Exposure of Radio as a Medium of Communication and its Effectiveness in Rural India: A Study in Manipuri Community of Assam

Abstract

The present paper is an attempt to understand the popularity level of radio and to understand the mode of listening radio as audio-media of communication in rural areas. It is based on empirical study conducted in two Manipuri villages in Cachar district of Assam. The data was collected from one respondent of each household of the two villages by using interview schedule technique. The findings of the study revealed that the role of radio is quite significant in both the villages as it fulfils certain specific needs of the Manipuri community through different programmes which helps in maintaining the basic traits of their culture, though it has been reported as a diminished media in a number of recent village studies.