Media in Development Communication

Abstract

Media plays an important role in development communication through circulation of knowledge, providing forum for discussion of issues, teach ideas, skills for a better life and create a base of consensus for stability of the state. From the early stages of the introduction of the media in India various attempts were made to exploit their potential for development purposes. The history of development communication in India can be traced to 1940’s when radio broadcast was started in different languages to promote development communication through various programmes, like-Programs for Rural Audience, Educational Programs and Family Welfare Programs. Today television in our country is also used as a medium for social education, weapon against ignorance and awareness among the people, through different programs like Educational Television (ETV), Countrywide Classroom (CWC), Teleconferencing etc. Experiments in Satellite technology has been conducted in recent years to bring about Social change and development. This has been done in the form of SITE Program and Kheda Communication Projects. New Technologies have also been put to serious use for development communication. New technologies like mobile, website and internet are interactive in nature. Interactivity, instant feedback and persuasion capability are used to rope in people into the process of development. Today government has different websites and call centers that provide instant information or answers queries to questions of development.

Keywords: Development, Communication, Mass Media, Satellite technology, New media, Government projects

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