The study states that the "Role of media on Banjara tribes in Telangana".

1. ROLE OF MEDIA IN TRIBAL COMMUNICATION
(A Case study of Banjara tribe of Telangana)
Author
SREENU JATHAVATH
MBA (Tourism & Travel Management)
Abstract
Media communication always plays a crucial role in the transition of human development.
Similarly, it also plays a key role in the change of many lives and provides a great scope for
development and advancement. Banjara tribe in south Indian tribes known for advancement
in many aspects. Having a rich culture, the heritage of folk songs and tales, the paper aims to
examine how the Banjara tribes are influenced by the media importantly the electronic and
the social media. Media helps, in intimating to each other many informative incidents, in
entertaining and making mankind aware of the contemporary phenomenon. This paper also
explains how the Banjara tribes succeed; renovate their custom and their lifestyles with the
help of multimedia. The impact of media on Banjara tribes can be described concerning
advantages and disadvantages. Some case studies have been observed to see the progress of
the Banjara tribes.
KEYWORDS: - Media, Banjara, Tribal communicationand lifestyles.
*****

2. Introduction:
The word of the tribe has come from the Latin English word “TRIBUS” The Tribal people
were settled in India with a significant culture and unique Tradition, which shows a
contemporary various common and political organization. This is alive in all these societies.
The name tribes are referring to a category of people and depute a step of development in
human society. India a nation having different social communities and communication
languages and each community continues culturally homogeneous and distinct social
characteristics. Apart from all the different social communities, Tribal community in
Telangana region particularly Lambada (Banjara) commonly signifies common dialect,
distinct ethic and culture observing dressing style and they're living together and for
collective identity. Hither communities relatively hold uniform, culture and way of life
tradition with common descent. Media plays a key role in the tribal culture, tradition and
living style etc. And it is randomly impacting on the tribal people and as a point of
advancement, it cannot a definite form of social organization. The tribal in the Telangana
region (Lambada tribes) Population as per 2011 census accounted for 64% of Telangana 3.2
million scheduled tribes population, The state has 33 communities listed as scheduled tribes
and the highest population is Lambada tribe, who also called as banjara, Sugali, and format
are a community usually described as nomadic people with origin in Malware region in
Rajasthan and spread over India. They live at the edge such as hilly areas, this research is an
attempt to analyse the impact of media on the religious customs and traditions of the
Lambada living in Telangana, we can see with some of the case studies, who have settled in
the different firm andhow media has brought major changes in some part of people.
This paper would be highlighting the media impacts on the tribal community in the
Telangana region linked to their cultural and traditional life, which tribal influenced and
followingsocial mediaand other media.

3. OriginofBANJARA (Lambadi)
The banjara people have believed to have originated from the Malware region of the
Rajasthan state India.
The word Banjara is said to be derived from the Sanskrit word van chars (wanderers of the
jungle) and the word Lambadi or sugali is derived from the Sanskrit word Levana (salt),
which was the principal product they transported across the country. They also believe that in
British period the people were called as Lal Mati in the period of British they are very tallest
and they wearied red fabric (Pangdi) on the head, still it's continuing. The Lambadi people
are called Banjara, Gormati, Sugali, and Lambadi’s. are a community usually related as
nomadic people with origin in Rajasthan they spread over into the Telangana, in around 230
CE from Satavahana dynasty, now found in some part of the states which are occupied in
Telangana, Andhra Pradesh, Karnataka, Gujarat, Rajasthan.
Since the period of Prithviraj Chauhan, Lambadi tribes’ practice which is still vogue in many
districts during the region of his period they live scattered over the state and they distinguish
tradition noticed by their dress identifying them as a Lambadi tribe. They were enlisted as
well developed commendable at some part and some part of the areas they are impecunious
people.
The lifestyle ofthe banjara tribes
Unlike most hill people, shifting cultivation as widely practised. Although agriculture
produces their rice, Javari, barley and by the using lands and pumps Est water and river water,
the banjara tribes were the first tribes to produce the agriculture items cultivation in India.
They thought the process to the Indian and British, who then grew the Indian food items
trade exponentially without giving the banjara community their due credit. This has left a
resentment amongst the community, which until sustains itself on agriculture farming and
somewhere trading (each household within the community maintains a plot of the lads for
this). Today the Banjara community in Telangana is on verge of extinction, and they are not
the hunters themselves cultivating agricultural foods and trading goods in some part.
Communicationofbanjara tribes
Communication became a part of the life of mankind and a day passes without it through
communication people can establish social relationships get knowledge and improve their
living conditions and grow in career path. It is one the means for development and coinage,
the nature of communication between tribal (Banjara) and a common man, the Lambadi
people are developing in the 21st century they would put a good interest to learn new culture
and languages.

4. They have started their occupied communication language and they have steadily
changed the habitats to learn a new language from the villages, people, by communicating or
influence of radio and as well as print media and by watching social media TV channels. A
people can be communicated in a tribal common language which is unscheduled and in
earlier days they are promoting their children to learn new languages to communicate with
others, The people mostly well connected with the villages and small towns so they are
motivating their children to educate themselves they don't have a scripting language but they
are preferring them to study the present trends in the society like in Telugu, Hindi, English,
in a particular region And their language which is “Gorboli” is little connected to Hindi. The
media were influenced in the area of Hyderabad district, Rangareddy, and Warangal urban,
and Nizamabad, area the peop0le will speak in different languages because it may be the
media influenced on their language culture and traditions by any type of media like print
media, newspaper, radio, TV channels, and social media. The tribal was speak Gorboli
mostly in the rural area like Warangal, Mahabubabad, newly formed district and Mulugu
tribal area in Mahbubnagar we will fund more populations of Lambadies in Achaampet,
Nagarkarnool, Vanaparthy, some part of the vikarabad, tandoor region, Adilabad, Nalgonda,
Khammam, we can fund more people in Kothagudem, some part of the Badrachallem,
Munuguru Mandal, some part of the Medak districts. This is Major population of Lmbadies
were speak in their languages. They are little far from the cities and they settled in the border
of forest area which is unreserved under the govt. and they are not the hunters themselves
cultivating agricultural foods and trading goods in some part.

5. Role of media on culture and tradition
Media means plural of medium and medium means communication and it means a mode of
expression.
Media communication always plays a crucial role in the transition of human
development. Similarly, it also plays a key role in the change of many lives and provides a
great scope for development and advancement. A modern definition of culture is given by
anthropologist William A. Havilland in cultural anthropology as follows culture is a set of
rules or standards that when acted upon by the members of society, produce behaviors that
falls within a range of variance the members consider proper and acceptable in another word,
culture does not refer to the behavior. Some modern definitions of culture tend to be
inclusive of the emerging culture of society. For instance, in culture and modernity, Roop
Rekha Verma, (Scorpios) defines culture as “a system of the pattern and the modes of
expectation, expression, value, institutionalization and enjoyment habits of people in general.
Note the inclusion of the term enjoyment habits. Although traditions are often presumed to
be ancient, unalterable, and deeply important, they are often much less natural than is often
presumed. Many traditions have been deliberately invested for one reason or another, often
to highlight or enhance the importance of a certain institution. Traditions are also frequently
changed to suit the needs of the day, and the changes quickly become accepted as a part of
the ancient tradition. The media has focused on the culture and tradition to promote their
traditional language and distinguish culture style dresses ( The dresses which comprise with
beads, small glasses and silver coins in different styles it gives a scenic beauty to their
traditions) in the modern era the banjara people were influenced by the different media and
they popularly growing in media industries like many of the Lambadi people are working in
film industries, electronic media and print media and also working as a journalist in
Telangana, with help of the media advertisements their dresses are using in many film
industries like costumes in song and playing decorations in movies and drama somewhere in
the dance festivals, fair, Exhibitions etc.
Lambadi tribe cultural experience is affected and also developed by the
development of systems of mass media communication. They all inhabit particular situations
and things like their surroundings, family, work, school, friends, neighborhood and so on sap
their identities, in media-speak, they Prefer to this aspect of to their cultural identity as their
situated culture. In other words, the small-scale communication and interactions they have on
a day-by-day basis with the place they live in and the people around them. This kind of
culture is primarilyan oral one-it is passedon and formedlargelyby intimate word-of-mouth
Communication. Since the 19th century, they have become to live not only in a situated
culture but in a culture of mediation. The press film and cinema, television and radio and
more recently, the internet, have developed to supply larger scale means of public

6. communication. So now they situated culture exists within a much wider mediated world. In
1960 illustrate how much the world has changed and the change is due almost entirely to the
development of the mass media communications. Culture can be defined as a brief, values, or
another framework of reference by which we make sense of their experience. It is also a
concern about how they communicate their values and ideas. The mass media centrally
involved in the production of their modern culture. Media production, media texts, media in
singing, media in acting, media receptions are like a series of interlinked circuits. What is
produced influenced by cultural values; how the text formed and represented is influenced in
the same way.
Dance and music ofthe banjara
Banjara Lambadi dance festival and Teej festivals and Sevalal Jayanthi is the biggest cultural
festival of the ethnic people. They celebrate it every year in October Teej festival and Sevalal
Jayanthi is on February 14th, they also celebrate world tribal day in every year banjara tribes
in India belonging to the same ethnic community. They began celebrating the biggest cultural
festival since 1980 in India. Banjara tribe dances are the most important cultural heritage for
holding on to the beauty and value of the tradition of Banjara. It includes a lot of our culture
symbol for them. About the situation of the Lambadi tribes in India, they can express their
identity by celebrating their festivals without any disturbance and restrictions from the
authorities. Lambadi people where are under the control of the military and police force
regime where they lack cultural, religious-political and economic freedom. There is a vastly
different feature comparing to other tribes’ cultural behaviour in India and as well as in
Telangana.
Advantages and advantages ofsocialmedia on tribal
Advantages from mediato Banjara society:
The social media has grown very fast in these last few years. The growth rate of social
media is unexpectedly very high. Especially Facebook, Twitter, WhatsApp Snapchat,
Pinterest and some other social media applications have been grown much faster and
captured millions of people in a just few years. The way technology is growing, it is obvious
that more and more people are going to grasp its benefits. It has brought a lot of advantages
to the societyas well as in the tribal villages.
1. Awareness of society
2. Informationupdates
3. Informationthrough Radio
4. Newspapers
5. Help from Govt. and agencies fight crimes
6. Promotingtheir culture
7. Promotingthe Tradition
8. Promotingtheir Arts and Crafts
9. TA DA Promotions
10.Connectivitywith others

7. 11.Awareness of living style
12.Cultivations of foodpractice
13.Its Helpto improve their communication
 We would see in case studies that who have developed their career.
Disadvantages:
However, on the other side, it has also affected negatively on the society and the tribal
customs and culture. Any way which can be used for both good and bad, social media also
provides a positive and negative war for the people and as well as on the tribal people. It is
all about the usage and getting things done positively by using the power of social media and
electronic media. It is in the hand of the users to use its advantages.
Addiction
Despite the argument from a few researchersthat tweetingmay be harder to resist than
cigarettes andalcohol, social mediaaddictionisn’t includedin the latest diagnostic manual
for mental health disorders.
That said, social mediais changing faster than scientists cankeepup with, so various groups
are trying to study compulsive behaviours relatedto its use – for example, scientists from the
Netherlands have invented their own scale to identifypossible addiction. Whenstudying or
comparingto Banjara community people doesn’t followregularlyand they might not
constantly addict with this unnecessaryobject.
Intellectual health
Many mental health doctors and researchers are deeply concerned regarding the impact that
social media has on mental health. People believe that social media contributes to reducing
attention. Additionally, many students and educated people who use platforms such as
Twitter or Facebook, WhatsApp and Snapchat etc. often report high levels of stress. Today’s
many youngest people addicted with these social applications but Banjara community people
were trying to adapt new generation development on their livelihoodpattern.
Spreading doubtful information
There is lots common social media platform has been coming in market area and "fake news"
has become so common and costumer’s confidence and loyalty has waned. Unfortunately, E-
content that is false, misleading and confusing can harming many reputations, upset potential
users and customers, prevent society from buying many of the products or services. Some
part of community people also effecting with this miss leading circumstance in the market
area.

8. Unfortunate occurrence
Active running companies make mistakes or have an employee who act inappropriately. If a
story about an incident goes viral, even if something has never happened before, your
company may find itself ina long-lasting online public connections battle.
Political lines inthe sand:
In 2018, the owners of hotel some other businesses are ensnaredinthe face of uttermost
political confident whenthey lookright or left. Even if the company does not take one side
politically, straightforwardly embracingone party on the other will consequence ina political
downfall with boycotts and fake news and reviews.
Online Buyingand Workplace Tensions
Many people think of cyber purchasing as being an issue for youth. Unfortunately, adults
may also use to buy in E-commerceplatform, andsometimes theirtargets are co-workers.
Classic types of buying include hostile and annoying emails, private messages and public
comments, putting unfavourable or manipulated photos of the buying prey online.
Employees who are sufferer of buyingoftenreport encountering utmost stress. which may in
due course affect their performance.
One of the negative effects of social media is that it makes people addicted. People spend
lots of time in social networking sites which can divert the concentration and focus from the
particular task.
1 Social media can easily affect the kids; the reason is sometimes people shares photos,
videos on media that contain violence and negative things which can affect the
behaviors of kids or teenagers.
2 It also abuses the societyby invading on people’s privacy.
3 Social lies like family ones also weaken as people spend more time connecting to new
people.
4 Some people use their images or videos on social sites that can encourage others to
use it false fully.

9. Case study observations
“Positive impactofMediacommunications”
Case study of Singer BikshuNaik
The media how motivated to the village child boy from a poor family, even he doesn’t get
foodat that time but now he is serving foodto many poor orphan children.
Bhikshu naik is born in the Buvanagiri district a resident of Panya naik Thandah,
father Panya naik, mother Santha bai born in a family of survivors, 8 sisters and 3 brothers,
he is a bigger in three brothers were able to get family responsibilities. He started he studies
in the village from 1st grad to 3rd grad and 4th to 7th in Bollepalle Mandal then 10th is APR
School was completed in Medak district, (Dhaulthabab) polytechnic was completed in
Hyderabad Masab tank polytechnic college, when it was studying in the 5th standard he left
from schooling and his father sent him to work in agriculture farming because the family is
in under below poverty but he is interested to study while working in farming agriculture his
big sister send him to school and they have started the working, she was very good in singing
while her childhood days she sang many tribal songs in marriages and dramas and other
events in their village, then he was motivated by his sister and he also learned many songs
from his sister. At the time there was a radio is invented so he listens to many news and song
advertisements in daily time and decided to become a singer and committed to singing a song
on the radio. After completion of his 10th, he has got the chance to participate and sing a song
in rally Lalitha Vignana Yathra and Bhusamula Vignana Yathra from Kashmir to
Kanyakumari the media influence on his childhood life is given him a big opportunity to
prove his talent, Sri. Srinivasa Charyulu Garu who have allowed singing in Akshakala
Yathra, who have given inspiration and motivated his singing. Later he joined polytechnic he
started writing songs while in free time and searched the studios and asked in many studios
but no one has given a chance prove himself, one day in his collage event he sings a semi-
classical song many of the lecturers exited of his songs, his lecturer Kethavath Somlal naik
was asked him to sing in the studio, Bikshu naik said ok sir. I will sing, my goal is a singer
so please allow me to prove, but somehow, he got other personal problems he hasn’t sung
more songs. And haven’t got fame in the society.
One day he dreamed that he should be the best singer India, however, due to the arrivals of
Hyderabad he moved to be a driver on the 12th after the Hyderabad. Masab tank polytechnic
college passed out and his mother father forced him to marry and get married to the wedding
after the wedding the difficulties have been doubled. He stopped the study and started
working on the one hand, caring on a day-by-day car drive by the auto on the other hand at
least he doesn’t know to his wife. About his auto driving, he managed secretly, for
inadequate earning, house rent and fees for children can afford, but it seems that the
embarrassment of getting the meaning of it means getting back to its to his desire, and now
Bikshu naik become the best singer in India Telugu folklore as well as in some of 47
countries abroad unions. Currently, he is registered with 50 unions and 40 unions serving out
of 50 unions serving many unions in India as well as in abroad like Indian folk singer unions
and Telugu folk singer association, in Telangana and Andhra Pradesh, and folk song unions

10. like Telugu Singer Association (TSA), Telugu Folk Singer Association (TFSA), Banjara
Singer Association (BSA), Gore banjara Kala Brundham (GBKB), and some the abroad
unions are mentioned here Washington Telegu association, (WAT), London Telugu people
association, and many more ATA, NATA, TATA, THANA, MATA, VATA.
Awards
He has sung many folklore songs, melodeon songs, he would also sing classical and semi-
classical songs, in the different state-organized events and ministry of tribal organized
programs in India, he has also sang a song in many countries like New Jersey in the USA,
London UK, UAE Qatar, Abu Dhabi, and Little India Singapore, Australia, Austria Europe,
Switzerland, Atlantic Canada,
He would have got many awards from different unions and the state-organized
programs in Telangana and Andhra Pradesh, as well as from Indian folklore organizations,
Jana pada Ratna have given by the Telangana state, Mahatma Gandhi excellency national
award, Kala Ratna, Kala Sri, Bala Malaya Smaraka award, given by Andhra Pradesh,
Banjara best folk singer, he would also be got a folk fighter award, and some other little
awards he has got from the programs.
Service
Bhikshu naik was committed to serve the nations; this is not a simple answer. Social work is
anything that you do to help your community and anyone, your social environment, your
society. Or even the man next door. That being said, there are many areas of social work
open in the society, for example; old age homes, orphanages, clinical counselling or
physiotherapy. And many more there are so many things that social workers can do it almost
defies the imaginations. Who needed the service in different ways; he started serving to the
old age homes in Uppal Hyderabad, and providing the foodservice some times in the
Orphanages to children clothes on some occasions, career counselling to 10th and 12th
standard students, he also registered and serving his community by global banjara
community team with help of some of the banjara people NGO organization in Telangana
and Andhra Pradeshas well as in India.
Family
Bhikshu naik was born in a big family father Panya naik and mother Santha bai three
brothers and 8 sisters, he is 3rd one among 11, he married to Sabhitha bai in 1987, two
children Sai Charan and Sindhu Sree, son studying B.Tech Lovely Professional University
Punjab and a daughter studying BA Political science, under graduation in Narayana IAS
Academy Hyderabad.

11. Case study of Anchor and Singer Mangle Bai
Mangle bai popularly known by her TV screen and her real name is Sathyavathi Modavath,
unmarried, she was born on (17 august 1989) in Basinepally Thanda, Gutty Mandal
Anantapur district, Andhra Pradesh, is an Indian Telugu singer and anchor and also actress,
she is popular for her traditional Lambadi customs attire. She is popularly known on youtube
for her Telugu folklore songs and performs at festivals in many events which are
Government of Telangana organized in Telangana and as well as in Andhra Pradesh and also
in abroad. She has worked on different TV channels in Telugu like V6 Bathukamma, MIC
TV, and HM TV.
She is presently working with a Telugu language web channel, mice TV featuring, and she is
given few songs to the Telugu films, in hardy popular videos songs on special occasions like
Bonalu, in Telangana Bathukamma, in Telangana and Andhra Pradesh Sammakka
Saralamma(Devotees) fair one of the biggest tribal festival India in Warangal district
Telangana Pongal in both the state Andhra and Telangana (Makar Sankranti) etc. she is
temporarily working in ETV Telugu programs.
Life Journey
she was completed her 1st class to 5th class in village primary school when her father singing
the songs in her childhood days she motivated by her father and decided to become a singer,
after completion of the 5th class to 10th father was joined her in the Guru Kula school in
Anantapur district, done her intermediate Kasturba Gandhi college for women, after
completion she is good interested in music so she has got admission Diploma in music in SV
University in Tirupati (AP), during her schooling she was highly struggled by the family
supports because her family was very poor and she was the older in the home, two brothers
and two sisters, mother was not healthy so she got the responsibility of the family in
childhood itself, however not stopped her study and completed her intermediate then turned
to music diploma in Karnataka university. After completion of her diploma in music
literature, she has moved to Hyderabad for opportunities. At the beginning of the days had
got many rejections from TV channels and as a teacher in institutions and she struggled lots
and remembered I must be a get good singer however she was not stopped her trying in many
fields that sincere commitment her talent has gone disappointing her to work, latter started
working part-time job along with neighbor’s in Hyderabad. Then a few days her journey has
passed with small jobearnings.
Finally, her talent has proved her to perform on the stage, one day she has got an invitation
from the V6 News channel as a guest of the artist for Dasara festival special event Doom
Dham for the Telugu news channel in the year of 2011. This event has got a big success.
After this show, she as selected as a news reporter and anchor with her Lambadi customs in
the Teen mar news with this show she has got fame in Telugu states by the motivation of
Teen Mar news and got named Mangle. Her goal is to become a singer. But because of her
talent, she got the opportunityas an anchor.

12. After by encouragement of MIC TV YouTube channel she has proved her talent as a singer
for Telugu songs for many festivals like Bathukamma songs, Bonalu songs and Banjara Teej
festival songs etc. all of her songs got millions of views, she is a first girl in banjara
community who had come out from the family, started working in the industry and given a
good inspiration to new generation banjara people. working with her good knowledge and
communication and wearing dressing style of banjara she got many offers from other news
channels and TV programs; she got an invitation from foreign Telugu associations to present
her cultural and folklore music in the United States of America, United Kingdome, Canada
and many other countries. She was done two events in the USA one is in New Jersey (Diwali
festival) and the second one is in Washington, D.C. One event in UK London (Banjara
cultural festival) the opportunity has given by the Telugu and Banjara unions ATA, TATA,
NATA, WATA, currently she is an Anchor and singer in Telugu channels. Her experiences
have given her to expand her lifestyle in the modern era of media communication. She
proved that Media communications not only present the life in paper, Tv, Radio, other social
applications it also plays in present livelihood.
Awards
Best folksinger award from Govt. of Telangana
Best anchor from V6 TV channels
Best Folk singer Telangana govt.
Banjara queen given by the Banjara unions (TGSS)
Sant Sri Sevalal Maharaj National Award etc.

13. Conclusion
The communication plays a crucial role in the socio-political and economic development of
the country as well as plays a role in the society to communicate the people and develop their
culture and traditions and make career way. There is no doubt media communication has
played a crucial role in changing the lives of banjara tribes. It is including where the banjara
tribes originated and their culture and tradition and their lifestyle, either modern development
of community since it helps to find alternative ways of living with dignity. Communication is
not only developing in the family it’s also made changes in the society. How media
influenced on the banjara tribe culture and custom and changed lifestyle, these have given
many opportunities to farmers coinage them in living style and work profession, there are
two success stories given by personal approaches, and field of health care as well. Rural
politics is the area where social media networks haven't reached the required potential. But
there remains a lot of places for improvement for media communication services as with
better technology, the connectivity of these places improves and provide the economic
opportunity to take benefits from the media technology and communication skills. Media can
help and provide that media which cares for a well-integrated society and truest in having
social responsibilities. Media services like the radio, TV channels, drama theatres, nowadays
there are many of the social media services have been invented in the globalization. Like
Facebook, what Sapp, twitter, way to SMS, provide a mass reach, but of a large population
which can afford to have the required technology to get the services although it can help to
connect the large population. The requirements of the necessary technology from which
these platforms can be obtained. Social media must play a crucial role to influence the people
in a way that alienates them from the real potential of these stages. The impact can be seen
through many examples and these examples are of not just social media like Facebook but
with use of internet Ngo’s and local development authorities like Gramvaani (Village Redio)
have flourished, defining social media in a new perspective which is of development and
social responsibility.

14. References
 V. Subramanyam, K.R. Shama Mohan "Mass Media and Tribal Life"
http;//www.tandfonline.com>doi>ads
 Dr B. Suresh Lal "Tribal development issues in India" Serial publications volume no:
1
 G. Balasubramanya Raja 2011. “MassMedia and Rural Development”
 Guido Ghedin (Article) 2013 “Social Media in Rural India Bridging the digital divide”
http:/www.digitalintheround.com/
 P. Sadanandam, Art and Culture of Marginalised "NOMADIC TRIBES" in Andhra
Pradesh
Gyan Publishing House, New Delhi-110002
 Global Media Journal, some scholar papers havebeen reviewed
 The case study has been given by Personal approaches