Rural Development
Students’ Research Global Media Journal – Indian Edition/ISSN 2249-5835 Winter Issue / December 2011 Vol. 2/No.2
THE ICT IN AGRICUTTURE: BRIDGING BHARAT WITH INDIA
Anwesha Banerjee Trainee Teaching Associate, Indian Institute of Management, Kolkata; Worked as journalist in Anandabazar Patrika Email : anweshabanerjee2006@gmail.com
Abstract: Development Communication is relatively new in the study of mass communication, but the reach is much wider than its parent. In the end years of World War II, Development Communication emerged as a field as a combination of political and economic factors in Asia, Africa and South America namely the third world. From the ‘70s, however, development concept was refined and broadened through the addition of ecological dimensions and technology transfer. With the advent of globalization in 1990s, Development Communication has gone through a sea change; the effect was naturally felt in India, especially in the rural belt and more importantly in the agricultural sector. Never-seen-before initiatives were taken by governments, private players and in form of PublicPrivate Partnership to implement ICT model in interior areas. Sometimes, it is e-governance, sometimes e-commerce and sometimes e-education. Information and Communication Technology has played a significant role in developing the communication channels in the rural areas. Development Communication and its evolution in form of ICT have a positive impact on India. In my paper, I tend to focus on the state of rural development through ICT by way of examining ITC e-Choupal initiative, Kissan Kerala, Gyandoot and agropedia. How these initiatives transformed the agricultural scenario in the rural belt and what could be the way forward for ICT in giving shape to a new India would be discussed upon. Key Words: ICT, Alternative paradigm, agriculture, Indian village, development communication
Introduction
1
The contemporary period has come to be labelled variously as the
THE ICT IN AGRICUTTURE: BRIDGING BHARAT WITH INDIA
Anwesha Banerjee Trainee Teaching Associate, Indian Institute of Management, Kolkata; Worked as journalist in Anandabazar Patrika Email : anweshabanerjee2006@gmail.com
Abstract: Development Communication is relatively new in the study of mass communication, but the reach is much wider than its parent. In the end years of World War II, Development Communication emerged as a field as a combination of political and economic factors in Asia, Africa and South America namely the third world. From the ‘70s, however, development concept was refined and broadened through the addition of ecological dimensions and technology transfer. With the advent of globalization in 1990s, Development Communication has gone through a sea change; the effect was naturally felt in India, especially in the rural belt and more importantly in the agricultural sector. Never-seen-before initiatives were taken by governments, private players and in form of PublicPrivate Partnership to implement ICT model in interior areas. Sometimes, it is e-governance, sometimes e-commerce and sometimes e-education. Information and Communication Technology has played a significant role in developing the communication channels in the rural areas. Development Communication and its evolution in form of ICT have a positive impact on India. In my paper, I tend to focus on the state of rural development through ICT by way of examining ITC e-Choupal initiative, Kissan Kerala, Gyandoot and agropedia. How these initiatives transformed the agricultural scenario in the rural belt and what could be the way forward for ICT in giving shape to a new India would be discussed upon. Key Words: ICT, Alternative paradigm, agriculture, Indian village, development communication
Introduction
1
The contemporary period has come to be labelled variously as the
References: 1. Kumar, Keval J (2004) „Mass Communication in India: Third Revised and Updated edition‟ Chapter: „Mass Communication and Society: Uses, Effects, Representation‟ (Pages: 324-332) 2. Ibid. Chapter: „Mass Media, Culture and Development‟ (Pages: 353-366) 3. Minasyan, Gohar (Working Paper) (October 13, 2006): Environment and ICT: “enemies or friends”? Accept on 18th September, 2011. 4. Richardson, Don (CTA Working Document Number 8034): ICTs – Transforming Agricultural Extension? Report of the 6th Consultative Expert Meeting of CTA‟s Observatory on ICTs. Accept on 18th September, 2011. 5. Spielman, David J. and Grebmer, Klaus von (EPTD Discussion Paper No. 113): PUBLIC-PRIVATE PARTNERSHIPS IN AGRICULTURAL RESEARCH: AN ANALYSIS OF CHALLENGES FACING INDUSTRY AND THE CONSULTATIVE GROUP ON INTERNATIONAL AGRICULTURAL RESEARCH. Accept on 18th September, 2011. 6. Shaik. N. Meera, Jhamtani,Anita and Rao, D.U.M (Network Paper No.135, January 2004, AgRen) INFORMATION AND COMMUNICATION TECHNOLOGY IN AGRICULTURAL DEVELOPMENT: A COMPARATIVE ANALYSIS OF THREE PROJECTS FROM INDIA: Accept on 15th September, 2011. 7. Collection (PDF format) (Article Sources and Contributors: Agricultural extension, Source: http://en.wikipedia.org/w/index.php?oldid=446289390): Accept on 15th September, 2011. 8. RADCON - The Rural and Agricultural, Development Communication Network, An innovative rural communication system in Egypt. Accept on 15th September, 2011. 9. www.echoupal.com 10. www.kissankerala.net 11. www.gyandoot.nic.in 12. www.agropedia.iitk.ac.in 13. www.Wikipedia.com 14. www.gktoday.in Reference nos. 7-12 is website addresses which have been accessed several times while writing the article. 16