Moodbidri: Yakshagana was used as a catalyst of change even during the 1950s. Development messages on agriculture, health, environment, rural development, family planning, literacy were disseminated through Yakshagana prasangas, said Padmanabha K.V., assistant professor in journalism at University College of Arts, Tumkur University.
He was addressing journalism students at the Department of PG Studies in Journalism and Mass Communication at Alva’s College on ‘Development support communication in India: Challenges and suggestions’ recently.
Prasanagas on agriculture, organic farming such as Grow More Food, Japani Krishi Vijaya, Rashtra Vijaya, Krishi Mahime, Nellura Gella, Akshara Vimochane, Vidya Vijaya on literacy, Sasya Sandhana, Nisarga Sandhanam on Environment, Ileyannana Kathe (series of prasanagas on various issues), Mitha Santhanada Mahime on family planning, Thambaku Mahathme on health were performed. ‘Palaandu Charithre’ which was performed during Covid- 19 pandemic highlighted the conflict of social classes, he said adding that the roles of strong opinion leaders in these prasangas promoted positive changes in the society.
'Development doesn’t equate to wealth accumulation'
Being developed doesn’t mean being wealthy in terms of money or accumulating wealth. Accepting innovation, changing mindset, and attitude help the process of development, he said adding that the development concept of the West will not work in India.
People’s active participation in the process of development will help in building a robust nation. He said, “According to ‘Diffusion of Innovation theory’ proposed by American theorist Everette M. Rogers, there are five types of adopters namely the innovators, early adopters, early majority, late majority, and laggards. The laggards have a stubborn mindset, not easily influenced to adopt new ideas, innovations, and technology. They too should be taken to confidence and motivated through the language in which they understand.”
Media is 18th Elephant
Mr. Padmanabha emphasized the media’s role in the process of development quoting a fable how 18th elephant helped a king to share 17 elephants among his three sons. “Media is the facilitator of development. It should play a pivotal role. Besides mainstream media, alternative media, folk media too play a constructive role in the process of overall and sustainable development,” he said.