Mass Media and Development Communication in India: Philosophy and Practice

Abstract

This study examines the Indian perspective of development communication in rural development programmes. Development is a process of gradual change and planned inducement for progressive im provement, which entails the social transformation of a society and a culture of technical innovation. Development communication can be said to be an approach to communication which provides com munities with information they can use in bettering their lives. It has two primary roles, i.e. Transform ing role, as it steps social change in the direction of the hygiene taste of today’s generation in this competitive market and a socializing role by seeking to maintain some of the established values of the society. Thus, this paper concludes with the assertion that if development is to succeed, it should involve the people of local communities. Such locally initi ated and participatory approaches can only be made possible through development communication. In addition, the paper notes that there are tremendous opportunities awaiting India and other developing nations as they strive for more pragmatic approaches to implement development communication towards a more efficient rural development.