Imperial Journal of Interdisciplinary Research (IJIR) Vol-3, Issue-2, 2017 ISSN: 2454-1362, http://www.onlinejournal.in

Role of Mass Media in Rural Development of the Raebareli and Varanasi Districts of Uttar Pradesh

Adhrit Chandra Pati Tripathi* Department of Mass Communication and Journalism Assam University (A Central University), Silchar

Abstract: Mass media refers to communication social transformation. In order to provide the rural devices, which can be used to communicate and people with better prospects for economic interact with a large number of audiences in development, increased participation of people in different languages. In the current situation, the the rural development programmes, role of mass media is very import to upgrade the decentralization of planning, better enforcement of rural society. It can stimulate the rural people land reforms and greater access to credit are towards progress. The mass media have been used needed. This section provides complete information at once for transmission of development on initiatives taken by the government for bridging communications to the people of this society as in the urban-rural divide by upgrading the standard of others. living of people in rural areas. Information about In this article the researcher has investigated the programmes, schemes, employment opportunities, role of mass media in rural development in Panchayati Raj institutions, development Raebareli and Varanasi districts of Uttar Pradesh authorities, drinking water, sanitation, road about the rural development programmes in their construction, electrification of villages and food areas. The researcher has selected two blocks from supply etc. is provided. Rural Development in India each districts (Unchhar and Dalmau) from is one of the most important factors for the growth Raebareli and (Chiraigaon and Haruha) from of the Indian economy. India is primarily an Varanasi. Since each block contains several agriculture-based country. Agriculture contributes villages, for the purpose of designed survey, the nearly one-fifth of the gross domestic product in researcher further selected one village from each India. In order to increase the growth of agriculture, block: Kand Rawan from Unchhar block; Aihar the Government has planned several programs from Dalmau block; Bhabhanpura from pertaining to Rural Development in India. Chiraigaon block and Lamahi from Haruha block. From this study the researcher tried to investigate Mass media, the fourth pillar of democracy the direct or indirect role of mass media in rural plays a pivotal role in upkeeping the socio-political development of the selected areas that affects the system of a country sound and healthy. Due to the life of the locals and also their level of advancement of information and communication participation in the development of their respective technology (ICT), the role of mass media has been areas. multiplied to a higher order. Man has conquered Keywords: Mass media, Rural Development, time and space due to this modern technology. The Communication strategies, Participatory print and electronic media remain at the helm of communication, Development communication. affairs in every nook and corner of the world. Media touches the remotest village and unfolds the 1. Introduction irony behind the scene. Mass media really connects the whole universe with a noble mission to share In India, out of total population of 121 crores, 83.3 the sorrows and sufferings, pains and strains, crores live in rural areas (Census of India, 2011). success stories of the society. It always, if properly Thus, nearly 70 per cent of the India’s population managed, takes a vital part in political affairs. As lives in rural areas. These rural populations can be we know the development of a country depends characterised by mass poverty, low levels of upon the political will power, it fires not only the literacy and income, high level of unemployment, spirit of legislature but also the other two pillars of and poor nutrition and health status. In order to democracy. Analysis of the affairs of a country is tackle these specific problems, a number of rural highly essential for smooth progress. Mass media development programmes are being implemented perform the role of a dynamic watchdog and erects to create opportunities for improvement of the its fingers towards any backlog in a system. It quality of life of these rural people. diagnoses the system and opens the pitfalls and Rural development implies both the tries to rectify it. Our country has been successfully economic betterment of people as well as greater surviving as the largest democracy of the world.

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The political thinkers of our country have provided family planning, nutrition, hygiene, agricultural and a new way of functioning for the rural India as industrial production, and rural and urban life. In seventy percent of the total population reside here. contrast to other modernisation theorists, Rogers In this article the author has focussed on the role of continuously updated his framework (Rogers, Mass Media on Rural Development in the selected 2006). His revised “diffusion of innovation” theory areas of Raebareli and Varanasi districts of Uttar integrates the use of different communication. Pradesh. The aim of the study is to find out whether channels and the relevance of human agency in the media has efficiently taken up the issues related to process of development: “Mass media channels are the development of the rural people in selected more effective in creating knowledge of areas. innovations, whereas interpersonal channels are more effective in forming and changing attitudes 2. Review of Literature toward a new idea, and thus in influencing the decision to adopt or reject a new idea” (Rogers, Development is the process of improving the living 2003). By selecting appropriate communication conditions of a society. Improvement is linked to channels and addressing local opinion leaders, economic and material progress as well as spiritual Rogers’ (2006) theory, therefore, considers the and human growth (Melkote and Steeves, 2001). relevance of human agency and grassroots While some theorists perceive development as organisations to improve the process of diffusion of primarily the increase in production and innovations. distribution of capital, there is an increasing Rural development defies any clear consensus to embrace development as a change in definition as it has gone through a number of human conditions. changes over a period of time. Hence, there is no Traditionally, communication efforts have comprehensive universally accepted definition of tended to fulfill three main roles in development rural development. Earlier, rural development was practice. First, to inform and persuade people to commonly understood and expressed by political adopt certain behaviors and practices that are leaders, academics and a whole lot of UN bodies as deemed beneficial to them; to enhance the image an enabling force for improvement of the quality of and credibility of the development organizations life of rural people. Development, as a process involved in the efforts; and last, to enable meant to empower the poor, reduce exploitation, community consultation on specific initiatives and oppression by those having economic, social, (Deane & Gray-Felder 1999). The focus in more and political power. It also means an equitable recent years has shifted to providing a forum or sharing of resources, improved health care and platform for dialogue, debate, and participation for education for all. One of the major components and all sectors of society, especially those that have driving force of rural development is been underrepresented. Communication is the communication. Persuasive communication for complex process of creation, transmission, rural development has been given highest priority maintenance and transformation of information and for bringing about desirable social and behavioural ideas, using a mix of interpersonal and mediated change among the most vulnerable rural poor and channels which are sustained by political, women. Initially, the approach lacked gender economic and social structures (Melkote and sensitivity and empathy of the communicators and Steeves, 2001). Development communication is the development agents who came from urban elite use of communication to stimulate debate and homes. Added to these constraints is the political involve people in decision-making and action to will that still influences the pace and progress of bring about change. It is also the use of rural development. communication channels and messages to help Samirendra N. Ray (1995) in his book people acquire the new knowledge and skills ‘Communication in Rural Development: A Public needed to perform in society and to be able to work Policy Perspective’ seeks to achieve the following with people from different sectors in the objectives, based on a careful perusal and development process (Fraser and Restrepo-Estrada, assessment of the limited but potentially rich data 1998). Here, development communication is available at the macro and the micro levels: defined as the purposive use of interpersonal,  “To study the broad trends of development- participatory and mediated channels to buttress thinking and development-communication positive change among individuals and societies at inter-relationship in the writings of Euro- the micro (communities), macro (nations) and meso American scholars who have for long (large regions) levels (Melkote and Steeves, 2001). influenced and conditioned Indian academic Rogers (2003) emphasised that mass media have a writings, and their acceptance or otherwise in key role in development and might be used for India’s development-experience in the 1950s development purposes in areas such as education, and the 1960s;

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 To trace the emergence of the changing questions about the education of communication perceptions in these fields in the 1970s and the specialists in the Third World. It also explores the 1980s, and how far these were reflected in alternative ways in which development Indian thinking; communicators can make effective use of their  To set the pattern of communication- expertise in an arena already besieged by development relationship in the proper Indian development workers, projects and ambivalent perspective, especially in the context of Indian attitudes. In the summary part of this paper, it has society and culture; been argued that “Professional communicators  To identify the problem-areas and to investigate represent one of a number of groups working in whether the perceived problem-areas have been support of development in Third World countries. adequately realized and acted upon in terms of Their role of interpreting communication messages government policy and its implementation; and linking the people with the government is  To highlight the failure of the national essentially a supportive one. At the same time, they government to evolve an explicit, well- have a responsibility to assist in the ‘consciousness articulated, integrated and comprehensive raising’ and the ‘awakening of critical awareness in national communication policy as a supportive the poor and the marginal people’. input to development in general and rural India Rural Development Report 2012-13 development in particular, and its negative (Oct, 2013) prepared by Infrastructure impact on the development-situation in the Development Finance Company (IDFC country; Foundation-Chennai) in collaboration with network  To analyze the broad approaches to and partners: Centre for Economic and Social Studies strategies of rural development in India and the (CESS- Hyderabad), Institute of Rural role of Development Support Communication Management Anand (IRMA-Gujarat), Indira in facilitating and promoting rural development Gandhi Institute of Development Research policies, plans and programs; (IGIDR-Mumbai) along with the contributions  To project the inter-active relationship between from other researchers, experts and civil society research and public policy-making, in this case, organisations working on the ground. It is a lucid communication research and a national policy compilation of issues pertaining to rural livelihood for Development Support Communication; and and sustainability. Rural India is undergoing a take a close look at the state-of-the-art sweeping transformation. The narratives vary from communication research in India in recent rural resurgence and expanding consumption to years; and conflicts, poverty and distress. In this complex and multi-layered context, this report delves into  To indicate the guidelines, directions, priorities various aspects of rural development. The Report is and mechanism for formulating such policy and also unique as it provides a comprehensive current planning for the country in the light of the picture of rural India and brings together into a existing machinery and mechanism of public single compilation a review and analysis of policy-making at the national and state levels”. The author has examined in the Indian context, a the evolving rural economy. Further, implications of rural economy on social relations; contours of skilful synthesis between traditional and folk media regional inequality, social and economic of communication on the one hand, and the modern deprivation; inequalities in access to education, audio-visual media including satellite healthcare and physical infrastructure; changing communication on the other which is being nature of livelihoods with commercialisation and attempted on a large scale. So far as programs for small holder farms and growing non-farm rural development are concerned, almost all AIR opportunities; sustainability of natural resources, so stations broadcast rural programs in different critical to rural livelihoods, and the conflicts over languages and in local dialects. It was in 1966 that resources; and changing role of the state and local AIR, in consultation with the Ministry of self-governance has been featured. The Report also Agriculture and Irrigation, set up Farm and Home Units in selected AIR stations to provide relevant reviews all major central government rural programmes and schemes and, in particular, and problem-oriented technical information to the provides an in-depth assessment of the flagship farmers of a small homogenous area with similarity rural employment guarantee programme, of agro-climatic conditions. MGNREGA. It covers debates on topical Sybil L. James (1994) in ‘Facilitating issues; provides empirical analyses; synthesises Communication within Rural and Marginal literature across a spectrum of issues; presents Communities: A Model for Development Support’ inspiring stories and innovative models to show is an attempt for reappraisal of marginal what works and what does not. communities. It examines development constraints and networks in rural communities and raises ‘Indian Development: Selected Regional Perspectives’ by Jean Dreze, Amartya Sen (1997)

Imperial Journal of Interdisciplinary Research (IJIR) Page 709 Imperial Journal of Interdisciplinary Research (IJIR) Vol-3, Issue-2, 2017 ISSN: 2454-1362, http://www.onlinejournal.in explores India as a nation of great diversity. The of the rural development programs and collect commonly used indicators of `quality of life' (such useful information relevant for the study. as life expectancy, infant mortality, and literacy) vary tremendously between the different states, Area and Tool selected for the study rivaling international contrasts between very low performing countries and very high achieving ones. The areas selected for the study are Unchahar and This volume of essays reflects an attempt to draw Dalmau blocks under Raebareli district; Chiraigaon lessons from the disparate experiences within India, and Haruha blocks under Varanasi District. One rather than from contrasts with the experiences of village each from the two blocks of the district has other countries. It supplements Dreze and Sen's been taken into account for the purpose of selecting India: Economic Development and Social the respondents. The researcher developed a Opportunity, which studies what we can learn from questionnaire as a tool for data collection from the international comparisons of policies, actions, and selected respondents. The study involved the achievements. The essays challenge exclusively response of 500 respondents (250 from each economic judgments of the development process. district) which have been analyzed in terms of The first task is to identify the ends of economic percentages. and social development in order to have a basis in which to found the means and strategies. The Questionnaire and pre-testing second task is to understand a wider range of means than those related simply to the use or non- The researcher has conducted a pre test among 20 use of markets. The first two overview essays study respondents in the sample villages of the universe. the issues at the national level, focusing on policy After the pre test some the researcher translated the debates and district-by-district demographic questionnaire into the language used by the local indicators, respectively. They are followed by people so that they can understand the questions. detailed case studies of three very different states: The questionnaire was based on the general Uttar Pradesh, Kerala, and West Bengal. The information, demographic profile, educational and chapter “Uttar Pradesh: The Burden of Inertia”, economical status, awareness about the citizen’s contributed by Jean Drèze and Haris Gazdar, gives rights, the communication usage pattern and an insight to the problems of economic and social developmental strategy for communicating rural backwardness in Uttar Pradesh and its causal development programmes. Here the respondents antecedents. Among these are the disastrous were asked to rate the performance of media on functioning of public services in rural areas, the rural issues and give their critical opinion on the persistence of widespread illiteracy, and the media’s role. suppression of women's agency in society. This chapter also talks about the social and political Sampling Techinque circumstances underlying these diverse failures. The term ‘inertia’ has been significantly used with The researcher has used non-probability sampling, two aspects, (i) apathy of the state and (ii) failure of particularly in the form of available samples. An civil society to challenge oppressive patterns of available sample (also known as convenience caste, class and gender relations. Although the sample) is a collection of readily accessible authors focus is on Uttar Pradesh, they argue that subjects for study, such as group of students the ‘inertia’ explanation also applies to other enrolled in an introductory mass media course or backward regions of North India. shoppers in a mall.

3. Methodology Statistical Analysis The researcher has applied percent analysis method In this study, the survey method was used with the for interpretation of the data collected through field help of a structured questionnaire for the rural survey in this study. population in the selected areas of Raebareli and Varanasi. A separate questionnaire was also 4. Results and discussion prepared to examine the views of administrative government officials involved in rural development Table 1., shows the response of respondents on role programmes. The researcher has adopted the of media examined village wise and it was found sampling method for this study. The convenient that in all the four villages maximum respondents sampling for selection of two developed blocks view that media is sensual arousal followed by the from each district was taken on the basis of villages number of those who view it as politically in which the panchayats have worked and has dominated. In aggregate, 40.4% respondents view utilized the government rural funds. Further, the the media to be sensual-arousal, 28.4% assume it to method was also applied to access the beneficiaries

Imperial Journal of Interdisciplinary Research (IJIR) Page 710 Imperial Journal of Interdisciplinary Research (IJIR) Vol-3, Issue-2, 2017 ISSN: 2454-1362, http://www.onlinejournal.in be politically-dominated, for13.6% it favors only new welfare schemes from internet as compared to the rich, for 10.8% it is democratic while only 6.8% Raebareli where none was found in this category. view it to be entertainment centered. Out of total In the final analysis, the highest percentage (48%) 500 respondents, in comparision to Raebareli of respondents getting information about the new where the majority of respondents (35.6%) said that welfare schemes through interpersonal sources, the role of media is sensual-arousal, Varanasi has followed by 22.8% were getting information from 45.2% respondents in this category. In Varanasi newspaper, 15% from radio, 13.8% in television 28.8% respondents stated media to be politically and only 0.4% from internet. (Table 1). dominated when compared to Raebareli with 28% Observation for credibility of information respondents. In Varanasi 10.4% and Raebareli by different media sources states that, in Kand 16.8% respondents said that media is only for the Rawan, according to the majority respondents rich. 8. 4% in Varanasi and 5.2% in Raebareli (40.8%) the credibility of information is maximum stated media to be entertainment-centered while the through interpersonal sources, followed by 28% remaining 14.4% respondents in Raebareli and respondents who rely on newspaper, 23.2% on 7.2% in Varanasi stated media as democratic. Thus radio and the remaining 8% on television. In Aihar, both in Varanasi and Raebareli, majority of more than 33% respondents said that the credibility respondents stated the role of media as sensual- of information is maximum through newspaper, arousal. (Table 1). Response of the locals when followed by 32.8% respondents who rely on asked for the siource of information of new welfare interpersonal sources, 20% on radio and the schemes launched by government, as shown in remaining 13.6% on television. In Bhabhanpura, table 1., (village wise), in Kand Rawan, majority more than 58% respondents said that the credibility (more than 48%) respondents were getting of information is maximum through newspaper, information about new welfare schemes from followed by 17.6% respondents who rely on interpersonal sources, followed by 19.2% of those interpersonal sources, 14.4% on radio and the who were getting information from radio, 18.4% of remaining 9.6% on television. In Lamahi, more those who were getting information from than 48% respondents said that the credibility of newspaper, 13.6% getting information from information is maximum through newspaper, television and none from internet. In Aihar, followed by 30.4% respondents who rely on majority 53.6% were those getting information interpersonal sources, 11.2% on television and the about new welfare schemes from interpersonal remaining 9.6% on radio. Thus, out of total 500 sources, followed by 22.4% of those who were respondents examined, 42.2% respondents said that getting information from newspaper, 16.8% of said that the credibility of information is maximum those who were getting information from radio, through newspaper, followed by 30.4% 7.2% getting information from television and none respondents who rely on interpersonal sources, from internet. In Bhabhanpura, maximum 42.4% 16.8% on radio and the remaining 10.6% on respondents were getting information from inter- television. The study shows that in Varanasi, the personal sources about the new welfare schemes majority of respondents (53.6%) said that the followed by 27.2% getting information from credibility of information is maximum through newspaper, 18.4% getting information from newspaper, as compared to Raebareli with 30.8% television, 10.4% from radio and the remaining respondents in this category. In Raebareli, 36.8% 1.6% from internet. In Lamahi, the majority 47.2% respondents said that interpersonal sources are the respondents were getting information about the means for the credibility of information as rural development programmes from interpersonal compared to Varanasi with 24% respondents in this sources, followed by 23.2% from newspaper, 16% category. In comparison to Varanasi where 21.6% from television, 13.6% who were getting respondents said that the means for credibility of information from radio, and none from internet. information is radio, Raebareli has 12% Thus, out of total 500 respondents, in Varanasi the respondents in this category. In Raebareli 10.8% majority of respondents (44.8%) were getting respondents and in Varanasi 10.4% preferred information about the new welfare schemes from television as a means for credible information. It interpersonal sources as compared to Raebareli can be concluded that in Raebareli 36.8% with 51.2%. In comparison to Varanasi with 25.2% respondents stated interpersonal sources as means respondents getting information from newspaper, for credible information and in Varanasi majority Raebareli has more thanabove 20% respondents in of respondents (53.6%) felt newspaper as a means this category. In the information from television of credible information. (Table 1). category, Varanasi has 17.2% respondents while Raebareli has 10.4%. 18% of respondents in Raebareli and 12% in Varanasi were getting information from radio. 0.8% respondents in Varanasi were getting information about the rural

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Table 1. Respondents opinion on role of media, source of information of any new schemes and the credibility of these sources.

Districts Blocks Parameters (Village) Respondents Source of information for any new Credibility of source of information Opinion on role of media % (No.) welfare scheme being launched by the % (No.) government % (No.)

Politically dominated 27.2% (34) Television 13.6% (17) Newspaper 28% (35) Sensual arousal 36.8% (46) Newspaper 18.4% (23) Television 8% (10) Unchahar Entertainment centered 2.4% (3) Radio 19.2% (24) Radio 23.2% (29) (Kand Rawan) Only for the rich 21.6% (27) Interpersonal sources 48.8% (61) Interpersonal sources 40.8% (51) Democratic 12% (15) Internet 0% (0) Raebareli Politically dominated 28.8% (36) Television 7.2% (9) Newspaper 33.6% (42) Sensual arousal 34.4% (43) Newspaper 22.4% (28) Television 13.6% (17) Dalmau Entertainment centered 8% (10) Radio 16.8% (21) Radio 20% (25) (Aihar) Only for the rich 12% (15) Interpersonal sources 53.6% (67) Interpersonal sources 32.8% (41) Democratic 16.8% (21) Internet 0% (0)

Politically dominated 32% (40) Television 18.4% (23) Newspaper 58.4% (73) Sensual arousal 43.2% (54) Newspaper 27.2% (34) Television 9.6% (12) Chiraigaon Entertainment centered 7.2% (9) Radio 10.4% (13) Radio 14.4% (18) (Bhabhanpura) Only for the rich 8.8% (11) Interpersonal sources 42.4% (53) Interpersonal sources 17.6% (22) Democratic 8.8% (11) Internet 1.6% (2)

Politically dominated 25.6% (32) Television 18.4% (23) Newspaper 48.8% (61) Haruha Sensual arousal 47.2% (59) Newspaper 27.2% (34) Television 11.2% (14) (Lamahi) Entertainment centered 9.6% (12) Radio 10.4% (13) Radio 9.6% (12) Varanasi Only for the rich 12% (15) Interpersonal sources 42.4% (53) Interpersonal sources 30.4% (38) Democratic 5.6% (7) Internet 1.6% (2)

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Table 2., the researcher has shown the means to expose corruption if any is through print response of locals for the role of media in media, followed by 20% respondents who said that highlighting the absence of development and it was corruptions is exposed through television and the found that most of the respondents in all the four same number of people said it is exposed through villages of the selected blocks state that media both print media and television, 11.2% said that rarely report the lack of development in these areas. RTI is the means to expose corruption and the In the final analysis, out of total 500 respondents remaining 20.8% couldn’t say anything. In Aihar, examined, more than 56% respondents stated that more than 24% respondents said that both print media rarely highlight the absence of development, media and television are the means to expose followed by 23.8% who said media highlight the corruption, followed by 24% who said that absence of development, 2% said that media do corruption is exposed by print media, 16.8% said it not, none said they always highlight the absence of is exposed by television, and the remaining 8% said development while the remaining 18% couldn’t say it is through RTI. In Bhabhanpura, more than 26% anything. The study shows that in Raebareli the respondents said that means to expose corruption is majority of respondents (60.4%) said that media through print media, followed by 24% who said it rarely highlight the absence of development as is through RTI, 21.6% said that it is through both compared to Varanasi with 55.6% respondents in television and print media, 13.6% said it is through this category. In Varanasi 27.2% respondents said television and the remaining 14.4% couldn’t say that media highlight the absence of development as anything. In Lamahi, majority (above 24%) compared to Raebareli with 20.4% respondents in respondents said that corruption is exposed through this category. In Varanasi and Raebareli, 2% both print media and television, followed by 21.6% respondents each said that media do not, none said who said it is through print media, 17.6% said it is they always highlight the absence of development through RTI, 16% said it is through television and while the remaining 20.8% respondents in remaining 20% couldn’t say anything. In the final Raebareli and 15.2% in Varanasi couldn’t say analysis, 25% respondents said that corruption is anything. It can be said that both in Raebareli and exposed through print media, followed by 22.8% Varanasi, majority of respondents stated that media who said it is through both print media and rarely highlight the absence of development while television, 16.6% said it is through television, none said they always. But at the same time it was 15.2% is through RTI and remaining 20.4% observed that majority of respondents agree that couldn’t say anything. Thus in both Raebareli and most of the time media doesn’t fail to highlight the Varanasi majority of respondents feel that development related success stories in these areas. corruption, if any, is exposed through print media. The study reveals that in Raebareli, the majority of Investigation for respondents rating on respondents (43.6%) said that media rarely performance of media in covering rural highlight the success stories of government development issues, it was found that in all the development programmes as compared to Varanasi villages majority rates it as poor. The study shows with 14.8% respondents in this category. In that in comparision to Raebareli where the majority Varanasi 48.8% respondents said that media of respondents 35.6% rated the performance of highlight the success stories as compared to media in covering rural development issues as Raebareli with 28.8% respondents in this category. poor, Varanasi has 32% respondents in this In Varanasi 18% and Raebareli 4.8% respondents category. In Varanasi 36.4% respondents rated said that media always highlight success stories. media performance as good in covering 2.4% in Varanasi and only 0.4 in Raebareli said development issues when compared to Raebareli that media do not highlight the success stories of with 30.4% respondents in this category. In development programmes while the remaining Varanasi 8.4% and Raebareli 7.2% respondents 22.4% respondents in Raebareli and 16% in said rated media performance as very poor in Varanasi couldn’t say anything. Thus, in Varanasi covering rural development issues. 4% in Varanasi 48.8% said that media highlight the success stories and only 3.2% in Raebareli rated media of development programmes while in Raebareli performance as excellent while the remaining 43.6% stated that media rarely highlight the success 23.6% respondents in Raebareli and 19.2% in stories of development programmes. (Table 2). Varanasi couldn’t say anything. In aggregate, we As shown in table 2, when asked for the found that in Varanasi 36.4% rated media type of media that usually exposes any corruption performance as good while in Raebareli 35.6% in the implementation of development schemes in rated it as poor in covering the rural development the selected areas we found that in Kand Rawan, issues. according to the majority respondents (28%),

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Table 2. Response of locals on role of media in highlighting the absence of development and success stories of government programmes related to rural development (RD) in selected areas, Media role in exposing corruption and Respondents rating on media performance in these activities.

Districts Blocks Parameters (Village) Media highlighting Media highlighting Means to expose Respondents rating the absence of success stories of corruption on performance of development govt. programs % (No.) media in covering % (No.) % (No.) RD issues % (No.)

Yes Yes Print media 28% Excellent 24% (30) 34.4% (43) (35) 4% (5) Unchahar No No Television 20% Good (Kand Rawan) 2.4% (3) 0% (0) (25) 32% (40) Always Always Both Poor Raebareli 0% (0) 5.6% (7) 20% (25) 37.6% (47) Rarely Rarely RTI Very poor 55.2% (69) 40% (50) 11.2% (14) 5.6% (7) Can’t say Can’t say Can’t say Can’t say 18.4% (23) 20% (25) 20.8% (26) 20.8% (26) Yes Yes Print media 24% Excellent 16.8% (21) 23.2% (29) (30) 2.4% (3) Dalmau No No Television 16.8% Good (Aihar) 1.73% (2) 0.8% (1) (21) 28.8% (36) Always Always Both Poor 0% (0) 4% (5) 24.8% (31) 33.6% (42) Rarely Rarely RTI Very poor 58.4% (73) 47.2% (59) 8% (10) 8.8% (11) Can’t say Can’t say Can’t say Can’t say 23.2% (29) 24.8% (31) 26.4% (33) 26.4% (33) Yes Yes Print media 26.4% Excellent 31.2% (39) 53.6% (67) (33) 7.2% (9) Varanasi Chiraigaon No No Television 13.6% Good (Bhabhanpura) 0% (0) 3.2% (4) (17) 39.2% (49) Always Always Both Poor 0% (0) 20% (25) 21.6% (27) 28.8% (36) Rarely Rarely RTI Very poor 55.2% (69) 11.2% (14) 24% (30) 9.6% (12) Can’t say Can’t say Can’t say Can’t say 13.6% (17) 12% (15) 14.4% (18) 15.2% (19) Yes Yes Print media 21.6% Excellent Haruha 23.2% (29) 44% (55) (27) 0.8% (1) (Lamahi) No No Television Good 4% (5) 1.6% (2) 16% (20) 33.6% (42) Always Always Both Poor 0% (0) 16% (20) 24.8% (31) 35.2% (44) Rarely Rarely RTI Very poor 56% (70) 18.4% (23) 17.6% (22) 7.2% (9) Can’t say Can’t say Can’t say Can’t say 16.8% (21) 20% (25) 20% (25) 23.2% (29)

As shown in Table 3., when investigated the while none said that the information is relevant. relevance of information about government The study shows that in Varanasi, the majority of development programmes, it was found that in all respondents 41.2% said that the information is not the four villages respondents feel that the relevant as compared to Raebareli with 60.8%. In information provided to them regarding the comparison to Varanasi where 32.8% said that the government programmes will not be relevant. Out information is impartial, Raebareli has above 18% of total 500 respondents examined, the highest respondents in this category. In Varanasi, 20% percentage (51%) of respondents said that the respondents said that the informations is partial as information is not relevant, followed by 25.8% said compared to 8.8% in Raebareli. 11.6% of that the information is impartial, 14.4% said the respondents in Raebareli and 6% in Varanasi information is partial, 8.8% couldn’t say anything couldn’t say anything. None in Varanasi and

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Raebareli said that the information is relevant. In that language is a problem in communication with the final analysis, both Raebareli and Varanasi have government officials, followed by 24.8% who said more respondents who said that the information is that there is lack of expertise, 23.2% said the not relevant. It was observed that when the locals constraint of time is a problem, 12% said that don’t get proper information and wants to approach wrong media is a problem and according to the the government officials regardingIn the final remaining 10.4% communication with the analysis, information about developmental government officials is not participatory. In schemes, the best means for them to do so is Bhabhanpura, 26.4% respondents said that through interpersonal sources except in constraint of time is a problem in communicating Bhabhanpura where they do so through proper with government officials, followed by 23.2% who channel. Out of total 500 respondents examined, said that communication with the government 39.6% respondents said that the means for officials is not participatory, 22.4% said that there approaching government officials to gain is lack of expertise, 16% said that wrong media is a information regarding development programmes problem and according to the remaining 12% are interpersonal sources, followed by 20.2% language is a problem. In Lamahi, majority respondents who said that it is through proper respondents (more than 31%) said that channel, 11.8% said it is through agents and the communication with government officials is not remaining 28.4% said it is not possible. The study participatory, followed by 28.8% who said that shows that in Raebareli, the majority of constraint of time is a problem, 20% who said that respondents (45.2%) said that the means for there is lack of expertise, 10.4% said that wrong approaching government officials to gain media is a problem and according to the remaining information regarding development programmes 9.6% language is a problem while communicating are interpersonal sources, as compared to Varanasi with the government officials. In the final analysis, with 34% respondents in this category. In Varanasi, 23.8% respondents said that constraint of time is a 23.6% respondents said that the means for problem in communicating with government approaching government officials to gain officials, followed by 23.6% who said that information regarding development programmes is communication with the government officials is not through proper channel, as compared to Raebareli participatory, 22.6% said that there is lack of with 16.8% respondents in this category. In expertise, 16.4% said that language is a problem comparison to Varanasi where 15.2% respondents and according to remaining 13.6% wrong media is said that the means for approaching government a problem in communication to the government officials is through agents, as compared to officials. (Table 3). Thus, the study shows that Raebareli with 8.4% respondents who said so. In (Table 3), in Varanasi, the majority of respondents Raebareli 29.6% respondents and in Varanasi (27.6%) said that time constraint is one of the 27.2% stated that approaching the officials is not problems in communicating with the government possible. In the final analysis, both in Raebareli and officials as compared to Raebareli with 20%. In Varanasi, majority of respondents stated that the Varanasi, 27.2% said that the communication with means to approach the officials is through officials is not participatory as compared to interpersonal sources. (Table 3). Raebareli with 20% respondents in this category. In comparison to Raebareli where 24% said that lack When investigated about what type of of expertise is a problem in communicating with problems do the villagers face while the officials, Varanasi has more than 21% communicating with the government officials, the respondents in this category. In Raebareli 14% observation is as follows. In Kand Rawan, out of respondents said that wrong media is a problem as total 125 respondents examined, majority compared to Varanasi with13.2%. 22% of respondents (above 29%) said that communication respondents in Raebareli and 10.8% in Varanasi with government officials is not participatory, said that language is one of the problems while followed by 23.2% who said that there is lack of communicating with the government officials. In expertise, 16.8% said the constraint of time is a the final analysis, it is found that in Raebareli 22% problem, 16% said that wrong media is a problem respondents have felt that language is a big and according to the remaining 14.4% language is a problem while in Varanasi 27.6% respondents have problem while communicating to the government said that time is the biggest problem in officials. In Aihar, more than 29% respondents said communicating with the government officials.

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Table 3. Relevance of information about government development programmes, means of approaching government officials to gain information regarding development programmes, types of problems faced by respondents in communicating the government officials.

Districts Blocks Parameters (Village) Relevance of Means of approaching Problems faced by information about government officials respondents in government regarding development communicating the development programs government officials programmes % % (No.) % (No.) (No.) Yes Through proper channel Not participatory 0% (0) 21.6% (27) 29.6% (37) Unchahar No Interpersonal sources Language (Kand Rawan) 58.4% (73) 42.4% (53) 14.4% (18) Raebareli Partial Agents Wrong media 10.4% (13) 8.8% (11) 16% (20) Impartial Not possible Time 21.6% (27) 27.2% (34) 16.8% (21) Can’t say Lack of expertise 9.6% (12) 23.2% (29) Yes Through proper channel Not participatory 0% (0) 12% (15) 10.4% (13) Dalmau No Interpersonal sources Language (Aihar) 63.2% (79) 48% (60) 29.6% (37) Partial Agents Wrong media 7.2% (9) 8% (10) 12% (15) Impartial Not possible Time 16% (20) 32% (40) 23.2% (29) Can’t say Lack of expertise 13.6% (17) 24.8% (31) Yes Through proper channel Not participatory 0% (0) 33.6% (42) 23.2% (29) Chiraigaon No Interpersonal sources Language Varanasi (Bhabhanpura) 39.2% (49) 30.67% (38) 12% (15) Partial Agents Wrong media 24% (30) 12.8% (16) 16% (20) Impartial Not possible Time 29.6% (37) 23.2% (29) 26.4% (33) Can’t say Lack of expertise 7.2% (9) 22.4% (28) Yes Through proper channel Not participatory Haruha 0% (0) 13.6% (17) 31.2% (39) (Lamahi) No Interpersonal sources Language 43.2% (54) 37.6% (47) 9.6% (12) Partial Agents Wrong media 16% (20) 17.6% (22) 10.4% (13) Impartial Not possible Time 36% (45) 31.2% (39) 28.8% (36) Can’t say Lack of expertise 4.8% (6) 20% (25)

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As shown in Table 4., when investigated for the communication strategies are satisfactory to the benefit at grassroot level from the various some extent as compared to Raebareli with 18.8%. developmental programmes launched by In comparison to Raebareli where 15.2% said that government, it was observed that, in Kand Rawan, they couldn’t say anything, Varanasi has more than majority (above 39%) respondents were with the 5% respondents in this category. In Varanasi 2% opinion that the benefit gained from the respondents said that the strategies are satisfactory government development programmes is very less, as compared to 0.4% in Raebareli. 11.6% of followed by 18.4% of those who said that no respondents in Raebareli and 6% in Varanasi benefit is gained, 14.4% of those who said it is couldn’t say anything. None in Varanasi and average and the same percent of people said that Raebareli said that the information is satisfactory. they have no information about it, while 13.6% Thus in both Raebareli and Varanasi have more respondents said that the programmes are respondents who said that the communication beneficial. In Aihar, majority 28.8% respondents strategies are not satisfactory. (Table 4). We also were with the opinion that the benefit gained from investigated whether the government uses any the government development programmes is very feedback mechanism (from people) to check the less, followed by 26.4% of those who said that no development in the selected areas, and our benefit is gained, 21.6% respondents said that the observation is as follows. Out of total 500 programmes are beneficial, 12% of those who said respondents examined, more than 57% respondents it is average and the remaining 11.2% of people stated that there is no feedback mechanism used by said that they have no information about it. In government followed by 20.2% who said that the Bhabhanpura, the maximum 28.8% respondents officials rarely use and 2.4% said that the officials were of the opinion that the rural development always use feedback mechanism while the programmes are beneficial followed by 24% said it remaining 20% couldn’t say anything. The study is very less beneficial, 23.2% said it is not shows that in Raebareli, the majority of beneficial followed by 16.8% who said it is average respondents (60.4%) said that there is no feedback beneficial and the 7.2% had no information about mechanism used by government as compared to it. In Lamahi, the majority 32% were of the opinion Varanasi with 54.4% respondents who stated so. In that the rural development programmes are Varanasi 25.6% respondents said that the beneficial, followed by 27.2% who said it is very respondents rarely use feedback as compared to less beneficial, 20% said it is not beneficial, 10.4% Raebareli with 14.8% respondents in this category. who said it is average beneficial, and the same In Varanasi 2.8% and Raebareli 2% officials said percent of people said they have no information that the government always uses feedback about it. In the final analysis, the highest mechanism while the remaining 22.8% in Raebareli percentage (more than 29%) of respondents have and 17.2% in Varanasi couldn’t say anything. the opinion that the rural development programmes Thus, we found that both in Raebareli and are very less beneficial, followed by 24% who said Varanasi, majority of respondents stated that there it is beneficial, 22% said it is not beneficial, 13.4% is no feedback mechanism used by government. who said it is on average beneficial and 10.8% who (Table 4). said they have no information about it. Thus, Raebareli has more respondents (22.4%) with the opinion that the schemes are not beneficial as compared to Varanasi where majority respondents (30.4%) were of the opinion that the developmental schemes are beneficial. When examined whether the respondents are satisfied by the different communication strategies used by government for development in the selected areas, we observed that in all the four villages majority of the respondents don’t feel satisfied. In the final analysis, the majority 60.8% said that the strategies are not satisfactory, followed by 27.6% who said that the strategies are satisfactory to some extent, 10.4% couldn’t say anything and 1.2% were satisfied with the communication strategies while none said that the information are fully satisfactory. The study shows that in Raebareli, the majority of respondents (65.6%) said that the communication strategies are not satisfactory as compared to Varanasi with 56%. In Varanasi, 36.4% said that

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Table 4. Respondents opinion on the benefit at grass root level from the government development programmes, satisfaction regarding communication strategies used by government, feedback mechanism used by government.

Districts Blocks Parameters (Village) Respondents opinion on the benefit at grass Satisfaction regarding Feedback mechanism used by root level from the government communication strategies used by government development programmes % (No.) government % (No.) % (No.)

Yes 13.6% (17) Fully satisfied 0% (0) Yes, always 3.2% (4) No 18.4% (23) Satisfied 0% (0) No 64% (80) Unchahar On average 14.4% (18) Not satisfied 60% (75) Rarely 12% (15) (Kand Rawan) Very less 39.2% (49) To some extent 20% (25) Can’t say 20.8% (26) Raebareli No information 14.4% (18) Can’t say 20% (25)

Yes 21.6% (27) Fully satisfied 0% (0) Yes, always 0.8% (1) No 26.4% (33) Satisfied 0.8% (1) No 56.8% (71) Dalmau On average 12% (15) Not satisfied 71.2% (89) Rarely 17.6% (22) (Aihar) Very less 28.8% (36) To some extent 17.6% (22) Can’t say 24.8% (31) No information 11.2% (14) Can’t say 10.4% (13)

Yes 28.8% (36) Fully satisfied 0% (0) Yes, always 5.6% (7) No 23.2% (29) Satisfied 2.4% (3) No 50.4% (63) Chiraigaon On average 16.8% (21) Not satisfied 55.2% (69) Rarely 28% (35) Varanasi (Bhabhanpura) Very less 24% (30) To some extent 35.2% (44) Can’t say 16% (20) No information 7.2% (9) Can’t say 7.2% (9)

Yes 32% (40) Fully satisfied 0% (0) Yes, always 0% (0) Haruha No 20% (25) Satisfied 1.6% (2) No 58.4% (73) (Lamahi) On average 10.4% (13) Not satisfied 56.8% (71) Rarely 23.67% (29) Very less 27.2% (34) To some extent 37.6% (47) Can’t say 18.4% (23) No information 10.4% (13) Can’t say 4% (5)

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5. Concluding remarks 7. Acknowledgement

With reference to above discussion it is clear that This work is supported by a doctoral fellowship media has been playing an important role in the and grant from Indian Council of Social Sciences Raebareli and Varanasi district of Uttar Pradesh in Research (ICSSR), New Delhi, India. different dimensions but at the same time it has some problems which are arrogant as well as 8. References operational in nature. So, the people linked with the media industry should be focused on development 1. Deane, J. & Gray-Felder, D. Communication aspect in such a way that people come forward and for Social Change: A Position Paper and freely to cooperate each other. Media strategy Conference Report, Bellagio, Italy 1997 & should be such that it can help in the development Cape Town, South Africa 1998. January 1999. aspect and can provide minimum amenities in all 2. Dreze, Jean and Amartya Sen, (eds). Indian areas of the state. Innovation, realistic, local Development: Selected Regional Perspectives, resource person and local aspirations would have to New Delhi: Oxford University Press, 1997. be considered in media strategy for the greater 3. Fraser, C & Restrepo-Estrada, S. interest of the society. The media strategies for Communicating for Development: Human rural development would therefore, essentially Change for Survival. New York, NY: I.B. include the rural press, local radio stations, rural Tauris & Co Ltd, 1998. programmes on television and reinforcement 4. India Rural Development Report. Released by through extension agencies, community IDFC, October 2013. development programmes and agencies, so as to 5. James, S.L. ‘Facilitating Communication facilitate and reinforce the adoption process within Rural and Marginal Communities: A through interpersonal and face-to-face Model for Development Support.’ In Shirley communication process. Tradition, Technology, A. White with K. Sadanand Nair & Joseph Trade, Transportability and Transformation of rural Ascroft, (eds.), (1994). ‘Participatory economy is the demand of the present time and in Communication: Working for Change and this context media can play an important Development.’ New Delhi, SAGE.1994; pp. role…….because it is the only platform where one 329-339. can freely express/suggest the thought and strategy 6. Melkote, S.R. and Steeves, H.L. of reconstructing the rural economy. Communication for Development in the Third World: Theory and Practice for Empowerment 6. Recommendations nd  The two-way dynamic interaction between (2 ed.). Sage Publications, London, 2001. grass root receivers and the information source 7. Ray, S.N. Communication in Rural mediated by development communicators must Development: A Public Policy Perspective. facilitate participation of the target groups in Indian Institute of Advance Study, Shimla, the process of development. 1995.  The purposive use of interpersonal, 8. Rogers, A. Participatory diffusion or semantic participatory and mediated channels by the confusion. In M. Harvey (Ed.), Media government agencies must be in the spirit of matters: Perspectives on advancing governance actions rather than paper policy formalities and development from the Global Forum for Media Development. Paris: Internews Europe, concerning budgets and ‘reports on progress’. 2006. 9. Rogers, E. M. Diffusion of innovations (5th ed.). New York: The Free Press, 2003.

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