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Utilizing the Rural Educated as Change Agents


  • Monappa Arun


Communication media like TV, Films, Radio, have generally been used to bring about changed habits in the rural areas. When the impact of this media has been analysed, suggestions have generally been made to tinker with the content or the style of presentation, or to use other media. These are external factors of change. What is being suggested is that if change is to be efficiently internalized, then it must come from an inner conviction. The rural educated, could be a useful vehicle to bring about change. They would have better personal contact with the people, know the local conditions and be able to tackle some of the problems – like family planning – on a more confidential basis, which privacy is lacking in mass campaigns. With their skill and knowledge the rural educated, living as they do in the same village, could carry greater conviction, with the various changed methods and practices, that they seek to have implemented.

Suggested Citation

  • Monappa Arun, 1976. "Utilizing the Rural Educated as Change Agents," IIMA Working Papers WP1976-06-01_00193, Indian Institute of Management Ahmedabad, Research and Publication Department.
  • Handle: RePEc:iim:iimawp:wp00193

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