Rural Audiences Research Articles

Can comic books influence consumer awareness and attitude towards rape victims and perpetrators in India? The case of Priya’s Shakti

ABSTRACTThis paper explores the role of comic book narratives in creating awareness and influencing attitudes about how society treats rape survivors, specifically in the Indian context. The gang rape of a young woman in New Delhi in 2012 inspired an Indian-American filmmaker to author the comic book Priya’s Shakti, which was launched at the Mumbai Comicon in December 2014. The book uses Hindu mythology in its narrative to call for a change in existing belief systems about rape and rape victims. Twenty-four in-depth and ethnographic go-along interviews of informed participants were conducted to understand how they perceive the role of comics such as Priya’s Shakti in affecting popular awareness and attitudes about rape and what approaches they feel are best suited to use comic books to bring about sustainable social change. Results indicated comics can play a significant role in creating awareness, especially among the younger audience but that changing attitudes is a more complex issue, demanding the active and engaged participation of other stakeholders. A culture-centred approach was the key emerging theme. Respondents believed comic books could be used to reach out to children in schools and to rural audiences via multiple communication methods but that engaged and involved participation of community stakeholders was essential if comic books were to drive home socially relevant messages and affect awareness and attitudes about rape.

Using radio and interactive ICTs to improve food security among smallholder farmers in Sub-Saharan Africa

Radio is the most widely used medium for disseminating information to rural audiences across Africa. Even in very poor communities, radio penetration is vast; it is estimated there are over 800 million radios in Sub-Saharan Africa. The paper summarizes evidence on food insecurity in Sub-Saharan Africa and strategies to provide information on innovative agricultural practices to smallholder farmers. The research in this paper is then discussed within the context of research on information and communication technologies (ICTS) for development. Next, the paper presents the ICT-enhanced participatory radio campaign approach and ICT innovations introduced by Farm Radio International, a Canadian nongovernmental organization. The paper analyzes two participatory radio campaigns that use both listening groups and ICTs to engage African farmers. Research on these radio campaigns in six African countries is reported to examine how the participatory approach impacted listenership, knowledge and initial adoption of agricultural techniques and practices presented in the radio campaigns. The authors conclude that the findings of research on these projects could be highly relevant for increasing awareness and adoption of agricultural practices in Sub-Saharan Africa. They also appear promising for other development sectors and for other developing regions.

Modeling the barriers of service adoption in rural Indian telecom using integrated ISM-ANP

Purpose – This paper aims to understand and identify the various barriers in adopting new telecom services in rural areas for improving the penetration and revenue of the telecom companies. These barriers are modeled to study their inter-relationships and prioritize them for strategizing appropriate management action plans. Design/methodology/approach – Delphi technique has been used to form a consensus with the telecom managers working in rural areas to finalize the barriers. An integrated Interpretive Structural Modeling–Analytic Network Process (ISM–ANP) approach has been adopted to establish the complex relationships, cluster the relationships, to understand and prioritize the telecom service adoption barriers. Findings – The major contribution of this research is imposing directions and dominance of various barriers to promote better adoption of new telecom-based mobile services in rural areas. The proposed integrated method can aid in decision making by providing more informative, accurate and a better choice than using either ISM or ANP in isolation. Research limitations/implications – The generalizabilty of these research findings is limited, as it was generated specific to rural telecom service adoption barriers in Indian context. Because decision-making problems are usually complex and ill-structured, every decision is based on the decision-maker’s expertise, preferences and biasness of the experts who showed their interest to participate in the research. Practical implications – This paper forms the basis of identifying the reasons for poor adoption of telecom-based mobile services in rural India. This study would help the telecom companies and the managers to understand and develop strategies to target the rural audience by introducing action plans and innovative mobile services to overcome the identified barriers. By applying the proposed methodology, telecom companies can classify and prioritize their action plans as short-, medium- and long-term plans to systematically overcome the identified barriers. Originality/value – This paper provides a base for understanding various factors that affect the adoption of telecom-based mobile services. It demonstrates the use of an innovative approach to develop an integrated model to understand the barriers.

From Lorca to Lope

Lorca paid several «forms of attention» to Lope de Vega. As director of La Barraca he staged Fuenteovejuna and El caballero de Olmedo for popular and rural audiences, La dama boba for the urban audiences of Buenos Aires, Madrid, and Barcelona, and Peribanez y el Comendador de Ocana for the experimental Anfistora Club, reshaping the texts and the stage setting accordingly. As a playwright and poet, he integrated in his work a number of intertextual allusions to Lope.

Seen and Heard in Mexico: Children and Revolutionary Nationalism by Elena Jackson Albarrán

Reviewed by: Seen and Heard in Mexico: Children and Revolutionary Nationalism by Elena Jackson Albarrán Stephen E. Lewis Seen and Heard in Mexico: Children and Revolutionary Nationalism. By Elena Jackson Albarrán. Lincoln: University of Nebraska Press, 2014. xvi + 393 pp. Cloth $75, paper $35. [End Page 338] In recent years, historians of Mexico have offered detailed accounts of how the country’s Ministry of Public Education (SEP) implemented an ambitious state- and nation-building program in the immediate postrevolutionary period (1920–1940). They have described an uneven process involving a great deal of negotiation; parents often resented and resisted an official curriculum that could challenge gender roles, threaten social hierarchies, and attack religious beliefs. But until now, historians have not addressed how children themselves experienced Mexico’s cultural revolution. Elena Jackson Albarrán attempts to do just that in this ambitious and well-written book. Some of the primary documents that she uses—children’s letters and drawings, photographs, and documents generated at child-centered conferences—are uniquely rich. These sources offer a view into the minds of Mexican children who “were at the forefront of a country reinventing itself as a nation of literate, productive, modern citizens” (269). Mexico was not the only country to take special interest in its young people at this time. Adults the world over turned to children to redeem societies that had been shattered by the Great War. In Latin America, Mexico emerged as the vanguard for its child-centered initiatives. Jackson Albarrán describes a child-centered society that “offered new opportunities for the child to serve as an active member of society in his or her own right, and not simply as a future citizen” (6). Following the 1934 reform to Article 3 of the Constitution, which introduced a brief but intense experiment in socialist education, the niño proletario—the proletarian child—took center stage as a political actor. Perhaps the book’s most fascinating chapter looks at the children’s art magazine Pulgarcito, published from 1925 to 1932. Jackson Albarrán argues that this magazine, with its almost entirely child-produced content, promoted an aesthetic shift in the art world. Schoolchildren taught to draw using Adolfo Best Maugard’s indigenous motif-based curriculum submitted their drawings for publication. In the afternoons, the magazine’s editors also invited children to produce art in their studio, and the best child artists became celebrities. The magazine also organized trips to allow children to draw volcanoes and other iconic scenes using Best Maugard’s method. Pulgarcito contributors won international acclaim for their art. Yet the nation-building function of Pulgarcito had its limitations; the magazine’s editors and art educators distinguished between urban children, who consumed and produced the art, and rural, often indigenous children, who were not considered citizens of modern Mexico and were discouraged from submitting drawings of factories, airplanes, and other images of modernity. [End Page 339] SEP radio programming for children was marked by the same disjunction: modern urban children were more likely to have radios, receive the SEP’s signal, and relate to the content of the programs. The 1933 program Troka el Poderoso—The Powerful Truck—starred a man-made supermachine that seemed to embody all things mechanical and modern. The Troka character was attuned to his urban listening audience; he referred to his rural audience as his amigos invisibles. Jackson Albarrán suggests a gendered dimension to SEP radio programming—modernity was depicted as masculine, while rural, traditional lifeways were feminized. Other chapters in this impressive book discuss children’s participation in a dizzying array of committees at SEP schools. Participation on student councils and anti-alcohol committees encouraged children to be civic actors while their parents were being channeled into the official institutions of the emerging corporatist state. The 1935 Conference of the Proletarian Child was held just months after the Mexican congress endorsed socialist education. Adults organized the conference, but children elected the delegates—boys and girls—democratically. The child delegates then gave impassioned speeches decrying social inequality. The Children’s Anti-Alcohol Assemblies in 1936 and 1940 were also remarkably democratic and child centered. The young delegates were chosen from among the...

Illusions of Empowerment

This article examines the phenomenon of political talk shows during elections in geographically and politically marginal areas. Using the 2014 elections in India as a case study and focusing on Assam, the article examines how a television economy that includes poorly trained and ill-paid journalists, unscrupulous owners, and the stigma of paid news have used the format of “live television” as means of “representing” rural audiences. The “spectacle” of such shows has pushed television ratings up while trivializing democratic debate.

Communicating Agricultural Information for Development: The Role of the Media in Zimbabwe

AbstractThe success of agricultural development programmes in developing countries largely depends on the nature and extent of the use of mass media in the mobilisation of people for development. The media, which offers unique opportunities to disseminate information, can play an important role in informing citizens about social, academic, and economic issues, amongst others. This is also true in the agricultural sector. Radio for example, is an inexpensive medium, and therefore enjoys a wide range of diffusion, even among rural and less literate people who have access to fewer information resources. The purpose of this study was to investigate how the print and electronic media sources are contributing to the communication of information relating to agricultural development in Zimbabwe. A questionnaire was distributed to all media houses in Zimbabwe. The results indicate that there is a significant coverage, by the media, of issues relating to agriculture and the agriculture industry. The broadcast media in particular, make efforts to reach out to a range of audiences who speak minority languages such as Kalanga, Venda, Sotho, Doma, Yao, and Shangaan. However, the media face challenges, including a lack of subject specialists, language barriers, constraints on financial and material resources, and poor road infrastructure that inhibits travelling. This study recommends training, short courses on agriculture reporting, and courses that provide information on the available resources to improve the quality of news and information regarding agriculture-related issues reaching mainly rural audiences of farmers in Zimbabwe.

Trumpets in the Mountains: Theater and the Politics of National Culture in Cuba by Laurie Frederik (review)

Reviewed by: Trumpets in the Mountains: Theater and the Politics of National Culture in Cuba by Laurie Frederik Cary Aileen García Yero Laurie Frederik. Trumpets in the Mountains: Theater and the Politics of National Culture in Cuba. Durham, NC: Duke University Press, 2012. xxii + 336 pp. Trumpets in the Mountains is a comprehensive ethnography of rural teatro comunitario (community theater) in Cuba. Bringing together the disciplines of theater and anthropology, Laurie Frederik interweaves the history of Cuban theater with the development of conceptualizations of cubanidad, or Cubanness. She contributes to the scholarship of the Special Period (the post-1990s socioeconomic crisis) by analyzing its impact on artistic production, revolutionary ideology, and cultural state policy. Furthermore, her work on rural Cuba is a much-needed addition to a literature that is overwhelmingly focused on the urban areas, especially Havana. Frederik illuminates the creative process of three rural teatro comunitario groups working in the most isolated communities of the island: Teatro de los Elementos, working close to the Escambray Mountains, and La Cruzada Teatral and El Laboratorio, both working around rural Guantánamo. She articulates the relationship between the effects of the Special Period, the emergence of teatro comunitario, and the formation of a new revolutionary identity. By the late 1990s, the model of what constituted a revolutionary man grounded in the progressive and modern ideal of the hombre nuevo had become obsolete. Times of crisis asked for an “even-newer-man,” or what Frederik calls the hombre novísimo, who could withstand the hardships of the Special Period with “humble austerity and cosmopolitan refinement” (273). Searching for meaning in past national symbols, many cultural policy makers, urban intellectuals, and [End Page 214] artists alike turned to the symbol of the campesino, a long-standing “character” in the Cuban national “cast,” as a depository of cultural and moral purity for rebuilding revolutionary consciousness. Teatro comunitario’s grassroots process of creation was pivotal for the appropriation and reconfiguration of campesino identity by artists and state cultural agents alike. It emerged in the late 1990s as a continuation of teatro nuevo, a type of theater that began in the early years of the Cuban Revolution. The purpose of teatro nuevo was to bring culture and revolutionary consciousness to the “uncultivated” rural communities in order to enfranchise them into the revolutionary nation-building process. Differently than teatro nuevo, however, the teatro comunitario of the Special Period functioned under conditions of extreme material hardship. Cleverly borrowing from government discourse, Frederik calls teatro comunitario “opción cero” theater: “performed without resources, without any extras, at the point of total scarcity” (32). Defying adversity, opción cero theater artists went into the most remote parts of Cuba to perform their revolutionary cultural mission. This time, ironically, the purpose was to “rescue a dying past, the same past the revolution had once struggle to transcend” (273). Frederik’s greatest achievement is her in-depth analysis of the creative process of these theater troupes. She explores opción cero theater as a type of performed ethnography: the artists lived in the communities for a period of time, collected information directly from the residents about their worldviews, and translated them into artistic re-creations that were later performed for the communities. During her research, Frederik became an integral part of these theater troupes. This allowed her “ethnography of ethnography making” (23) to unearth the tensions within the processes of creation. Even though the theater actors’ purpose was to “rescue” and let campesinos speak in their own voices, Frederik argues that in the end, their voices vanished through the imaginaries created by these “official producers of culture”: for the campesinos to be de verdad, they had to be spoken for. Even though the artists searched for the pure campesino soul, the stereotype of the guajiro (hillbilly) as unsophisticated and uneducated still lingered. Moreover, even though the actors took pride in performing for these rural audiences and felt responsible for the preservation of this national heritage, many still looked for material and professional recognition elsewhere. Certainly, Frederik’s participant-observer methodology bears fruit in an empathic understanding of the life and work of the rural theater artists she followed as they crossed...

Promotion of Breastfeeding

To reverse the current trend of a significant decline worldwide in breast feeding means reeducation of medical and health personnel as well as the general public. Programs to promote breast feeding require the commitment of governments, with support from various ministries including health, education, labor, community development and judiciary. Examples of what 3 developing countries--Jamaica, Colombia and Thailand--are doing to promote breast feeding are reported. A large scale breast feeding campaign was launched in Jamaica in October 1977. The 3 phases of the campaign were: 1) preliminary surveys and research and motivation of professional, voluntary and extension groups through training seminars, panel discussions, and meetings; 2) promotion of breast feeding via mass media and motivation of target groups by trained personnel; and 3) evaluation of the campaign. A survey undertaken in 1978 showed that the breast feeding messages had achieved the desired effect--more mothers practiced breast feeding. In Colombia the breast feeding campaign emphasized non-formal education through the use of games and pictures. A game is used which is usually initiated by a health worker in the waiting room of a health center and involves the mothers, the general public, and sometimes the professional personnel. Through reading and interpreting rhymed breast feeding messages, the participants exchange opinions and experiences. Before starting a campaign to encourage low-income urban and semi-urban mothers to breast feed, the National Food and Nutrition Committee of Thailand pretested slogans and posters designed for the promotion of breast feeding. Posters develpoed in accordance with the suggestions made by the women were tested among 126 pregnant and lactating women. The Committee decided which picture to print for low-income and rural audiences and which to print for middle-class audiences.

Weight ~ The Reality Series: An Extension Weight Management Program for Adults

Rural U.S. residents bear a greater burden of obesity than urban residents and may have limited access to healthy foods and physical activity. Extension agents for Family and Consumer Sciences requested an adult weight management curriculum. Specialists developed Weight ~ The Reality Series (WTRS) as two curricula: Becoming Weight Wise and Becoming Body Wise. More than 7,000 Kentucky residents have participated in WTRS, with about 30% losing 5% or more of their initial body weight. Development, implementation, and evaluation of this program demonstrate the feasibility of reaching a rural audience through County Extension Offices on the topic of weight management.

Rural cinema audiences in South Australia in the 1930s

AbstractVery few South Australian local histories give any account of the ritual screening of films in local community halls and regional picture theatres. Given that the 1930s was a turbulent era for the exhibition industry, the survival of the rural picture show beyond the decade suggests that it played a significant role in local history. This article will discuss the distribution and exhibition of films in rural South Australia during the early 1930s and the impact of legislation on the small operators. It goes on to examine the cinema-going preferences of the mid-north town of Snowtown during two years from July 1933 to June 1935 and considers the factors other than taste that determined the popularity of a screening.

'It's about the smoke, not the smoker': messages that motivate rural communities to support smoke-free policies

Rural residents are exposed to sophisticated tobacco advertising and tobacco growing represents an economic mainstay in many rural communities. There is a need for effective health messages to counter the pro-tobacco culture in these communities. To determine relevant cultural themes and key message features that affect receptivity to pro-health advertisements among rural residents, 11 exploratory focus groups and surveys with community advocates (N = 82) in three rural Kentucky counties were conducted. Participants reviewed and rated a collection of print media advertisements and branding materials used by rural communities to promote smoke-free policies. Findings reveal that negative emotional tone, loss framing, appeals to religiosity, and shifting focus away from smokers are effective strategies with rural audiences. Potential pitfalls were identified. Attacks on smokers may not be a useful strategy. Health risk messages reinforced beliefs of secondhand smoke harm but some argued that the messages needed to appeal to smokers and emphasize health hazards to smokers, rather than to non-smokers only. Messages describing ineffectiveness of smoking sections were understood but participants felt they were only relevant for restaurants and not all public spaces. Emphasis on religiosity and social norms shows promise as a culturally sensitive approach to promoting smoke-free environments in rural communities.

Promotion Using Product Placement in Movies: Perception of Rural and Urban Indian Audience

Product placement as a promotional tool is often used as an alternative by marketers. Not much focus is placed on this tool. The present paper discusses concepts related to product placement. The paper highlights the importance of product placement as a promotional tool. It has implications for marketers and researchers. Initially, the literature was reviewed to understand the concepts and findings in product placement. It was found that not much work is done in India on product placement. The study intends to capture the perceptual differences of rural and urban consumers. The differences in perception were studied on the basis of certain factors. The responses were obtained from urban and rural consumers near Indore, Madhya Pradesh, and independent sample t-test was used to study the significant differences. Results show that both rural and urban consumers are influenced by products placed in movies. However, the urban consumers were more interested in buying the products used in movies than the rural consumers.

Mapping India's television landscape: constitutive dimensions and emerging issues

Over the last few decades, the Indian television sector has experienced a profound transformation with regard to policies, players, production and practices. Exploring this altered landscape, this essay argues that the present television landscape in India represents a heterogeneous, ‘rhizomatic’ formation characterized by complex constitutive dimensions that simultaneously reflect both the forces of media globalization and local, contextually rooted elements and realities. These dimensions include the primacy of the market and the growing alliances between global and local media companies (which mimic global trends) on the one hand, and the dominance of limited formats, the film industry's invasion of televisual space, the meteoric rise of the regional in television and the paradoxical condition of the public broadcaster which combines massive reach with a viewership confined increasingly to poorer, rural audiences (which variously represent the specificities of the Indian situation) on the other.

Digital radio and market failure: a tale of two complementary platforms

PurposeIn sharp contrast to television, various sources of market failure currently prevent market forces fulfilling the promise of digital switchover in radio markets. The purpose of this paper is to review the strengths and weaknesses, business models and market deployment of the two main platforms, with a view to establishing the economic case for higher regulatory involvement in digital radio markets.Design/methodology/approachThe paper analyses the relevant broadcaster, engineering and regulatory literature, with particular emphasis on technical compatibilities among terrestrial radio broadcast technologies, and the technological and economic difficulties they face. The exercise is the first of its kind to scope and bring together these multidisciplinary contributions.FindingsThe highly uncoordinated development and deployment of terrestrial digital radio platforms is leading this new digital industry to an impasse. There is a legacy of uncertainty and scepticism amongst market players. Furthermore, prevailing technology and business models have marginalised community radio services and regional audiences.Research limitations/implicationsThe analysis does not cover the demand side (contents, culture) nor developments in non‐terrestrial digital platforms, nor in the US‐based IBOC standard.Practical implicationsThere is considerable scope, particularly in large, sparsely inhabited countries with sizeable rural audiences to remedy the failings of the current fragmented approach through regulatory intervention through platform integration.Originality/valueThere is a lack of coherent information published on the potential benefits that the new digital platforms are bringing to the audio broadcasting market, and on the current market difficulties they face. The article remedies this gap.

Redefining Rural Marketing: Insights from Touring Theatre

There remains little academic consensus on a definition of rural marketing, and as a concept, rural marketing has therefore struggled to establish its own vocabulary and ideas. Modi (2009) argues that rural marketing should be defined in terms of the impact it has on the developmental of rural people. This article builds on this developmental concept of rural marketing by exploring the touring theatre sector and illustrating how theatre spaces and audiences differ fundamentally in urban and rural communities. The article reviews the literature on rural touring theatre and applies it to rural marketing. It also analyses the results of audience questionnaires and a series of audience interviews carried out with rural theatre-goers in the Scottish Highlands and Islands. The article illustrates how the definition of rural marketing can be further developed by analysing audience reactions to rural theatre and reviewing case studies of best practice for marketing touring theatre productions. This primary and secondary research reveals the tangible benefits of authentic rural marketing and confirms Modi’s (2009) contention that successful rural marketing should have a positive impact on rural people. The article concludes that touring arts organizations and rural marketers working in other sectors should adjust their marketing strategies and activities to communicate more authentically and effectively with rural audiences. Finally, it uses the insights gained from touring theatre to propose a new definition of rural marketing.

The Business Media for the Rural World – an Analysis on the Romanian Audiovisual

Abstract Starting from the findings a Romanian research group gathered during the project “Models of mass-media consumption in the Romanian rural world: traditional identities, European identities” of the Faculty of Journalism and Communication Studies, University of Bucharest, this article identifies some risk factors in the conceptual design of an audiovisual programme for the rural world. These factors are: (1) differences in the definitions of the public - in our case, the Romanian peasant - as they are held by the journalist, the programme editor, the sources and by the public itself; (2) a quasi-general lack of vision about the future of the rural world, based on a lack of information; and (3) deficiency in applying journalistic information gathering techniques and text writing rules. The conclusions are based on media product analysis of business journalism programmes broadcast by the Romanian public broadcasting services for rural audiences and on questionnaire-based and in-depth interviewing with potential members of the public.

Peasants on display: The Czechoslavic Ethnographic Exhibition of 1895

In the increasingly modernized Central Europe of the late nineteenth century, folk culture, with its alleged ancient character, was still understood by some scholars as the bearer of national identity. The Czechoslavic [sic] Ethnographic Exhibition, which took place in Prague in 1895, aimed to promote the idea of the ethnically unified, but at the same time regionally diverse, identity of the Czech-speaking people living in Bohemia, Moravia and Slovakia. Having to negotiate their identity with the ethnic Germans of Bohemia, the Czechs consciously excluded them from the event both as organizers and as exhibitors. The exhibition could therefore be seen as a symptom of its time—in the late nineteenth century Central Europe, locating national heritage was crucial and folk culture played an important role in the national politics, and not only for the Czechs. This article focuses mainly on the ethnographic exhibit entitled ‘the Exhibition Village’, which consisted of an eclectic selection of village houses and their imitations from Bohemia, Moravia and Slovakia. On this basis, it explores the political intentions behind the display of folk culture to both urban and rural audiences and brings attention to the question of integration of the diverse regional objects in a utopian national whole. The article thus also aims to demonstrate issues related to the use of folk artefacts for the purposes of cultural nationalism in Austria-Hungary in the late nineteenth century.

Localizing HIV/AIDS Discourse in a Rural Kenyan Community

This paper examines the effectiveness of multimodal texts used in HIV/AIDS campaigns in rural western Kenya using multimodal discourse analysis (Kress and Van Leeuwen, 2006; Martin and Rose, 2004). Twenty HIV/AIDS documents (posters, billboards and brochures) are analysed together with interview data (20 unstructured one-on-one interviews and six focus groups) from the target group to explore the effectiveness of the multimodal texts in engaging the target rural audience in meaningful interaction towards behavioural change. It is concluded that in some cases the HIV/AIDS messages are misinterpreted or lost as the multimodal texts used are unfamiliar and contradictory to the everyday life experiences of the rural folk. The paper suggests localization of HIV/AIDS discourse through use of local modes of communication and resources.

Imagining Rural Audiences in Remote Western Australia

In 1979, Australia’s then-Communication Minister Tony Staley commented that the introduction of satellite communications to the bush would “dispel the distance – mental as well as geographical – between urban and regional dwellers, between the haves and the have-nots in a communication society” (Staley 1979: 2225, 2228-9). In saying this, Staley imagined a marginalised and disadvantaged audience of “have-nots”, paying for their isolation in terms of their mental distance from the networked communications of the core.
 This paper uses ethnographic audience studies surveys and interviews (1986-9) to examine the validity of Staley’s imaginations in terms of four communication technologies: the telephone, broadcast radio, 2-way radio and the satellite. The notion of a mental difference is highly problematic for the remote audience. Inso-far as a perception of lack and of difference is accepted, it is taken to reflect the perspective and the product of the urban policy-maker.
 Far from accepting the “distance” promulgated from the core, remote audiences see such statements as indicating an ignorance of the complexity and sophistication of communications in an environment where the stakes are higher and the options fewer. This is not to say that remote people were not keen to acquire satellite services – they were – it is to say that when they imagined such services it was in terms of equity and interconnections, rather than the “dispelling of distance”.