RURAL COMMUNICATION

Presented ByChandan Singh

Dr. Rajendra Prasad Central Agricultural University, PusaMBA(AGB)/92/2015-16

Contents

Introduction

Media for Rural Communication

Communication Using In Non- Conventional Media

Media Effectiveness

Factors Affecting Media Effectiveness

Challenges

Communication Strategies

ICT

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

MASS MEDIA

TELEVISION

RADIO

PRINT

CINEMA THEATRES

WORD OF MOUTH

VIDEO ON WHEELS

TRADITIONAL MEDIA

PUPPETRY

FOLK THEATRE

DEMONSTRATION

HAATS & MELAS

WALL PAINTING

POST CARD & POSTERS

Reach the rural consumer

Generate interest

Education and persuade

• Wall paintings

• Mail to options leader

• Puppetry• Drama• Message

on objects of interest

• Giant cutouts

• Tableaus• Audio

visual vans

• Point of purchase channels

• Contests

• Interactive communication point of contacts

• Stalls at haats and meals

• Demonstration and sampling

COMMUNICATION USING NON-CONVETIONAL MEDIA

MEDIA EFFECTIVENESS

A number of factors affect media effectiveness, these include:

Audience profile

Media preferences

Channel and programmes viewed

Audience behaviour

RECALL

MEDIA EFFECTIVE

NESS

ATTITUDE CHANGE

MEDIA

AUDIENCE PROFILE

AUDIENCE PREFERENCES

CHANNEL AND PROGRAMMES

VIEWED

MEDIA VIEWING/LISTE

NING BEHAVIOUR

Factors affecting media effectiveness

Audience response

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

Use of stalls and Haats

Appropriate scheduling

Selective communication

strategy

Focus on opinion leader

and reference's groups

Use of logos and symbols

Cont.….

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. The fishermen of Veerapattinam near Pondichery depend earlier on nature each time they set out in their boats, known for sure what to expect of the weather, the waves and that it will throw up by way of catch.

Thank you