Folk Media as an Instrument of Rural Development and Social Change

Abstract

Folk media has historically played a vital role in rural societies by combining entertainment with education and social awareness. In a diverse and multilingual country like India, where rural masses form the majority of the population, folk traditions such as Tamasha, Bhajan, Kirtan, Dhandhar, and Quawwali serve as effective tools for mobilizing people towards government development programmes. Unlike modern mass media, folk forms are deeply rooted in local culture, customs, and traditions, making them accessible and relatable. The present study conducted in three villages of Nagpur district, Maharashtra, analyses the perception of rural audiences towards traditional media, their preferences for themes, and the effectiveness of these media in supporting social development initiatives. Findings reveal that folk media continues to entertain, build community solidarity, and communicate developmental messages effectively, thereby supplementing government programmes in areas like health, agriculture, literacy, and social reform.