rural media
TRANSCRIPT
RURAL MEDIA
Amalu P SKeerthana Babu
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Rural
Geographic area that is located outside towns and cities. Rural areas
are also known as the 'countryside' or a ‘village’ in India. In rural
areas, agriculture is the chief source of livelihood along
with fishing, cottage industries, pottery etc.
Rural media
We will define it as a media outlet that has as its primary audience i.e. a
population outside a metropolitan area
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Communication plays a very important role in the field of rural development. Rural media classified into:
•Conventional media
•Non conventional media
•Personalized media
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Conventional media/Mass media
• A medium is called a mass medium when it reaches millions of people.
• An effective communication can be made through conventional media.
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• It has aimed at a heterogeneous rural audience.
• Its different for the mass media to address the communication needs in rural markets.
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•Radio
• Television
•Cinema
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Radio• Radio can reach a large number of poor people
because it is affordable and uses little electricity which is low supply in many countries and barely affordable for many poor.• Community Radio gives a voice to the community they serve with programmes in local languages, respecting local culture, traditions and interests.
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Television
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Cinema • It is an important communication media in many parts of country, due to its universal appeal that across the barriers of geography and language.
• Film in theatres attract large audience provide an opportunity to disseminate product information by way of advertisements films and cinema slides.
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• LIC and other private insurance shows short films in rural areas to create awareness about life insurance.
• Films are the most powerful marketing medias
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Print media• Print media refers to paper publications circulated in the form of physical editions of books, magazines, journals and newsletters.
• The print media act source of communication in rural mass in form of newspapers, magazines and other written publications.
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• Mainly print media is focused on a particular language of a community.• English newspapers have negligible circulation in rural areas.• cheap & affordable; read as per convenience.• permanent medium, permanently imprinted message with high storage value making them suitable for reference and research also.
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• Newspaper contains different varieties of page of interests like
National, sports, Health, Entertainment, Education etc..
• But in rural areas people face the problem of low literacy, and the
current reach of press is only about 13%.
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Advantages and disadvantages of conventional media
• Excellent reach
• Less expensive
•Wider coverage
DISADVANTAGES
At times un-necessary
coverage
No customized message
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Non conventional media….• The non electronic mediums which work as a part of culture and work as a vehicle for transmitting tradition from one generation to another is called non conventional or traditional media.
• Traditional tools of communication are developed from beliefs , customs, and rituals practiced by the people. The are very old and deeply rooted. E.g. drama, puppetry, painting, sculpture, song , music ,story telling etc.
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Local Media…. • Local media refers to media that is produced in an immediate area,
like a town, city, neighborhood, etc.
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Melas or fairs..• It is an important feature of Indian rural life, which is held periodically or annually to commemorate events.
• In addition to the soico-cultural,religious significance of melas , they also have a strong commercial aspect.
• Duration of melas varies from one day to 45 days.
• The sales per day offer a better idea of the commercial importance.
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Haats..
• Haats known as the mobile markets of
India.
• Oldest market channel in the country.
• It plays a vital role in the lives of villagers
as it provides a first contact point with
the market.
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• It is a place foe socio-cultural-
political contract.
• There are around 43000 haats in
India.
• Villagers prefer these market for
better variety and lower prices.
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Wall paintings• It is consider to be form of outdoor media communication .• It is a wide spread form of advertising and is the favorite of Indian
rural masses.• It is important because they remind rural people about the brand
name and logos, in addition to highlighting the key brand promise.• They are economical in form.
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Advantages of non conventional media
• High involvement
• High interest
• Localized administered at low cost
DISADVANTAGES
• Coverage
• Repeat
• Skill or performer
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Personalized media…• Personalized media communications owns a fundamental patent
portfolio relating to the control of networked equipment, including
online and mobile environments.
• John Harvey , is the founder 1986
• This includes (POP)point of purchase displays and demonstrations.
And direct mails.
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Factors affecting rural communication•Literacy level
•Media habits
•Values and ethics
•Too many languages
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Two step flow of communication… • Communication is a two way process.
• In communication process, there will be a sender and a receiver
• Message is the subject matter of communication.
• Flow of communication will only be completed only through receiving
feedback.
• Feedback is the response to anything sends by the sender.
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Two-step flow of communication
OPINION LEADERS
RURAL MASSES
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Importance of two step flow of communication• Having developed a good communication package aimed at the rural
masses, it is equally important to deliver the same through a
combination of mass media and unconventional media. Even today,
interpersonal communication accounts for over 80% of the rural
communication process.
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Media topologyMedia form Reach Audience
involvedType Accessibility
time/ placeViewing cost Audience
exposure
TV Mass Low Urban Limited in rural area
No Transient
Cable Mass Low Urban Limited in rural area
Yes Transient
Radio Mass Highest in media
Urban Highest in mass media
No More lasting than TV
Print Mass No Largely urban High in rural area
Yes Permanent
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Media form Reach Audience involved
Type Accessibility time/ place
Viewing cost Audience exposure
Cinema Mass Higher than TV
Mixed Somewhat limited in rural area
Yes Transient
Video Rath Personnel/ customized
Very high(when van arrives) hands-on demonstrations
Mixed Highest/ but not mass media/reaches where mass media cannot reach
No More lasting than TV/ mass media
Wall painting Personnel/customized
High Rural No Lasting
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Calendar art Less than print
No Mixed Limited in rural area
Yes Lasting
Haats/ oral sales calls
Personnel / customized
Highest (hands on demonstration)
Rural highest / but not mass media/ reaches where mass media cannot reach
No More lasting than conventional media
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Media model• The ideal media model to reach the audients should first influence the opinion leaders and win them over by targeting the masses.
• The former in guiding and latter in their purchase decisions.
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The media model
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Opinion leaders• Opinion leaders are people who are
generally literate and exposed to rural
masses and mass media.
• Also the messages conveyed through the
mass media like television and radio are
understood by opinion leaders in the
same way as they are by urban audients.
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Media innovation• Primary aim is to address the immediate problems or
issues of social importance at the local level, such as
literacy, gender, sanitation, disaster relief, health and family
welfare, etc. that effect the life of rural people and village
communities.
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Influence of consumer behavior on communication strategies• Consumer behavior exercises a major influence on communication
strategies. The process of making a purchase passes through
different states of readiness on the part of the buyer and this in turn
dictates the communication objectives adopted by the marketer. • State of readiness of the consumer• Involvement levels and communication strategies
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• Rural Management – CB Gupta , Faizia Siddiqui
• Marketing management- Philip Kotler
• Study materials of dept. of MBA, SJIT
• http://www.ruralindia.com
• http://en.wikipdia.org/wiki/rural _media
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