Youth Media Evaluation

OSI

Cliff Hahn

Youth Media Reporter

December 1, 2002

An informal survey of the evaluation practices of Youth Media groups shows that there is a great deal of difference in the type, frequency, and scope of evaluation within the field. Most groups collect information on membership and program growth, many survey their members on a regular basis, and others poll readers or their audience.

However, across-the-board, systematic evaluation is still in its infancy. According to a 2001 report by Campbell-Kibler Associates ("Youth Media in the 21st Century"), "there is little study of Youth Media's impact on participating youth, audiences or on society." Still, there are some strong examples of evaluation in the Youth Media area. One example comes from Youth Communications in New York. Publisher and Executive Director Keith Hefner says "We conduct surveys of alumni every year, teachers/distributors almost every year, and readers every three or four years."

Additionally, the content that Youth Communications publishes is evaluated regularly. Hefner states, "We have the teen staff evaluate each issue in a post-production meeting. We monitor letters to the editor and contest entries, subscription numbers, anecdotal responses to our teaching guides, licensing of stories, book reviews, and the like. All quite informal, but useful for us."

Other groups that conduct formal or informal evaluation include Listen Up!, Educational Video Center, Global Action Project and Video Machete.

A Youth Media group that has garnered attention for its long history of evaluation is Youth Radio in Berkeley, California. For the past ten years, Youth Radio has conducted various degrees of evaluation and has also worked with an outside evaluator to assess curriculum and program. Beverly Mire, Deputy Director of Youth Radio, spoke with YM Reporter.

Youth Media Reporter: How long has your program been doing evaluation?

Beverly Mire: Since the very beginning (1992). I always advise other groups that, from our experience, have some kind of evaluation in place so that when a funder asks for it, you have something to build on. The minute you start an organization, begin the evaluation process internally. Make it an ongoing part of what you are doing. And that helped us when we started working with a professional evaluator.

YMR: What made you want to work with an evaluation consultant?

Mire: At a certain point, it was about at the tenth year, it was clear that we needed somebody to come in and look at what we were doing and to see if it was on the right track and look at our documentation and tweak it. And an outside evaluator can tell you what a funder is looking for, and can ask kids certain questions that you may not be comfortable with, such as their family income. Another value of working with a professional evaluator it is that they can show you methods of collecting the data that makes it easy for you to translate.

YMR: Why do some groups feel a resistance to doing evaluation?

Mire: Even though we're confident about what we do, there's the thought before doing an evaluation of 'What if it turns out badly and it jeopardizes our funding?' I don't think people should be afraid of that but it's a normal fear. Other resistance might come from the fact that evaluation is a fairly academic process. A lot of Youth Media program staff are 'kid people' and feel 'oh, I can feel that in my gut that that's right.' So it's valuable for somebody to come in and say, 'no, you have to translate what's in your gut and put it into words.'

YMR: How do you use the findings?

Mire: We look and see if there are any areas that we can improve, which there always are. We use the information to find out what parts of the program are working for the young people and which are not. For instance, if 25 percent of young people don't enjoy a certain thing, we'll meet with the young people, maybe a leadership group, to figure out a way to make it better. So we use the evaluation materials for that reason and also for funders to validate what we do. So it's really for those two audiences.

YMR: Why is it important to involve young people in the evaluation?

Mire: It gives them ownership of what happens here. It makes everything else you do valid. How can we as Youth Radio say we are allowing young people to speak for themselves if we don't include than in the evaluation process and how the place is run?

YMR: What is the most important reason to do evaluation?

Mire: Evaluations should be done so that you know you are serving your young people in the best way possible. Knowing that the young people you are serving are getting the best experience.

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