Communication Strategies of Government Agencies for Mass Awareness in Rural Areas of Punjab: A study based on Health Department of District Amritsar, Punjab
Rural development has always been a core issue for the development planners in order to take the country on the path of socio-economic development. Mahatma Gandhi rightly said that the development in true sense is not possible unless villages of the country are developed. In the initial years of development planning stress was laid on agriculture and industrial development but with the passage of time, focus shifted to other equally important areas like Healthcare, Education, Employment and Sanitation programmes. Communicating with the rural masses was always a point of discussion. Earlier, where interpersonal means and folk media were the only means of reaching people but with the advent of print and electronic media, there was a paradigm shift in communication strategies also. Presently there are number of communication strategies which are being employed by various departments in order to reach people and create awareness. The present study would try to find out the communication strategies of Department of Health and Family Welfare of District Amritsar, Punjab. The study would also try to find out the media usage of the department for public awareness. Besides, it would also be helpful to find out the role (if any) of new media technology for information dissemination in rural areas.