13 December 2016

Effectiveness of Rural Communication

Rural Communication has recently emerged as a key concern for communicators of both profit-oriented corporations exploring rural areas to expand marketing their products, as also by those in social service institutions trying to reach social (especially) health related messages in rural, tribal and far-flung areas in the countryside. Over the last 30 years, the field of communication has considerably changed in rural. There are various factors and mediums that have made the rural communication more effective.

Factors that make rural messages effective
  • Mass Media
    • television
    • radio
    • print
    • cinema/theatres
    • word of mouth
    • video/verbal advertising on wheels.


  • Traditional (Non- Conventional) Media
    • Puppetry
    • folk theatres
    • demonstrations
    • Melas
    • wall paintings
    • post cards
    • posters
    • Banners placed on Elephants & Camels.





There is an enormous utility of mass media in rural communication. However, the most effective among the rural audience is often seen to be traditional media. Successful communication is the key to a healthy organization.

Effectiveness of the media
  1. Audience Profile: Rural Audience is exposed to mass media so it can be easily reached.
  2. Media Preference: Traditional media can be more effective with rural audience as Interpersonal communication (IPC) was ranked most effective, followed by TV/VCR, print media, and then radio.
  3. Channels and Programmes viewed: Rural audience is mostly includes Young male as well as Girls and Womens. They mostly prefer watching serials or movies and sports.Television programmes in rural areas like DD-1, etc is very popular
  4. Media viewing and Listening Behaviour: . Radio is a popular media in rural markets, especially Vividh Bharti, etc. Household subscription to newspapers is low. But newspaper is read at common gathering/meeting place, tea shop (tapris).

As the bottom-line is very clear, customers in villages have their own set of aspirations and are willing to pay for the right services.


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