Communication for development (C4D) in rural areas employs the same tools as MNCs but serves different purposes. Rural Communication campaign for awarding people by NGO/Government has to put forward facts before target audiences to appraise them with the Government scheme or value of Sanitation, Education, Health, Gender, and Public Rights. The use of ICT like government department websites in distributing information is limited to English rather than the local language. Searching and cutting parts of data from the website is not easy for villagers using telephone-based connectivity.
Mid-media activities such as street plays, mobile vans, screening of video films, and even Puppet shows are used as a medium of communication in rural areas. Hoarding, Wall paintings & danglers in the local vernacular language also form an important part of the marketing communication strategies. They come at a low cost and the visibility is high, and so is the stickiness. Booklets, Pamphlets, and newsletters can be used in states with high literacy rates like Kerala. Social media such as Community Radio can be beneficial and accelerate the awareness of people. Community halls, Anganwadi centers, Health sub-centers, Schools, Bus-stops, Tea-stalls, dhabas, Dharamsalas (public rest-houses), and Private houses(with permission)are the centers for the campaign.
Motivational messages in Rural Odisha (Renga Village, Koraput District)
Sensitisation Program on NRLM at Bibhutia Village, Surada Block, Ganjam District.
'Ghanta Mrudunga' is the form of art used here for the Information, education, and communication (IEC) campaign. This type of event is helpful in channelizing the information on NRLM through street play sessions. Partner agency has developed IEC material for creating awareness among the public as well as the targeted communities. This event has its drawback. It was organized in interior hamlet but no emphasis was given on the convenient time of women or daily wage laborers etc. The notable absence of the target group in accessing the information on the importance of livelihood shows the approach of the government machinery. I was only monitoring the campaign as it unfolds. The low turnout was a professional failure.
I am still searching for outstanding examples concerning the use of communication to support rural development. Grievance redressal and social audit are good examples of the two-way communication campaign. Against this rural background in Odisha, the question of rural development quickly gives way to a broader, even more, difficult question: Does communication matter for good governance? How can one-way communication enhance good governance, participation, and transparency? How do grassroots democracies evolve, and how do they grow stronger?
