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.