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Positional statement

P. Subramaniyam

1990 https://hdl.handle.net/10356/92483

Downloaded on 27 Sep 2021 21:49:45 SGT ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

Positional Statement

By

P Subramaniyam

Paper No.9 ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

AMIC Seminar, Singapore,April'90.

SEMINAR ON DEVELOPMENT AMD COMMUNICATION IN THE 1990'S

POSITIONAL STATEMENT IX P. BUBRAMANIYAM. DIRECTOR CENTRE FOR DEVELOPMENT RESEARCH AND TRAINING, T.NAGAR. MADRA8 - 600 017. .

1. Introduction

With the advent of Independence, India launched upon a programme of planning for economic development. Several Five Year Plans have been implemented since then. There have been no doubt considerable achievements made in the different sectors of development. But it has been difficult to ensure a level of social development, commensurate with the level of economic development achieved. There has been considerable imbalance in the distribution of benefits between the various strata of the economy and the society, like between the rich and the " poor, between the urban and the rural, etc. Even though surpluses in agricultural production have been achieved, rural poverty, particularly during the dry and lean periods of the year, is still a problem eluding a permanent solution. Then there is the problem of imbalance in growth between different geo-ethnic regions and sub-regions of the ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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country. When we closely examine this situation certain points strike us as being very important.

2. The Planning Process

While the.planning process both at the Central level and at the State level is done very scientifically, systematically, and elaborately, there appears to be a lot of scope for improvement as far as the planning at the micro level, namely, at the block level and village level, is concerned. Secondly there is considerable scope for the involvement of the community in the planning process and in the implementation process. This is an area which in my opinion has to be brought into proper focus and given its due share so that it would be possible to f-ocus and- given ires due share so that it would be -poGoiblc to ensure the flow of maximum benefits to the maximum number of poopjer groups.

3. Communication for Community Involvement and Participation

It has been well recognised that communication is a very important tool for achieving community involvement and participation in plan formulation and implementation. This aspect has also been discussed in almost all the plan documents and in the implementation documents as well. However, when it comes to action, several gaps have been noticed. ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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4. Proper understanding and Appreciation of the Perceptions of the People

One of the most difficult areas of the planning process has been the proper understanding of the perceptions of the beneficiary population. This difficulty gets more accentuated when we take into account the fact that a country like India has a lot of diversity as far as the different regions and their inhabitants are concerned. There are a number of ethnic groups speaking different languages and belonging to different religions and different caste groups. Most villages again cannot be considered as homogeneous units. Their cultural backgrounds and their social ethos differ widely. Most of these communities are traditional and therefore their value systems and their systems of taboos and beliefs also differ considerably. It is very important to understand properly these aspects of the communities so that it becomes easier to bring the planning process into proper focus. This would call for a differential approach to the planning process itself which will focus on the specific needs of an area with reference to its geo-ethnic and socio-cultural dynamics. This would call for an increased and wider use of the micro level planning approach with considerable decentralisation of the planning process itself with a definite shift in emphasis in favour of planning at the grass roots level. ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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5. communication

In doing all the various things described above, multi-disciplinary and in-depth studies are very important. Communication studies constitute an important part of this multi-disciplinary approach. Communication studies are important in the context of developing suitable communication strategies, which, when properly implemented, will bring about effective mobilisation of the communities for participation in the planning and implementation processes. As these processes have not been followed systematically in most of the past programmes, they have not been able to achieve the much-needed community involvement in planning and their participation in the implementation of the plan programmes.

6. The Development of a Suitable Communication Strategy

While developing the communication strategies for development work, it is necessary to keep in view the fact that efforts to bring about attitudinal and behavioural changes in the target groups, particularly in a traditional society, is an extremely difficult task, as such attempts run counter to long-held beliefs and taboos. A lot of attention has to be paid to aspects like:

Communities' Perceptions Their socio-cultural ethos KAP of the target groups ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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- The Traditional Communication Process and the Network - Media habits of the target groups - Media reach among the target groups

7. Need for developing suitable methodologies for studying Communities* Perceptions.

For achieving a fair amount of success in the implementation of development programmes, Community Perception studies will be a great help. There is an urgent need to develop suitable research methodologies for carrying out such studies. In this context, the following points have to be borne in mind. The perceptions of a community of anything which comes from the outside world are determined by the communities' own socio-economic, geo-ethnic, and socio- cultural background. For example, in traditional societies with low rates of literacy, and high levels of poverty, there are to be found age-old customs, habits, beliefs, and taboos, which exert considerable influence on their perception patterns. Studying and understanding such perception patterns of a community becomes more difficult and more complicated, if that commuinity happens to be heterogenous, like in most parts of India. And, in the context of implementation of development programmes, this difficulty becomes greater because of the expectation of the Project regarding the involvement of the village community in project planning and implementation- Added to this is the ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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expectation to reach the benefits more and more to the weaker and more vulnerable groups of the rural population in . ways which require fundamental social changes in societies which are basically traditional and heterogenous.

8. Access to Information

In the context of Development, Communication can really be looked at as a question of how for a group of people who have access to certain information and technology are able to successfully transfer them to those who do not have such access, but are in need of such information and technology. The problem gets more complicated when we realise that those who do not have the information are not also usually aware that information and technology are available in the world outside and that such information will be of immense use to thern in bettering their lives.

9. A Diagrammatic Representation

A diagrammatic representation of the situation relating to Access to Information described above, will be as follows:

Those with Perception Those who do not Access to and have access to Information KAP Gap Information ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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With the proper development and implementation of a dynamic communication strategy, the Perception and KAP gaps in the typical situatibn as illustrated above, can be overcome.

10. The Communication Strategy has got to be Dynamic, has got to be "Aggressive"

For achieving quick results, the communication component under Development Programmes, has to be dynamic and "aggressive", in recognition of the extreme difficulty involved in achieving project goals. The target families under Development Programmes are usually among the poorest and the least educated and attempts to change the family and village practices connected with aspects of development, run counter to long-held traditions. In the context of a Health Care • Project, for instance, the rationale for health interventation would be that the target families would have to become convinced of the benefits of project participation in the short run in order to become committed over the long run to proper health care of their members. It may be added that in such situations, the communication programmes, to be capable of producing results, ought to be packaged skillfully, targetted appropriately, and presented appealingly, such that it would be able to elicit the desired commitment from the target families. Doing this calls for a lot of dynamism and power. ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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11. Increased use of Traditional Media

There is an urgent need now tothink in terms of increased use of traditional media for communicating development messages to the target groups. There are a large number of traditional/folk art forms in India which could be pressed into service for development work.

12. Experience under TINP (World Bank Assisted), DANIDA, and UNDP - PROWWESS Projects

Under the World Bank assisted Tamilnadu Integrated Nutrition Project, a considerably large investment on Communication was made perhaps for the first time in a development Project in Tamilnadu. This Project wanted to prepare the target beneficiaries to receive the project and actively participate in it. The Project also envisaged the working out of a suitable communication strategy based upon a suitable media mix. But then the Project did not start with a detailed needs assesment study. However, a quick needs assessment was done based upon the materials already available in the form of certain earlier studies undertaken by Cantor Incorporated, etc. However, during the actual implementation of the Project, a lot of changes took place both in the Project frame and in the contents of the Communication programme. Traditional and folk media were also pressed into service besides a strengthening of the interpersonal and group communication by the nutrition workers. Creating posts of District Communication Officers ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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and acquiring communication vehicles fitted with all the necessary equipment, were some of the other aspects of this Project. Quite a lot of communication materials like flash cards, flip books, charts etc., have been produced under the Project.

Under the DANIDA Health Care Project, two districts in Tamilnadu were selected for an intensive coverage for the delivery of health and family welfare services. This Project also realised the importance of communication and provided for an IEC component. A lot of communication materials, both mass media and folk media have been produced to convey health and family welfare messages to the target audiences. Folk media like Villupattu have been increasingly utilised to convey certain messages like ante-natal care, post-natal care, nutrition, family welfare, and environmental sanitation.

13. The Pannavadi Experience

Under the DANIDA Project, there was provision for the implementation of innovative programmes. Under this programme, it was decided to take up a pilot project in a place called Pannavadi in Salem District of Tamilnadu where it was decided to implement a programme of environmental sanitation, with the active involvement of the community in planning the programme and in its implementation. Since it was found from the available data that a good many of ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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intestinal infection could be traced to environmental insanitary conditions,^it was decided to tackle this problem so that infections like gastro-enteritis could be effectively tackled. When a survey was made at the start of the Project, on the willingness of the target groups to go in for sanitary latrines, the response was not very encouraging. Less than 2% of the target group only came forward to have the sanitary latrines. It was therefore decided that besides interpersonal and group communication and the use of posters and other print media, a suitable folk medium could also be put into use, to achieve maximum reach to the beneficiaries. The Villupattu art form was selected for this purpose. (a note on Villupattu may please be seen in Annexure II).

The "Villupatu" form of folk art was used to convey the message of environmental sanitation to the people of Pannavadi. The programme was carefully developed and the KAP levels of the people before and after the programme were measured. There was a remarkable increase in the level of awareness of the target audience after the completion of the communication programme. This was substantiated but the almost hundred per cent response from the people for sanitary latrines. The programme was later expanded to other villages also.

14. The PROWWESS Project Experience ^

Under the UNDP sponsored Project for the involvement of rural women in water and sanitation programmes, ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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different folk arts were tried in different areas along with mass-media, inter-personal and group communication. These were tried out in four districts, namely, Tiruchy, Salem, Pudukottai and Chengalpattu of Tamilnadu. This Project, again, was developed and implemented as an experimental study-cum-action Project by the CFDRT. Besides Villupattu, Puppetry was also tried under this Project. Here again the results were remarkable.

15. Other experiments

There have also been other experiments involving the use of other forms of folk art, like, Therukkoothu, Bhoomi- natakam, Katha-Kalakshepam, etc., to convey development messages.

16. Need for developing a Proper Communication Strategy

The need of the 90's is, therefore, to first study carefully the communication needs of the target groups, and then based on the results, to develop a suitable communication strategy, which would include the use of a suitable media mix to convey the messages. There should be increased stress laid on the use of traditional media, particularly in rural areas which are heterogenous, traditional and with high rates of illiteracy and poverty. All these, again, will function as supports to inter-personal communication to be continued with better trained communicators. The Communication training for the ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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functionaries under the different development programmes, needs upgrading to enable them to cope with the demands of implementing a dynamic Communication programme.

17. The new role, of TV

In the last few years, the coverage of TV network in India has grown remarkably. It is supposed to cover about 80% of the total population. There is, therefore, need to improve the programmes relating to development themes and make them locally relevant to the different areas of the country. The programme production calls for considerable decentralisation and has to be based upon the results of multi-disciplinary research which again has local relevance.

18. The bureaucrats and technocrats are also Communicators

The tradition of Communication under the developmental programmes in India has been to assign communication work to communication/media officers or extension educators. The rest of the development functionaries like, administrators, doctors, engineers, agricultural scientists, etc., have tended to look upon Communication as something to be tackled by the media people only. This has to be replaced in a big way by all development functionaries becoming effective Communicators. Since all development functionaries do interact with people in the process of implementing development programmes, they should be trained in the techniques of communication and ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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should be supplied with suitable communication aids. Suitable communication training programmes should be developed and implemented for this purpose.

19. Replication.of Traditional Media

When traditional folk media are used in development communication, the need fee arises when a particular set of themes has to be simultaneously communicated in a large geographical area. Several times, the problem of lack of adequate number of performing troupes to do this, comes up. With a view to overcoming this situation, training of a number of local troupes by the Master Troupes could be tried out. One or two top performing troupes could develop suitable training modules and train a number of local performing troupes. These local performing troupes could then easily replicate the programmes in all the villages of a given area.

20. School Curriculum and Functional Literacy Programmes

Some of the important development messages like health care, nutrition, and immunisation could also be very effectively communicated to certain target groups like children and illiterate adults through the programmes of orientation of school curriculum and through the Functional Literacy Programmes for Adults, by suitably incorporating these messages in their curricula. ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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Annexure - I

FOLK ART FORMS IN INDIA

TAMIL NADU

- Therukoothu

- Veethi Natakam - Natakam - Kuravanji (Kuram (or) Kuluva Natakam) - Pagal Vesham - Kavadi Chindu - Dummy Horse - Puppetry - Silambattam - Villupattu - Leather Puppet - Kavadi Dance - Kolattam - Pinnal Kolattam - Karagam Dance - - Oyil Kummi/Oyil Attam - Kappa1 Pattu - Arayar Natanam - Jalli Kattu - (Peacock Dance) Podikazhi Attam - Kuravaik ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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- Kazhaikkoothu - Kanian Attain (Kanian Koothu) - Lavani - oddan Kooth^ - Parai - Devarattam - Kazhial Natanam - Kumbattam - Naiyandi Melam - Kaduvai At tarn - Urumi Melam Bharathakathai - Kuravan Kurathi Dance - Pambai - Annanmar Kathai

ANDHRA PRADESH

- Veethi Natakam (Veethi Bhagwatam) - Yakshaganam Bayal Natakam - (Kuchipudi Bhagwat Mela) - Burrakatha - Mathuri (Koppu Dance) Karagalu - Lambadi Tappetagullu Ogguvayidya Nrityam Bonalu ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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KARNATAKA (MYSORE) - (North Karnataka) - Sannata (Belgam & Dharwar Districts) - Doddata - Bayalata - Tala Maddle or Prasang - Dasarata - Radhna - Veerabhadra Nrittya - Pooja Kunitha - Suggikunitha - Patta Kunitha - Veeragasee - Leather Puppet - Somana Kunitha - Kamsale - Nandikolu Uttari Kolatta

KERALA - Kootiyattam - Mudiattam (or) Mudiyettu - Tiyattu - Therayattam - Chavittu Natakam (Christian Rural Drama) - Chakiyar Kooth (Thullal) - - - ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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- Mohiniattam - - Kanniyarkali - - - - Pavakathakali

MAHARASHTRA

- Tamasha - Lalit - Bharud - Gondha - Dashavatar - Mayur Dance - Koli Dance Lavani - Khele Dhaka

- Ghorpad (Tribal) - Gond

- Tumdi Geet

Dhol - Gaja

DTTAR PRADESH

- Ram Leela - Ras Leela - Nautanki ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

- Bhagat - Sang - Swang - Jhanki - Naggal and Bhand - Holi Dance - Bawai Dance - Charkula Dance PUNJAB - Nautanki - Nagal - Swang

ORISSA

- Pala Jatra - Daskathai - Chau MayUrbhanj - Managal Ras - Sowang - Chadayan Dance - Ranappa Dance

RAJASTHAN - Khyal - Rasdhari - Rammat - Turra Kilangi - Gauri ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

- NautanJci - Jhamatra - Siddhi Damal - Chakkari Dance

HADHYA PRADESH - Meanch - Nacha

JAMMU AND KASHMIR - Bhand Pathar - Vatal Dhamali

GUJARAT - Bhavai

HIMACHAI. PRADESH - Kariyala - Bhagat - Ras - Jhanki - Harnatra - Haran

HARYANA - Sang (Sangeetaka)

- Naggal

BIHAR - Bidesia - Seraikela Chhau ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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- Jat - Jatni - Bidapad - Ramkhelia

WEST BENGAL - Jatra - Puruliya Chhau - Pala - Gamhira Kabigan ASSAM - Ankiya Nat - Kirtania Natak Ojapali

GOA - DAMAN & DID - Dashavatar - Tiyatra

MAHE - - Thiruvathirai

PONDICHERY - Theechatti Dance - Kavadi - Maadi - Kazhi

MIZORAM - Cheraw - Sarlamkai ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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LAKSHA DWEEP - Parichakkali - Attain YANAM - Guradi Dance ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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Annexure - II

VILLUPATTU

Villupattu is a very ancient folk art form which is still very popular in Tamilnadu, particularly in the rural areas.

Vil means bow, and Pattu means song. Literally Villupattu means bow-song.

According to tradition, the origin of Villupattu is traced to the distant past, roughly 2000 years back. The story goes something like this: there was a Tamil ruler of the southern parts of what is today Tamilnadu, who once went out on a hunting expedition. After a long day of game hunting, he became tired and was resting under a tree in the forest. Suddenly a feeling of romorse came upon the king who realised the futility of killing living things. He called his minister and told him that he had become really fed up with game hunting and realised that it was a cruel act. He wanted to stop that immediately and start something peaceful. He asked for the opinion of the minister. The minister suggested to the king that he could take to singing and spreading the message of peace as a pastime, instead of hunting. The idea sounded good to the king. He wanted to start the peaceful activity straightaway. He asked the minister to suggest some way of beating the rhythm so that he could ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

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start his songs then and there. The minister suggested that very same bow and arrows which were till then used for killing animals and enemies could be converted into instruments of peace. He demonstrated how the arrows could be used to beat the rhythm on the cord of the bow. Given this rhythm, the king started singing songs with the message of peace. This pastime gradually got more and more refined with added instruments and in course of time became a popular medium for conveying messages. This folk form has been used traditionally for telling the stories of the great epics of the Great Tradition as also the stories of the local heroes and heroines usually ascribed to the Little Tradition.

Mr. Subbu Arumugam and his party represent one of the leading exponent groups of this folk art form in Tamilnadu and they have very successfully adapted this art form to convey development messages on themes like health care, maternal and child health, immunisation, nutrition, family welfare, sanitation, etc.