ROLE OF MEDIAIN RURAL SOCIETY

By: Akhil Kaushik

Participant 82nd Orientation Course, ASC Jaipur, Raj. Univ.

OUTLINE OF PRESENTATION

Introduction.

Role of Media.

Pros & Cons of Media.

ICT & its Impact.

Conclusion.

Media & its types.

ICT’s Applications in Rural India

DEFINITION OF MEDIA

1. Generally, “Media” refers to various means of communication like : -

• Newspaper,

• Radio,

• Television,

• Internet, etc.

2. The term can also be used as a collective noun for press or news reporting agencies.

Media

Int rnet

TELEVISION

Newspaper

ROLE OF MEDIA

• Educates us about human rights.

• Builds the society.

• Aware us against social & economic evils.

Advantages: 2 E’s of Media:- Education &

Entertainment.

Disadvantages: Masala News.

Illicit content & bad impact on children.

Biased.

Benefits from Internet.

Promoting literacy.

Keeps us informed & updated.

• ICT means Information & Communication Technology means all technologies used for communication and information purposes.

• It includes all media mentioned above like Internet, TC, Radio, etc.

• ICT is a basic infrastructure necessary for economic and social development of a country.

• ICT helps to transmit & process info. b/w different parts of societies.

• ICT is major tool for e-governance.

• Internet plays a fundamental function in ICT role.

• Education

• Job training

• Health care

• Food security

• Environment management

• Government efficiency

• Communication

• Technology infrastructure

• Human capacity

• Awareness in citizens

• Financial partnerships b/w public & private sectors

• Political will

• Creativity and management

• Initiated in June 2000 & currently has 6,500 centers.

• Running in 40,000 villages in 10 Indian states.

• Helped app. 4 million farmers to rise above poverty.

• Internet kiosk in house of Sanchalak

• Knowledge in regional language.

• Relevant real-time agricultural info. Like:

– Commodity prices,

– local weather,

– latest news,

– reduces transaction costs by eliminating middle man.

• Strong presence in Andhra Pradesh, Assam & Uttar Pradesh.

• It provide a sound kiosk-based service to deliver services such as: - >

1. Health,

2. Education,

3. Banking,

4. Micro-financing &

5. Livelihood services like rural BPOs.

• Drishtee Haat acts as an online platform where rural producers can price, upload and sell their own products to consumers from across the globe.

• It is an initiative of

Kerala state IT mission

to bridge up the digital

divide.

• Its aim is to setup a

network of 6000 info.

centers to educate

atleast 1 member in

each of 6.5 million

families in Kerala.

Akshaya provides services like: ->

• Data entry,

• Computer & Internet training

• Generate and distribute locally relevant content,

• Issue of certificates,

• Licenses,

• Tax collection, etc.

• PCs remain expensive, fragile & quickly obsolete.

• Softwares v/s regional languages.

• Lack of Infrastructure

• Lack of awareness among users.

• Lack of realistic financial model.

• Some part of population is excluded sometimes (Females, landless and backward classes).

• ICT can play a major role in development of rural India especially e-governance.

• However, ICT faces many challenges & its still a long road to the destination.

• Media is like a necessary evil as it has both positive & negative sides.