TRADITIONAL MEDIA: THE HOPE OF FUTURE

‘VOICE OF Heart’ & ‘Of the People’ are the basic characteristic of traditional media create more impact on society and also have great perception or feedback after disseminating any message. Traditional media is more powerful in comparison to mainstream media to its origin from grass root level.
Traditional media are also being increasingly used in ass media formats for development communication: radio, TV and film have integrated traditional media to convey specific messages in their programmes with admirable effect.
A river which has been irrigating and keeping the fields green for centuries continues to do so along with its additional new role of assisting the production of hydro-electric power. Traditional media is like that river only. All these forms, while they communicate the new ideas and practices, continue to carry the old stories, imparting the values and norms through the legendary characters and cultural models.
The conventional fare of the traditional media which emphasizes the values of life and ideas of human behavior seems to be relevant and necessary today in the face of the tendencies prompted by the electronic media on the massive scales. Communication research has pointed to the process of dehumanization set off by TV & FM. These media have practically monopolized cultural participation and dominated the cultivation of the common consciousness of values, behavior and needs etc.
An analysis of the contents of the regular shows mentions unity of India, communal harmony, religious tolerance and value of freedom among the priority themselves along with the ideas and practices regarding hygiene, health, nutrition, agriculture, national savings, small family norms etc. All these contribute to the emergence of attitudes to the emergence of attitudes which nourish and strengthen the national culture.
In India such media have played a role in the communication and promotion of new ideas 7 the adjustment to a new or evolving social or political situation. We know that interpersonal exchanges cannot be dispensed within the effort to change attitudes & behaviors. The folk media allow for such interactions for they are essentially participatory, flexible & familiar. Since they are not usually pure art forms, developmental messages can be introduced through them. A note of caution is necessary here: only those folk forms that lend themselves easily (without shocking the audience) to the propagation of developmental messages must be employed. Care must needs be taken also to see that the forms are not vulgarized (as they after are in the mass media). It is evident that the local people identify most with their own folk forms & the characters in them (the performers, if they are well known are liked by the audience & respected for their talent & skills). What is more the forms –drama, song & dance, religious discourses- can be adapted to suit local condition, local dialects & local concerns & interests.

Traditional media is originated from grass root level it is more & more powerful as that of any other media bases. Since it is easily accepted by the common man as it touches the feeling of a common man therefore it plays a great role in the developmental process. It makes us step forward easily in a very broad sense to express our views with the help of puppet shows, nautanki, nukkad natak etc.
Traditional media in other sense is also very useful as it conserves our culture & tradition, ethnic, moral values, mythology. Due to this it provides the full details of our ancient culture with which we were not familiar earlier. It adds morality to our culture.