An Analysis of Communication Dissemination for MGNREGA Mahatma Gandhi National Rural Employment Guarantee Act

Abstract

In this dissertation, the communication dissemination approach applied for MGNREGA (Mahatma Gandhi National Rural Employment Guarantee Act) by the government of India has been studied. newlineLaunched in India for rural people in 2006, MGNREGA went on to become world s largest public employment guarantee program in 2015. The MGNREGA guideline mentions that the program is designed to achieve three goals: reduce poverty, improve infrastructure, and to boost a stronger democratic process at the local/village level. MGNREGA functions as a social safety net for vulnerable rural beneficiaries by providing them with a guaranteed 100 days employment within or around their villages in a year. The government of India allocated INR 55,000 crores (INR 555 billion) for MGNREGA in the budget presented in February 2018. As on May 2018, there were in total 24 crore registered beneficiaries and 11 crore active beneficiaries. newlineThe literature review revealed that MGNREGA beneficiaries low level of awareness on aspects such as free job card, unemployment allowances, work site facilities, direct transfer of money acted as a hurdle for proper implementation of MGNREGA in rural areas. Further, the literature review emphasized that for a scheme as big as MGNREGA awareness generation through integrated communication tools such as advertising (TV, print, radio and outdoor), direct marketing and public relations should be done to make more and more rural people participate and benefit from MGNREGA. newlineCommunication dissemination s major objectives are to create awareness amongst the target audience by informing them, persuading them and convincing them. In the present research, communication dissemination mechanism of MGNREGA has been studied by meeting the MGNREGA beneficiaries and asking their opinions on various matters concerning to MGNREGA s communication dissemination mechanism. The present research focus on MGNREGA s T