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Indian Journal of Social Research Vol.53 (4) (July - Aug, 2012) (325 - 333)

IMPARTING KNOWLEDGE THROUGH MEDIA – MIX VIS – A –VIS SOCIAL DEVELOPMENT OF RURAL WOMEN

Arpita Sharma
Ph.D. Student
Department of Agricultural Communication
G.B. Pant University of Agriculture and Technology
Pantnagar - 263145 (Uttarakhand)

Surya Rathore
Associate Professor
Department of Agricultural Communication
G.B. Pant University of Agriculture and Technology
Pantnagar - 263145 (Uttarakhand)

Abstract

In India, women are the central figure of family life.  For the social development of the Nation the development of women is necessary. Uttrakhand is newly formed state with Government health services still in the formation process in India. Women have been playing an important role in the economy of Uttarakhand for the past several generations. They contribute more in the development but suffered a lot of problems regarding health and nutrition due to lack of knowledge related to health and nutritional aspects. India as a whole has an abysmal maternal mortality rate with one women dying every five minutes from a pregnancy related cause. The rate is even higher in Uttrakhand with close to double the number of women dying from pregnancy related cause. The main cause of women problems is lack of education and poor communication of the message. For the Social development of the region, women should have awareness about the heath problems and causes. By improving the health of women, we can improve the condition of the whole nation. No nation can develop if women are left behind. Social Development implies a qualitative change in the way the society carries out its activities, such as through more progressive attitudes and behavior by the population, the adoption of more effective social organizations or more Information Communication Technology which may communicate the message effectively. Various Communication media are used for communicating the message regarding health and various other aspects for the women development. In present study an attempt has been made to communicate the health message through media mix for the social Development of the region. The population of present study was rural women of Rudrapur block of Uttarakhand. The findings were very much positive as media mix was effective tool of communication.

Key word: Media mix, Rural women, Health, Social development

INTRODUCTION

Just as a bird cannot fly with one wing only, a nation would not march further if women are left behind. (Ranjit Singh).

Women are the base for all round development venture. No nation can develop without the development of women. Women perform a multiplicity of roles to make critical contribution to family, health and sustainable development in our country.

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