Importance of Traditional Media in Rural India

Rural India is rich in diverse folk art forms that hold significant cultural value. Traditional media or folk media plays a crucial role in communication, offering familiarity, acceptance, and flexibility to convey messages effectively. Despite the lack of scholarly patronage, efforts are being made to revive and promote folk media through government initiatives and private organizations. Various forms of folk media like puppetry, street plays, and music are being utilized to reach and engage audiences in different regions. The communication value of folk media lies in its personal intelligibility, credibility, and ability to promote participation and adult education.

• Traditional Media
• Folk Media
• Rural India
• Communication
• Cultural Art

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1. TRADITIONAL MEDIA TRADITIONAL MEDIA (Unit III) Paper: Development Communication Course: BJMC, Semester: II Institution: DSPMU, Ranchi Teacher: Sumedha Chaudhury

2. Traditional Media or Folk Media Traditional Media or Folk Media Rural India is a treasure trove of folk art, theatre, music, dance and many kind of combinations of these all. Every region has its own folk art form that is immensely popular and relevant in that area. Being ancient forms of art the folk media is very close to the hearts of people its understanding direct and at personal level. Studies show that folk traditions are uniformly popular regardless of the educational social and financial standing of any community. Folk forms are religion, community, case culture, language or dialect-specific and bear association and values unique to them.

3. Communication Value of Folk Media Familiarity, language, acceptance. Audience Attentiveness, Understanding, Reactions Flexibility, Repeatability, Reach Investment and the Cost Factor personal intelligibility, contact, credibility common and participation, Adult Education,

4. Highlighting Traditional Media The government s efforts to revive and maintain folk media is seen setting up of Song and Drama Division under Ministry Broadcasting. This unit makes use of traditional folk and contemporary art like puppet dance-drama to communicate with selective areas. The private organization utilizing this media are Social Action Groups (SAGs) with affiliations to different political, social and religious bodies. of Information and

5. This media, however, is not patronized by the scholars. The Ministry of Cultural Affairs has instituted awards to the folk performing arts. Some Developing Asian nations have come together and have started documenting and researching talk traditions. Philippines is one of the centres where such work is being done. Radio advertisement finales based on folk tunes promoting agricultural products are not new.

6. Forms of Folk Media Tamasha or Fun Powada or Pawala Keertana Yakshagana Nautanki Ram Lila Jatra Bhavai Theerukoothu Puppetry Street Play