In today’s dynamic world, communication and its role has become
very specialized and significant. In India, modern mass media alone cannot
reach to the millions of people in rural areas who have no regular access to
TV, newspapers, internet etc due to poverty and illiteracy. The modern media’s
reach is largely restricted to urban areas. Information, education and
entertainment do not reach to a large majority of the people in rural and
remote areas. The mass media has proved to be glamorous, impersonal and
unbelievable. Thus, the modern media is not suitable for preserving cultural
heritage and promotion of folk performing traditions and arts. The folk media
has remarkable impact on rural society because of the acceptable idioms, functional
significance and the cultural values. Folk media can overcome the difficulties
of language, speech, words and other barriers of communication like interest,
understanding, interpretation, attitude and perception. Folk media is one of
the most important vehicles of social change and nation building. While a lot
of modification may be needed to convey social messages, folk media will easily
carry social issues related to rural development. Therefore, we need to keep
our traditional media alive by continuously and cautiously safeguarding and
preserving from the adverse effects of globalization. Against this view point,
the present paper purports to examine the role of folk media in the nation
building and suggesting measures for preserving and transmitting cultural
traditions and values to the next generation. It also examines the role of folk
media in national integration and conservation of cultural heritage.
By Shailendra Kumar
Key words: Communication, Folk Media,
rural development, cultural, tradition and values
(Full article is published in Voice of Research-An International Journal)
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