Ramachandran, Rajeswari and Jaggarajamma, K and Muniyandi, M and Balasubramanian, Rani
(2006)
Identifying effective communication channels in a rural community: A field report from south India.
Indian Journal of Tuberculosis, 53 (4).
pp. 206-211.
ISSN 0019-5705
Abstract
Background: There is scarcity of information on communication channels in rural areas where about 38% of people are
illiterate.
Objective: To identify the channels of communication available in rural areas by interviewing key informants.
Method: This study was conducted in 51 villages of Ellapuram block, Tiruvallur district, Tamil Nadu in the year 2004.
Key informants selected from the villages were interviewed by a Medical Social Worker. The questionnaire included
information on modes of communication channels, availability of markets, public facilities, and local associations.
Result: The study block included 9893 households covering a population of 39255. Their main occupation was
agriculture (86%). Electricity was available in all the villages. More than 80% of the villagers had community TV/cable
connections, >50% of the villages had cinema star fan associations, mahila mandals, youth clubs, self-help groups,
anganwadi centres and ration shops. The main source of communication as per interview was television (100%), wallposters
(55%); publicity through panchayat office meetings (53%) and dandora or beat of drums(43%).
Conclusion: Main communication channels, commonly used to disseminate information were TV and wall
posters. More than 50% of villages had local associations which can be used for effective communication. This
information is vital for disseminating important information on public health programmes and educating the
rural community.
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