Sustainable Development Goal 3: Case Study of using Folk media as a Potent tool in India
Keywords:
Sustainable Development Goals, Goal 3, Folk media, Health, Development.Abstract
This study is an attempt to provide comprehensive information and explore the significance of the role of folk media as a powerful tool towards achieving the Sustainable Development Goal 3 in India. The methodology adopted is the analysis of case studies developed through in-depth interview to show the impact of folk media in attaining the objectives. Communication plays a fundamental role in disseminating information, encouraging participation, and stimulating community action. Any program for development is a failure if the people are treated as mere recipients rather than active participants. Involving people as contributors to change and progress will accelerate the process of development. Third world countries like India have been facing odd situations in terms of poverty, environment, health, politics, and education. There have been efforts by the government and non- government agencies to sensitize the citizens and to make them acknowledge the programs intended at improving their socio-economic welfare. Communication is a vital tool in mobilizing people in the direction of the participatory process which in turn makes development an achievable goal. Traditional folk media forms have a personal appeal as they are close to the minds and hearts of the people. Folk arts like Tamasha, Nautanki, Puppetry, Bhand Pather have been used time and again to instruct the masses and bring about a change. The common denominator of communication and development is participation, hence traditional folk media forms can be used effectively for development as they work on the Participatory model.
Downloads
References
Parris, T. M., & Kates, R. W. (2003). Characterizing and measuring sustainable development. Annual Review of environment and resources, 28(1), 559-586.
Ghai, D., & Vivian, J. M. (2014). Grassroots environmental action: people's participation in sustainable development. Routledge.
Fukuda-Parr, S. (2016). From the Millennium Development Goals to the Sustainable Development Goals: shifts in purpose, concept, and politics of global goal setting for development. Gender & Development, 24(1), 43-52.
Sachs, J. D. (2012).From millennium development goals to sustainable development goals. The lancet, 379(9832), 2206-2211.
Khalid, A. M., Sharma, S., & Dubey, A. K. (2020). Concerns of developing countries and the sustainable development goals: case for India. International Journal of Sustainable Development & World Ecology, 1-13.
Kumar, H. (2006).Folk media and rural development. Indian Media Studies Journal, 1(1), 93- 98.
Mefalopulos, P., & Grenna, L. (2004). Promoting sustainable development through strategic communication. Communicating protected areas. IUCN, Gland. 24–31.
Wole-Abu, N. (2018). The Role of Traditional Media in the Propagation of the Sustainable Development Goals in Nigeria. Pdfs.Semanticscholar.Org, 43, 49–55.
Akenroye, T. O., Nygard, H. M., & Eyo, A. (2018).Towards implementation of sustainable development goals (SDG) in developing nations: A useful funding framework. International Area Studies Review, 21(1), 3-8.
Mathew, A. F. (2010). The Case of Development Communication: Perspectives, Issues and Trends. Palabra Clave, 13(1), 31-45.
Chatterjee, S. (2018). Early lessons in implementing the sustainable development goals in India: the example of Assam. South and South-West Asia Development Papers, 1804.
Skoglund, W., & Laven, D. (2018). Utilizing Culture and Creativity for Sustainable Development: Reflections on the City of Östersund‟s Membership in the UNESCO Creative Cities Network. International Symposium on New Metropolitan Perspectives, 398-405. Springer. Cham.
Sharma, A., & Singh, N. (2015). Role of folk media in rural development. International Journal of Education and Science Research, 2(2), 59-63.
Abdulla, S. (2016). The use of folk media: a contradictory discourse. Research in Drama Education: The Journal of Applied Theatre and Performance, 21(4), 459-464.
Popescu, C. (2011). The importance of regional Folklore in ascertaining aspects of world view. Geopolitics, History, and International Relations, 3(2), 266-271.
Shaika, S., & Mishra, K. D.(2020). Folklore and Mass media in Kashmir: A Quantitative Analysis. International journal of Scientific and technology research.
Das, S. (2013). Folk Theatre-Its Relevance In Development Communication In India. Global Media Journal-Indian Edition/ISSN, 2249-5835.
Gupta, V. (2017). Folk Media in Development Communication. International Journal of Research.
Deshpande, S. (Ed.). (2007). Theatre of the Streets: The Jana Natya Manch Experience. Janam.
Ghosh, S. (2009). Mass Communication: An Indian Perspective. Shishu Sahitya Samsad.
Mohapatra, A. (2014). Puppetry as a medium of communication and development in India: A study of problems and prospects. Asian Journal of Multidimensional Research (AJMR), 3(6), 34-41.
Naznin, Sultana. (2017). Significance of Folk theatre as Communication for Development in Indian Context. 1(1), 138–144.
Akhtar, W. (2017). Bhand Pather (The folk theatre of Kashmir ). II(5), 435–437.
Dhaliwal, L. K. (2019). Health in Sustainable Development Goals: Issues before India. Research Journal of Humanities and Social Sciences, 10(2), 298-304.
Lahariya, C. (2018). Strengthen mental health services for universal health coverage in India. Journal of postgraduate medicine, 64(1), 7.
Duggal, R. (2007). Healthcare in India: changing the financing strategy. Social Policy & Administration, 41(4), 386-394.
Kindornay, S. (2018). Progressing national SDGs implementation: An independent assessment of the voluntary national review reports submitted to the United Nations High- level Political Forum on Sustainable Development in 2017.
Kumar, S. (2012). Role of folk media in nation building. Voice of Research, 1(2), 1-6.
Radebe, D. L. T. (2019). The use of traditional folk media to convey diabetes messages at public health care services (Doctoral dissertation, University of the Free State).
Mbachaga, D. J. (2017). Using drama to promote sustainable health among rural folk in Benue State: Ikyaan and Amua workshops. Ekpoma J Theatre Media Arts, 6(1-2), 262-289.
World Health Organization. (2016). World health statistics 2016: monitoring health for the SDGs sustainable development goals. World Health Organization.
Corvalán, C. F., Kjellström, T., & Smith, K. R. (1999). Health, environment and sustainable development: identifying links and indicators to promote action. Epidemiology, 656-660.
Nunes, A. R., Lee, K., & O'Riordan, T. (2016). The importance of an integrating framework for achieving the Sustainable Development Goals: the example of health and well- being. BMJ global health, 1(3), e000068.
Stenberg, K., Hanssen, O., Edejer, T. T. T., Bertram, M., Brindley, C., Meshreky, A., ... & Soucat, A. (2017). Financing transformative health systems towards achievement of the health Sustainable Development Goals: a model for projected resource needs in 67 low- income and middle-income countries. The Lancet Global Health, 5(9), e875-e887.
Buse, K., & Hawkes, S. (2015). Health in the sustainable development goals: ready for a paradigm shift?. Globalization and health, 11(1), 1-8.
Kruk, M. E., Gage, A. D., Arsenault, C., Jordan, K., Leslie, H. H., Roder-DeWan, S., & Pate,
M. (2018). High-quality health systems in the Sustainable Development Goals era: time for a revolution. The Lancet global health, 6(11), e1196-e1252.
Lim, S. S., Allen, K., Bhutta, Z. A., Dandona, L., Forouzanfar, M. H., Fullman, N., ... & Chang, J. C. (2016). Measuring the health-related Sustainable Development Goals in 188 countries: a baseline analysis from the Global Burden of Disease Study 2015. The Lancet, 388(10053), 1813-1850.
Panda, B. K., & Mohanty, S. K. (2019). Progress and prospects of health-related sustainable development goals in India. Journal of biosocial science, 51(3), 335-352.
Esiere, O. A., & Obot, C. (2014). Integrated Media: A Communication Strategy for Sustainable Development in Developing Countries. IOSR Journal of Humanities and Social Science, 19(10), 31–38.
Panford, S., Nyaney, M. O., Amoah, S. O., & Aidoo, N. G. (2001). Using folk media in HIV/AIDS prevention in rural Ghana. American journal of public health, 91(10), 1559-1562.
Poku Quan-Baffour, K. (2007). The power of Akan folk music in teaching adults1 about HIV/AIDS in Ghana. Muziki, 4(2), 209-223.
Yoshida, I., Kobayashi, T., Sapkota, S., & Akkhavong, K. (2012). Evaluating educational media using traditional folk songs („lam‟) in Laos: a health message combined with oral tradition. Health promotion international, 27(1), 52-62.
Bahri, S., Lee, K. S., Adenan, M. A., Murugiah, M. K., Khan, T. M., Neoh, C. F., & Long, C.M. (2016). Dikir Farmasi: folk songs for health education. Arts & health, 8(3), 272-278.
Padmanabha, K. V., & Kumar, S. (2020). Health communication through folk media: a study based on Yakshagana–A South Indian dance drama on Covid-19. Mass Communicator: International Journal of Communication Studies, 14(3), 20-26.
Prasad, N. (2013). FOLK MEDIA: AN ACTIVE MEDIA FOR COMMUNICATION CAMPAIGNS IN DIGITAL ERA. Global Media Journal: Indian Edition, 4(2).
Chakraborty, U., Majumder, K., Chakraborty, S., Nanda, K. K., Basu, A., & Ray, S. K. (2014). Use of Folk Media (Drama) in Communication of Public Health Messages on The Occasion of World No Tobacco Day. In Global Public Health Conference 2014 (p. 324). SRM University.
Yoshida, I., Sapkota, S., & Akkhavong, K. (2017). Entertainment-Education Using Traditional Folk Song among Female Factory Workers in Lao PDR. J Community Med Health Educ, 7(507), 2161-0711.
Hmar, E. L. (2018). Traditional Folk Media: Its Importance, Awareness and Attitude towards Drug Abuse among Hmar Youth in Dima Hasao District of Assam. Journal of Global Communication, 11(1), 33-37.
Nigussie, H. (2021). Back to the Village: Integrating Folk Media into Rural Food Security Communication in Ethiopia. In Re-imagining Communication in Africa and the Caribbean (pp. 273-292). Palgrave Macmillan, Cham.
Dyikuk, J. J. (2019). The Intersection of Communication in Igwebuike and Trado-Rural Media: A Critical Evaluation.
Kohlbacher, F. (2006). The use of qualitative content analysis in case study research. In Forum Qualitative Sozialforschung/Forum: Qualitative Social Research (Vol. 7, No. 1, pp. 1-30). Institut für Qualitative Forschung.
Rashid, Y., Rashid, A., Warraich, M. A., Sabir, S. S., & Waseem, A. (2019). Case study method: A step-by-step guide for business researchers. International Journal of Qualitative Methods, 18, 1609406919862424.
Lincoln, Y. S., Lynham, S. A., & Guba, E. G. (2011). Paradigmatic controversies, contradictions, and emerging confluences, revisited. The Sage handbook of qualitative research, 4, 97-128.
Evely, A. C., Fazey, I., Pinard, M., & Lambin, X. (2008). The influence of philosophical perspectives in integrative research: a conservation case study in the Cairngorms National Park. Ecology and Society, 13(2).
Punch, K. F. (2013). Introduction to social research: Quantitative and qualitative approaches. sage.
Yin, R. K. (1994). Discovering the future of the case study. Method in evaluation research. Evaluation practice, 15(3), 283-290.
Kumar, Kewal J. (2005). Mass Communication in India Third completely Revised and Updated Edition. Jaico Publication House, 356. Mumbai.
McCombs,M .E, & Shaw, D. L. (1977). The emergence of America Political Issues. New York, West Pubishing Coy.
Baran, S. J., & Davis, D. K. (2016). Mass Communication Theory.
Stake, R. E. (2013). Multiple case study analysis. Guilford press.
Downloads
Published
How to Cite
Issue
Section
License
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
