The most effective way of achieving large-scale, population wide behaviour change is through the mass media. This term ‘mass media’ refers to any type of media that is one-to-many. It encompasses print media (newspapers, magazines, leaflets, billboards, books, etc.), broadcast media (primarily radio, film and TV). Online media known as the new media ( websites, especially social media such as Facebook and twitter becoming increasingly important as are mobile phones which can be used in many ways beyond the simple passing on of SMS or voiced messages)
Today, everyone depends on information and communication to go on through daily activities such as work, education, healthcare, leisure activities, entertainment, travelling, relationships, etc.
The values we hold, the beliefs we harbour and the decisions we make are based on our assumptions, experiences, education and what we know as facts. We rely on the mass media for current news, what is important and what we should be aware of. We trust the media as an authority for news, information, education and entertainment.
Recently, waking up to check the cellphone for messages or notifications, look at the TV or newspapers for news, read emails, take meetings and make phone calls, chat with family and friends and make decisions based on the information that we gather from those mass media and interpersonal media sources is no longer unusual.
Mass media is cost-effective in developing countries because the vast majority of people consume some form of mass media on a regular basis.