Media
Media development action with informed and engaged societies
Media
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Published 24 years ago
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Intervention Channels: Reach and Impact

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Reach refers to the size of the audience exposed to a medium's message. It depends on how many people have access to the medium and how many use that medium.

Specificity is related to narrowcasting, which refers to reaching smaller audiences with local media...and to targeting...tailoring messages for certain audiences.

A medium is arousing to the extent that it stimulates emotions or excitement.

A medium is involving to the extent that it motivates a person to think carefully about a message.
Source
"Toward a framework for Intervention Channels," by Flora et al, AEP, Volume 7, no 57, page S105.