There is obviously a need to identify the importance of creating awareness to the village people who are unaffected by many of the programs and policies developed.
Generally people who reside in the villages where there is no source of acquiring information about any of the development programs are left under developed. Proper awareness should be created through mass-media, interpersonal channels of communication, newspapers etc.
In India also there were for reaching charges in the development thinking and it was realized that despite the significant increase in agricultural production brought about by the Green Revolution during the last sixties, the benefits were not reaching the small farmers. Therefore, the Government established several new institutions at the local level to safeguard the interests of the rural people.
The main concern was building up the knowledge and capability for reasoning based on the logical facts. Improvement in the knowledge of the individuals depends on the proper information flow.
Awareness implies the building up of knowledge and capability for reasoning based on logical facts rather than affective factors. The capacity to reason depends upon the extent and accuracy of the information flow from different sources associated with a certain amount of authenticity to improve the credibility of information and its acceptance.
While concentrating on the reasoning capabilities, information on various aspects of any program should be based on facts, so that doubts or fears associated with a particular program are reduced by rational thinking grounded on facts.
Creating awareness involves information flow from any sphere of activity in which development is envisaged.
Most of the changes can be seen in terms of improvement in the knowledge of the individuals as a result of certain happenings in the social systems for example; knowledge ) of modern inputs of agriculture, social legislation, social facilities, officials connected ) with development programs, rural institutions, their role and responsibilities etc. It is believed that unless the person has knowledge of what ever programs are implemented, he will not be goaded to look for the opportunities created or to develop the required attitude to adopt them.
Acquiring knowledge is one he main factors of the subsequent process of adoption. Information about the various programs is generally disseminated either through the extension system (departmental flow) or through-mass media like radio, newspaper and television.
Many studies have been conducted regarding awareness of different aspects of rural development programs.
A study of K.C.Sharma(1977) among the farmers indicated that extension workers did not frequently contact farmers who were illiterate and those from the lower socio-economic status.
The majority of the farmers were not aware of the different extension techniques used by the village level workers.
In a study of farmers matched in term of education, land size arid irrigation a! facilities, it was observed that demonstration was the most effective technique followed by film show, exhibition, field trip, group discussions, slide shows, radio, posters, wall paintings etc in descending orders.
It was noted that television had an impact on the farmers intention to act on the message and it was more effective among farmers who had a higher need to excellent farming. The instructions given on T.V regarding agriculture work were more acceptable to those who had a wider horizon due to their exposure to the outer world.
To study of the awareness of welfare programs, it was observed that the majority of the respondents were aware of the mid day meals, programs, free school education for children, family planning, applied nutrition program and housing. A considerable percentage was aware of the immunization for children, provision for cultivating a vegetable garden, facilities for backward class, scheduled castes and scheduled tribe etc. It was also noted that on the whole males had a higher levels of awareness as compared to females.
The extent to which mass media have bee useful in communicating information which is relevant to their occupation in particulars and welfare in general is not know? They may have been using mass media to recreate themselves rather than for seeking information.
Mass media and interpersonal communication have an important role to play. Rural development hinges, among other things, on scientific farming, adoption of modem health practices, and population control. To a large extent these depend upon dissemination of information to the villagers about the modem agricultural practices, new seeds, pesticides and health measures.
Psychologists as well as other social scientists have conducted a large number of studies in the area which throw light on the processes and factor in the adoption of new practice'. In fact, communication researches constitute the most active area of research in rural psychology. This research focuses primarily on the impact of various development. programs, analysis of sequences of adopting new practices related to agriculture, factors facilitating villagers to accept agricultural innovations.
Research on the impact of mass media, especially television, in bringing about large scale changes in attitudes and behaviors related to rural development received a boost with the introduction of Indian Satellite Instructional television experiment (SITE). Advanced techno-social experiments on the rural population to bring about planned changes in agriculture, health, family planning, and primary education were conducted using satellite beamed programs.
With proper communication flow large gains in information, awareness and knowledge in such areas as health hygiene, political consciousness, overall modernity and family planning were observed.
Television has become a popular medium of effecting desired changes especially in rural areas. In this context communication researchers on rural communities have a vital role to play in influencing policy and strategies.
In a review of studies on awareness and its various sources and influences, it has been generally reported that awareness is related to the varieties of programs, facilities, services and it facilities changes and techniques of dissemination of information, Generally, it has been observed that awareness was not adequately built in relation to many aspects.
Though significant increase was brought in agricultural production the benefits were not reaching the small farmers.
The awareness of information depends upon the extent and accuracy of the information flow from different sources.
Many changes have been observed in terms of improvement in the knowledge of the individuals Example: knowledge of modem inputs of agriculture, social legislation, social facilities, development programs etc.
It is believed that unless a person has knowledge of whatever programs are implemented he will not be able to make use of these programs.
Many studies have been conducted regarding awareness of different aspects of rural development programs.
It was observed from these studies that farmers who were illiterate and those from the lower socio-economic status were not aware of the different techniques used by the village level workers.
Mass medias newspaper, magazines etc influenced the people very much.
Research on communication proved that mass media had an important role to play is rural development.
Communication focuses primarily on the impact of various developmental programs, analysis of sequences of adopting new practices related to agriculture, factors facilitating villagers to accept agricultural innovations.
In conclusion, it may be stated that while studies on communication and rural change have been numerous and constitute the most favorite topic of psychologist working in rural communities, it must be admitted that no adequate model of group influences process, that takes into account the behavioral and structural aspects of Indian society has emerged from these researches, and action-oriented studies are too few.
Generally people who reside in the villages where there is no source of acquiring information about any of the development programs are left under developed. Proper awareness should be created through mass-media, interpersonal channels of communication, newspapers etc.
In India also there were for reaching charges in the development thinking and it was realized that despite the significant increase in agricultural production brought about by the Green Revolution during the last sixties, the benefits were not reaching the small farmers. Therefore, the Government established several new institutions at the local level to safeguard the interests of the rural people.
The main concern was building up the knowledge and capability for reasoning based on the logical facts. Improvement in the knowledge of the individuals depends on the proper information flow.
CREATING AWARENESS
Awareness implies the building up of knowledge and capability for reasoning based on logical facts rather than affective factors. The capacity to reason depends upon the extent and accuracy of the information flow from different sources associated with a certain amount of authenticity to improve the credibility of information and its acceptance.
While concentrating on the reasoning capabilities, information on various aspects of any program should be based on facts, so that doubts or fears associated with a particular program are reduced by rational thinking grounded on facts.
Creating awareness involves information flow from any sphere of activity in which development is envisaged.
Most of the changes can be seen in terms of improvement in the knowledge of the individuals as a result of certain happenings in the social systems for example; knowledge ) of modern inputs of agriculture, social legislation, social facilities, officials connected ) with development programs, rural institutions, their role and responsibilities etc. It is believed that unless the person has knowledge of what ever programs are implemented, he will not be goaded to look for the opportunities created or to develop the required attitude to adopt them.
FACTORS INFLUENCING INFORMATION FLOW
Acquiring knowledge is one he main factors of the subsequent process of adoption. Information about the various programs is generally disseminated either through the extension system (departmental flow) or through-mass media like radio, newspaper and television.
Many studies have been conducted regarding awareness of different aspects of rural development programs.
A study of K.C.Sharma(1977) among the farmers indicated that extension workers did not frequently contact farmers who were illiterate and those from the lower socio-economic status.
The majority of the farmers were not aware of the different extension techniques used by the village level workers.
In a study of farmers matched in term of education, land size arid irrigation a! facilities, it was observed that demonstration was the most effective technique followed by film show, exhibition, field trip, group discussions, slide shows, radio, posters, wall paintings etc in descending orders.
It was noted that television had an impact on the farmers intention to act on the message and it was more effective among farmers who had a higher need to excellent farming. The instructions given on T.V regarding agriculture work were more acceptable to those who had a wider horizon due to their exposure to the outer world.
To study of the awareness of welfare programs, it was observed that the majority of the respondents were aware of the mid day meals, programs, free school education for children, family planning, applied nutrition program and housing. A considerable percentage was aware of the immunization for children, provision for cultivating a vegetable garden, facilities for backward class, scheduled castes and scheduled tribe etc. It was also noted that on the whole males had a higher levels of awareness as compared to females.
The extent to which mass media have bee useful in communicating information which is relevant to their occupation in particulars and welfare in general is not know? They may have been using mass media to recreate themselves rather than for seeking information.
COMMUNICATION RESEARCH
Mass media and interpersonal communication have an important role to play. Rural development hinges, among other things, on scientific farming, adoption of modem health practices, and population control. To a large extent these depend upon dissemination of information to the villagers about the modem agricultural practices, new seeds, pesticides and health measures.
Psychologists as well as other social scientists have conducted a large number of studies in the area which throw light on the processes and factor in the adoption of new practice'. In fact, communication researches constitute the most active area of research in rural psychology. This research focuses primarily on the impact of various development. programs, analysis of sequences of adopting new practices related to agriculture, factors facilitating villagers to accept agricultural innovations.
Research on the impact of mass media, especially television, in bringing about large scale changes in attitudes and behaviors related to rural development received a boost with the introduction of Indian Satellite Instructional television experiment (SITE). Advanced techno-social experiments on the rural population to bring about planned changes in agriculture, health, family planning, and primary education were conducted using satellite beamed programs.
With proper communication flow large gains in information, awareness and knowledge in such areas as health hygiene, political consciousness, overall modernity and family planning were observed.
Television has become a popular medium of effecting desired changes especially in rural areas. In this context communication researchers on rural communities have a vital role to play in influencing policy and strategies.
SUMMARY
In a review of studies on awareness and its various sources and influences, it has been generally reported that awareness is related to the varieties of programs, facilities, services and it facilities changes and techniques of dissemination of information, Generally, it has been observed that awareness was not adequately built in relation to many aspects.
Though significant increase was brought in agricultural production the benefits were not reaching the small farmers.
The awareness of information depends upon the extent and accuracy of the information flow from different sources.
Many changes have been observed in terms of improvement in the knowledge of the individuals Example: knowledge of modem inputs of agriculture, social legislation, social facilities, development programs etc.
It is believed that unless a person has knowledge of whatever programs are implemented he will not be able to make use of these programs.
Many studies have been conducted regarding awareness of different aspects of rural development programs.
It was observed from these studies that farmers who were illiterate and those from the lower socio-economic status were not aware of the different techniques used by the village level workers.
Mass medias newspaper, magazines etc influenced the people very much.
Research on communication proved that mass media had an important role to play is rural development.
Communication focuses primarily on the impact of various developmental programs, analysis of sequences of adopting new practices related to agriculture, factors facilitating villagers to accept agricultural innovations.
In conclusion, it may be stated that while studies on communication and rural change have been numerous and constitute the most favorite topic of psychologist working in rural communities, it must be admitted that no adequate model of group influences process, that takes into account the behavioral and structural aspects of Indian society has emerged from these researches, and action-oriented studies are too few.