Communication Analysis of Media Campaigns of Swatch Bharat Mission A Study Based on Gehlaur Vally at Gaya

Abstract

The present study was undertaken with the specific objective to ascertain the newlineextent of accessibility and exposure of Swach Bharat Mission campaigns newlinepromoting sanitation and use of toilet. To understand the reach of SBM and newlineits effect on rural masses. Researcher formulated four broad objectives mainly newlinefocused on the media promoting the mission, effectiveness of the mission and newlinethe behavioral change brought by the mission among the people of the six newlineselected villages from the both side of the Gehlaur valley namely Chhibra, newlineGehlaur, Chamardih, Chandaila, Pakri and Cheya of Muhra block of Gaya newlinedistrict of Bihar by using Randomization technique. Data were collected with newlinethe help of an interview schedule from the sample of 816 people divided into 8 newlinestratums (four age group) comprises of both male and female equally. newlineDemographic finding show that in all six villages majority (96.2%) of newlinerespondents having joint family and 65.4 % of respondents are illiterate only a newlinesmall % (10.7%) respondents studied up to middle school. Majorly newlinerespondents are from 15-30 male and 15-30 female are count as literate. 32% newlinerespondents are labourer and 50.7 % are non- worker. 15-30 male to 46-60 newlinemale data shows that the maximum number of labourer are from these stratum newlineand 46-60 female to 60-above female have the more respondent they are non- newlineworker. Majority of respondents (62 %) respondents are having mixed house. newlineIt has been found cumulative percentage of three low income groups (No newlineincome, Less than Rs 50 thousand, Between Rs 50 thousand to 1 lakhs) is 98.5 newline%. Folk media and broadcast media are the most accessible form of mass newlinemedia among the selected sample population. Data collected from the field newlineshow that due to the low literacy level and less income and limited exposure to newlineother media forms respondents get to know about SBM from folk media and newlinebroadcast media. Since the Folk media and the broadcast media has the reach newlineto the rural areas it has also found in the survey that these two media are most newlineeffective form of media a