The main challenge in the journey of Modern
civilization of human society is not a nuclear war or economic crisis, it’s
about environmental instability or sensitivity. Environment is always a global
issue. Though it is a global issue we must have act regionally because every
country, state has different policies and they have different group of people,
tradition, language and many more. The root cause of environment change is
human activity towards nature. So, everybody should be aware of what has to be
done and what has not to be done.
Effective communication tools are required to
communicate properly from policy maker to ground level and find out suitable
communication models which can work easily in the regional level to create
awareness about environment among all sections of the people in our country. Environment pollution
activity and practices degrade the rural environment and it affects the natural
surroundings. So, environment awareness campaign must be designed to reach
different groups of people in different communities. Despite barriers in communication
the Government must design policies or missions for the public creating
awareness on different issues and uttilise alternative media since print, electronic
or social media can cater to a certain section of the society. In Assam where
literacy rate is not satisfactory, infrastructure is a developing process and many groups and
community’s speak different languages mainstream communication fails at certain
levels. As a result government policy and other information can’t reach every
individual.
Assam is an underdeveloped state. Electricity, well
developed road system can’t cover the whole state. The geographical location
has been creating communication disturbances since ancient time. In print or
electronic media, commonly English, Hindi and as a regional language Assamese
are used. But in Assam there is almost 25-30 tribes and each tribe has their
own language, so it poses a problem. Therefore we have to think differently to
select proper communication tool for every specific community and Folk Media
may play a significant role here. It has been a common observation that through
Folk Media, it is possible to penetrate to the sections where other media have
limitations. Puppet shows, street plays, skits, stage performances, folk songs
and folk dances and other traditional means of communication belong to this
category. The main characteristics of Folk Media is that it is familiar media
with community involvement and it is the cost effective media also. In Assam
other Folk media like ojha pali, dhuliya,
bhauna, mobile theater are also present which we can used for communication
process and disseminating information. With the help of this media the policy
and other necessary information can reach every individual because this medium
uses community language, tradition and they are oral form involving two way
linear communication processes. Therefore the acceptability of this media is
more compared to other media. Feedback is also an immediate outcome of this
process, therefore people’s responses, views, and comments can be quickly
recorded.
However there are many challenges available in this
medium like its mobility, proper implementation, organization, creative teams
etc. But if we reduce these challenges and government and other organizations
show their interest on Folk media using this medium as a communication tools in
environment awareness campaign can surely be an effective process.
Abdul Momin
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