Identifying effective communication channels in a rural community: a field report from south India.

Ramachandran, R.; Jaggarajamma, K.; Muniyandi, M.; Balasubramanian, R.

Indian Journal of Tuberculosis; 2006; 53; 206-211.

Summary: 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 c hannels, 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.

Keywords : Communication channels, Rural community, IEC, India

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