Volume : V, Issue : V, May - 2015

TRADITIONAL MEDIA FOR RURAL DEVELOPMENT and EFFECTIVE COMMUNICATION

Yathish. L. Kodavath

Abstract :

 This Paper is an attempt to identify the role of traditional media on rural development through effective  communication. It identifies types of traditional communication channels available for rural development,  it examines the effectiveness of these channels of communication, and establishes how messages are packaged and  presented in performance.  Traditional media is one of the most important vehicles (intermedium) of social change and rural development. Traditional media can overcome the difficulties of language, speech, words and other barriers of communication like interest, Understanding, interpretation, attitude and perception. Toinformation, to awareness, to education and to entertainment do not reach to a large majority of the people in rural and remote areas. The mass media has proved to be  glamorous, impersonal and unbelievable. Thus, the modern media is not suitable for preserving cultural heritage and  promotion of folk performing traditions and arts.  Traditional or folk media have been recognized as Grass root media. The effectiveness of traditionalmedia in changing negative social and reproductive health behaviors in rural India is clear. Rural India is endowed with rich, popular  means of communication, including traditionalor folk songs, proverbs, storytelling, dancing, drama, poetry recital, arts  and crafts. These popular media are used for such purposes as recreation, entertainment, ritual, ceremonies, communication (information), and religion. Furthermore, we believe that traditional media can be accommodated by contemporary theories of communication, education, and behavior change.The flexibility and participatory nature of traditional or  folkmedia render any predetermined evaluation strategies almost inapplicable.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Yathish.L.Kodavath TRADITIONAL MEDIA FOR RURAL DEVELOPMENT and EFFECTIVE COMMUNICATION Indian Journal of Applied Research, Vol.5, Issue : 5 May 2015

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