How does communication lead to development and change in society?

Communication’s Role in Development and Change in Society.

1. Through means of communication people get information regarding day-to-day events and occurrences.

2. Through means of communication people enjoy and they use the means of communication as an important means of recreation.

3. Means of communication now play an increasing role in socialisation of the young. The young people get new ideas about how to behave and how to dress.

4. India has been a land of great mass communication. Being a country of diversities, communicating with a large number of people simultaneously has always been a problem. In the past, when modern channels of communications such as television and internet were not available, people used to receive information through interpersonal communications. These sources included religious preachers, human messengers, travellers and other forms of traditional channels. Thus, all types of communication strategies, models and experiments have been tried since long. However, the traditional sources of information are no longer popular as new communication avenues are available.

5. Means of communication play a vital role in the development and change of a society. They do so by creating awareness and providing information and education other people. They also provide healthy entertainment to the people. All major communication media-print, electronic and audio-visual have developed in our country.

6. The education television programmes are relayed from different Doordarshan Kendra (TV Centres) in different languages.

7. It is now fully recognised that communication is a vital factor in development and change. It is assumed that transmission of new ideas through mass media can create a favourable environment of social change.

8. Besides bringing about change in attitude and values, communication is also expected to impart knowledge of news like and techniques.

9. Communication helps to enlarge the mental horizons of people. It can be used to raise the levels of aspirations.

10. Despite a high rate of illiteracy (in our country) the importance of print media cannot be ignored. Now newspapers are popular not only in urban areas they have become popular even among the literate section of the village population. One copy of a newspaper is read by dozens of people at a tea or at a barbar’s shop. In reality, the newspaper has become a true mass medium.

11. Like newspapers, television is also becoming a common source of entertainment and transmission of current information. As a matter of fact the increasing significance of mass media has brought about some kind of revolution in the life of the people.

12. Effects of mass communication have been diverse. The media exposure has accelerated the process of change. People now know more about new things and places.

13. Several new elements are added to peoples own culture. Even day-to-day life and practices come under the influence of practices other than their own. To put it little differently, various forms of the media have led to a cultural change.

14. The expansion of modern means of communication has also given rise to new cultural challenges. People have realised the importance of their own cultural identity. They have revived interests in their cultural symbols and objects.

15. The traditional group activities are reinforced with the help of modern means of communication. This process lias integrated folk cultural institutions with emerging cultural tradition. Sociologists call it ‘cultural resilience’ of the Indian people. This strength has led to a kind of cultural integration between the value systems of tradition and modernity.

Tips: -

V. Imp.