Role of media in science and technology communication for the development of rural women

Abstract

Advances in Science and Technology communication have led to most of the growth in the socio-economic status of the individuals in India. This research entailed Experimental design to find the effective strategy of mass media communication by delivering efficient science and technology information to the rural women. Many people in rural areas have no regular access to information through mass media due to poor socio-economic status and illiteracy. Thus the study was done to analyze the impact of science and technology communication through efficient media like newspaper, radio and television among the rural women for their development. This study specially targets rural women community in India to analyze the impact and role of media in communicating science and technology. The Solomon Four group experiment design was effectively used among the women of the age group of 18-45 in Nattarmangalam village, Villupuram district of Tamil Nadu. The research found that the science and technology communication through the print media has created a lesser impact and the radio medium has a moderate impact and the television medium has created a greater impact with increased knowledge and awareness among the experimental group samples during the post test after treatment. The exposure of science and technology communication related to agriculture, health and environmental science information through all three media - newspapers, radio and television increases the knowledge level among people of all the educational levels of rural women. The print media has created more effectiveness among the literates and it has created less effectiveness among semi-literates. The radio and television media has greater effectiveness among people of all the educational levels and these media are effective in science and technology communication. newline newline newline