Unit-III [Media and Development]

Chapter 1.Development of message design and communication.

The effectiveness of development message is of the foremost importance in

development communication. The message selection has to be based on the
holistic view of the development project objectives as message selection forms
one of the important factors affecting the success of the overall project.
Points should be kept in mind while designing the message:
1. Usefulness of the content: People should see the advantage in the message
conveyed to them.
2. Timeliness: Messages should be coordinated with the timing of the activities
they have intended to influence, to increase the implementation potential of the
content.
3. Appropriateness: Development messages should include the reason or logic
for suggesting any new idea apart from the process to be followed in putting
the idea into action. This can help people to decide what is appropriate for
their individual conditions.
4. Simplicity: Simple messages are easy to communicate and understand.
5. Needs assessment of the target groups: Various methods like community
study, observations, contacting key persons or leaders of the community,
referring the reports, if any, can be used to find out the needs of the people

Important steps in message designing:

1. Priority: Determining the priority issues and define them. For example:
Whether health,nutrition, women’s issues and so on.
2. Media: Communication channels to be used should be decided keeping in
mind the:
a. Literacy level of the target group
b. Channel access
c. Channel availability
d. Purpose of communicating.

3. Local resources: Incorporating local resources in planning the

communication strategy.

4. Different content for different channel: If TV is to be used, the script should

be written. If drama or behavior format is to be used in the strategy, script
writing will have to be done accordingly.

5. Pre-testing: Pre-testing the strategy with a sample of your target group to

avoid any loss or wastage in communication.
6. Proper delivery system: Transmission of the message has to be done step by
step, if a number of the media have to be used in a sequence or order of
 occurrence and importance under the controlled condition and observation of
the communication.
7. Evaluation: Evaluation of the communication strategy should be carried out
in terms of its objectives.

Factors for loss of meaning of messages:

1. • Production team related factors
2. • Content related factors
3. • Media related factors
4. • Audience related factors
5. • Context/environment related factors
Messages conveyed through media have an impact on behavior and hence,
its usage for development. The type of influence and the extent of impact of
these messages would be determined by the content, its presentation,
creditability of the media and the source, audience characteristics such as
their education level and exposure to other messages or sources etc.

UNIT-3, CHAPTER-2.

Role and performance of mass media: Print, Radio, TV, Outdoor publicity
and traditional media - music, drama, dance, puppetry, street play, fairs,
festivals and their role in development.

Communication is used for more than just passing on information from one
person to another. It is often used as a tool to facilitate the participation of
people in developmental activities. Such form of communication is known as
development communication. According to Everett Rogers “Development
communication refers to the uses to which communication are put in order to
further development.” It can thus be said to be an approach to communication
which provides communities with information they can use in bettering their
lives. Development communication has two primary roles, i.e. Transforming
role, as it steps social change in the direction of the hygiene taste of today’s
generation in this competitive market and a socializing role by seeking to
maintain some of the established values of the society.
 Media plays an important role in development communication through
circulation of knowledge, providing forum for discussion of issues, teach
ideas, skills for a better life and create a base of consensus for stability of
the state . From the early stages of the introduction of the media in India
various attempts were made to exploit their potential for development
purposes. The history of development communication in India can be
traced to 1940’s when radio broadcast was done in different languages to
promote development communication through various programmes, like—
Programs for Rural Audience, Educational Programs and Family Welfare
Programs. Today television in our country is also used as a medium for
social education, weapon against ignorance and awareness among the
people, through is difference programs like Educational Television (ETV),
Countrywide Classroom (CWC), Teleconferencing etc. Experiments in
Satellite technology has been conducted in recent years to bring about
Social change and development. This has been done in the form of SITE P
Introduction

Communication is a two way process where messages flow both ways.

Communication also refers to that use of different forms of media, such as print,
electronic media (radio, television), new media etc. These media are used as an
empowerment tool, i.e. it is used as a tool to facilitate and encourage the
participation of people in developmental activities. Different mass media is used
to effectively communicate knowledge and information to people for
developmental purpose.
The term ‗Development Communication‘can be divided into two terms, i.e.—
Communication and Development. Here communication refers to the use of
different types and media in the context of development. It is also used to mean
sharing of information and experience to accelerate development. Whereas
development refers to the change of society for betterment. It can be both social
and economic change for improvement or progress.

rogram and Kheda Communication Projects.

Thus when we refer to development communication, it is about such

communication that can be used for development. It is about using
communication to change or improve the way of living of the citizen of a
country. Here we use difference types of messages to change the socio-
economic condition of people. These messages are designed to transform the
behaviour of people or for improving their quality of life. Therefore,
development communication can be defined as the use of community to
promote development.

Development communication thus can be said to have two primary roles, i.e.,
(a) transforming role, as it seeks social changes for a higher quality of life. (b)
Socializing role, by seeking to maintain some of the established values of the
society. The role can be discussed as following:

A) Development communication is used for transforming role by

bringing in social change in a way that will bring a higher quality
of life. Here communication acts as an instrument to achieve these
objectives.

Development communication also tries to maintain the established values of the

society by playing a socializing role. In playing these roles, development
communication seeks to create an atmosphere for change as well as providing
innovation through which society may change

Development communication process is however successful only with the

presence of a few key elements in the approach. These are: It should be
responsive, should wing on feedback, should be innovative and creative, should
be sustainable and continuous, independent validation.
For a successful development communication policy it is necessary to identify
the core areas of development. The core areas of development are Agriculture,
Fisheries, Animal Husbandry, Food, Security, Communication, Irrigation,
Public works, Employment, Environment, Ecology and Education.
Use of technology in Development Communication

Mass media and technology should be extensively and tactfully used for
development purpose. It should be kept in mind that it is a weapon in the hands
of the government for positive developmental purpose. When the media is used
for developmental purpose, develop communicator has to keep in mind that the
usage should be extensive. And for this purpose the mass media structure should
be planned and efforts should be made to reach out to maximum number of
people every time. Daniel Lerner in 1958, while discussing the relation of
development with that of any mass media said that: ―the greater the
communication facilities, the greater or even faster is modernization.

According to Wilbur Schramm, the role of media in development can be

divided into three parts i.e. (i) to inform (ii) to instruct and (iii) to participate.

To inform: for the development of the society, correct social, political and
economic influence is the main criteria. This information should be both
national and international. People should be aware of the areas or facts which
hamper the development process.

To instruct: Mass literacy is an essential criteria to development. This is

possible by imbibing basic skills among the people. Mass media plays an
important role in this. Mass media can instruct people and educate them.
Projects like Educational Television and Gyan Darshan are few such examples
where media is used to instruct people, educate them and teach them basic
skills. These basic skills help people to develop their standard of living.

To participate: Voluntary and steady participation of the citizen of the country is

necessary for its overall development. Such participation is possible in a liberal
society. Such awareness is possible through debate, conflict and discussion.
Discussions and debate helps people to know current issues, participate in
developmental programme and bring a change in the standard of living of the
society.

Media in developing and under developed countries strive to bring in

developmental change, through its message to the mass. Mass media through
interpretation, analysis and discussion point out the drawbacks of the society
and core areas of development. The message should be such that it should create
an urge for change and development among the common men. The media in its
aim to developmental changes shall function as a decision maker and teacher.

D. Lerner, while discussing the role of radio (as a medium of mass

communication) said that the emergence of radio in different villages and town
not only help to educate people, but at the same time bring in consumerism in
that place. Consumer arouse wish to own a radio, due to which the people work
harder and usher in better standard of living (a form of development). Radio
programmes help to educate people about different social issues like farming,
agriculture, health, small scale industry etc. Radio forums are a weapon for
radio programme producers to involve people in developmental projects. Here
use is made of Telecentre where communities gather to phone in. Discussions
on difference topics are done as well as queries by expert are answered.

Television as a mass medium has a huge appeal to common person. For such
reason, television is used in a planned manner to motivate people to participate
in developmental programs. Feature, documentaries or development campaigns
should be such that it creates interest in the mind of viewers, contents should be
contemporary to attract people of all ages and should be capable of influencing
viewers to take part in the developmental programs.

Wilbur Schramm in his book Mass Media and National Development discussed
the role mass media play in development communication while Lerner and
others saw all of the media outputs as having modernising effect. For Schramm
it was their content that was the key to their use in development. Schramm has
put a lot of importance on feed back for successful communication for
development. Because a proper feed back helps implementation to findings
whether or not the community is meeting their purpose or aim. According to
him, it should never be a one way traffic. Modern communication technologies,
according to him, would be of great use to meet the demand by multiplying the
messages and reaching each and every worker associated with developmental
work.

Use of mass media for development—Indian overview

The history of organised development communication in India can be traced to

rural radio broadcast in the 1940‘s. Independent India‘s earliest organised
experiments in development communication started with communication
development projects initiated by the union government in the 1950‘s. Different
medium was used in the following manner for development purpose:

NEWSPAPER as a medium of Development Communication: The power of

the press arises from its ability of appearing to the minds of the people and
being capable of moving their hearts. However, it has been noticed that the
press has not met the requisite interest in developmental communication. In
order to correct the imbalances noticed in the media coverage of Rural
Development Programs and to ensure that these program are portrayed in proper
perspective, several steps are taken to sensitize the media about issues relating
to rural development.

The Ministry on a regular basis interacts with the Press mainly through the
Press Information Bureau (PIB). Review press conference, press tours and
workshops are organised through PIB, with the financial assistance from the
Ministry, so as to sensitize press persons about Rural Development Program.
For the purpose of creating awareness in respect of rural develop programs
among the general public and opinion makers and for disseminating information
about new initiatives, the Ministry issues advertisements at regular intervals in
national and regional press through DAVP. To enable people in rural areas to
access information on Rural Development Program a booklet ‗Gram Vikas‘
Programs at a glance is brought out in regional languages.

RADIO as a means of development communication: Radio from its very

inception played an important role in development communication; this is
mainly due to its advantage of reaching to a large number of people from
difference section of the society. Universities and other educational institutes‘
especially agricultural universities, through their extension networks and
international organisations under the UN umbrella carried the development
communication experiment. Community radio is another important medium
which is growing in importance especially in rural India. Here, NGOs and
educational institutions are given license to set up a local community radio
station to broadcast information and messages on
developmental aspects. Participation of local community is encouraged. As
community radio provides a platform to villager to broadcast local issues, it has
the potential to get positive action.

Radio Rural Forum: All India Radio has been the forerunner in the process of
implementing communication strategy adopted by the government. The Radio
Rural Forum experiment of 1956, covered 156 villages. It contained 30 minute
duration program two days a week on different issues like agriculture and varied
subjects that could promote rural development. Efforts are being constantly
made to use radio for social change. Apart from radio rural forum, other
continuous efforts are being made to bring in development. As in the case of
project taken up to promote adult literacy in the 1980s. More recently, NGOs
have helped broadcast program on women and legal rights etc.

Local Service of AIR: On the basis of the Verghese Committee (1978) report
which recommended a franchise system for promoting local radio for education
and development. Several NGOs use local radio to further their development
activities. For instance, Chetana of Kolkata records their program on adult
education, in the field using local talents.

School Broadcast: Programs for school are broadcast from the metros and other
centers of AIR. Many teachers make excellent broadcast through this platform.
AIR draws up these programs on the advice of Consultative Panels for School
Broadcast.

TELEVISION as a Medium for Development Communication: TV in India

was introduced in 1959, on an experimental basis. Its very inception was with
the aim to see what TV could achieve in community development and formal
education. From this we can very well understand the importance of television
for development communication. Today, after 50 years of Indian television, we
see that broadcasters still broadcast program with an eye on social
responsibility, serials that incorporate socially relevant themes, interactive talk

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shows and open forums with government representatives responding to
audience queries are popular programmes. In 1967, Delhi Television centre
launched Krishi Darshan Program at the behest of Dr. Bikram Sarabhai and Prof
R. S. Swaminathan. The object of this program was popularisation of modern
method in agriculture through the television.

TV has been used as an aid to satellite communication technology to effectively

bring in development. Satellite communications technology offers unique
capability of being able to reach out to very large numbers spread over large
distances even in the most remote corners of the country. In India, ISRO has
continuously pursued the utilization of space technology

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for education and development. This has been done through different projects
like Educational TV (ETV), SITE, Kheda project and Country wide classroom
(CWC) project. Over a period of last 30 years, these programmes have been
designed to cater to the country‘s need for education, training, and general
awareness among the rural poor. Among them few efforts shall be discussed in
the following categories. These are:
Satellite Instructional Television Experiment (SITE, 1975-76): This one year
project was primarily undertaken to develop special development programmes
through the satellite communication to six rural clusters, which included a total
of 2330 villages of 20 districts spread over six states—Andhra Pradesh,
Karnataka, Orissa, Madhya Pradesh, Rajasthan and Gujarat. Its objectives were:
1. Improve the rural primary education.
2. Provide training to teachers.
3. Improve agriculture, health, hygiene, and nutritional practices and
4. Contribute to family planning and national integration.
The success of SITE can be judged from the fact that, after the completion of
the project evaluation studies showed that exposure to developmental messages
through television had contributed to the widening of horizon of the villagers.

Kheda Communication Project (KCP, (1975-89): SITE demonstrated that the

centralization, inherent in the technology of direct broadcasting, was a
limitation, hence the idea of ‗limited rebroadcast‘ was conceived, giving birth
to the KCP. This project was launched in 1975. 607 community television sets
have been installed in 443 villages of Kheda district of Gujrat. Doordarshan and
space application centre produces programme for one hour everyday. The
programmes mainly concentrate on and discussed the problem of the poorer
classes. Evaluation of Kheda project revealed that women in particular gained
knowledge from TV viewing. The serials generated self-confidence, realization
of equality etc.Educational Television (ETV): Education is a vital instrument of
social transformation and important input in development effort. The Indian
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National Satellite (INSAT) is being used to provide Educational TV (ETV),
services for primary school children in six states. University Grants
Commission (UGC) is using this for its countrywide classroom programme on
higher education (college sector). INSAT is also used by the Indira Gandhi
National Open University (IGNOU) for distance education progammes and
Doordarshan for Science Channel progranmmes. To meet the needs of
development ISRO has taken up the ‗Tele-
Education‘ by launching EDUSAT, a satellite totally dedicated to the
nation‘s need for

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education. EDUSAT strengthens education efforts by augmenting curriculum
based teaching, providing effective teachers‘ training, and community
participation. The networks are capable of facilitating live lectures/power point
presentations with student interaction, web based learning, interactive training,
virtual laboratory, video conferencing, data/video broadcast, database access for
reference material/library/recorded lectures etc., on line examination and
admissions, distribution of administrative information, etc.
NEW MEDIA as a medium of Development Communication: New media or
computers started creeping in the Indian Society around 1986. The actual
transition in India happened after 1996 when several independent media houses
brought out news website. Today, new media has become an active tool in the
run to development communication. This takes various forms like E-
Governance, E-Choupal, Telecentres etc.
E-GOVERNANCE: In simple terms, electronic governance is the delivery of
public services and information at the doorstep of the people with the help of
computers. Citizens can use the Information Community Technology (ICT) as
administrative tools to pave the way for a silent, social change. E-governance
can play the role of a catalyst for sustainable inclusive growth. E-governance
uses the ICT for planning, implementation, and monitoring of government
programmes. Through e-governance, government can carry out effective
Management Information System (MIS) and get real time information and
reports of activities at the Block level. The Karnataka government‘s Bhoomi
project has led to the computerisation of the centuries-old system of handwritten
land records in the rural area.

E-medicine, through use of new media, can reach quality healthcare in a remote

village. A Kolkata-based hospital leverages e-governance for tropical medicine.

The hospital employs telemedicine to assist doctors in rural areas. This method
does away with patients having to travel all the way to Kolkata, from remote
villages, for treatment. A villager gets the benefit of being treated by both a

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local doctor and a specialist in the state capital.

CHOUPAL: Traditionally, choupal is known as the central gathering place in

the village, a kind of rural forum, where people discuss, debate and decide on
their course of action about some burning issues in the community. E-choupals
in the digital age share information through the Internet while retaining their
pristine, democratic character. The Internet has started revolutionising the way
Indian farmers do business. The system constitutes an Internet

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enabled kiosk in a village, manned by a villager. He is familiar with computers
and known as the choupal sanchalak (one who conducts the forum). The
sanchalak acts as the interface between the computer and the farmer. Farmers
can use the kiosks to check the current market prices of agricultural
commodities, access market data better farming practices. Initially apprehensive,
farmers have slowly but steadily familiarised themselves with the new system.

New Media‘s interactivity and easy access have made it a commendable

medium for development communication.

Conclusion

Media Community expert Rostow, Lerner and Schramm discussed the

importance of development communication in communication process. But how
much effective have development communication been, is a question that arises
in our mind. This is because, even after the omnipresence of media in our
society; there is a vast difference between the rich and the poor in most
developing countries.

According to experts the main obstruction in the path to development is that the
scope of information is not available to everybody and that the development
brought through development communication should be equally shared by all
section of the society. Opening up of different mass media is necessary so that
common people have easy access to them. Availability of information will open
up new avenues of development.

In Indian context, mass-media expert functions in a manner as if development

communication is a favour they are doing to common people. Development
communication sadly is not given its due importance to a large and developing
country like India. Politicians and bureaucrats still believe that different
economical and infrastructural projects under taken by the government is
enough to eradicate poverty. Development communicator of our country laid
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more stress on the projects undertaken by the government rather than
communicating these information to the mass.

India, despite the communication and information technology revolution, there

does not appear to be a commensurate change in the lives of millions of the
poor. Indeed for the poor the promise of the new information age — knowledge
for all- seems as a distant star.

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 UNIT-3 CHAPTER-3
Cyber media and development: e-governance, digital democracy & e-chopal.
There has been a global shift from traditionally manufacturing based economies to
economies that are largely knowledge based today. This shift has put forth a
pressing need to develop a platform capable of transporting different forms of
information to all the members of the society. In this new era of knowledge, India,
our great nation which is a vast pool of knowledge workers is competing in the
global economic playfield. A large share of our national income comes from
agriculture and that is why, India is still known as an agrarian economy.

Indian agriculture is now in a post-green revolution era and a larger pie of

developmental efforts is being constructed particularly for those who are in the
rural areas. Developing the capacity of agro-based rural communities through
cyber extension with the use of ICT will create opportunities of growth and
prosperity and give a chance to Indian Agricultural markets for creating a more
efficient information and knowledge network. This paper showcases the
utilization of ICT for building capacities of agricultural markets through cyber
extension.

A Changing Mindset
It is indeed highly inspiring to see that in India, people are gradually getting aware
of the multiple roles of Information Technology in the overall growth of the
country. The bureaucrats and policy makers have equally emphasized the
significance of exploring and exploiting the benefits of IT. Moreover, the
governance has also realized that with availability of vital

infrastructure Information and Communication Technologies can be used to

improve the lives of the rural and underprivileged section of the Indian society,
especially the ones living below the poverty line (BPL). Nonetheless, the
Government will have to play the role of a catalyst in this huge integration project.

A strategic framework including actors from Central & State Governments and
Civil Society Organizations to capture the benefits of ICT and make it reach the
countryside can do wonders in this regard.

Identifying Stakeholders: Action parties

There are various stakeholders in the ICT projects- The Governments at the Centre
and in States, the civil society organizations and the corporate sector. The projects
sponsored and funded by the government are essentially based on e-governance
model. Whereas the projects initiated by society groups and the corporate sector
fall under the categories of social work or philanthropy or Corporate Social
Responsibility. There are numerous successful projects that have been
implemented in India and many of them are on the road to success.

Information and communication technologies (ICT)

Information and communication technologies facilitate the processing and transfer
of information, i.e. communication by electronic means. ICT generally link
Information processing devices like computers with telecommunication
technologies like telephones, wired or wireless networks. ICTs are a range of
electronic technologies which when converged in new configurations are flexible,
adaptable, enabling and capable of transforming organizations and redefining
social relations‟. The range of technologies is increasing all the time and „there is a
convergence between the new technologies and conventional media‟ (Michiels and
Van Crowder, 2001).

The sphere of ICT has advanced so much that today they are defined as a booming
congregation of technologies that are utilized for collection, storage and sharing of
information & knowledge between people using multiple devices and multiple
media.

ICT and Agriculture

ICT can act as an accelerating force behind the productivity of Indian agricultural
markets. Knowledge is a useful resource and backed by adequate technological
infrastructure and appropriate strategies, it can become a transformational factor
for overall development of agricultural markets. According to Jones (1997),
agricultural extension is an essential mechanism for delivery of knowledge and
advice as an input for modern farming. The need is of a shift of focus from
delivery of technology to delivery of knowledge and information. This is possible
with the use of Information and communication technologies which can
make agricultural
extension a more diversified, knowledge driven system for meeting on demand
farmers‟ information needs. ICT can continuously introduce newer sets of
information services to agricultural markets where farmers can have a better
control. Access to such new information sources is a crucial requirement for the
sustainable development of the farming systems.

Information Needs of Farmers

The main focus of ICT in agriculture is meeting the farmers‟ needs for
information. The following are some vital needs of farmers that seem to be
imperative for the growth and development of agriculture –

Market information
Market information including price updates of agricultural commodities of
surrounding districts on a daily basis. For farmers, the price updates of markets
outside their villages have a higher priority so that they can compare the prices and
choose to sell at the appropriate place.

Information on latest techniques and technologies

Continuous advancement in technology brings up gradation to agricultural
machinery and techniques too. Up to date information regarding latest technologies
in agriculture and animal husbandry is of immense importance for growth.

Information about rural development programs and subsidies

Provision of detailed information on Government initiatives for rural development
for those the programs are addressed. The areas that suffer from droughts, floods or
other natural disasters frequently receive grants and subsidies from the
Government. Information related to these programs is particularly important to
small and marginal farmers.

Weather forecasting
Updated information on weather such as temperature, humidity, forecasts on rains.

Latest (best) packages of practices

Information on „best practices‟ of cultivation is important need of the farmers.
Information regarding drought resistant varieties of certain crops can be important
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for farmers to withstand longstanding droughts in some areas.

Post-harvest technology
Education on post-harvest technology and storage is as vital as pre-harvest.
Farmers are getting aware of the value addition of food processing.

General agricultural new

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General news and information related to various agricultural events in villages and
districts.

Information on insurance / claim processing

Detailed information on crop insurance schemes, the type of damage covered and
compensation offered premiums to be paid, etc.

Input prices and availability

Information relating to the availability of agricultural inputs like seeds, fertilizers,
manures, etc. and prices.

Early warning and management of diseases and pests

In the areas of continuous droughts, pests and diseases do not generally pose a major
threat. However, in other areas this information is useful. Also, early warning in case
of some crops like sugarcane is important.

Soil testing and soil sampling information

Information related to testing of quality or nature of soil is very important for farmers
as the soil directly relates to productivity of crops. If this information is easily
available to the farmers, it prepares farmers to get the best produce given the
resources.

Convergence of ICT with sustainable agricultural development: ‘Cyber

Extension’
A few areas where ICT can play a transformational role are agricultural research and
extension, location specific modules of research and extension, market extension,
sustainable agriculture, participatory research, etc. Information Technology can help
in collecting, storing, retrieving, processing and disseminating a broad range of
information needed by the farmers. A mix of strategic planning with knowledge
management can give results to least-cost inputs, better storage facilities, improved
transportation links and collective negotiations with buyers.

ICT also plays an important role in documenting both traditional and organic
cultivation practices thus acting as a bridge between traditional and modern
knowledge systems.
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Cyber Extension
Cyber extension is extension of agricultural development with the help of
Information and Communication Technologies over cyber space. Cyber space is an
imaginary space behind networked computers through telecom means. This kind of a
strong information sharing network is made possible through power of networks,
computer communications and interactive multimedia.

As Cyber Extension means „Extension over cyber space‟, all the internet tools for
developing and accessing Agricultural Information constitute the tools of Cyber
Extension –
1. Email
2. Expert systems providing information on pests and diseases
3. Internet browsing for extension information
4. Video conferencing
5. Call centers and Satellite communication networks
6. News and Discussion groups

ICT initiatives for agricultural development in India

There are many ICT projects supporting agricultural extension in India. A partial
list of some famous ones is given below -

Project Locatio
Gyandoot project
Name Madhya
n
Warana Wired Village project Pradesh
Maharashtra
Information Village project of the M S Pondicherry
Swaminathan Research Foundation
iKisan Andhra
Automated Milk Collection Centres of Pradesh
Gujarat
Amul dairy cooperatives
Land Record Computerisation Karnataka
(Bhoomi)
Knowledge Network for Grass Root Gujarat
Innovations – Society for Research and
Table 1 – List of ICT projects for agriculture

It can be an interesting thing to note that these projects and similar kind were
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started by governmental organizations, NGOs, cooperatives and corporate sector
and not agricultural departments. This apathy of agricultural departments towards
integrating ICT with their activities can be another interesting topic to explore.

The project Gyandoot in Madhya Pradesh has been discussed briefly as a live case
in this paper to understand the extent to which these projects have utilized ICT to
cater to information needs of farmers and helped holistically in creation of an
extended agricultural market through cyber extension.

Case Study: Project GYANDOOT, Location – Dhar, Madhya Pradesh

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Dhar is a tribal dominated and a drought prone district of Madhya Pradesh.
More than half of the population of the district is tribal and around two-fifth
are living below poverty line. Gyandoot is a low cost rural intranet project
based on e-governance started in the year 2000. The main aim of Gyandoot
is to harness Information and Communication Technologies to improve
governance at village, block and district levels. The project has linked
around 35 kiosks in the district with the district headquarters of the local
government. The kiosks include a networked computer and printer. This set
up has been enabled by the State government. Software working in Hindi
language and touch screen applications has been designed to encourage
maximum utilization and access by poor rural farmers.
The project has a broader target of overall development of the rural setup
rather than just focusing on agricultural extension. Gyandoot provides many
information services to the farmers like best practices related to agriculture,
prices of agricultural produce in different markets, online registration and
provision of land records, rural email facility, information regarding
government (rural development) programs, Ask the Expert, Avedan Patra
(application formats for rural development schemes).
Gyandoot also has a provision of a database that stores information
regarding the best practices for crop cultivation. Additionally, the online
portal makes available prevailing prices of prominent crops (wheat, gram,
soybean, etc., giving varieties) at local and other auction centers of the
country. Other value addition services are the provision of online registration
of land and Khasra certificates for the farmers.
The facility for auction site gives the farmers a new way of selling their
lands, agricultural machinery, bullocks and equipments. Usually, in this kind
of buying in selling, middlemen are involved. The online facility eliminates
the possibility of the middlemen and their commission and dictated prices.
„Ask the expert‟ facility answers the queries of the farmers regarding
agriculture, animal husbandry, health, etc.

Conclusion
The cyber extension is a vital machinery to support the extension
functionaries. Availability of information over internet assists the process of
agricultural extension and makes it 2 speedy and more effective. The
important components of Agricultural 1 extension systems are agricultural
research, marketing and farmers. Cyber extension bridges the
communication gap between these components. The enhanced and smooth
communication among these components of the system results in the overall
development of the agriculture system of the country.

UNIT-3 CHAPTER-4
ICT & Development
New media technologies promise profound changes in how global citizens
obtain news and feature programming as well as how we communicate among
ourselves and contribute to the emerging decentralized,many-to-many media
system. By becoming aware of how mass media is controlled and biased by a
few corporations, by choosing alternative media sources and by taking action
to publish news and original content with digital production tools, the internet
and independent media-vehicles –the public can create a true revolution in the
control and presentation of media. Continued dramatic improvements in
computer memory and processing speed per unit of cost led to steady increase
in affordability and ubiquity of computers. Combined with breakthroughs in
storage technology, this made it increasingly possible and desirable to capture
and store information, entertainment and other forms of valuable information
and content in digital form. This digitization, in turn, made it easier to reuse,
repurpose, manipulate and combine this content, anywhere at any time, for the
specific purposes of the user, through a variety of electronic means, often in
combination. At the same time, steady and substantial increases in
telecommunications bandwidth, fuelled by the widespread deployment of fiber
optic cables, satellites and wireless technologies, made it easier and cheaper to
share information globally and to communicate instantaneously at long
distances. These new technologies and the optimism they engendered about
their economic and social potential, led to an extraordinarily dynamic period
of innovation, investment and growth in the mid-to-late 1990_s.

Convergence_ is the label most often used for the integration of

communication mediums that the digital revolution has made possible. This
2
may prove to create as radical a change2 in the relationship between people and
the institutions of society as did the invention of movable type – the Gutenberg
Revolution. With the digital revolution, we no longer can say “freedom of the
press belongs to those who can afford one.” No longer is it just the major
institutions of society that are able to disseminate information now, virtually
anyone with a computer can. But, as with the Gutenberg Revolution, far
greater responsibilities descend upon the public. Several optimistic projections
emerged about the potential of these new technologies and global networks to
create economic opportunity in developing countries and in poor
neighborhood in rich countries, give voice and power to the poor, make their
governments more responsive and
transparent and make the world_s best knowledge on any subject available
anytime, anywhere to those who needed it to improve their lives. Of course,
the conviction that information and communication technologies could be
powerful tools to combat poverty did not originate with the Internet and World
Wide Web.
The history of international development over the past several decades is full
of efforts to harness a wide range of technologies (computers, telephone, radio
and television, as well as sector-specific technologies in areas as diverse as
health, agriculture and environmental management) to combat poverty and
disease, build human capacity and improve the functioning and efficiency of
government ministries, markets and other economic and social institutions in
developing countries.
New media technologies promise profound changes in how global citizens
obtain news and feature programming as well as how we communicate among
ourselves and contribute to the emerging de-centralized, many-to-many media
system. By becoming aware of how mass media is controlled and biased by a
few corporations, by choosing alternative media sources and by taking action
to publish news and original content with digital production tools, the internet
and independent media-vehicles – the public can create a true revolution in the
control and presentation of media. Continued dramatic improvements in
computer memory and processing speed per unit of costled to steady increase
in affordability and ubiquity of computers. Combined with breakthroughs in
storage technology, this made it increasingly possible and desirable to capture
and store information, entertainment and other forms of valuable information
and content in digital form. This digitization, in turn, made it easier to reuse,
repurpose, manipulate and combine this content, anywhere at any time, for the
specific purposes of the user, through a variety of electronic means, often in
combination.
At the same time, steady and substantial increases in telecommunications
bandwidth, fuelled by the widespread deployment of fiber optic cables,
satellites and wireless technologies, 2made it easier and cheaper to share
information globally and to communicate 3 instantaneously at long distances.
These new technologies and the optimism they engendered about their
economic and social potential, led to an extraordinarily dynamic period of
innovation, investment and growth in the mid-to-late 1990_s.
Communication technologies are still looked upon by some with suspicion,
probably because of past experiences when media were often used to “spin”
arguments and impose change on people.
The effectiveness and value of ICTs and other new communication
technologies are determined by the way they are selected and utilized. Even if
technologies are not the panacea for every communication problem, they are
valuable tools to address specific needs, especially when used in a way
compatible with and relevant to specific local needs.
Even if the internet, satellite, mobile phones and wireless computers appear to
constitute the new frontiers in communication, there are some critical factors
to consider before adopting them.
These factors can be divided in three basic categories: economic, technological
and cultural. From an economic point of view, there are high costs associated
with the software and the hardware components of ICTs for individuals in
developing countries, placing these commodities outside the reach of most
people. In the case of the internet, there are also access
and connectivity costs to consider. Other costs related to ICTs include the
establishment and maintenance of reliable infrastructure for communications.
It should also be noted that the wave of liberation and privatization taking
place in this sector in many developing countries can be a limiting factor for
marginalized sectors of society.
From a technological point of view, it is difficult to ensure the proper
operation of such technologies in places where there are no phone or electric
lines. Even where those services are guaranteed, regular maintenance and
updates and issues of compatibility among different
standards, become major issues. Technical support is a necessity for
individuals in richer countries and would be even more necessary in countries
where people are less technology literate. In many countries, users need basic
training in computer use and prior to that, literacy
skills to communicate effectively on the Internet. From a cultural point of
view, there are also a number of constraints. The language in which
most of the information is available on the Internet can pose a barrier.
Additionally, given the high illiteracy rate of many areas of developing
countries, many potential users are excluded from the start. Even when
language barriers are overcome, often cultural issues remain crucial in gaining
fundamental knowledge and the needed frame of mind in order to take full
advantage of the power of these technologies.
2 Despite such shortcomings, ICT
can do and play a major role in development
4 communication. In addition to
the widely used information dissemination functions, technologies such as the
Internet also have the potential to support the horizontal processes of
communication.
With their quantifiable and fast exchange transmission flows of information
and their capacity for overcoming time and space, there is no doubt that ICTs
can have a stronger appeal than participatory processes, which appear more
complex to manage and require longer and closer interactions. In fact
communication technologies are more effective when used within proper
cultural frameworks and in processes that engage stakeholders in the selection
of the objectives, key issues and appropriate channels. ICTs and media can
certainly play a key role in development communication, but they are not a
panacea capable of solving all problems and of filling all gaps related .At the
same time, just-in-time access to global
sources of information and knowledge would provide unprecedented
opportunities to tackle the intractable problems that compounded and
perpetuated poverty, such as disease, famine and environmental stress.
Hospitals in Africa that rarely ever received a medical or scientific journal
could now, many hoped, have access to the full range of global scientific and
medical research.

Agricultural extension agents could now be armed with the best of what the
world knew about plant, seeds, pests, fertilizers and soil management. Policy-
makers would be better able to manage natural resources and respond to
environmental problems, both because they could monitor them better and
because they would have at their disposal the world_s knowledge about these
challenges.
The rise of more sophisticated communication and information technologies,
such as satellites or the Internet, has opened new horizons and opportunities.
The potential of the new technologies has not only increased the penetration of
mass media, for instance, through satellites, but it has also created new
opportunities to enhance communication at the local level utilizing
technologies such as the Internet or mobile telephones. The establishment of
“telecenters” in rural areas is spreading in many countries as a way to support
local development in the social and economic
Dimension.

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 UNIT -3 CHAPTER -6
ROLE OF NON – GOVERNMENTAL ORGANIZATIONS (NGOs) IN
SOCIAL DEVELOPMENT
The NGOs became prominent after independence, especially after 1970s.
Development parishioners, government officials and foreign donors consider
that NGOs by virtue of being small scale, flexible, innovative and
participatory, are more successful in reaching the poor and in poverty
alleviation, NGOs involved in initiating and implementing rural development
programme. At present 30,000 NGOs working in India.
Definition of NGOs: The term NGOs is used to denote / specify those
organizations which undertake voluntary action and social movements.

A non-governmental organization (NGO) is a legally constituted

organization created by legal persons that operates independently from any
government and a term usually used by governments to refer to entities that
have no government status. In the cases in which NGOs are funded totally or
partially by governments, the NGO maintains its non-governmental status by
excluding government representatives from membership in the organization.
The term is usually applied only to organizations that pursue some wider
social aim that has political aspects, but that are not overtly political
organizations such as political parties.
TYPES OF NGOS:
1. Operational or Grassroots NGOs: Grassroots NGOs directly with
the oppressed sections of society. Some NGOs are big, while some are
small. These NGOs could be either local based, working in a single
and small project location or be working in multiple project areas in
different districts, states and regions covering a larger population.
The approach and orientation of grassroots NGOs are also differ.

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  Charity and Welfare NGOs focus on providing charity and welfare
to the poor.
 Development NGOs focus on implementation of concrete
development activities.
 Social action groups focus on mobilizing marginalized section
around specific issues which challenge the distribution of power
and resources in society.
 Empowerment NGOs combine development activities with issue
based struggles.
2. Support NGOs: Support NGOs provide services that would strengthen
the capacities of grassroots NGOs, Panchayati Raj Institutions, co-
operatives and others to function more effectively.
3. Umbrella or Network NGOs: Network NGOs are formal associations
or informal groups of grassroots and / or support NGOs which meet
periodically on particular concerns. E.g. FEVORD-K (Federation of
Voluntary Organizations in Karnataka). They act as a forum to share
experiences, carry out joint development endeavors as well as engage in
lobbying and advocacy.
4. Funding NGOs: The primary activity of these NGOs is funding
grassroots NGOs, Support NGOs or people‟s organizations. Most
funding NGOs in India generate a major part of their resources from
foreign sources; through there is an effort by some to raise funds from
within India.
Characteristics of a good NGO:
1. A good NGO is one which has capable, balanced (especially in terms of
gender) and matured board of directors/members. The NGO aims at good
governance in the sense that the programme needs to be developed by
involving the people, staff and board. This ensures that everyone in the
organization would know about the activities to be implemented, the
funds availed of each of the activity, how the activities are to be
implemented and monitoring of the activities.
2. The NGOs need to begin their work after analyzing the situation and
needs of the community. This enables them to have clarity with regard to
the actual needs to the community. The NGOs should seek to enable
participation of members not as recipients of benefit but as those who
control and monitor the programme.
3. NGO needs to comply with all the statutory requirements and follow
good systems and procedures regarding
2 activities, accounts, progress
etc. 7
4. A good NGO should be accountable to all the parties concerned. It needs
to be committed to the objectives that it has set for itself. Hence, there is
need to report the progress made with reference to objective fulfillment
to the board, people, government, donors and to the media.
5. NGO need to adopt less bureaucratic, participatory and cost effective
approach to the development.
6. A good NGO enable the poor to have access to qualitative and cost-
effective service.
7. Enabling the people to develop capacity to approach the government
departments and banks and access the resources on their own and
influence government policy making and implementation is one of the
characteristic of a good NGO. The capacity building should include:
 Provision of information on relevant government programmes.

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  Enabling the people to approach government officials.
 Enabling the people to access the programmes without resorting to
corrupt practices and within the rights framework.
 Enabling the people in productive and effective utilization of resources
 Motivating the people to repay loans, if borrowed from banks etc.
8. A good NGO respond to the emerging the challenges at appropriate time.
9. Enables the poor to enter into panchayats and gain access to, and control
the decision making at the grassroots level.
10. A good NGO enables the organization of the poor to come together in a
network and enable such a network to influence the policies of the state
through lobbying and advocacy.
Registration of Society or a Trust for running NGO for public welfare
activities in India
The commonly used word NGO stands for Non-Governmental Organization
which is formed by a group of private persons, registered under the Society
Registration Act of 1860 and recognized by government for performing
some of the functions or allocated work on behalf of government. This is a
very unique and informal type of arrangement made by the government
wherein the government extents the help, support and authority to a private
body to perform some of the work of the government on behalf of it. The
activities being assigned to NGOs are mainly welfare activities which may
be of various types. In some cases the activities assigned to the NGO are
also administrative also. The NGO is widely used for the registered trusts as
well as societies in India which perform such work. The government is more
concerned about the compliance of the various norms related to the grants to
be given to the society and the utilization of the funds by the NGO.
Establishing a NGO in India
A NGO can be established either through a registered Society or through a
Trust. Both these options are explained in details hereunder:- Society under
The Society Registration Act, 1860 The establishment of a NGO in India
is through the registration of a Society under the Society Registration Act of
1860 for which at least seven persons are required as the desirous persons to
establish the said society. The identification and residential proof of the said
persons is essential. The application for registration of the society is
submitted before the registrar of Society who confirms all the documents
and then on the basis of which the Registrar of Society grants the registration
of society.
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STEPS INVOLVED WITH THE REGISTRATION OF A SOCIETY

1. Forming a group of minimum seven desirous persons to form the said

society.
2. Clearance of the name of the society from the Registrar concerned
where the office of the society is proposed to be located.
Drafting of the deed of society as per the Society Registration Act 1860 and all
other standing orders issued from time to time which contains the rules and
regulations for running the

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 3. Obtaining a NOC from the owner of the premises where the office of
the society is proposed to be located.
4. Filing the proof of residence and identification of all the desiring
persons.
5. Submitting the society documents along with all the relevant
documents and the drafted deed before the registrar for registration.
6. Issuance of the Registration Certificate by the Registrar of Society.
7. Obtaining a PAN card for the society from the Income Tax
Department.
8. Opening a bank account for the society for the regulation of funds of
the society.
9. Getting the exemption under Section 80 (G) of the Income Tax Act
for exempting the donations from taxation.
10. Getting clearances from RBI for receipt of foreign funds in the society.
11. Filing of ITR for the society after the end of the financial year.
STEPS INVOLVED WITH THE A REGISTERED TRUST AS NGO
Any legal entity can establish a Trust in India through a registered Trust
Deed which becomes a legal entity. All activities of a NGO can be done
through the aims and objectives of the said trust. The registration of Trust in
India involves the following simple steps:
1. Selecting the name of the trust.
2. Drafting the Trust Deed which should contain all the important aims
and objectives of the trust.
3. One pioneer or trustee can also run the said trust however a board of
trustees can be also named and several persons can be involved in the
running of the trust.
4. Getting the PAN card for the trust after its registration.
5. Opening a bank account for the trust after its registration.
6. Getting the exemption under Section 80 (G) of the Income Tax Act
for exempting the donations from taxation.
7. Getting clearances from RBI for entitling the trust for receipt of foreign
funds.
8. Filing of ITR of the trust.
The management of NGO:

The management of NGO is mainly in the hands of the persons who have
formed it as per the bye laws and regulations prescribed by the government.
Since most of the NGOs are run on government donated funds, some
measures to ensure the appropriate expenditure of the funds given by the
government are taken at the management level. Government also seeks the
audit of the funds and the way in which the funds have been spent. This all is
done in a transparent manner which provides a lot of operational freedom to
the NGO to operate and achieve its goals. In most of such cases there is a
provision in the bye laws that all the income, earning, movable &
immovable properties of the NGO shall be solely utilized and applied
towards of the promotion of its aims and objects as set for in the
memorandum of association. No profit on there of shall be paid or