Vol. 3, Issue 2 (2018)
Development communication strategies for the promotion of education: A study of Ranchi district
Author(s): Shahnaaz Zabi
Abstract: India has failed miserably in providing quality education to rural children. The major reason behind this is the lack of communication. The research aims to create a communication strategy that will help build a strong education foundation in rural villages in India. Through this research work I aim at highlighting as to how communication can be utilised in improving the capabilities of students in the rural areas by making them more alert, aware and receptive. It is based on the observations made during preliminary field visits to Government sponsored schools within a radius of 30 kilometres of Ranchi. In this process, I came across few schools run by non-governmental organisations which make use of effective communication to change the face of education system in rural areas. It sheds light on the schools run by self-help groups which uses communication as a major tool to bring rural children to schools. The observations or findings of the study will bring forward the actual functioning of rural middle schools, the available resources, teachers and status of students. This paper presents a synthesis of the latest experiences in applying various communication approaches ranging from mass communication and entertainment education, interpersonal communication, participatory development communication, advocacy and social mobilisation that have been used in Jharkhand. This work suggests effective ways to plan communication programmes and presents lessons learned from the private sector. By no means does it suggests that there is a singular approach to strategic communication; rather, that strategic communication involves a mix of appropriate multiple and synergistic communication approaches that can foster individual and social change. Drawing conclusions from the visits, the paper identifies those aspects of rural education which could be improved with effective communication interventions.