ROLE OF MEDIA IN RURAL PEOPLE’S LIFE

Rakesh. K*1

Affiliations
1*Faculty Member, Anish College of Commerce, SAKET, Hyderabad- 500062. Telangana, India.

ABSTRACT

The study aims to know the role of media in rural people’s life. The term media is derived from Medium,
which means carrier. The term was first used with the advent of newspapers and magazines. However,
with the passage of time, the term broadened by the inventions of radio, TV, cinemas and Internet. In the
world of today, media has become almost as necessary as food and clothing. It is true that media is
playing an outstanding role in strengthening the society. Its duty is to inform, educate and entertain the
people. It helps us to know current situation around the world. The media has a strong social and cultural
impact upon society. Because of its inherent ability to reach large number of public, it is widely used to
convey message to build public opinion and awareness. Generally rural people especially remote areas are
affecting with a lot of basic needs and other facilities, to overcome such problems media will play a
crucial role to help the rural people in an appropriate way. It focuses and observes how to battle with the
issues and guides to overcome the problems.

KEYWORDS
Media; Rural; Remote Areas; People; Role.
JEL CLASSIFICATION
H52, Y1, I2, Z0.
REFRENCES
BN Rasila, MJ Mudau(2012), Effective communication as a strategic tool for rural development: A model
to take South African Government beyond mobilization and consultation through public
participation, Journal of Media and Communication Studies , 4(7), 134-141.

Ministry of Rural Development. (2016). a Status Report for India: 2014/2015. Labour Migration for
development.

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