Rural Communication Rm

8/12/2019 Rural Communication Rm

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RURAL COMMUNICATION

and

MEDIA


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RURAL COMMUNICATION & MEDIA

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.


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RURAL COMMUNICATION & MEDIA

There are a number of factors that make rural messages effective.

Media is of two types :

Mass Media

Traditional (non-conventional) Media

The utility of mass-media in rural communication is enormous. However, traditional media is often seen to be more

effective among the rural audience.


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KEY CONCEPTS

THE COMMUNICATION PROCESS MODEL

As can be clearly seen from the mode, a sender sends (an encoded) message, using aselected media, which the receiver receives after having decoded it (so as to beproperly understood). The receiver (or the target audience respondsback to sender(of the messages), to whom this response also works as a feedback on hismessage/media.
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THE COMMUNICATION PROCESS MODEL

It is also apparent from the model that much of the message could go waste as noise. Thiscould happen due to several reasons. The messages having not been encodedproperly; inappropriate selection of media; improper messages; messages not havingbeen decoded properly. The net effect is that the senders message do not reach, thetarget audience, or having reached it may mean nothing, or atleast not meaning what it

is intended to have been communicated.


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THE COMMUNICATION PROCESS

MODEL

The rural environment has a lot of influence on the receiver and therefore he or she maynot receive the intended message for any of the following three reasons :

Selective Attention where the consumer may not notice the stimuli provided.

Selective Distortion where the message is twisted to hear what the consumer wants tohear.

Selective Recall where the consumer permanently retains only a small fraction of themessages that reach him/her.


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EFFECTIVE MESSAGES

A major challenge for rural communicator is how to make the communicated messages

effective. The message must be meaningful to the rural consumer. Message decisionsneed to take into account the following aspects for their effectiveness :

Languages

Pictorial Presentation

Message Form The effective communication to rural consumer should be : utilitarian, &

narrative

Source of the message Credibility of the source is critical for rural markets.

Context Association Associations create interest, hold attention and provide meaning.


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INFLUENCE ON BEHAVIOUR

and

ITS IMPLICATION


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SOCIAL

and

BEHAVIOURAL INFLUENCES


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MEDIA

DECISIONS


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MEDIA

It is important to understand the media that is being adopted by the rural marketers. The

forms of media used are of two types :

Mass Media (Conventional Media) Including television, radio, print, cinema/theatres, word

of mouth, video on wheels.

Traditional Media (Non-Conventional Media) Including puppetry, folk theatres,demonstrations, Melas, wall paintings, post cards, posters, etc.


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MEDIA VEHICLES AVAILABLE

MASS MEDIA

TELEVISION

RADIO - HIGH AUDIENCE

PRINT MEDIACINEMAS

WORD-OF-MOUTH

VIDEO-ON-WHEELS


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MEDIA VEHICLES AVAILABLE

TRADITIONAL MEDIA

WALL PAINTINGS

DIRECT MAIL

FOLK THEATRE

BANNERS PLACED ON ELEPHANTS & CAMELS

PUPPETRY

CONTESTS TO PROMOTE THE PRODUCTS

AUDIO-VISUAL VANS

STALLS AT LOCAL FAIRS


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COMMUNICATING

USING

NON-CONVENTIONALMEDIA

Show
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Effectiveness of the media to be used for rural communication is important. Factors thataffect media effectiveness are :

Audience Profile

Media Preferences

Channel and Programmes viewed

Media Viewing & Listening Behaviour

Rural communication is best applied when it follows a participatory approach, involving

participation of rural audience.

MEDIA EFFECTIVENESS


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MEDIA EFFECTIVENESS

AUDIENCE PROFILE

Rural audiences are exposed to mass media, and can be easily reached, and young male

members are majority viewers of television.

MEDIA PREFERENCE

Traditional media can be more effective with rural audience. Interpersonal communication(IPC) was ranked most effective, followed by TV/VCR, print media, and then radio.

CHANNELS AND PROGRAMMES VIEWED

MEDIA VIEWING AND LISTENING BEHAVIOUR

Television programmes in rural areas like DD-1, etc is very popular. Radio is a popular mediain rural markets, especially Vividh Bharti, etc. Household subscription to newspapers is low.

But newspaper is read at common gathering/meeting place, tea shop.


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RURAL COMMUNICATION -

CHALLENGES

SPREAD AND DIVERSITY

The large number of consumers scattered across the country, many of whom are not tuned

to mass media. Rural markets vary by geography, demography, etc.

LOW LITERACY LEVELS

Indicate that it would be unrealistic to use print media.

POR INFRASTRUCTURE FACILITIES

Such a lack of roads, telecom facilities, postal services, etc. This undermines the utility of

press and even TV viewership is affected by low voltage and uncertain supplies

RURAL COMMUNICATION


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RURAL COMMUNICATION -

CHALLENGES

UNIQUE MEDIA HABITSAll the readership is secondary.

LACK OF RESEARCH DATA

Decisions on message and media-mix are largely dependent on feedback fromsales networks.

LINGUISTIC & SOCIO-CULTURAL DIFFERENCES

DIFFERENT LEISURE TIME ACTIVITIES

For people in rural areas, as agricultural activities have no fixed timings, andoften requiring work during nights and in odd hours. The difficulty is to find the

time slot for the ads, as the leisure times are situation based.


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-STRATEGIES

MANAGING SPREAD AND DIVERSITY

Languages : The message has to be understood.

Identifying geographical locations with a larger concentration of rural consumers.

Locating potential consumers with a higher propensity to spend.

USE OF AUDIO-VIDEO MEDIUM

Literacy rates being less in rural areas, and TV and Radio having much more reach in ruralmasses compared to print media, communication through electronic media must be givenpriority over press.


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RURAL COMMUNICATION - STRATEGIES

APPROPRIATE COMMUNICATION MIX

Needs to be used giving priority to local promotional tools over advertising, as advertising inrural areas is marked by selective attention and retention. Usually 70:30 is recommended.

TAILOR-MADE COMMUNICATION

Ad messages should be modified to suit to regional requirements, in order to counterlinguistic, social and cultural differences.

USE OF PUBLICITY VANS / ANIMALS

Especially in remote/tribal and hilly areas.

RURAL COMMUNICATION


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RURAL COMMUNICATION -STRATEGIES

USE OF STALLS & HAATS

Especially in village festivals to spread messages and can also include brand trials.

USE OF CINEMA HALLS AND VIDEO PARLOURS

Especially in those states/regions having maximum exposure to cinema.

USE OF LOGOS AND SYMBOLS

FOCUS ON OPINION LEADERS OR REFERENCE GROUPS

Documents

Rural Communication Rm