ASSESSING THE COMMUNICATION STRATEGIES FOR WATER HARVESTING ACTIVITIES OF SANGAREDDY DISTRICT, TELANGANA

Abstract

A comparative study was carried out between two villages (Malchalma and Gotigarpally) in Sangareddy District of Telangana state, India, with the objective to establish the impact and peoples participation in water conservation programs in the district. In effective implementation water conservation programs of recent Mission Kakatiya to Neeru – Meeru program (during 1999-2004) traditional folk media & modern electronic media had played an influential role to bringing peoples participation in developmental programs. This present study had revealed that, the traditional form of communication (37.5%) found to be more effective in bringing people together, where literacy rate was very low. Exposure visits (75%) were sensitized the people towards taken up the activity in their own field voluntarily. Mode of training impart to the beneficiaries found to be more adequate as explained through posters (35%), PRA exercise (62.5%), demonstrations (72.5%), Audio – Visuals (47.5%) are more effective. Kalajathas are found to be one of the effective modes of communication about 37.5% of the respondents felt satisfactory. Political intervention was found to be the hurdle in implementation of water conservation or mission kaktiya/Neeru-Meeru. Due to high influence political intervention about 22.5% of the farmers are away from participation in the program. Further, this study revealed that, for any information regarding the water conservation activities was only available with landlords (12.5%), and some of the respondents (10%) are expressed that the information was also kept in public domain(kept secret). Majority of respondents about 77.5% are aware of water conservation programs like mission kakatiya and Neeru – Meeru programs through various means of mass communication tools and sources. Only 17% of respondents expressed that they are not aware of the activity. Due to lack of proper communication spread through mass media channels, there are few instances that of people are confused (20%) in differentiating of various water conservation activities taken up by the government functionaries. About 62.5% of the respondents are clearly know the difference between Watershed, Neeru – Meeru and Mission Kakatiya programs and respondents are aware of the objectives of these programs. Group communication is also plays an important role in molding people’s participation. About 12.5% of the respondents getting the information through their gossip group (peer group).