Media in Development Communication
Published: 2012
Author(s) Name: Rohan Tyagi |
Author(s) Affiliation:
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Abstract
Media plays an important role in development
communication through circulation of knowledge,
providing forum for discussion of issues, teach ideas, skills
for a better life and create a base of consensus for stability of
the state. From the early stages of the introduction of the
media in India various attempts were made to exploit their
potential for development purposes. The history of
development communication in India can be traced to
1940’s when radio broadcast was started in different
languages to promote development communication
through various programmes, like-Programs for Rural
Audience, Educational Programs and Family Welfare
Programs. Today television in our country is also used as a
medium for social education, weapon against ignorance
and awareness among the people, through different
programs like Educational Television (ETV), Countrywide
Classroom (CWC), Teleconferencing etc. Experiments in
Satellite technology has been conducted in recent years to
bring about Social change and development. This has been
done in the form of SITE Program and Kheda
Communication Projects. New Technologies have also
been put to serious use for development communication.
New technologies like mobile, website and internet are
interactive in nature. Interactivity, instant feedback and
persuasion capability are used to rope in people into the
process of development. Today government has different
websites and call centers that provide instant information
or answers queries to questions of development.
Keywords: Development, Communication, Mass Media, Satellite technology, New media, Government projects
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