Changing Face of Rural Communication
is a course of action that marks growth, progress, positive change in
the physical, economic, environmental, social and demographic components
of a community or region. It also means effective utilisation of local
resources by bringing the necessary institutional, structural and
attitudinal change of the local population. The idea of development is
to make sure that there is rise in quality of life through effective
institutional processes and the conception or growth of local and
regional income and employment opportunities, without being detrimental
to natural resources and social harmony.
Communication is one of the major components
and driving force of development. It leads people from instinct to
inspiration, through process and system of enquiry, command and control.
It creates a common pool of ideas, strengthens the feeling of
togetherness through messages and translates them into action.
Without the exchange of ideas or
information, no innovation would be able to spread. For natural resource
management and improved agriculture practices, communication plays a
pivotal role. Communication gaps are direct impediment to development
and need to be overcome. This may sound simple and straightforward. In
reality, it is one of the hardest challenges that anyone involved in
development processes has to face. Information overload is becoming a
problem for development professionals.
To be useful, information has to be
relevant, reliable, timely and delivered via an appropriate medium.
Research has been going on for more than a decade and some promising
technologies have been developed for rural communication. Technologies
have moved from social labs to the larger community. Efforts are
intensifying to disseminate the technologies on large-scale for adoption
or adaptation by individuals, with the ultimate objective of improving
Television, community radio, newspapers are
mainstream technologies developed for rural communication and recently
their adaptation has increased tremendously across all sections of the
rural society. Traditional technologies for rural communication like
folk art and folk plays have disadvantages of limited outreach. However,
in certain cases they are very effective.
In the present scenario, app-based
information dissemination platforms are emerging as crucial assets for
resource efficient communication. With time, larger population is
getting access to these app-based agriculture information platforms.
Many state agencies and government departments have started their
respective toll-free helpline numbers for farmers – where farmers can
access the real time information about soil health, seeds, market rates
etc. These communication platforms for natural resource management and
agriculture are resource efficient as they cater for the need of large
Chandan Kumar Mishra
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