The document discusses traditional folk media (TFM), describing it as a vital cultural resource that conveys indigenous knowledge and experiences through performing arts. TFM's characteristics include direct and intimate communication tailored for community development, emphasizing participatory approaches for effective audience engagement. It also outlines strategies for modernization and effective communication techniques, such as the 'seven C's of communication'.

1. 06 SEPTEMBER 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2016; CC-BY-SA 1
TRADITIONAL
FOLK MEDIA
FOR
DEVELOPMENT
(TFM4DEV)
Dr. Ankuran Dutta
Associate Prof. & Head, Department of Communication and Journalism, Gauhati University
Managing Trustee, Dr. Anamika Ray Memorial Trust

2. this presentation is dedicated to
DR ANAMIKA RAY

3. UNDERSTANDING TRADITIONAL FOLK MEDIA
 Traditional folk media is a term used to denote ‘people’s
performances’. This term refers to the performing arts which
can be described as the cultural DIACRITICS of the people.
 Traditional folk media are cultural resources that accumulate
indigenous knowledge, experiences and expressions passed
down from generation to generation. Woven into proverbs and
poems, songs and dances, puppet plays and stories, rhythms
and beats, they are embedded with a strong sense of cultural
identity which can be a potent force for development. In many
cases, these media are the traditional conduits of indigenous
knowledge, experience and culture. Creative use of these
cultural resources in communities where they are popular and
well entrenched can be a subtle and effective way of
introducing development ideas and messages (FAO).
06 SEPTEMBER 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 3

4. “DIACRITICAL”
CHARACTERISTICS OF
TFM
06 SEPTEMBER 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 4

5. “DIACRITICAL” CHARACTERISTICS OF TFM
 Direct communication for development
 Intimate media , Impact is much deeper
 Acceptability is high and the appeal is at personal and intimate
level
 Community based media for community development
 Rapport is direct
 Immediate feedback
 Two-way and Horizontal Communication form
 Interference is less (Free from political or commercial
interference); irrespective of diversity , it is for all
 Cross-cultural communication hurdles are not encountered here
 Automatic Appeal: it is spontaneous
 Local media– Local communication; localized message and local
language
06 SEPTEMBER 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 5

6. IDENTIFYING YOUR TARGET AUDIENCE
06 SEPTEMBER 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 6
Active Target
Audience
Passive Target
Audience
Family
members
Non-Target

7. EFFECTIVE WAYS TO REACH YOUR TARGET
AUDIENCE:: PARTICIPATORY APPROACH
06 SEPTEMBER 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 7
• One way communication
• Vertical communication
• No Feedback mechanism
• Knowledge & Information throw
• Entry to Celebrities and experts
Non
Participatory
Approach
• Two way communication
• Horizontal Communication
• Well managed feedback mechanism
• Learning through experience sharing
• Entry to common people
Participatory
Approach

8. EFFECTIVE COMMUNICATION STRATEGY FOR
YOUR TARGET AUDIENCE
06 SEPTEMBER 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 8
Remember Seven C’s of Communication
 Command attention
 Cater to the heart and the head
 Clarify the message
 Communicate a benefit
 Create trust
 Call to action
 Be consistent
 Esta de Fossard (1996) How To Write a Radio Serial Drama for Social Development

9. MODERNISATION OF YOUR TFM4DEV
06 SEPTEMBER 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 9
Modernisation
process
Content
Context
performance
tfm4dev
Local Level/
Field Based
Collaborative
Blended
Participatory
Research
Based
Story Based
Cost Effective

10. Contact
E-mail: ankurandutta@gmail.com
Blog: www.comcomm.org
Website: www.armt.in
Presentations: http://www.slideshare.net/ankurandutta
Ph: 91-9910115696
06 SEPTEMBER 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 10