Mass media – is it the key?

abhishreshthaa

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The past two decades have seen a dramatic expansion of exposure to mass media in rural areas. Since these are, almost, by definition urban media at present is an overwhelmingly urban portrayal of life and values, their impact on attitudes and behavior has been profound.


• Radio is the medium with the widest coverage. Studies have recently shown high levels of exposure to radio broadcasting both within urban and rural areas, whether or not listeners actually own a set. Many people listen to other people's radios or hear them in public places. Surveys indicate that in rural areas more than a one third of the married women of reproductive age have listened to a radio within the last week.


• Television, video and films expose viewers to a common window on styles of life and behaviour, an impact increased by the supranational reach of the media. Television is extremely popular where it is available. Television increasingly exposes viewers to a wide range of national, regional and international viewpoints. Rural exposure to television has been lower by far than radio.


The mass media brings change wherever they go; but change does not have to be random. Successful media campaigns have changed attitudes and behaviour in a variety of areas, from basic literacy to health care and family planning.



• But Advertising to rural consumers continues to be a hit and miss affair. At best, it is an exercise where communicators grapple with issues of language, regional and religious affiliations and local sensitivities. Most often finding the right mix that will have a pan-Indian rural appeal is the greatest challenge for advertisers. But more often than not, marketers throw in the towel going in for simplistic solutions: such as going in for a mere transliteration of advertising copy. The result: advertising that is rooted in urban sensitivities and do not touch the hearts and minds of the rural consumer.
Various other reasons making the mass media ineffective are: -



1. The Indian society is a complex social system with different castes, classes, creeds and tribes. The high rate of illiteracy added to the inadequacy of mass media impedes reach almost to 80% of India's population who reside in village.



2. Mass media reaches only 57% of the rural population. Generating awareness, then, means utilizing targeted, unconventional media including ambient media.



3. Mass media is too glamorous, interpersonal and unreliable in contrast with the familiar performance of traditional artist whom the villager could not only see and hear, but even touch.



4. The communication and the design of marketing mix needs to be different, as what attracts one need not attract the other as well. So again, even if the media reaches a rural consumer, there might not be an impact as he may fail to connect to it due to his different lifestyles.



Moreover rural marketing is usually related with products having low profit margins and high sales volumes and hence it is more important to emphasize the availability of the product to all potential consumers than an overdose of expensive inefficient mass-media strategies.
 
The past two decades have seen a dramatic expansion of exposure to mass media in rural areas. Since these are, almost, by definition urban media at present is an overwhelmingly urban portrayal of life and values, their impact on attitudes and behavior has been profound.


• Radio is the medium with the widest coverage. Studies have recently shown high levels of exposure to radio broadcasting both within urban and rural areas, whether or not listeners actually own a set. Many people listen to other people's radios or hear them in public places. Surveys indicate that in rural areas more than a one third of the married women of reproductive age have listened to a radio within the last week.


• Television, video and films expose viewers to a common window on styles of life and behaviour, an impact increased by the supranational reach of the media. Television is extremely popular where it is available. Television increasingly exposes viewers to a wide range of national, regional and international viewpoints. Rural exposure to television has been lower by far than radio.


The mass media brings change wherever they go; but change does not have to be random. Successful media campaigns have changed attitudes and behaviour in a variety of areas, from basic literacy to health care and family planning.



• But Advertising to rural consumers continues to be a hit and miss affair. At best, it is an exercise where communicators grapple with issues of language, regional and religious affiliations and local sensitivities. Most often finding the right mix that will have a pan-Indian rural appeal is the greatest challenge for advertisers. But more often than not, marketers throw in the towel going in for simplistic solutions: such as going in for a mere transliteration of advertising copy. The result: advertising that is rooted in urban sensitivities and do not touch the hearts and minds of the rural consumer.
Various other reasons making the mass media ineffective are: -



1. The Indian society is a complex social system with different castes, classes, creeds and tribes. The high rate of illiteracy added to the inadequacy of mass media impedes reach almost to 80% of India's population who reside in village.



2. Mass media reaches only 57% of the rural population. Generating awareness, then, means utilizing targeted, unconventional media including ambient media.



3. Mass media is too glamorous, interpersonal and unreliable in contrast with the familiar performance of traditional artist whom the villager could not only see and hear, but even touch.



4. The communication and the design of marketing mix needs to be different, as what attracts one need not attract the other as well. So again, even if the media reaches a rural consumer, there might not be an impact as he may fail to connect to it due to his different lifestyles.



Moreover rural marketing is usually related with products having low profit margins and high sales volumes and hence it is more important to emphasize the availability of the product to all potential consumers than an overdose of expensive inefficient mass-media strategies.

Hey friend, thanks for your contribution and providing the report on Mass media which would really help many students and professionals. BTW, I am also going to share a document on Mass media for helping others.
 

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