Impact of Mass Media on Women Empowerment and Rural Development

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The present study has analyses the accessibility of various means of mass media among rural women of India and the ways it empowers them. Further, an effort is also made to understand the impact of mass media on socio- cultural life of rural women and their empowerment. In this context the study brings out a detailed and practical first-hand finding of the impact, benefit, pros and cons of mass-media particularly TV on women empowerment and rural development. The book brings out real life connections and added intellectual conclusion through logical arguments. This text will find place among students, and teachers, NGOs and researchers of media and political science.

Dr. Gayatri. Y, born in the town Maski in Raichur, passed her M.A., M.Phil and Ph.D. She was awarded for the best thesis. She did her Post Doctoral Fellowship in 2019 from Gulbarga University and currently serving as Assistant Professor in Sociology, Laxmi Venkatesh Desai College, Raichur. She has more than three years teaching experience and published five articles and has attended six national seminars and two international seminars, and two workshops. She has a deep passion to become a good teacher, researcher and writer in future.

Mass media can accelerate the process of women empowerment by making people aware about different social issues. We cannot ignore the role of women in nation's development as women play an important role in the development of the society and the nation.

The world is going through an information explosion. This is the era of information, where all kinds of news, information and knowledge take a short time to reach the rural areas of the countries. Mass media not only transforms the life style of women but also changes the psychology in rural areas and empowers them in numerous ways.

With the enhancement of communication technology, information can spread in a millisecond in each and every area of the world. This mass media diffusion is influencing the socio-cultural life of rural women. Social changes can be seen in rural women due to their access to mass media. The initial role of mass media can be seen in the reform of social, economic and political conditions of women.

Mass media is the vehicle that carries messages to huge audiences but not all types of media are available in rural areas. Radio, television, newspaper, and mobile phones are the main media which are available in rural areas. These main media are not only a mirror of the society but also a tool of social change for rural women. The primary role of mass media is to inform, aware and educate rural women. Mass media also recognises the problems which rural women are confronting in their daily life.