The document discusses the role of media and information and communication technology (ICT) in rural societies in India. It defines different types of media like newspapers, radio, television, and the internet. It explains how media educates people about human rights and social issues while also having disadvantages like biased reporting. ICT applications in rural India are described like e-Sewa in Andhra Pradesh, Akshaya in Kerala, and Drishtee Haat, an online marketplace. Challenges to ICT adoption are also outlined.

1. ROLE OF MEDIA
IN RURAL SOCIETY
By: Akhil Kaushik
Participant 82nd Orientation
Course, ASC Jaipur, Raj. Univ.

2. OUTLINE OF PRESENTATION
 Introduction.
 Role of Media.
 Pros & Cons of Media.
 ICT & its Impact.
 Conclusion.
 Media & its types.
 ICT’s Applications in Rural India

3. DEFINITION OF MEDIA
1. Generally, “Media” refers to various means
of communication like : -
• Newspaper,
• Radio,
• Television,
• Internet, etc.
2. The term can also be used as a collective
noun for press or news reporting agencies.

4. Media
Int rnet
TELEVISION
Newspaper

5. ROLE OF MEDIA
• Educates us about
human rights.
• Builds the society.
• Aware us against
social & economic
evils.

6. Advantages:
 2 E’s of Media:- Education &
Entertainment.
Disadvantages:
 Masala News.
 Illicit content & bad
impact on children.
 Biased.
 Benefits from Internet.
 Promoting literacy.
 Keeps us informed &
updated.

7. • ICT means Information &
Communication Technology
means all technologies used
for communication and
information purposes.
• It includes all media
mentioned above like
Internet, TC, Radio, etc.

8. • ICT is a basic infrastructure necessary for
economic and social development of a
country.
• ICT helps to transmit & process info. b/w
different parts of societies.
• ICT is major tool for e-governance.
• Internet plays a fundamental function in ICT
role.

9. • Education
• Job training
• Health care
• Food security
• Environment management
• Government efficiency
• Communication

10. • Technology infrastructure
• Human capacity
• Awareness in citizens
• Financial partnerships b/w
public & private sectors
• Political will
• Creativity and management

12. • Initiated in June 2000 & currently has 6,500
centers.
• Running in 40,000 villages in 10 Indian states.
• Helped app. 4 million farmers to rise above
poverty.
• Internet kiosk in house of Sanchalak
• Knowledge in regional language.
• Relevant real-time agricultural info. Like:
– Commodity prices,
– local weather,
– latest news,
– reduces transaction costs by eliminating middle

13. • Strong presence in Andhra Pradesh, Assam & Uttar
Pradesh.
• It provide a sound kiosk-based service to deliver
services such as: - >
1. Health,
2. Education,
3. Banking,
4. Micro-financing &
5. Livelihood services like rural BPOs.

14. • Drishtee Haat acts as an online platform where
rural producers can price, upload and sell their
own products to consumers from across the globe.

15. • It is an initiative of
Kerala state IT mission
to bridge up the digital
divide.
• Its aim is to setup a
network of 6000 info.
centers to educate
atleast 1 member in
each of 6.5 million
families in Kerala.

16. Akshaya provides services like: ->
• Data entry,
• Computer & Internet training
• Generate and distribute locally relevant content,
• Issue of certificates,
• Licenses,
• Tax collection, etc.

19. • PCs remain expensive, fragile & quickly obsolete.
• Softwares v/s regional languages.
• Lack of Infrastructure
• Lack of awareness among users.
• Lack of realistic financial model.
• Some part of population is excluded sometimes
(Females, landless and backward classes).

20. • ICT can play a major role in development of rural
India especially e-governance.
• However, ICT faces many challenges & its still a
long road to the destination.
• Media is like a necessary evil as it has both positive
& negative sides.