TV also dominates the life of the family most of the time. The radio is turned on most of the time, creating a permanent background noise.
Intermediate-term objectives include all of the above, as well as changes in attitudes, behaviours, and perceptions of social norms.
Finally, long-term objectives incorporate all of the aforementioned tasks, in addition to focused restructuring of perceived social norms, and maintenance of behaviour change.
As a tool for entertaining, the mass media, especially the radio and televisions, are extremely popular.
As an educational tool, media not only impart knowledge, but also can be part of larger efforts (e.g., social marketing) to promote actions having social utility.