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Today India is passing through the phase of communication revolution, which has brought about a significant growth of media in mass communication. It has become an important part of development initiatives in various sectors. This work is significant because communication media play a substantial role in developing rural resources and motivating the masses for adopting new technology. It has the potential to widen experimental horizons, to focus attention, to raise aspirations and to create a climate for development. In addition to transferring technology, communication media like television and other communication media which have the potential to confer developmental status, to enforce social norms so as to help cultivating tastes and could also affect lightly presumed attitudes. The challenge is to accommodate stable resources and the power of communication skillfully for economic and social development. There is a need to recognize that communication is a powerful force for rural change.
About the author
Dr. Hampesh K S arbeitet derzeit als Assistenzprofessor in der Abteilung für Journalismus und Massenkommunikation am Shri Dharmasthala Manjunatheshwara Post-Graduate Centre (Autonomous), Ujire. Er hat auf internationalen und nationalen Konferenzen Vorträge gehalten und Forschungsarbeiten in verschiedenen von Experten begutachteten Fachzeitschriften veröffentlicht.
