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Rural Communication RM
Rural Communication RM
and
MEDIA
effective.
The utility of mass-media in rural communication is enormous. However, traditional media is often seen to be more effective among the rural audience.
KEY CONCEPTS
THE COMMUNICATION PROCESS MODEL
As can be clearly seen from the mode, a sender sends (an encoded) message, using a selected media, which the receiver receives after having decoded it (so as to be properly understood). The receiver (or the target audience responds back to sender (of the messages), to whom this response also works as a feedback on his message/media.
It is also apparent from the model that much of the message could go waste as noise. This could happen due to several reasons. The messages having not been encoded properly; inappropriate selection of media; improper messages; messages not having been decoded properly. The net effect is that the senders message do not reach, the target audience, or having reached it may mean nothing, or atleast not meaning what it is intended to have been communicated.
EFFECTIVE MESSAGES
A major challenge for rural communicator is how to make the communicated messages effective. The message must be meaningful to the rural consumer. Message decisions need to take into account the following aspects for their effectiveness : Languages Pictorial Presentation Message Form The effective communication to rural consumer should be : utilitarian, & narrative Source of the message Credibility of the source is critical for rural markets. Context Association Associations create interest, hold attention and provide meaning.
ITS IMPLICATION
MEDIA
DECISIONS
MEDIA
It is important to understand the media that is being adopted by the rural marketers. The forms of media used are of two types :
Mass Media (Conventional Media) Including television, radio, print, cinema/theatres, word of mouth, video on wheels. Traditional Media (Non-Conventional Media) Including puppetry, folk theatres, demonstrations, Melas, wall paintings, post cards, posters, etc.
COMMUNICATING USING
NON-CONVENTIONAL MEDIA
Show
MEDIA EFFECTIVENESS
Effectiveness of the media to be used for rural communication is important. Factors that affect media effectiveness are :
Rural communication is best applied when it follows a participatory approach, involving participation of rural audience.
MEDIA EFFECTIVENESS
AUDIENCE PROFILE Rural audiences are exposed to mass media, and can be easily reached, and young male members are majority viewers of television. MEDIA PREFERENCE Traditional media can be more effective with rural audience. Interpersonal communication (IPC) was ranked most effective, followed by TV/VCR, print media, and then radio. CHANNELS AND PROGRAMMES VIEWED MEDIA VIEWING AND LISTENING BEHAVIOUR Television programmes in rural areas like DD-1, etc is very popular. Radio is a popular media in rural markets, especially Vividh Bharti, etc. Household subscription to newspapers is low. But newspaper is read at common gathering/meeting place, tea shop.
POR INFRASTRUCTURE FACILITIES Such a lack of roads, telecom facilities, postal services, etc. This undermines the utility of press and even TV viewership is affected by low voltage and uncertain supplies
are
largely