No official Railway Board PDF has been traced for this entry yet. The text below was read from the document held in the library.
| Type | Commercial Circular |
|---|---|
| Topic | ticket-checking |
| Currency | Currency not verified |
‘When communication channels are opened and information becomes a status
Media Communication Course for || PR Officers of Indian Railways Edited by ‘Prof. Pradeep Mathur SS June 05-July 04, 2007 | | Indian Institute of Mass Communication Aruna Asaf Ali Marg, JNU Campus New Delhi — 110067 Vv Vv VW WV Content Content List Topic Role of Communication A Guide To Effective Communication Good Writing Style for Media Development Communication Page No. 2-12 13-17 18-20 21-23 1. The Role of Communication Society, it may be said, is communication. In this particular study, two comparable communities have been investigated. From this has emerged a picture of the communication process and its relationship to development in the three broad areas of economic, social, and political change. The changes in these three areas, it has been noted, have affected the communication process; so too has the communication process affected development in all these areas. But it is now possible, with the total picture of the dynamics of change before us, to bring into sharper focus the role of communication. It should be stressed that we are here concerned with the role of communication in developing communities. The broad functions of the mass media which have been part of communication theory for some years are not discussed specifically, although parts of them may be organized in this listing. What follows, then, is a list of the functions of communication in a developing community, as that emerged from the study of two Indian villages. Communication in the Economic Sphere 1. Communication helps a person find alternative ways of making a living It is through communication that a person gets to know of the availability of different kinds of work. Once he has this information he can choose between alternatives. Lack of communication, on the other hand, will force him to remain in his traditional occupation, whether he is especially qualified for it or not. This is not useful or profitable either for him or for the specific field of activity, be it farming or brick laying. No developing country can afford to have square pegs forced into round holes, for this is inefficient and wasteful for the economy — not to mention the psychological effects on the individual and on a community, if it has a large number of such persons. 2. Communication reduces the pressure on land — Information which helps people in the developing communities find alternative modes of activity and move into them automatically reduces the pressure on land — an extremely important prerequisite for industrialization 2 and the transition from traditionalism and an agrarian economy to modernization and industrialization. 3. Communication helps raise a family’s economic status When information about alternative income-producing activities is taken advantage of, persons who had been sharing the produce of the family’s land will tend to move into other jobs or set up small businesses to cater to the growing needs of others within the community. This helps the individual as well as frequently his family (depending on whether he is the main breadwinner or one of the lesser members of the family) increase the income received. 4. Communication creates demand for goods As an isolated and self — sufficient community is pierced by communication following from the outside, desires are aroused. The demand for new things increases. Orally, or through the media, information is passed on, and often sought, about the price of a product or its availability. Efforts will then be made by individuals to obtain these for themselves or their families. The demand need not necessarilv be merelv for consumer goods; it may include + i 1 afford to risk money, but soon the motivation spreads and the entrepreneur class is extended as more information becomes available on markets and methods. This information is soon not only received but actively sought. Where the sources for such information are within easy reach, development takes place rapidly; where they are
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