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TRADITIONAL FOLK MEDIA FOR DEVELOPMENT

(TFM4DEV)Dr. Ankuran Dutta

Associate Prof. & Head, Department of Communication and Journalism, Gauhati University Managing Trustee, Dr. Anamika Ray Memorial Trust

this presentation is dedicated to DR ANAMIKA RAY

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UNDERSTANDING TRADITIONAL FOLK MEDIA Traditional folk media is a term used to denote ‘people’s

performances’. This term refers to the performing arts which can be described as the cultural DIACRITICS of the people.

Traditional folk media are cultural resources that accumulate indigenous knowledge, experiences and expressions passed down from generation to generation. Woven into proverbs and poems, songs and dances, puppet plays and stories, rhythms and beats, they are embedded with a strong sense of cultural identity which can be a potent force for development. In many cases, these media are the traditional conduits of indigenous knowledge, experience and culture. Creative use of these cultural resources in communities where they are popular and well entrenched can be a subtle and effective way of introducing development ideas and messages (FAO).

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“DIACRITICAL” CHARACTERISTICS OF

TFM

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“DIACRITICAL” CHARACTERISTICS OF TFM Direct communication for development Intimate media , Impact is much deeper Acceptability is high and the appeal is at personal and intimate level Community based media for community development Rapport is direct Immediate feedback Two-way and Horizontal Communication form Interference is less (Free from political or commercial interference);

irrespective of diversity , it is for all Cross-cultural communication hurdles are not encountered here Automatic Appeal: it is spontaneous Local media– Local communication; localized message and local

language

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IDENTIFYING YOUR TARGET AUDIENCEActive Target AudiencePassive Target AudienceFamily membersNon-Target

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EFFECTIVE WAYS TO REACH YOUR TARGET AUDIENCE:: PARTICIPATORY APPROACH

Non Participatory Approach

•One way communication•Vertical communication•No Feedback mechanism•Knowledge & Information throw•Entry to Celebrities and experts

Participatory Approach

•Two way communication•Horizontal Communication•Well managed feedback mechanism•Learning through experience sharing•Entry to common people

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EFFECTIVE COMMUNICATION STRATEGY FOR YOUR TARGET AUDIENCE Remember Seven C’s of Communication

Command attention Cater to the heart and the head Clarify the message Communicate a benefit Create trust Call to action Be consistent

Esta de Fossard (1996) How To Write a Radio Serial Drama for Social Development

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MODERNISATION OF YOUR TFM4DEV

Modernisation process Content Context performance

tfm4dev

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Contact

E-mail: ankurandutta@gmail.com

Blog: www.comcomm.org

Website: www.armt.in

Presentations: http://www.slideshare.net/ankurandutta

Ph: 91-9910115696