ACHIEVING SUSTAINABILITY IN INDIA THROUGH FOLK AND MODERN COMMUNICATION: AN EMPIRICAL STUDY

For any development project to be successful in its fundamental terms, active participation of people is required instead of development being done to them and their environment. The mode of Communication needs to resonate with the concerned communities while also fulfilling the criteria of making the information presented in a way that could be comprehended easily. Traditional folk media has an essential role in indigenous communities and their Communication as it focuses on their own social and cultural environments. Bodo community is one of the largest indigenous tribes in the northeast part of India, and the community has its own culture and tradition. The Bodo community uses the help of traditional folk media to communicate amongst themselves on socio-cultural and political matters. The sustainability of coastal landscapes ensures the proper functioning of natural systems, as these places are essential components of the whole structure. The study considered 201 people from different occupational sectors, among which the survey was conducted to know the role and impact of Folk and Modern Communication in the sustainable development of coastal areas of India and found that Distribution & Transmission of Information, Awareness, and Interaction, Engagement and Connection and Health and environment are some of the factors that determine important Role of Folk and Modern Communication in the sustainable development. The study concludes that Communication has a significant impact on sustainable development.

               

KEYWORDS: Folk and Modern Communication, Sustainable Development, Coastal Areas, Bodoland, Traditional Folk Media.


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