Abstract
This study aimed to find a popular medium of mass communication that played the most significant role in polio eradication. The research paper was based on the concept of health communication, which is an integral part of development communication. Mass media, especially television, is the most powerful and effective medium of mass communication and a very important tool for shaping the Indian society. It can inform, educate, and motivate people to perform any desired behavior. This study explored that awareness level of people on health issues was very high. Most of the respondents claimed, they had been watching advertisements pertaining to social issues on television. It was also revealed that the level of participation of people in polio eradication was very high, i.e., 96 percent respondents reported that they went to the polio booth after watching the polio advertisement on television which was advocated by celebrities like Amitabh Bachchan, Shahrukh Khan, Jaya Bachchan, Sachin Tendulkar, Aishwarya Rai and many more. Thus, this study also showed that TV as a mass medium for health communication was a very effective tool and it could also be argued that television had played a significant role in making polio-free India. While planning the present research, it was felt that an attempt should be made to provide a complete picture of the role of communication in semi-urban society of Lucknow district with specific reference to polio eradication.
Highlights
This study aimed to find a popular medium of mass communication that played the most significant role in polio eradication
India achieved a major milestone with the World Health Organization (WHO) striking it off the list of polio endemic countries on 25 February 2012 (UNICEF, 2012)
This study aims at finding out the role played by mass media specially television in polio eradication in India
Summary
This study aimed to find a popular medium of mass communication that played the most significant role in polio eradication. Especially television, is the most powerful and effective medium of mass communication and a very important tool for shaping the Indian society It can inform, educate, and motivate people to perform any desired behavior. This study showed that TV as a mass medium for health communication was a very effective tool and it could be argued that television had played a significant role in making polio-free India. Health communication: According to Rogers (1995) “Health communication is any type of human communication whose content is concerned with health” (p.344) It is a vital component of every form of medicine and healthcare, i.e., it plays an important role to educate and make community and its people aware to guard against severe diseases. In 1995-96 India scheduled two national immunization day and the first phase of immunization covered children of up to 3 years of age (Bhattacharjee et al, 1997), later it expanded up to 5 years (Goswami, 2007, p.372)
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