Communication · Executive Insight Brief · 358
Build what happens after the broadcast
The Colombian project shows how mass reach becomes usable learning only when broadcasting is connected to access, print, local facilitation, organized listening, repetition, and feedback
Premise
A channel can reach an audience without producing a usable communication system. Radio Sutatenza matters because its mature design did not rely on broadcasting alone. Radio was connected to organized listening groups, printed booklets, a newspaper, recordings, correspondence, local facilitators, leader training, and face-to-face activity. Reach created common exposure; the surrounding architecture converted exposure into practice, explanation, repetition, and feedback.
For executives designing large-scale learning or change communication, the unit of analysis is the reception system: access, timing, local mediation, persistence, social reinforcement, and the route by which questions travel back toward the center.
What the model is: Radio Sutatenza and Acción Cultural Popular in Knowledge →
Continue in the series
- The essential model
- Why this matters
- Risks and limits
- Executive takeaway
- Key questions
- Selected sources
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- FamilyModel
- CategoryIntervention Methods & Practices
- DomainMedia, Publics & Society
What these mean
Editorial orientation · Family
Model
In this series, Model names the editorial family primarily used to understand and explain communication: theories, frameworks, effects, traditions, principles and other conceptual resources. It is an umbrella for a route into the field, not a claim that every included object is a predictive model.
Editorial orientation · Category
Intervention Methods & Practices
Organizes actions intended to facilitate, plan, train, negotiate, coordinate or change a situation. It connects a practical purpose with a way of working, whose conditions and consequences must be examined.