Lecture 1Lecture 1

Rural Vs UrbanRural Vs Urban

Communication models for rural and Communication models for rural and urban communication.urban communication.

Communication ModelsCommunication Models

The field of communication has changed considerably over the The field of communication has changed considerably over the last thirty years, the models used in the introductory chapters last thirty years, the models used in the introductory chapters of communication textbooks (see Adler, 1991; Adler, of communication textbooks (see Adler, 1991; Adler, Rosenfeld, and Towne, 1996; Barker and Barker, 1993; Rosenfeld, and Towne, 1996; Barker and Barker, 1993; Becker and Roberts, 1992; Bittner, 1996; Burgoon, Hunsaker, Becker and Roberts, 1992; Bittner, 1996; Burgoon, Hunsaker, and Dawson, 1994; DeFleur, Kearney, and Plax, 1993; and Dawson, 1994; DeFleur, Kearney, and Plax, 1993; DeVito, 1994; Gibson and Hanna, 1992; Wood, 2002) are the DeVito, 1994; Gibson and Hanna, 1992; Wood, 2002) are the same models that were used forty years ago. same models that were used forty years ago.

This is, in some sense, a testament to their enduring value. Shannon's This is, in some sense, a testament to their enduring value. Shannon's (1948) model of the communication process (Figure 1) provides, in its (1948) model of the communication process (Figure 1) provides, in its breakdown of the flow of a message from source to destination, an breakdown of the flow of a message from source to destination, an excellent breakdown of the elements of the communication process that excellent breakdown of the elements of the communication process that can be very helpful to students who are thinking about how they can be very helpful to students who are thinking about how they communicate with others. It remains, however, that these texts generally communicate with others. It remains, however, that these texts generally treat these models as little more than a baseline. They rapidly segue into treat these models as little more than a baseline. They rapidly segue into other subjects that seem more directly relevant to our everyday experience other subjects that seem more directly relevant to our everyday experience of communication. In interpersonal communication texts these subjects of communication. In interpersonal communication texts these subjects typically include the social construction of the self, perception of self and typically include the social construction of the self, perception of self and other, language, nonverbal communication, listening, conflict other, language, nonverbal communication, listening, conflict management, intercultural communication, relational communication, and management, intercultural communication, relational communication, and various communication contexts, including work and family. In mass various communication contexts, including work and family. In mass communication texts these subjects typically include media literacy, media communication texts these subjects typically include media literacy, media and culture, new media, media industries, media audiences, advertising, and culture, new media, media industries, media audiences, advertising, public relations, media effects, regulation, and media ethics. public relations, media effects, regulation, and media ethics.

The classic models that we use in teaching communication, The classic models that we use in teaching communication, including Shannon's information theory model (the active including Shannon's information theory model (the active model), a cybernetic model that includes feedback (the model), a cybernetic model that includes feedback (the interactive model, an intermediary model (sometimes referred interactive model, an intermediary model (sometimes referred to as a gatekeeper model of the two-step flow), and the to as a gatekeeper model of the two-step flow), and the transactive model. transactive model.

We will also see a unifying model of the communication We will also see a unifying model of the communication process that will be described as an process that will be described as an ecological model of the communication processecological model of the communication process. This model . This model seeks to better represent the structure and key constituents of seeks to better represent the structure and key constituents of the communication process as we teach it today.the communication process as we teach it today.

Shannon's Model of the Communication Shannon's Model of the Communication ProcessProcess

Shannon's (1948) model of the communication Shannon's (1948) model of the communication process provided, for the first time, a general model process provided, for the first time, a general model of the communication process that could be treated as of the communication process that could be treated as the common ground of such diverse disciplines as the common ground of such diverse disciplines as journalism, rhetoric, linguistics, and speech and journalism, rhetoric, linguistics, and speech and hearing sciences. Part of its success is due to its hearing sciences. Part of its success is due to its structuralist reduction of communication to a set of structuralist reduction of communication to a set of basic constituents that not only explain how basic constituents that not only explain how communication happens, but why communication communication happens, but why communication sometimes fails. sometimes fails.

Like all models, this is a minimalist abstraction of the reality it Like all models, this is a minimalist abstraction of the reality it attempts to reproduce. The reality of most communication attempts to reproduce. The reality of most communication systems is more complex. Most information sources (and systems is more complex. Most information sources (and destinations) act as both sources and destinations. destinations) act as both sources and destinations. Transmitters, receivers, channels, signals, and even messages Transmitters, receivers, channels, signals, and even messages are often layered both serially and in parallel such that there are often layered both serially and in parallel such that there are multiple signals transmitted and received, even when they are multiple signals transmitted and received, even when they are converged into a common signal stream and a common are converged into a common signal stream and a common channel. Many other elaborations can be readily described.. It channel. Many other elaborations can be readily described.. It remains, however, that Shannon's model is a useful abstraction remains, however, that Shannon's model is a useful abstraction that identifies the most important components of that identifies the most important components of communication and their general relationship to one another. communication and their general relationship to one another. That value is evident in its similarity to real world pictures of That value is evident in its similarity to real world pictures of the designs of new communication systems, including Bell's the designs of new communication systems, including Bell's original sketches of the telephone, as seen in Figure 2.original sketches of the telephone, as seen in Figure 2.

An Intermediary ModelAn Intermediary Model. .

An Interactive Model:An Interactive Model:

An Interactive Model (cont’d)An Interactive Model (cont’d)

The interactive model, a variant of which is shown in Figure 4, The interactive model, a variant of which is shown in Figure 4, elaborates Shannon's model with the cybernetic concept of elaborates Shannon's model with the cybernetic concept of feedback , often without changing any other element of feedback , often without changing any other element of Shannon's model. The key concept associated with this Shannon's model. The key concept associated with this elaboration is that destinations provide feedback on the elaboration is that destinations provide feedback on the messages they receive such that the information sources can messages they receive such that the information sources can adapt their messages, in real time. This is an important adapt their messages, in real time. This is an important elaboration, and as generally depicted, a radically elaboration, and as generally depicted, a radically oversimplified one. None of this is visible in the typical oversimplified one. None of this is visible in the typical depiction of the interactive model. depiction of the interactive model.

A Transactional Model:A Transactional Model:

A Transactional Model (cont’d)A Transactional Model (cont’d)

A transitional model acknowledges neither creators nor consumers of A transitional model acknowledges neither creators nor consumers of messages, preferring to label the people associated with the model as messages, preferring to label the people associated with the model as communicators who both create and consume messages. The model communicators who both create and consume messages. The model presumes additional symmetries as well, with each participant creating presumes additional symmetries as well, with each participant creating messages that are received by the other communicator. This is, in messages that are received by the other communicator. This is, in many ways, an excellent model of the many ways, an excellent model of the face-to-face interactive face-to-face interactive processprocess which extends readily to any interactive medium that which extends readily to any interactive medium that provides users with symmetrical interfaces for creation and provides users with symmetrical interfaces for creation and consumption of messages, including notes, letters, C.B. Radio, consumption of messages, including notes, letters, C.B. Radio, electronic mail, and the radio. It is, however, a distinctly interpersonal electronic mail, and the radio. It is, however, a distinctly interpersonal model that implies an equality between communicators that often model that implies an equality between communicators that often doesn't exist, even in interpersonal contexts. In face-to-face head-doesn't exist, even in interpersonal contexts. In face-to-face head-complement interactions, the boss (head) has considerably more complement interactions, the boss (head) has considerably more freedom (in terms of message choice, media choice, ability to frame freedom (in terms of message choice, media choice, ability to frame meaning, ability to set the rules of interaction) and power to allocate meaning, ability to set the rules of interaction) and power to allocate message bandwidth than does the employee (complement). The model message bandwidth than does the employee (complement). The model certainly does not apply in mass media contexts.certainly does not apply in mass media contexts.

A Ecological Model of the Communication A Ecological Model of the Communication

ProcessProcess

A Ecological Model of the Communication A Ecological Model of the Communication Process (cont’d)Process (cont’d)

The ecological model of communication, attempts to provide a The ecological model of communication, attempts to provide a platform on which these issues can be explored. It asserts that platform on which these issues can be explored. It asserts that communication occurs in the intersection of four fundamental communication occurs in the intersection of four fundamental constructs: communication between people (creators and constructs: communication between people (creators and consumers) is mediated by messages which are created using consumers) is mediated by messages which are created using language within media; consumed from media and interpreted language within media; consumed from media and interpreted using language.In the ecological model , the "who" are the using language.In the ecological model , the "who" are the creators of messages, the "says what" are the messages, the "in creators of messages, the "says what" are the messages, the "in which channel" is elaborated into languages (which are the which channel" is elaborated into languages (which are the content of channels) and media (which channels are a content of channels) and media (which channels are a component of), the "to whom" are the consumers of messages, component of), the "to whom" are the consumers of messages, and the effects are found in various relationships between the and the effects are found in various relationships between the primitives, including relationships, perspectives, attributions, primitives, including relationships, perspectives, attributions, interpretations, and the continuing evolution of languages and interpretations, and the continuing evolution of languages and media.media.

Emerging/Existing Communication Platforms in Emerging/Existing Communication Platforms in Urban IndiaUrban India

A. Indoor AdvertisingA. Indoor Advertising

1. Press media1. Press media (a) Newspaper(a) Newspaper (b) Magazines(b) Magazines

2.Radio2.Radio

3.Television3.Television

4. Films4. Films

Emerging/Existing Communication Platforms in Emerging/Existing Communication Platforms in Urban India (cont’d)Urban India (cont’d)

B. Outdoor advertisingB. Outdoor advertising

1. Posters 1. Posters 2.Vehicular/ Moving Advertising2.Vehicular/ Moving Advertising 3. Bill Boards3. Bill Boards 4.Electric Signs4.Electric Signs 5. Sky advertising5. Sky advertising 6. Transit Advertising6. Transit Advertising 7. Sandwich man7. Sandwich man

Emerging/Existing Communication Platforms in Emerging/Existing Communication Platforms in Urban India (cont’d)Urban India (cont’d)

C. Direct AdvertisementC. Direct Advertisement

1.Sales Letters1.Sales Letters 2.Envelope/enclosures2.Envelope/enclosures (a)Circulars(a)Circulars (b)Stuffers(b)Stuffers ©Folders©Folders 3. Catalogues/ Brochures3. Catalogues/ Brochures 4. Gift Novelties etc.4. Gift Novelties etc.

Emerging/Existing Communication Platforms in Emerging/Existing Communication Platforms in Urban India (cont’d)Urban India (cont’d)

Promotional advertisingPromotional advertising 1. Point of Purchase Advertising1. Point of Purchase Advertising (a) Window Display(a) Window Display (b) Interior display(b) Interior display © Show rooms© Show rooms

2. Trade Fair/ Exibitions2. Trade Fair/ Exibitions

3.Speciality Advertising3.Speciality Advertising

4.Net Advertising4.Net Advertising

Emerging Communication Platforms in Emerging Communication Platforms in Rural IndiaRural India

Now let’s see how advertising in Rural India can Now let’s see how advertising in Rural India can be different.be different.

Let’s see how it is done in rural India.Let’s see how it is done in rural India.

..

Rural Marketing - IssuesRural Marketing - Issues

HeterogeneityHeterogeneity

28 states,6 religions,16 major languages and 1650 dialects28 states,6 religions,16 major languages and 1650 dialects

Culture & traditions that vary from region to regionCulture & traditions that vary from region to region

LogisticsLogistics

Geographical distancesGeographical distances

Lack of infrastructure – roads / powerLack of infrastructure – roads / power

Rural Marketing – Issues ( Cont’d)Rural Marketing – Issues ( Cont’d)

Difficulty of last mile connectivityDifficulty of last mile connectivity

Poor media reachPoor media reach

Need for unconventional mediaNeed for unconventional media

Challenges of CommunicationChallenges of Communication

Unlike urban communication, one size does not fit all.Unlike urban communication, one size does not fit all.

Emerging Media OpportunitiesEmerging Media Opportunities

Which provide answers to the challenges of rural communicationWhich provide answers to the challenges of rural communication

I. Local Cable TV NetworkI. Local Cable TV Network

II. Postal NetworkII. Postal Network

III. FM RadioIII. FM Radio

Local Cable TV NetworksLocal Cable TV Networks

Why Local Cable TV Networks?Why Local Cable TV Networks?

Have self-produced programs which are of interest to local Have self-produced programs which are of interest to local people.people.

Some of the programs like local news, local event coverage Some of the programs like local news, local event coverage are very popularare very popular

Interactive and call-in facility based musicInteractive and call-in facility based music

Programs are very sought after by youthPrograms are very sought after by youth

Inexpensive and focused target audienceInexpensive and focused target audience

II. Postal NetworkII. Postal Network

Out of 1,55,516 Post offices, 1,38,409 are in rural areas Out of 1,55,516 Post offices, 1,38,409 are in rural areas ((90%))((90%))

Further divided into Hops, sub Post offices and extra Further divided into Hops, sub Post offices and extra departmental branch post offices 5,50,000 employeesdepartmental branch post offices 5,50,000 employees

Postal Network & Rural MarketingPostal Network & Rural Marketing

LogisticsLogistics With unbeatable and well established infrastructureWith unbeatable and well established infrastructure Post offices in rural areas serving 4 to 5 viillllages providing Post offices in rural areas serving 4 to 5 viillllages providing

last mille connectivitylast mille connectivityMediaMedia As a place where locals visit – can provide new mediaAs a place where locals visit – can provide new media opportunitiesopportunitiesCommunicationCommunication Being part of local milieu can help in local communicationBeing part of local milieu can help in local communication CredibilityCredibility Govt. owned and hence high credibility for financialGovt. owned and hence high credibility for financial Transactions.Transactions.

Factors in FavourFactors in Favour

Human ResourcesHuman Resources Postmaster :Postmaster : Educated / knowledgeableEducated / knowledgeable Local Opinion leaderLocal Opinion leader Trustworthy governmentTrustworthy government RepresentativeRepresentative

PostmanPostman Daily visitor to the villageDaily visitor to the village Knows every one and their statusKnows every one and their status Connects villagers with the rest of the worldConnects villagers with the rest of the world Local man, therefore understands local sensitivitiesLocal man, therefore understands local sensitivities

Opportunities for MarketersOpportunities for Marketers

Infrastructure – Post officesInfrastructure – Post offices Helping in logisticsHelping in logistics Reaching goods and services to remote villagesReaching goods and services to remote villages Dept. of Posts has already established LOGISTICS POSTDept. of Posts has already established LOGISTICS POST To carry everything from computer hardware, auto spare parts To carry everything from computer hardware, auto spare parts

and even FMCG to any nook and corner of Indiaand even FMCG to any nook and corner of India Backed by new technologies such as RFID* - a web based Backed by new technologies such as RFID* - a web based

consumer response systemconsumer response system(* Radio Frequency Identification for tracking the supply chain)(* Radio Frequency Identification for tracking the supply chain)

Post Offices - Services already on offsetPost Offices - Services already on offset

Media PostMedia Post

Advertisements on Postal StationaryAdvertisements on Postal Stationary

Post CardsPost Cards

Inland LeathersInland Leathers

AerogramAerogram

Money Order FormsMoney Order Forms

Post office SB Pass BooksPost office SB Pass Books

Media Post Canted…Media Post Canted…

Four color printing of advertising messages on one side of the Four color printing of advertising messages on one side of the cardcard

Advertisements on little boxesAdvertisements on little boxes

TV / Pillar typesTV / Pillar types

E-PostE-Post

Use E-Post for advertising products to targeted customersUse E-Post for advertising products to targeted customers

Handover your message at a post office Handover your message at a post office

Access indiapost.nic.in on your computer and the message will Access indiapost.nic.in on your computer and the message will be printed and delivered to postal addresses anywhere in Indiabe printed and delivered to postal addresses anywhere in India

Dept. of Post and InsuranceDept. of Post and Insurance

Sale of non-life insurance products in Sale of non-life insurance products in association with Oriental Insurance Companyassociation with Oriental Insurance Company

Rural Related Cattle InsuranceRural Related Cattle Insurance Kisan Agra InsuranceKisan Agra Insurance Kisan Pump Set PolicyKisan Pump Set Policy Have their own Life Insurance policyHave their own Life Insurance policy

What can the Post Offices Do?What can the Post Offices Do?

Infrastructure - Post Offices offering space for Infrastructure - Post Offices offering space for promotional materials and activities.promotional materials and activities.

Providing space for demonstration, sampling etc.Providing space for demonstration, sampling etc.

Providing post man’s cycle and his uniform for Providing post man’s cycle and his uniform for brandingbranding

What else can the Post Offices Do?What else can the Post Offices Do?

Human Resource - PostmenHuman Resource - Postmen Sampling, door delivery of products as per corporate needSampling, door delivery of products as per corporate need Reaching direct mail communication to specific TA inReaching direct mail communication to specific TA invillagesvillages Physical reach of contest forms, merchandising materialPhysical reach of contest forms, merchandising materialto be put up at specified areasto be put up at specified areas Ground support for organising consumer meets by Ground support for organising consumer meets by

corporate like collecting database of potential consumers corporate like collecting database of potential consumers based on certain criteriiabased on certain criteriia

Using their services for simplle feedback researchUsing their services for simplle feedback research activiitiiesactiviitiies

Examples of on-going ExperimentsExamples of on-going Experiments

Stocking and selling products & servicesStocking and selling products & services

Kodak products like batteries, cameras, film rolls now Kodak products like batteries, cameras, film rolls now available in post offices in Panvel & Sangli districts of available in post offices in Panvel & Sangli districts of MaharashtraMaharashtra

Photographic rolls for developing and printing accepted at Photographic rolls for developing and printing accepted at identified post offices.identified post offices.

DevelopmentDevelopment

Every circle is involved in some experiment in rural Every circle is involved in some experiment in rural marketing……..marketing……..

Not all are successful because of problems on the ground level!!!Not all are successful because of problems on the ground level!!!

There is an urgent need forThere is an urgent need for

Training post masters / postmenTraining post masters / postmen Changing their mindsets / motivating them with incentivesChanging their mindsets / motivating them with incentives Providing info on the no. of people who physically visit theProviding info on the no. of people who physically visit the post offices and ttheir profilespost offices and ttheir profiles Info on the physical reach of each post office - no. of homesInfo on the physical reach of each post office - no. of homes covered, average no. of homes actually visited by localcovered, average no. of homes actually visited by local postman everyday etc..postman everyday etc.. Commitment on time taken for delivery of servicesCommitment on time taken for delivery of services AccountabilityAccountability

There is an urgent need for (cont’d)There is an urgent need for (cont’d)

Corporates are lookiing for reliable one pointCorporates are lookiing for reliable one pointcontact for executing rural campaigns.contact for executing rural campaigns.

-Postal Network is ideally suited to play this role.-Postal Network is ideally suited to play this role.

-Top management in Dept. of Post is fully geared-Top management in Dept. of Post is fully geared

BUT THE BIG CHALLENGE IS TOBUT THE BIG CHALLENGE IS TOMAKE THE ELEPHANT DANCE!!MAKE THE ELEPHANT DANCE!!

III. FM RadioIII. FM Radio

Growing popularity, especially among the youthGrowing popularity, especially among the youth

- Both in urban and semi urban- Both in urban and semi urban

PossibilitiesPossibilities

FM Stations in every district HQFM Stations in every district HQ

Localised communication in the language of the regionLocalised communication in the language of the region

Great opportunity for rural marketersGreat opportunity for rural marketers

Other Emerging Rural Communication Other Emerging Rural Communication OpportunitiesOpportunities

Proliferation of large format retail stores in ruralProliferation of large format retail stores in rural Choupall SagarChoupall Sagar DSCL Hariyali StoresDSCL Hariyali Stores Tata / Rallis Kisan KendraTata / Rallis Kisan Kendra M&M Shubh Labh StoresM&M Shubh Labh Stores Escorts StoresEscorts Stores Godrej AadharGodrej Aadhar Proposed retail chain by RelianceProposed retail chain by Reliance

Other Emerging Rural Communication Other Emerging Rural Communication Opportunities (cont’d)Opportunities (cont’d)

Large Format Retail in RuralLarge Format Retail in Rural Providing a 3-in-1 experience to rural consumersProviding a 3-in-1 experience to rural consumers Rural HypermarketsRural Hypermarkets Product AvailabilityProduct Availability Brand Communication Brand Communication Brand ExperienceBrand Experience Captive Communication Opportunity Physical demonstration Captive Communication Opportunity Physical demonstration

of Brand / Productof Brand / Product

Other Emerging Rural Communication Other Emerging Rural Communication Opportunities (cont’d)Opportunities (cont’d)

Use off Technology in Rural CommunicationUse off Technology in Rural Communication

Common Service Centres (CSCs)Common Service Centres (CSCs)

With Internet Kiosks in 1,,00,,000 villagesWith Internet Kiosks in 1,,00,,000 villages

A GOI initiative with private partnershipA GOI initiative with private partnership

End of Advt-Lect 1- Urban vs Rural End of Advt-Lect 1- Urban vs Rural AdvertisingAdvertising

Gradually the gap between the modes of Gradually the gap between the modes of advertising in rural /urban India in diminishingadvertising in rural /urban India in diminishing

Thank you.Thank you.