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.
