IMPACT OF TELEVISION ON AWARENESS ABOUT GOVERNMENT SCHEMES ON RURAL WOMEN
DOI:
https://doi.org/10.29121/shodhkosh.v5.i4.2024.1095Keywords:
Television, Rural Women, Government SchemesAbstract [English]
Television is a potent medium for dissemination of knowledge about various societal and development issues. The viewership of television in India has grown over the years in urban as well as rural areas. Along with providing entertainment, television has opened up new avenues for accessing information of local and national significance. It is playing an important role in raising public awareness about issues related to health, finance and alternative lifestyles. The objective of the study is to evaluate the impact of television on creating awareness about various government schemes among rural women. The study has been conducted within the framework of Cultivation theory developed by Gerbner & Gross (1967). This study was carried out in Kari Village, of Jhunjhunu District, in the state of Rajasthan. Purposive sampling method was used to select the respondents. The sample size was 300 women. For the convenience of analysis, a schedule was prepared to collect first-hand information. The results reveal that majority of rural women are aware of government schemes related to health, agriculture and finance. Television is the most popular and reliable medium of information for communication in rural areas for the promotion of governmental programmes and policies. It is playing a crucial role in popularizing government schemes and is acting as a communication bridge between government and the rural women.
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