Rural communication

RURAL COMMUNICATION

and

MEDIA

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.

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.

KEY CONCEPTS

THE COMMUNICATION PROCESS MODEL

As can be clearly seen from the mode, a sender sends (an encoded) message, using a selected media, which the receiver receives after having decoded it (so as to be properly understood). The receiver (or the target audience ‘responds’ back to sender (of the messages), to whom this response also works as a feedback on his message/media.


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


The rural environment has a lot of influence on the receiver and therefore he or she may not 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 to hear.

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

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 decisions need 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.

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.

MEDIA VEHICLES AVAILABLE

MASS MEDIA

TELEVISION

RADIO - HIGH AUDIENCE

PRINT MEDIA

CINEMAS

WORD-OF-MOUTH

VIDEO-ON-WHEELS

MEDIA VEHICLES AVAILABLE

TRADITIONAL MEDIA

WALL PAINTINGSDIRECT MAILFOLK THEATREBANNERS PLACED ON ELEPHANTS & CAMELSPUPPETRYCONTESTS TO PROMOTE THE PRODUCTSAUDIO-VISUAL VANSSTALLS AT LOCAL FAIRS

COMMUNICATING

USING

NON-CONVENTIONAL MEDIA

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Effectiveness of the media to be used for rural communication is important. Factors that affect 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 PROFILERural audiences are exposed to mass media, and can be easily

reached, and young male members are majority viewers of television.

MEDIA PREFERENCETraditional 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 BEHAVIOURTelevision programmes in rural areas like DD-1, etc is very

popular. 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.

RURAL COMMUNICATION - CHALLENGES

SPREAD AND DIVERSITYThe 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 LEVELSIndicate that it would be unrealistic to use print media.

POR INFRASTRUCTURE FACILITIESSuch 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 - CHALLENGES

UNIQUE MEDIA HABITSAll the readership is secondary.

LACK OF RESEARCH DATADecisions on message and media-mix are largely dependent on feedback from sales networks.

LINGUISTIC & SOCIO-CULTURAL DIFFERENCES

DIFFERENT LEISURE TIME ACTIVITIESFor people in rural areas, as agricultural activities have no fixed timings, and often 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.

RURAL COMMUNICATION - 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 MEDIUMLiteracy rates being less in rural areas, and TV and

Radio having much more reach in rural masses compared to print media, communication through electronic media must be given priority over press.


APPROPRIATE COMMUNICATION MIXNeeds to be used giving priority to local promotional tools over advertising, as advertising in rural areas is marked by selective attention and retention. Usually 70:30 is recommended.

TAILOR-MADE COMMUNICATIONAd messages should be modified to suit to regional requirements, in order to counter linguistic, social and cultural differences.

USE OF PUBLICITY VANS / ANIMALSEspecially in remote/tribal and hilly areas.


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

Rural communication

Education

Transcript of Rural communication