This paper explores the potentials of traditional forms of communication in rural development communication. Experimenting a local development communication model that can be used at the grass-root level communication...This paper explores the potentials of traditional forms of communication in rural development communication. Experimenting a local development communication model that can be used at the grass-root level communication at the community development programs in Sri Lanka is the research objective. This study is a participatory research. Live participatory observation, impact analysis using a questionnaire and direct interview tools were used to analyze the impact of the creative model. This research study was experimented at Rasnayakapura divisional secretariat, Sri Lanka from 2004 to 2005. Results suggest that the traditional forms of communication can be utilized as a useful instrument in the rural community programs more than the dominant use of mass media and conventional use of small group communication. Forms of traditional communication are rich in communication because of their closeness to rural life, credibility, Utilization of familiar signs ＆ symbols, Participation of the same community, collective presentation, Utilization of past experiences, plot and the stories from their own life and psychological understanding （attraction, attention, rationality）. Communicating a message through entertainment was the practice of this model. Finally impact analysis confirmed the success of the model.展开更多
文摘This paper explores the potentials of traditional forms of communication in rural development communication. Experimenting a local development communication model that can be used at the grass-root level communication at the community development programs in Sri Lanka is the research objective. This study is a participatory research. Live participatory observation, impact analysis using a questionnaire and direct interview tools were used to analyze the impact of the creative model. This research study was experimented at Rasnayakapura divisional secretariat, Sri Lanka from 2004 to 2005. Results suggest that the traditional forms of communication can be utilized as a useful instrument in the rural community programs more than the dominant use of mass media and conventional use of small group communication. Forms of traditional communication are rich in communication because of their closeness to rural life, credibility, Utilization of familiar signs ＆ symbols, Participation of the same community, collective presentation, Utilization of past experiences, plot and the stories from their own life and psychological understanding （attraction, attention, rationality）. Communicating a message through entertainment was the practice of this model. Finally impact analysis confirmed the success of the model.
