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

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Role of Mass Media in Rural Development of the Raebareli and Varanasi Districts of Uttar Pradesh 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. Imperial Journal of Interdisciplinary Research (IJIR) Page 707 Imperial Journal of Interdisciplinary Research (IJIR) Vol-3, Issue-2, 2017 ISSN: 2454-1362, http://www.onlinejournal.in 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
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