SOCIAL EDUCATION THROUGH TELEVISION, AN ALL INDIA RADIO-UNESCO PILOT PROJECT. REPORTS AND PAPERS ON MASS COMMUNICATION, NO. 38.

TELECLUBS, BECAUSE OF THE NOVELTY OF TELEVISION, WERE SO POPULAR THAT OVERCROWDING, AS WELL AS UNEVEN ATTENDANCE BY CLUB MEMBERS, AFFECTED THE GOAL OF EVALUATING THE IMPACT OF TELECASTS ON CITIZENSHIP. GREATER SUCCESS WAS REALIZED IN BRINGING ABOUT SHIFTS IN INFORMATION THAN IN ATTITUDES, PERHAPS, BECAUSE THE EXPERIMENTAL GROUP STARTED AT A HIGHER LEVEL OF ATTITUDE THAN INFORMATION. THE MEMBERS WERE MOSTLY LOWER MIDDLE CLASS AND MALE, WITH A HIGH REPRESENTATION OF PROFESSIONALS. A BASELINE SURVEY AND A TERMINAL SURVEY OF 20 CLUBS AND THEIR 418 MEMBERS MEASURED THE IMPACT OF 20 SPECIAL TELECASTS. A SUPPLEMENTARY GROUP PARTICIPATION ASSESSMENT SCHEDULE WAS GIVEN TO DETERMINE THE EFFECT OF THE NUMBER OF FRIENDS THE MEMBERS HAD IN THE TELECLUBS ON THEIR ATTENDANCE, PARTICIPATION, AND RESPONSE. THIS DOCUMENT IS AVAILABLE AS B.1922 FROM NATIONAL DISTRIBUTORS OF UNESCO PUBLICATIONS OF FROM THE DIVISION OF FREE FLOW OF INFORMATION, UNESCO, PLACE DE FONTENOY, PARIS-7E, FRANCE, FOR $0.50. (MF)