The importance of Communication for Development in Indian society should be a concern for experts and scholars. The communication approach should consider the acceptance level of the Indian society (Audience). Now, it is the time to discuss the loopholes of mass-media centric communication approach adopted from the western point of views. Human development is generally categorised into individual and community and the communication studies should give effort to generate new ideas for effective communication by studying the demography and socio-cultural parameters.
Majority of India’s population are still dependent on agriculture and there are many places where the reach of mass media is very meagre. So, to curtail this resistance of communication there must be some inputs and ideas which will goes beyond the mass-media approaches.
Understanding the acceptance level of audience is very important for a communicator while disseminating any sort of information. Audiences’ acceptance level is always correspondent to many factors like, perception, economic conditions and literacy.
At present researchers are talking about real time media like the Internet by tracing a border line between Digital Natives and Digital Immigrants. But, if we consider Indian economy, internet is still in its infant stage. After the implementation of the New Economic Policy in 1991 informationisation begun in few cities like Bangaluru and Hyderabad by adopting high technologies. But, many other cities are yet to adopt the technological approach and there is a big digital division between the urban elites and villagers.
Among many other developmental tools communication plays a major role. So, the communication experts should do some trial to incubate new ideas which features communication (specially Group Communication) as a weapon for development by concerning the Indian society.
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