Song & Drama Division (SDD) - India
Country
China, Ghana, India, Mexico
Region
Global, South East and East Asia, Africa, South Asia, Latin America
Programme Summary
The SDD of the Government of India was launched in the era of the Great Campaigns when several newly emerging Third World Nations such as China, Mexico, Ghana and India mounted mass education campaigns on agriculture, health, civic education etc.
Communication Strategies
Used a centrally managed, mass approach with itinerant performances by local groups on government decided themes. Folk media such as dance-drama, poetry, songs and puppetry were seen as a necessary complement to the modern mass media. Objectives were: a) changing traditional attitudes and habits which impede development and b) informing people about government services and programmes.
Development Issues
Health, agriculture, education, children, youth, family planning, economic development, political development.
Key Points
The SDD was used to consolidate the state's authority, advancing its programme and enlisting support for it. It propagated the major themes of the government's modernisation strategy-savings, capitol intensive agricultural production, family planning, etc. It used a mass communication approach, but left out a critical ingredient - mass mobilisation and active participation of the people - therefore becoming a top-down propaganda exercise. The target audiences are the mass general public.
Placed on the Communication Initiative site February 23 1999
Last Updated June 11 2001
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