Mass media has a massive role to play in common man s life. Abstract mass media refers to communication devices, which can be. The strength of mass media can cause a major impact on a large population. Mass communication is a very important institutional mechanism in social development. Yet, the most basic and challenging aspects of the development problem is centered on the portion of the population that is least directly reached by urban mass media those in our rural areas. Redefining the role of the mass media in rural development damasus tuurosong1 and stephen b. Wilbur schramm in his book mass media and national development discussed the role mass media play in development communication while lerner and others saw all of the media outputs as having modernising effect.
The rural development department of odisha since its inception and panchayati raj. The role of mass media in community development project. In order to generate awareness there is no other weapon than mass media. The traditional media should be an integral part of nay rural development programme, wherever possible, it should be integrated with the modern mass media, but in all cases integration with the ongoing extension work is vital. Even where mass media widely available serious reservation remains concerning the contribution of the information to a more equitable rural development. For this purpose, mass media plays an important role in educating and informing its specific target audiences on the current development in agriculture. The communities include siriyiri, dorimo and ballefia. Media is an important part of our life now, it is playing a very important role in every way of life. Grass root the people of akaeze who are living in the rural.
Rural development and poverty alleviation are closely linked. It has been playing a very important role in shaping human minds. Mar 03, 2015 on the role of the press in rural development, particularly that of akaeze. Uma lela defines rural development as improving standard of the mass of the low income population residing in rural areas and making the process of their. Mass media are playing significant role in creating environmental awareness and information about new agricultural technologies among the rural people. Role of mass media in promotion of environmental awareness along with skill development among the rural people of shringverpur, allahabad district. It connects us with the scenarios in the world and informs us many things like news, history, entertainment etc. The study is a critical examination of the role of broadcast media as tools for effective rural development. Media role in agricultural development critical the. It can stimulate the rural people towards progress. They have a vital role to play in the communication of agricultural information among the literate farmers. Mass media refers to communication devices, which can be used to communicate and interact with a large number of audiences in different languages. The research findings suggest that, rural broadcasting in the ghana mass media is still below appreciable standard to enable us position an assertion that, rural broadcasting plays any worthwhile role in rural development in ghana. Sep 19, 2016 it can stimulate the rural people towards progress.
Press mass media press mass media here means mass media such as newspaper, radio, television. Mass media incorporates all those mediums through which information is distributed to the masses. Role of massmedia in education in india your article library. In the process of societal integration and development of rural people. The success of agricultural development programmes in developing countries largely depends on the nature and extent of use of mass media in mobilization of people for development. So the role of mass media in education is gaining importance every day. Role the part played by the mass media in encouraging rural development of akaeze.
The role of media in the process of rural development has been recognized ever since the beginning of planned development in india. Jul 20, 2017 though this research is based on ten communities, it is organized in such a way that highlight the role played by the mass media in community development. He mass media as a vehicle for information gathering and dissemination has a major role to play in the area of rural development. The influence of the media on the psychosocial development of children is profound. Radio and tv radio and television have been acclaimed to be the most effective media for diffusing the scientific knowledge to the masses. Government initiatives to connect rural areas with social media. Rural development is concerned with the improvement and transformation of social, mental, economic, institutional and environmental conditions of the low income rural dwellers through the 3 the role of local government in rural development issues jide ibietan. The study also reveals that since ownership of the two media does not rest in the hands of the people but a development agency. Legislatures, media executives, local school officials, and sociologists have all debated this controversial question. Introduction the question of what factors lead to economic development has been at the center of economics for over two centuries. Folk media is the inimitable in the nature, as it is look like the daytoday life pattern of the rural masses. Role of mass media in enhancing education in bangladesh the role of mass media in a democratic country is similar to the role of judiciary and executive.
Hornik 1988 has likened mass communication s role in development to a low cost loudspeaker. Kendie2 abstract the mass media have been blamed for serving elitist audiences since programmes aired and articles published are either linguistically inaccessible to rural audiences or are of little relevance to deprived communities. The second chapter the role of media in development starts with the meaning and concept of media and development in brief theories and models of development both from international and indian perspectives are also discussed in this chapter. Impact of television on rural development mohammad reza nazari department of media studies, faculty of art and social sciences, university malaya, malaysia islamic republic of iran broadcasting irib east asia center, kuala lumpur, malaysia abstract television has proved to be a profound means of communication and potentially. Apr 28, 2004 my contribution to the discourse on the role of the mass media in community development is authentic since i understand the nittygritty of being a mass communicator. Mass media is a relatively new idea in human culture. Development journalism recognizes the reality of underdevelopment and the fact that development is a valid social goal that the media must actively pursue thus the main characteristic of development journalism is the deliberate and active role of the media in pressing for change kariithi 1994. These broadcast medium of communication includes the following. Traditional media and new icts have played a major role in. The print media widened the scope of communication. The aim of the present study is explore the role of mass media in rural development in district rajanpur. Environmental awareness, mass media, environmental problems. This article provides information about the role of mass media in development. Mass media plays a crucial role in influencing peoples mind it is quite evident to all of us that the mass media has become an essential part of everyones life.
Mass communication is the technological means of sending information, ideas and opinions from a mass communicator to a complex audience. The world is facing a lot of health issues and if the issues are not presented to the people then they. Human resources in agricultural extension service unique strategy of integral rural development which includes development. As we know our country in a democratic way of living and india has completed sixty five.
Pdf mass media, the fourth pillar of democracy plays a pivotal role in upkeeping the socio political system of a country sound and healthy. Extension agents are obligated to use all types of mass media using clear extension forms short, clear, unambiguous and expert presentations, work instructions and solutions for certain production problems, etc. Mass media perform the role of a dynamic watchdog and erects its fingers towards any backlog in a system. Role of the media in rural development a case study of. The mass media have been blamed for serving elitist audiences since programmes aired and articles published are either linguistically inaccessible to rural audiences or are of little relevance to deprived communities. This urge for communication is a primal one and in our. The mass media have been used at once for transmission of development communications to the people of this society as in others. Traditional and folk media in development communication role. In the current situation, the role of mass media is very import to upgrade the rural society. Role of mass media in agriculture purushothaman c, kavaskar m, reddy ya and kanagasabapathi k the success of agricultural development programmes in developing countries largely depends on the nature and extent of use of mass media in mobilization of people for development. Radio has proved the most effective media in promoting agriculture and development in rural areas. This type of media is a source of prevalent entertainment for the audience of rural areas, in addition to providing education and information to the people of the society. Urban mass media content in developing countries reflects and appeals to the needs and interests of the urban elite and especially of the government. The role of rural radio in agricultural and rural development.
The mass media and the struggle for democracy in africa. To understand what role media can play in rural development we have to. Media, the fourth pillar of democracy has been playing an ample role in the process of societal. Increasing rate of literacy in the country offers new promises and prospects for utilising print medium as a means of mass communication. It diagnoses the system and opens the pitfalls and tries. Role of media media plays a crucial role in shaping a healthy democracy. A content analytical study of the guardian, daily champion, weekly star and punch newspapers. With its evolution, more and more uses have developed and the role it plays in our lives has increased greatly. In fact, the mass media have become a well of message around the world of today and have entered into all the structures of daily life, h can be used and in fact is being used as a means of education. Thus, it is important for physicians to discuss with parents their childs exposure to media and to provide guidance on ageappropriate use of all media, including television, radio, music, video games and the internet. The role of mass media in the health development field is of high value. Pdf the role of mass media in health care development.
Traditional media of communication as tools for effective rural development abstract the study is a critical examination of the role of mass media in traditional media of communication as tools for effective rural development. A great inequalities still hundred the potential use of mass media in availability in rural areas mirrors the unequal distribution of other resources. This is true because beyond the physical requirements of food and shelter man needs to communicate with hisher fellow human beings. The role of mass communication in ghanas rural development. Mass media channels are all those means of transmitting messages that involve a mass medium such as radio, television. It s not possible for people to visit all the places to know the actual situations.
Mass communication is directed towards the public at large, actors on the rural development stage and economic sectors tied to rural development. To some extent, it plays a more effective role than judiciary and executive organs of the country. Media, technology and rural development 55 human relationships in closed indian society used to develop in a natural, healthy and productive social environment. Pdf the role of mass communication in ghanas rural. Pdf role of mass media in rural development of pakistan. The unit then moves on to look at how mainstream approaches to rural development have evolved over time, beginning with the green revolution, integrated rural development and basic needs, before. While opinions vary as to the extent and type of influence the mass media wields, all sides agree that mass media is a permanent part of modern culture.
The role of electronic media in the development of rural areas includes abstract and chapter one, complete project material available the role of electronic media in the development of rural dwellers a case study of the enugu state broadcasting service radio abstract mass communication is a wide filed of research and human studies in which various media compete favourably for. Wright characterizes seven functions of mass communication that offer insight into its role in our lives. The mass media also has an influence on popular culture. National development involves changes or advancement in a nation aimed at improving the political. This study set out to investigate the effectiveness of the mass media in providing information needed to advance the development of the most deprived part of ghana, northern. Print media have been the first form of mass communication, since the first journals after the invention of typography by gutenberg in 1447 and monopolized the field until the mass production of the radio in 1920s. The role of the mass media in community development. The problem is aggravated by the nature of donor funded projects of which cato manor development project is. Mass communication doesnt exist for a single purpose. Rural development ministry has decided to go the whole hog on community websites like facebook, twitter, linkedin, youtube and instagram to highlight its initiatives for rural india. Role of media in national development pdf the new role of the media. Concepts of mass media mass media refer to those which enable development agents or agencies to reach a large number of persons, directly or indirectly, with one exposure or a single source. Thus, the folk art forms play a prominent role in rural development.
The world banks director of communication, paul mitchel is quoted as declaring that change cannot. The first function of mass communication is to serve as. Mass media plays a crucial role in influencing peoples mind. In the second part of their analysis of the role of mass media in child abuse prevention, the authors discuss the benefits of mass media programs as a tool to. Dec 08, 2017 role of mass media in agricultural development 1. But, there is a controversy on whether radio can really bring about change.
Further, being a veritable storehouse of human experiences, folk media portray a realistic depiction of mass culture, therefore forming an integral part of the development process. Mass communication and interpersonal communication undoubtedly play a very vital role in rural development, but at what level they play their role is still subject to controversy. Mass communication is a wide filed of research and human studies in which various media compete favourably for attention. The role of the various agencies of education like home, society, community etc. This project was intended to give the role of electronic media in the development of rural areas and also this study has became necessary because many people living in the rural areas have no other way of learning about government programmes except through the broadcast medium particularly the radio which they depend on her their information. Regarding the disregard for rural areas by the mass media in ghana, the enticement is to pass off such disregard due to bias on the part of editors and reporters. Rather, the media plays a constructive role in todays society from increasing public awareness to collecting views, information, and also the attitude of the people towards. But in the early nineties the satellite and cable tevisions created new type of society so far, mainly in the urban areas. Media and rural development international journal of humanities. Services for rural development sector project knowledge systems in rural areas reader. Role of mass communication in agricultural development.
Role of mass media in enhancing education in bangladesh. The choice of print media relevant for this area comprises press. People depend on them for news feed, gk, guidance and much more. In the light of the above, the researcher choose the topic mass media coverage of rural development news. Role of mass media in promotion of environmental awareness. And mass media can play a proactive role in helping development communication fulfill these primary roles. Notwithstanding the various modern means of communication such as radio, internet, television, newspapers, magazines, etc. The media, with specific reference to the collective entity of newspapers, radio, television and the international network internet, play a very important role in national development.
At the broadcast level of society, both play a crucial and obstructive roles. Development communication tries to build an atmosphere so the planned or proposed changes may be brought about while keeping the social fabric of the society intact. Comparative analysis of the roles of mass communication. Understanding the role of media in economic development christopher j.
This is a country where agriculture has assisted in terms of enhancing economic growth, offering a huge number of employment opportunities and uplifting the socioeconomic status of the community. Role of mass media in rural development of the raebareli. Redefining the role of the mass media in rural development. In the next 90 years, first the television and then the internet have claimed their own share of the media. The approach to entertainment education can be a very promising one in creating environmental awareness via the usage of media such as, newspapers and magazines, radio, television and internet. There is big gap between the modern scientific knowledge and the knowledge possessed by the common masses. Adam smith, writing in 1776, attempted to determine the factors that led to the wealth of nations. My contribution to the discourse on the role of the mass media in community development is authentic since i understand the nittygritty of being a mass communicator. To understand what role media can play in rural development we have to understand media scenario in all its dimensions, we have to understand scope, reach and impact of media on society as well as the functions it is supposed to perform. Today, mass media is generally categorised into 7 branches. This chapter also talks about various functions and responsibilities of mass media in a.
India during november 2010 june 2011 to assess the role of among the rural people about the environment related issues and reach of modern agriculture technologies in the shringverpur village. For the successful implementation of these programmes media has a responsible role to play. Media, technology and rural development satish serial. For schramm it was their content that was the key to their use in development. Mass media perform the role of dynamic waterdogs and erects its fingers towards and backlog in a system. Pdf mass media, the fourth pillar of democracy plays a pivotal role in up keeping the socio political system of a country sound and healthy. The success of agricultural development programs in developing countries largely depends on the nature and extent of use of mass media in mobilization of people for development. Though this research is based on ten communities, it is organized in such a way that highlight the role played by the mass media in community development. It encompasses every walk of life in which people, institutions, companies or organizations are communicated valuable information. In shringverpur village of soraon tehsil of allahabad district, 66% of the rural people were uneducated and ratio of illiteracy was higher for female. Mass media are of crucial importance in rural areas of developing countries. The study also observes that if radio were properly blended with other modes of promoting agriculture and development. It diagnoses the system and opens the pit full and tries to rectify it. In addition to securing this fundamental right, they said, information media have an important role to play in education, social, and economic progress.
The significance of communication for human life cannot be overestimated. Consequently, mass media will provide education, entertainment and technological advancement, to the youths of obubra local government area of cross river state. The rural means of communication is still the epitome for rural development. This paper takes a look at perspectives on community media and rural development in nigeria.