic forms. - Traditional types: cassette tapes, records, video cassettes. - Uses waves to transmit information. #### Digital Media - Transmits information recorded in waves into digitized codes. - More flexible format, transferable across various devices (computers, internet, digital cameras). - Field concerned with computer-controlled integration of text, graphics, images, animations, sounds, and other media for digital presentation, storage, transmission, and processing. ### Uses of Multimedia - **Education:** Computer-based training (CBT) materials, online courses, CD-based encyclopedias. Includes "Edutainment" (education + entertainment). - **Entertainment:** Special effects, virtual worlds in movies/animations, interactive computer games. - **Business:** PowerPoint presentations for clients, superiors, co-workers. - **Medicine:** Training for doctors, simulating surgeries, understanding diseases. - **Mathematics & Scientific Research:** Simulating complex situations (e.g., erupting volcano), visual models for equations, chemical/molecular models. - **Government:** Conveying information, procedures, and regulations to citizens. Also used in military, engineering. ### Multimedia & Interactivity - Multimedia applications combine various media types (text, images, video, audio, animation). - Primary characteristic: Uses more than one type of media to deliver content. - Involves programming code and enhances user interaction where the computer responds to user actions. #### Types of Rich and Multimedia Content 1. **Text:** Expresses specific information. 2. **Images:** Visually appealing; interactive (buttons, menus, backgrounds). Formats: JPEG, PNG, GIF, TIFF. 3. **Video:** Adds attraction. Formats: Flash, MPEG, AVI, WMV, QuickTime. Can be embedded or linked. 4. **Audio:** Aids interaction, background sound. Formats: MP3, WMA, Wave, MIDI, RealAudio. Can be embedded or streamed. 5. **Animation:** Interactive effects with mouse/keyboard. Formats: FLV, SWF, ActionScript. 6. **Online Games:** Universal on PCs, consoles, mobile devices. 7. **Online Tests & Courseware:** Designed for teachers/students; includes materials for CBT, interactive tutorials, distance learning. 8. **Web-, Game-, Pod-, and Vod-Casting:** * **Podcast:** Episodic series of digital media files for automatic download via web syndication. * **Webcast:** Media presentation distributed over the Internet using streaming media. * **Vodcasting:** Same as podcasting but with video. ### Audience Analysis for ICT Projects #### What is Audience Analysis? - The process of gathering and interpreting information about your target audience. - Defines who your target users/audience are, their motivations, interests, and how to reach them. - Essential for communicating information effectively in an ICT project for social change. #### Benefits of Target Audience Analysis - Find and target only interested audience. - Narrow focus to a core audience for successful project creation. - Craft personalized content. - Develop long-term relationships by solving problems. - Use time and resources reasonably. #### Factors for Complete Audience Analysis 1. **Socio-Demographic:** * **Definition:** Statistics of human population (gender, age, marital status, race, ethnicity, religion, education, income, employment). * **Factors:** Sex/gender, age range, education level, job type, language, ethnicity, religion, household size, number of children, level of income, occupation. * **Sources:** DHS, Census Data. 2. **Geographic:** * **Definition:** Study of the earth's surface; place or area where audience resides and its impact on behavior. * **Factors:** Region, district, city, urban, rural. * **Sources:** Census Data, Local Government Data. 3. **Psychographic:** * **Definition:** Method describing human behavior and attributes (values, beliefs, attitudes). Helps avoid offending or trivializing beliefs. * **Factors:** Needs/concerns, hopes/aspirations, values, interests, activities, attitudes/opinions, lifestyle, personality traits. * **Sources:** Market research, consumer surveys, media reports, project research. 4. **Communication Channels:** * **Definition:** Media used for communication (social media, print, community media, traditional media). Aims to know how to reach the target audience. * **Factors:** Frequent vs. occasional use, use for general information, use for health information. * **Examples:** Community media, print, radio, television, mobile phone, social media. * **Sources:** Media reports. 5. **Other Opportunities:** * Information on where target audiences spend time and what activities they participate in. * **Examples:** Community events, health clinics, religious institutions, health fairs, schools/school events. ### Steps to Audience Profiling 1. **Identify Potential Audiences:** Brainstorm all groups affected by or having control over the social problem. * *Example:* For "High unmet need for family planning," potential audiences include women, men, policy makers, health care workers. 2. **Select the Priority Audience:** Focus on the most important audience whose behavior change will significantly impact the problem. * *Example:* Women (fear of side effects); Men (control financial decisions); Policy makers (no budget); Health care providers (beliefs about unmarried women). 3. **Identify Priority Audience Characteristics:** * Demographic and psychographic characteristics. * Communication preferences. * Opportunities to reach them. * *Example Table:* | Priority Audience | Demographic & Psychographic Characteristics | Preferred Media | Other Opportunities | |--------------------------|---------------------------------------------|-----------------|---------------------| | Married women of reproductive age | Rural, age 18-35, primary education, low/semi-literate, poor, Lugandan language | Radio, Mobile Phone, Community Media | Friday market, Church | 4. **Identify Knowledge, Attitudes, and Practices (KAP):** * Understand the audience's knowledge, feelings, thoughts, and actions about the problem. * Tailor messages based on KAP. * *Example Table:* | Current Behaviors | Knowledge, Attitudes & Perceptions | |-----------------------------------|-----------------------------------------| | Does not use family planning | Wants to use family planning | | Does not talk to her husband about health issues | Afraid of side effects | | Talks to her peers about health and family issues | Believes her husband wants more children | | | Believes her community is against family planning | 5. **Identify Barriers and Facilitators:** * **Barriers:** What prevents the desired behavior (e.g., fear, negative experience, habit, no transportation, health center far, bad experience). * **Facilitators:** What encourages the desired behavior (e.g., sister uses family planning, family planning is free). 6. **Consider Audience Segmentation:** * Divide priority audience into subgroups based on similar characteristics affecting project success. * **Questions to ask:** Are some members difficult to reach? Do they have distinct views? Do they need different messages? Are some at greater risk? * *Example:* Urban women of reproductive age may have different concerns (fear of side effects vs. lack of information on services). 7. **Identify Key Influencers:** * Determine individuals or groups who strongly influence the priority audience. * Consider their impact on behavior, relationship to audience, and how they shape decisions. * *Examples:* Friends, family, leaders, teachers, health providers, media. 8. **Organize Influencing Audience Information:** * For each influencer, identify: * Strength of influence. * Behaviors they encourage. * Why they encourage/discourage desired behavior. * Media channels they use. * *Example Table (for Mother-in-law):* | Who influences the priority audience? | How much influence do they have? | What behaviors do they currently influence the priority audience to do? | Why would they encourage the desired behavior? | Why would they discourage the desired behavior? | What media channels do they use most? | |---------------------------------------|----------------------------------|-----------------------------------------------------------------------|------------------------------------------------|-------------------------------------------------|--------------------------------------| | Mother-in-law | Very strong | Have many children, Have a son, Have a child immediately after marriage | Cares about health of baby, Number of children signifies status, Having child immediately after marriage shows fertility | (Not explicitly stated why they discourage, but implies traditional views) | Storytelling, Radio, Peer to Peer | 9. **Develop Audience Profiles:** * Define the targeted audience by telling the story of an imagined individual. * Include details on current behaviors, motivation, emotions, values, attitudes, age, income, religion, sex, and location. * Should reflect primary barriers. Include a name and photo for visualization.