TRADITIONAL MEDIA FOR RURAL MASS COMMUNICATION

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1 TRADITIONAL MEDIA FOR RURAL MASS COMMUNICATION Rajendra R. Chapke* and Rekha Bhagat** ABSTRACT Results of the study revealed that majority of respondents were visitors of Tamasha (71.66%) and Bhajan (60.00 %) at their village itself especially on the Diwali occasion. These were organized by the village people interested in the traditional media shows. The folk media were most liked by the viewers due to lively performance and its story based on the current topic (40.50%). First preference was given by viewers to social development themes including agriculture (522 total score), followed by patriotic songs (501 total score), recreation and entertainment (363 total score), political (overall score 177) and history of freedom fighters and religious. The purposes served by show were; good impact of message realized (71.67 %) felt entertained (55.66 %) and developed we feeling (36.67 %). The traditional media shows are still total involvement shows providing entertainment and education to the rural masses Key words: Traditional folk media, folk entertainment, mass communication, extension education, rural, and agricultural development and information system. Introduction Communication has played a vital role since the dawn of the history. It is a very essential input in the process of social development. Modern mass media flourish now-a-days, but these are not performing the role expected from them in developing as well as under developed countries due to several reasons such as, more illiteracy percentage, lack of electricity, highly technical equipment, lack of transporting facilities, etc. The traditional media are very effective in rural communication due to the acceptable idioms, local language, etc. Traditional folk media enables the illiterate audiences to retain the knowledge up to fifteen to thirty days (Ramanathan and Shrinivasan, 1988). Several authors (Wang, 1988; Golob, 1991; Sarireha, 1995; Saxsena, 1993; Murthy, 1994; Samar, 1997 and Pillai, 1998) have stated that the traditional media are very effective tools in the process of communication. Some five-star hotels are using them for entertaining the tourists and some popular artists are making lot of money by performing their shows in big cities. Also a few Government organizations related to social development work are using them to communicate the important message such as, national integration, communal harmony, health and family welfare, girl child, prevention of drug abuse etc., to the rural masses (Mishra and Sah, 2008). Folk media help in the task of making nation building, socio-economic development and modernization easier and acceptable to rural masses (Apte, 1978). Senior Scientist (Agril. Extension), Directorate of Sorghum Research (ICAR), Hyderabad , chapkes@yahoo.com and ** Principal Scientist & Head, Division of Agricultural Extension, Indian Agricultural Research Institute, New Delhi

2 2 Yet, while they are so important, unfortunately these are not being used frequently in extension education and communication processes. Keeping this in view, an attempt is being made to highlight this issue. METHODOLOGY The study was conducted in the Nagpur district of the Vidarbha region in the Maharashtra state. For the purpose of this study, three villages namely, Ghorad, Budhala and Kaniyadhol were purposively selected in which traditional media shows were performed regularly in a year previous to the investigation. Using the purposive random sampling method, a total of sixty viewers each from the selected villages were selected. All 180 respondents were found to be regular viewers of the traditional media. Data were collected with the help of semi-structured interview schedules. Variables related to socio-personal characteristics were measured with the help of a suitable instrument already developed. The collected data were analyzed by using the statistical tools of frequency, percentage, mean, standard deviation and chi-square tests. RESULTS AND DISCUSSION Distribution of viewers according to visit to the traditional media programmes On perusal of table 1, it is seen that a large number of respondents were visitors of Tamasha (71.66 %) and Bhajan (60.00 %) respectively. Comparatively lower numbers were visitors of Kirtan (30.00 %), Dhandhar (16.67 %) and Quawally (8.34 %). It was observed that more programmes of Tamasha and Bhajan were organizing which led to their popularity. Preferred place of viewing of traditional media was the village itself (71.67 to 8.34 %). A little over one fourth of the viewers (28.34 %) went to see Tamasha at Tehsil level when some eminent group performed. This point needs to be considered while performing traditional media for agricultural development. Such shows should be organized in the village itself to have maximum participation and impact. Table 1 also reveals that most of the shows of Tamasha (55.00 %), Bhajan (38.33 %), Kirtan (21.67 %) and Dhandhar (16.67 %), were performed on the Diwali occasion. However, a few of them (Tamasha, Bhajan and Kirtan) were organizing during Ganesh utsav and Navratras as

3 3 mentioned by about 3 to 5 per cent of the respondents. During that time people are in the spiritual mood and like to have such gatherings. Relatively less traditional media shows were organized at the time of Makar Sakranti whereas, Quawally was the highlight of Makar sankaranti celebrations as told by the respondents (5.00 %). The respondents replied that Tamasha, Bhajan, Kirtan, Quawally and Dhandhar were organized by the people interested in the traditional media shows of the village. This point needs to be noted that there were some interested people in the village who took a lot of initiative in organizing such activities. If we want to use traditional media for agricultural development purposes, we need to get in touch with them, train them and give them whatever help is possible in cash and kind. Table 1 Distribution of viewers according to visit to the traditional media programmes (n=180)* Tamasha Bhajan Kirtan Quawally Dhandhar Visitors (71.67) (60.00) (30.00) (8.34) (16.67) Place of viewing Village (71.67) (60.00) (30.00) (8.34) (16.67) Tehsil (28.33) (3.33) Occasion Diwali (55.00) (38.33) (21.67) (3.33) (16.67) Ganesh Utsav (5.00) (5.00) (3.33) - - Makar Sakranti (8.34) - (5.00) - Navaratra (3.33) (11.67) (3.33) - - Organizers Interested people (above 30 years) (65.00) (55.00) (28.33) (8.34) (16.67) Youngsters (up to 30 years) (31.66) Multiple responses

4 4 Distribution of viewers according to most liked traditional media and its reasons As shown in Table 2, most of the viewers (61.67 %) were in favour of Tamasha. It was easily the most liked traditional media. Out of 111 viewers who placed Tamasha at the top, the most mentioned reasons for it were due to lively performance (40.50 %) followed by story or contents based on current topic (22.70 %). It is concluded that Tamasha was most liked due to lively performance and its story based on the current topic. This finding needs to be given special attention. Artists doing Tamasha shows needs to be given full support in terms of training, financial assistance and appreciation in the form of awards. They can be trained in social development themes such as agricultural development to reach each and every farmer of Maharasthra. Electronic media can also telecast Tamasha shows incorporating developmental themes to take full advantage of its popularity. According to per cent viewers, Bhajan was their all time favourite and most liked traditional media. Reasons given by them were contents covering familiar religious themes (85.68%) and melodious voice of the singer (10.71%). The results show deep religious inclination of a large number of rural viewers. Care should be taken that their religious sentiments are respected while planning traditional media for agricultural development. Nothing controversial or hurting should make the contents of such gatherings. Nearly one-fourth (26.64 %) of the viewers felt that Kirtan was their most liked traditional media. Reasons given by them were content covering familiar religious themes (43.68 %) and story or content based on current topic (31.25 %). Extension programmes especially for women are normally started with Kirtan. It attracts a lot of women to come for gatherings. The same strategy can be used for male farmers based on this result. A few viewers (6.67 %)) felt that Dhandhar was their most liked traditional media. Reasons given by viewers were lively performances, synchronization of voice of the singer, rhythm of instrument and no vulgarity in the content and content related with religious theme (25 per cent for each reason). It was found however, that there were very few viewers of Dhandhar. Lack of availability of such programmes in this area could be the reason for its less popularity. A small number (6.11 %) of viewers considered Quawwalli as their most liked traditional media. Reasons mentioned by them were melodious voice of singer (72.73 %) and colourful style of presentation (27.27 %). Quawwali was not a traditional media close to their heart and may not serve much purpose in developmental messages.

5 5 Table 2 Distribution of viewers according to most liked traditional media and its reasons (n=180) Most liked traditional media Frequency Percentage I. Tamasha Reasons: Lively performance Story or content based on current topics Colourful style of presentation Melodious voice of the singer Well synchronization of voice of the singers and rhythm of instruments Good dance steps Compatible with audience culture II. Bhajan Reasons: Contents covering familiar religious themes Melodious voice of the singer Compatible with audience's culture III. Kirtan Reasons : Contents covering familiar religious themes Story or content based on current topic Compatible with audience's culture Colourful style of presentation IV. Dhandhar Reasons : Lively performances Well synchronization of voice of the singers and rhythm of instruments No vulgarity in the contents/performance Content related with religious theme V. Quawwalli Reasons : Melodious voice of singer Colourful style of presentation Preference of the viewers for the themes of traditional media It is observed from Table 3 that overall first preference was given by viewers to social development themes including agriculture (522 total score), second to patriotic songs (501 total score) and third preference was for recreation and entertainment (363 total score). The fourth highest overall score for theme preference went to political (overall score 177) followed closely and equally by history of freedom fighters and religious (overall score 171 each).

6 6 This shows that use of traditional media can be very effective if use wisely and systematically as a communication tool for achieving the goal of social development. Extension personnel should take special note of it. While organizing developmental theme shows of traditional media, focus on social themes including agricultural related themes, patriotic themes and entertainment themes should be made. Only then success of such programmes will be assured. Table 3 Preference of the viewers for the themes of traditional media (n=180)* Themes of Preference of the viewers Total traditional media I II III IV&above score Social development (48.33) (16.67) (18.33) (10.00) Patriotic (33.33) (33.33) (20.00) (5.00) Recreational & entertainment (11.67) (26.67) (23.33) (28.33) Political (1.67) (3.33) (11.67) (46.67) History of freedom fighters (1.67) (6.67) (15.00) (38.33) Religious (6.66) (10.00) (5.00) (28.33) Ritual & ceremonial (3.33) (3.33) (23.33) Responses of the viewers to the traditional media shows and its reasons It was noted that most of the viewers (90.00 %) registered their response during the show by clapping as it provided self-satisfaction (73.30 %) and helped encourage the folk artist (16.70 %). Only three viewers had given response by shouting for self-enjoyment. Some viewers (35.00 %) preferred to respond by rewarding money to the folk performer. The reasons attributed to such response were; personal prestige (10.00 %) and encouragement for the folk performer (25.00 %). It was also noted that not more than Rs.50/- were rewarded. Only a few viewers (3.33 %) had responded during the show by walking out as the contents had religious themes, which probably did not interest them (Table 4). The near absence of negative responses such as walking out, shouting, whistling, etc., shows that traditional media still have a hold on the rural people. Clapping and rewarding money are still at the top of encouragement style for rural artists during the show.

7 7 Table 4 Responses of the viewers to the traditional media shows and its reasons (n=180)* Response of the viewers Frequency Percentage Response during the show Clapping Reasons: Self satisfaction To encourage them Shouting Reason: Enjoyment Rewarding money Encouragement for the folk artists Personal prestige Walking out Reason: Content related with more religious themes * Multiple responses Perception of viewers about the purpose served by the traditional media show It is noted that the viewers' perception about the purpose served by show (Table 5) were good impact of message realized (71.67 %) felt entertained (55.66 %), developed we feeling (36.67 %), sense of urge fulfillment (8.33 %), meeting with like-minded people (6.67 %) and feeling relaxed (3.33 %). This can be interpreted that traditional media shows are still total involvement shows providing entertainment and education. Their neglect means depriving the rural masses of much needed entertainment and education in their lives. Table 5: Perception of viewers about the purpose served by the traditional media show Purpose served by the show Frequency* Percentage Good impact of message realized Entertainment Develop we feeling Sense of urge fulfillment Meeting with like minded people Relaxation * Multiple responses

8 8 Inter relationship between occupation of the viewers and other traditional media related variables Chi-square test was applied to find out if there was any relationship between the socio-personal characteristics of the viewers and other traditional media related variables like mass media exposure and visits of traditional media shows. Table 6 Association between occupation and others traditional media (TM) related variables Occupation Others Labour Farming Farming Service Farming Total + + variables only business only service Mass media exposure level 1. High (14.45) (23.8) (3.4) (5.95) (3.4) 2. Medium (33.15) (54.6) (7.8) (13.65) (7.8) 3. Low (3.4) (5.6) (0.8) (1.4) (0.8) Total Chi-square value = Table value at 0.05 level = Visit to TM 1. Tamasha (33.50) (58.92) (11.17) (16.17) (9.24) 2. Bhajan (28.05) (49.33) (9.35) (13.54) (7.34) 3. Kirtan (13.76) (24.20) (4.59) (6.64) (3.80) 4. Quwaali (3.9) (6.85) (1.30) (1.88) (1.07) 5. Dhandhar (7.79) (13.70) (2.60) (3.76) (2.15) Total Chi-square value = Table value at 0.05 level = From the table 6, it is revealed that the occupation of the viewers was also found to have an association with mass media exposure and viewers' visits to the different traditional media shows at 0.05 per cent level of significance. It was observed that the occupations influenced the selected variables of the study. People who were having occupation farming + service had more opportunities to go to the city and get influenced by urban contact rather than a person who was

9 9 doing farming alone. This was the reason that different occupational group showed significant variation in association in the study. In case of labourer, they had no resource to go to city for entertainment so they preferred to see traditional media in their villages. Opinion of the Government organizations about effectiveness of the traditional media for social development Almost all Government officials opined that the traditional media programmes were effective and had good impact on rural masses (Anonymous, 2000). It was successful mainly because the artists could get direct feedback and due to the performances being live and in the local language helped develops closeness. In fact as compared to other impersonal media these were found more effective. According to the officials blending of the traditional media with mass media would be more effective in rural areas as people in villages can identify themselves better with the traditional folk forms. Conclusion Popularity of Tamasha followed by others in rural Maharashtra is reflected as entertainment media, which has lot of potential if wisely converted to entertainment cum information media. For organizing traditional media involved simple sequence steps only with low cost, such shows should be organized by extension personnel with social themes. Extension personnel should, however, be given training to organize such programmes. Since village was the most preferred place for organizing traditional media shows, it is suggested that more such shows be held at village itself rather than district. Convenience was the most common reason for such a preference. Utilization of locally available resources viz. talent of the folk artists, popularity of the media, agriproverbs, acceptable idioms, riddles, etc., through traditional media found very interesting and effective as communication tool for rural development and natural recourse technology. It is therefore, concluded that the potential of the traditional media can be utilized wisely and systematically for agricultural as well as rural development too. This conclusion also in line with Dinampo (1991), Saxsena (1993), Obinne (1997) and Dale and Haboan (1963).

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