“coming together” around two towns of jasper partially funded by the corporation for public...
TRANSCRIPT
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“Coming Together” around Two Towns of Jasper
Partially funded by the Corporation for Public Broadcasting
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Understanding Outreach
• Do outreach events have an impact the communities that public television serves?
• Do these efforts have an effect on attitudes and actions beyond viewing public television programming?
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Coming Together
• WPT and NCO sponsored a major outreach effort around Two Towns of Jasper
• WPT Hosted “Coming Together,” a special preview screening of the P.O.V. documentary
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Coming Together
• Followed by a facilitated discussion about race and diversity issues in the community
• Over 300 participants (over-representation of members of minority groups)
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Event Participants• Invitations
– 3100 mailed
• Advertisements– Both dailies and alternative weeklies
• Recruited through Partners– Coordinator visits, listserv e-mails,
event posters
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Local Partnerships• Core of diversity and justice organizations
• Asian Freedom Project• Boys & Girls Club of Dane County• Centro Hispano• Equal Opportunities Commission• NAACP of Madison• First Unitarian Society Social Justice
Council• University of Wisconsin-Extension • YWCA-Racial Justice Initiative
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Tracing Effects of Outreach
• Isolating effects of outreach is difficult
• Conduct a quasi-experimental study
Problem Response
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Tracing Effects of Outreach
• Those who self-select involvement are different from those who do not
• Take similar subsets of people and invite different types of involvement
Problem Response
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Tracing Effects of Outreach
• Observed differences may be due to pre-existing differences, not outreach
• Statistically control for remaining differences to isolate outreach effects
Problem Response
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A Model for Evaluation
• Conducted a survey of randomly selected WPT members
– with a giving pattern of less than $500
• Mailed survey to all selected WPT members as well as participants from local partner organizations
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A Model for Evaluation
• Event Participants (Saw program followed by discussion)
• Home Viewers (Saw program at home, possibly other content)
• Outreach Users (Online or Allied content, but not the program)
• Unexposed to Two Towns (No exposure to any content)
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Survey Respondents
• Nearly 30% of the sample completed the survey, resulting in 925 responses
– Over-representation of minorities compared to population of 5% inMadison area
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Survey Respondents
• Allows us to profile event participants, home viewers, content consumers, and the unexposed to gauge group differences– Does outreach reach the
underserved?
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Profile of Event Participants(Saw program followed by discussion)
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Profile of Racial Insensitivity
Unexposed to Two Towns….. 9.4%
Outreach Media Users…………. 3.1%
Home Viewers………………………. 10.5%
Event Participation………………. 30.4%
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Profile of Past Discussion
Unexposed to Two Towns….. -4.3%
Outreach Media Users…………. 3.0%
Home Viewers………………………. 3.4%
Event Participation………………. 8.3%
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Profile of Past Community Participation
Unexposed to Two Towns….. -6.8%
Outreach Media Users…………. 2.8%
Home Viewers………………………. -1.8%
Event Participation………………. 32.8%
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Profile of Past WPT Involvement
Unexposed to Two Towns….. -5.7%
Outreach Media Users…………. 1.5%
Home Viewers………………………. -5.0%
Event Participation………………. 35.3%
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Participant Profile
• Event participants differed from home viewers, outreach consumers, and the unexposed
– More likely to be women, younger, less affluent, nonwhite, and nonmembers than others surveyed
– Significantly more liberal, racially sensitive, talkative about politics, and active in community
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Participant Profile
• Outreach appears to serve the underserved
• May further activate the previously engaged
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Untangling Effects
• As expected, recruitment strategies and self-selection produced substantial differences
• Differences observed between conditions have to account for self-selection into that experience– Statistical analysis controls for pre-existing
traits when examining differences between conditions
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Media Reflection
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Community Racism Evaluation
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Self-Efficacy
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Estimating Change• Must control for past behaviors to
estimate whether outreach efforts produce effects on community and public television engagement
– When parallel past behaviors are controlled, observed differences likely due to the intervention
• Produce an estimate of behavioral change
– Much more conservative test of effects
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Future Discussion
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Future Community Participation
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Future WPT Involvement
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Community Engagement
• Event participation has powerful effects on issue discussion, community participation, and station involvement– Well above the sample mean for issue
discussion (25% above), civic action (48% above), and station involvement (81% above)
– Controls for past behavior and other factors
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Community Engagement
• Outreach events make member stations
the community convener; spark political talk, civic action, and further station involvement
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Process of Outreach Effects
Program and Allied
Content
Outreach Event
CommunityPerceptions
News Judgments
EfficacyCommunityEngagement
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Effects of Outreach
• Results suggest multiple effects
– Foster Civic Attitudes: Personal Efficacy
– Shape Social Perceptions - News Content, Community Racism
– Encourage Community Engagement - Discussion and Action
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Effects of Outreach
• Effects on community perceptions and civic engagement are the most compelling– Outreach puts a local perspective on larger
problems and provides opportunities to get involved in community life, either through the station or independently.