Dr.Banarsi Lal and
Dr.Shahid Ahamad
We all are aware that India lives in villages and the country can prosper only when its villages prosper. In order to eradicate centuries old backwardness, illiteracy and poverty and to change the attitude of the people, several strategies are formulated, implemented, revised and rejuvenated. As far as rural development is concerned two approaches are discernible-one focusing on overall development and another concentrating on eradication of poverty. Various rural development programmes showed positive results and made a dent in poverty. Over the years the incidence of poverty has shown a declining trend. Devolution of power through Panchayati Raj Institutions after the 73rd Constitutional Amendment too has changed the rural scene but not to the desired extent. For that purpose, all the rural programmes, though considered landmark events are showing low potential for a sustained employment generation and insufficient impact on social development. The reason for this could be absence of effective convergence of these approaches that hampers full utilization of resources. Discussions of experts on rural development who are from both Government and non-Governmental agencies, it has been observed that it is necessary to have large scale participation of people at local level. Other points need to be focused are-integration of various programmes and their implementation through convergence approach, need based location specific and demand driven projects, plugging leakages resulting in effective delivery mechanism and to strengthen Panchayati Raj Institutions with adequate financial and administrative powers. There is need to generate an awareness for people participation in various programmes. In this area all means of communication need to be geared up but only after assessing which medium, where, with what effect and what kind of media mix be there and for what purpose. There is a need of media planning and proper communication strategy.
Information plays an important role in national development at every step. The Five Year Plans recognised the importance of communication from very first plan. It is said that information should reach people in their local dialect for their development. The communication support is needed to serve the specific sectors of economy. The development process focuses on development of human beings. Thus the people cooperation and participation need to be emphasised. The primary objective of development is to satisfy the essential needs of the people starting from the most disadvantaged groups of the society. The development process must be related with the cultural and ecological environment of the people. The well-known scientist of mass communication namely Dr. Wilbur Schramm, headed a team of experts who were invited by the Government of India in 1963 to get advise on development of information infrastructure in India. Dr.Schramn revised his view of trickle-down theory in which the information flows from top to bottom. Now it has been emphasised that communication should take place from the lower level to be effective.
The role of information and communication technologies (ICTs) and particularly the internet, are transforming all human activities dependent on information including rural development and food security. ICTs can build and integrate the capacities of other media. This enables low-cost creation, access and distribution of information which requires a network rather than centralized approach. Languages, culture, socio-economic conditions of people and infrastructure should be taken into consideration while designing ICTs strategies. The emphasis is given on moving away from centrally maintained reservoirs of information towards distributed systems which link information resources from a variety of providers. In this modern age of electronic media, the cultural values of traditional media must not be disregarded. If we are to properly communicate in rural communities, we must learn more about those communities traditional communication channels as well. Communication and information strategy must be supported by research and periodic appraisal. In order to make research more meaningful and participatory, a new approach for research and design of communication for development strategies and programmes was evolved by Sustainable Development Department of Food and Agricultural Organisation (FAO) which is known as Participatory Rural Communication Appraisal (PRCA).This approach starts with the people. It views communication as an interactive process characterized by exchange of ideas, information, points of view and experiences among the persons. Communication is a two way process and all the people involved are important sources. In the sectors like education, health, agriculture, food, environment and infrastructure various development programmes and schemes are formulated to help villagers. Various ministries like rural, health and women and child care have a good network. This should be geared up for dissemination of information.
The new, on-going and structurally revised programmes need constant information flow. The information should reach in time to the beneficiaries of the programmes. Awareness, trainings and workshops etc. are needed for the beneficiaries. Mass media like radio, television, radio and print media information should reach to the people. The mass media information should also reach to below poverty line groups. Keeping in mind the illiteracy, interpersonal communication should be stressed by the extension workers. Panchayats can serve as the most effective information providers. So efforts should be made to reach information to Panchayats in their local language. Decentralized and village-level planning should lead to exploration of the potentialities of local communication networks. Communication should not be treated as a separate component. It should be integrated with the programme itself. Information through mass media certainly has wide reach.
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