Traditional Media for the Empowerment of Rural Women

Position of women and their status in any society is an index of its civilization. Women are to be considered as equal partners in the process of development. But exploited and subjugated for centuries, women have remained at the receiving end. Women's empowerment demands a life cycle approach where empowerment is viewed as a process and not as an event. Although a unique creations of nature, women are sufferers in society, under the domination of men. They are much behind men in socioeconomic and cultural matters. Can empowerment be achieved through the traditional media? This question is examined in this article. As the most vital component for sustainable development, empowering women as agents of social change and development is always a concern of the government and non-government agencies. But due to lack of proper education, communication tools and co-ordination of the various schemes and planning this objective is yet to be achieved. In this context education through proper mode of communication should lead to social and economic change of individuals and, as a corollary, of society. One of the most outstanding features of Indian socio-cultural history is its long and unbroken continuity. Different religions of India as part of this mosaic have long provided a fertile ground for the growth of traditional media. Being indigenous, the traditional media are close to the hearts and minds of the people and their appeal is at this personal and intimate level. The receptivity and acceptivity of outside message is enhanced by the use of traditional media as they are an integral part of rural life and commonly used by the viewers. An attempt is made in this paper to discuss the role and function of the traditional media as a tool of rural women's empowerment and development.