Rural Communication

Volume : 9, Issue : 2, February - 2022

Abstract : India is land of villages. Around 60% of the population lives in villages. Still, people living in villages are either illiterate or semi-literate. Rural population living in remote areas have less per capita income.  Rural publics do have worldly wisdom on par with people living in towns and  cities.  So,  they  don’t believe or  accept information  received  by  them from various sources. Interpersonal communication and Group communication are more effective than mass communication in rural areas. Weekly markets play key role in remote rural areas in spreading communication. If any important information has to be spread far and wide, then weekly markets can be used effectively as a large number of public from different villages congregate at one place. Two-step flow of communication is effective in rural areas. Opinion leaders get information from mass media; they in turn would share information among the masses. Opinion leaders are trusted by masses in rural areas. So, whatever they say people blindly follow. Rural public needs communication on many aspects of their lives. Without proper communication, rural public cannot prosper or develop. Traditional media can play an important role in  communicating development and welfare messages in rural areas. The Bureau of outreach and communication disseminates information pertaining to Government welfare  and  development  programmes.  It  was  formed  after  merging  Song  and  Drama Division,  DAVP  and  DFP.  Rural  communication  principles  have  to  be  followed  in developing content for rural masses to accept. Rural public’s attitude, values, socio-economic background, political understanding and culture has to be studied thoroughly to communicate to them successfully.

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