Scribd Logo
Upload

Welcome to Scribd!

  • 7 views

    9 Rural Communication

    Uploaded by

    yashwardhan.pugalia2025
    This document discusses rural communication in India. It notes that communicating with rural audiences presents unique challenges due to factors like low literacy, linguistic differences, and traditional media habits. It then outlines various traditional and non-traditional media that can be used for rural communication, including television, radio, puppetry, wall paintings, and demonstrations. The document also discusses factors that influence the effectiveness of media in rural contexts and strategies for improving rural communication, such as using audio/visual vans, targeting opinion leaders, and leveraging information and communication technologies.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    9 Rural Communication

    Uploaded by

    yashwardhan.pugalia2025
    7 views12 pages
    This document discusses rural communication in India. It notes that communicating with rural audiences presents unique challenges due to factors like low literacy, linguistic differences, and traditional media habits. It then outlines various traditional and non-traditional media that can be used for rural communication, including television, radio, puppetry, wall paintings, and demonstrations. The document also discusses factors that influence the effectiveness of media in rural contexts and strategies for improving rural communication, such as using audio/visual vans, targeting opinion leaders, and leveraging information and communication technologies.

    Original Title

    9 rural communication (1)

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses rural communication in India. It notes that communicating with rural audiences presents unique challenges due to factors like low literacy, linguistic differences, and traditional media habits. It then outlines various traditional and non-traditional media that can be used for rural communication, including television, radio, puppetry, wall paintings, and demonstrations. The document also discusses factors that influence the effectiveness of media in rural contexts and strategies for improving rural communication, such as using audio/visual vans, targeting opinion leaders, and leveraging information and communication technologies.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    7 views12 pages

    9 Rural Communication

    Uploaded by

    yashwardhan.pugalia2025
    This document discusses rural communication in India. It notes that communicating with rural audiences presents unique challenges due to factors like low literacy, linguistic differences, and traditional media habits. It then outlines various traditional and non-traditional media that can be used for rural communication, including television, radio, puppetry, wall paintings, and demonstrations. The document also discusses factors that influence the effectiveness of media in rural contexts and strategies for improving rural communication, such as using audio/visual vans, targeting opinion leaders, and leveraging information and communication technologies.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 12

    RURAL COMMUNICATION

    Introduction

    Rural Communication has recently


    emerged as a key concern for
    communicators of both profit oriented
    corporations exploring rural areas to
    expand marketing their products, as also
    by those in social service institutions
    trying to reach social health related
    message in rural, tribal and far flung areas
    in the countryside.
    Media for Rural Communication
    Mass media Traditional media
    TELEVISION

    VIDEO ON RADIO
    WHEELS

    MASS
    MEDIA

    WORD OF PRINT
    MOUTH

    CINEMA
    THEATRES
    PUPPETRY

    POST
    CARD & FOLK
    POSTERS THEATRE

    TRADITIONAL
    MEDIA

    WALL DEMONST
    PAINTING RATION

    HAATS &
    MELAS
    COMMUNICATION USING NON-CONVETIONAL MEDIA

    Reach the rural Education and


    Generate interest Create product of
    consumer persuade
    brand knowledge

    • Interactive
    • Puppetry • Tableaus communica
    • Drama • Audio tion point
    • Wall
    • Message visual of contacts
    paintings
    • Mail to
    on vans • Stalls at
    objects of • Point of haats and
    options
    interest purchase meals
    leader
    • Giant channels • Demonstrat
    cutouts • Contests ion and
    sampling
    MEDIA EFFECTIVENESS

    A number of factors affect media effectiveness, these include:

     Audience profile

     Media preferences

     Channel and programmes viewed

     Audience behaviour
    Factors affecting media
    AUDIENCE effectiveness
    PROFILE
    Audience response

    RECALL

    AUDIENCE
    PREFERENCES

    MEDIA
    MEDIA
    EFFECTIVENESS

    CHANNELAND
    PROGRAMME
    S VIEWED
    ATTITUDE
    CHANGE

    MEDIA
    VIEWING
    BEHAVIOUR
    CHALLANGES

    • Low literacy levels


    • Spread and diversity
    • Unique media habits
    • Low spending capacity
    • Lack of research data
    • Selective attention to/retention
    • Linguistic and socio cultural differences
    • Strong kinship ties
    • Different leisure time activities
    COMMUNICATION STRATEGIES
     Use of audio video
    medium

     Appropriate
    communication mix

     Tailor made
    communication

     Use of publicity
    vans/animals
    Cont.….

     Use of stalls and Haats

     Appropriate scheduling

     Selective communication
    strategy

     Focus on opinion leader


    and reference's groups

     Use of logos and symbols


    Information and communication technology
    (ICT)

    ICT has a great impact in the rural


    India. The cyber revolution that
    already has urban India in it’s grip,
    is slowly going into villages and
    irrevocably changing lives.

    You might also like