Those involved in mass media and adult education in the Third World, including researchers in education, communication, and instructional technology, operators of mass media programs, and national policy makers, should regard themselves as change agents. In order to function effectively as such they must understand the methodological aspects of radio, film, and television at the levels of techniques, design, and policy. A system approach to the media which includes consideration of economic, ideological, socio-cultural, political, demographic and technological factors in conjunction with learner traits and objectives and instructional characteristics is the most useful organizing principle. In order to effect social change, media personnel must learn their tools, understand the media, focus on the message, produce their own programs, maintain pluralism, remain close to the culture, administer programs carefully, and follow up messages with social action. Researchers should concentrate upon reading available research, achieving efficient division of labor, and giving priority to research on the impact of media upon social behavior. Given all this, the mass media will be powerful tools for adult education. (PB)