ABSTRACT

This dissertation examines the communications problem of communicating to illiterate populations. It presents statistics on illiteracy, an explanation of illiteracy as a communications problem, applicable communications theory, a case study of an attempt to communicate to a largely illiterate public and an analysis of the case.

The statistics clearly show that illiteracy is a significant global issue. The challenge of communicating to illiterate people and the repercussions of an inability to communicate to them are demonstrated.

Theory on the sender-receiver relationship, the role of public relations practitioners as boundary-spanners, communications models, diffusion of innovations and specific communications campaigns theory is examined.

A communications campaign to recruit women aged 50 to 69 in the Canadian province of New Brunswick, a demographic that includes a large illiterate segment is detailed, including the development and execution of the campaign plan and some results.

The case is analysed using the theory. The analysis breaks down the elements of the case, analysing the planning and execution of the campaign.

The author concludes that the adoption of the two-way asymmetric model of communication would have been appropriate in the case for communicating to a public with an illiterate segment. He also concludes that the adoption of this model should be understood throughout an organisation so that public relations practitioners are involved in planning of such campaigns, for the adoption to work. He also concludes that communications efforts directed at populations that include illiterate segments must make reaching the illiterate segment the overriding priority and approaches should include outreach and targeting opinion leaders.

The author recommends further research be conducted on communicating to illiterate populations, the development of tools to reach such publics, the perception of public relations practitioners within organisations and the adoption of the two-way asymmetric model.