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Role of Mass Media in Development Article shared by: This article provides information about the role of mass media in development: The significance of communication for human life cannot be overestimated. This urge for communication is a primal one and in our contemporary civilisation a necessity for survival.
That is to say without communication no society can exist, much less develop and survive. For the existence as well as the organisation of every society communication is a fundamental and vital process.
A free press is not a luxury.
It is at the core of equitable development. The media can expose corruption. They can keep a check on public policy by throwing a spotlight on government action. They let people voice diverse opinions on governance and reform, and help build public consensus to bring about change.
Such media help markets work better. They can facilitate trade, transmitting ideas and innovation across boundaries. The media are also important for human, development, bringing health and education information to remote villages in countries from Uganda to Nicaragua.
But as experience has shown, the independence of the media can be fragile and easily compromised. It is clear that to support development, media need the right environment in terms of freedoms, capacities, and checks and balances.
This volume is an extension of that work. It discusses how media affects development outcomes under different circumstances and presents evidence on what policy environment is needed to enable the media to support economic and political markets and to provide a voice for the disenfranchised.
To this end, it draws together the views of academics as well as perspectives from those on the front line-journalists themselves. The success of agricultural development programmes in developing countries largely depends on the nature and extent of use of mass media in mobilisation of people for development.
The planners in developing countries realise that the development of agriculture could be hastened with the effective use of mass media. Radio, Television has been acclaimed to be the most effective media for diffusing the scientific knowledge to the masses.
In a country like India, where literacy level is low, the choice of communication media is of vital importance. In this regard the television and radio are significant, as they transfer modern agricultural technology to literate and illiterate farmers alike even in interior areas, within short time.
In India farm and home broadcast with agricultural thrust were introduced into enlighten farmers on the use of various technologies to boost agricultural development. At present, there are about 50 such radio units all over the country.
With the main stream of Indian population engaged actively in agriculture, television could serve as a suitable medium of dissemination of farm information and latest technical know — how. The farmers can easily understand the operations, technology and instruction through television.
Among the several mass media, newspaper and farm magazine are commonly used. They have a vital role to play in the communication of agricultural information among the literate farmers. Increasing rate of literacy in the country offers new promises and prospects for utilising print medium as a means of mass communication.
The print media widened the scope of communication.
It is cheap and people can afford to buy and read them at their convenience. It is a permanent medium in that the message are imprinted permanently with high storage value which makes them suitable for reference and research. Agricultural journalism is of recent origin in India.
It came into existence just five decades ago. It is now gaining importance, particularly after the establishment of agricultural university in India technical information needs to be provided to the farmers at the right time and in the right way, so that the productivity can be increased.
In the view of increase in literacy level to India has farm magazines in every state, published mostly in local languages. Agricultural department also encourages the publishing of such farm magazines particularly through farmers association.
The coverage of different subject matter by radio, television, newspaper and farm magazine are almost similar with regard to agriculture, horticulture, animal husbandry, agricultural marketing, agricultural engineering and cooperatives.
In this paper, an attempt is made to deal about the importance of radio, television, newspaper and farm magazines and their effect in the field of agriculture through sound communication.Media‟s role in national development can be analysed from political, economic and social perspectives.
In the political sphere, media‟s role can be found in areas of democracy and good governance, political transparency, foreign policy, human rights, war on terrorism, and public relations.
In the economic sphere. The media teaches, sensitizes, mobilizes and manipulates the people in the society through the distribution of information (Ucheanya, ).The role of media in national and international development is best described in relation to the community development theories.
The media plays a very important role in national development. ‘Nation-building’ is multidimensional. It involves the change or even the advancement of any nation aimed at improving the political, economic and the social lives of the people.
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Get help with your writing. 1 through The media teaches, sensitizes, mobilizes and manipulates the people in the society through the distribution of information (Ucheanya, ).The role of media in national and international development is best described in relation to .
ADVERTISEMENTS: This article provides information about the role of mass media in development: The significance of communication for human life cannot be overestimated. This is true because beyond the physical requirements of food and shelter man needs to communicate with his/her fellow human beings.
This urge for communication is a .