Fourth International Conference on Communication & Media Studies

Abstract

One of the prime factors for development in developing and underdeveloped countries is planning, executing, delivering and communication at the grassroots level. To facilitate growth among the deprived communities at the grassroots level and at geographical narrowed locations, community radio plays a significant role. Hence, it is of prime importance to go beyond the literal meaning of advocacy and rather defining in depth the agendas of advocacy. For proper utilization of community radio, agendas need to be set for different kinds of advocacy. In this context, the researchers are of the hypothesis that there are three forms of advocacy: direct advocacy, editorial advocacy, and participatory advocacy. Hence approaches to advocacy are to be well defined and planned for rightful communication for development.The researchers also have taken into the study of how the strategic use of these three advocacy tools by Radio Brahmaputra, a community radio in Assam has created an impact on the listeners living within the radius of ten kilometres of the location of the community radio. Emphasis is placed upon the listeners behavioral and attitude changes and if the listeners are aware and well-informed about public policies and other causes that might help them in their socio-economic and political upliftment.