Role of Media in the Development of Education Dr. Radhika Kapur Abstract

Media in Development Communication

Media contributes an important part in the development communication through transmission of knowledge, providing forum for the debate over issues, teach ideas, skills for an improved lifestyle and generate a base of consensus for the consistency of the state. From the early stages of the introduction of the media in India, various endeavours were made to exploit their potential for development purposes. The history of development communication in India can be traced to 1940’s when radio broadcast was implemented in different languages to promote development communication through various programmes, like, Programs for Rural Audience, Educational Programs and Family Welfare Programs. In the present existence, television in the country is also used as a medium for social education, defence against unawareness and responsiveness amongst the people, through is difference programs like Educational Television (ETV), Countrywide Classroom (CWC), Teleconferencing and so forth. Experiments in Satellite technology has been directed in recent years to bring about transformation and development (Chaudhary, 2011).

New Technologies have also been put into operation into thoughtful utilization for the purpose of development communication. New technologies like mobile, website and internet are interactive in nature. Interactivity, instant feedback and encouragement ability are used to involve the individuals belonging to all backgrounds into the process of development. In the present existence, government has different websites and call centres that make provision of instant information or provide answers to the questions concerning development. Right from its beginning, development communication has been pursued by all kinds of media, both traditional and new; however, it had been put into more theoretical use. Its possibilities, people’s modification of demand and opportunities have not been met to its limit to obtain a complete success. Both the strengths and the weaknesses of the media, message and access of the people to these mediums should be measured in order to attain accomplishment in the real intellect and not only through using pen and paper (Chaudhary, 2011).