There are numerous methods of communication but if we are talking about rural communication, then community radio proves to be a most important tool in rural areas. This media has proved its immense success as an instrument for social and economic development at the grassroots level. The local communities, which are often neglected by the mainstream media, are adequately addressed by this means of mass communication.

Community radio is the cheapest medium to disseminate information in rural areas, where farmers are fast finding it a most important source of information on new and updated technological information on agriculture and other allied subjects. As a result of the satellite age, even rural people are switching to television for entertainment and receive all sorts of information. The radio has slowly started losing its charm. However, the uniqueness of radio in its portability, cost effectiveness and energy requirement will always keep it an effective and convenient communication tool, particularly in remote areas. Thus, its use for agricultural development to alleviate poverty in our rural sectors will always be recognised.

The uniqueness about the community radio is the full participation of any community to strengthen itself through this tool. Through this medium women are also empowering themselves, people are beginning to display their hidden talent. One can live his or her culture through this medium; the folk songs and programmes on regional languages which are broadcasted through this medium actually comprise the only tool for preserving the community’s cultural activities.

Another important thing is that through this rural communication tool a rural person can easily get all the necessary information on health, food, agricultural, nutrition, sanitation and also about his rights. What is happening in his surrounding or in his neighbour’s areas - all the information is easily available to him. Also, as radio is a two-way communication process, the programme makers can easily understand the community’s wants or needs.

The credibility of information is one of the most important elements of communication process, which one can feel through this medium. Community Radio has proved itself as the most important tool for rural communication and as my personal experience, this has been proved time and again by Radio Bundelkhand. q

Aparna Singh
asingh@devalt.org
 

Back to Contents