Information, knowledge and communication needs of the grassroots are equal to those of all other people, yet the marginalised are often unable meet the required needs. Information and Communication Technologies (ICTs) have to some extent helped in bridging this gap of information needs for the grassroots. ICTs have changed the way in which people interact with society and the way the wider society involves individuals in this evolutionary process.
Apart from traditional media of communication, newspaper was the first mass media for information dissemination way back in 17th century. Radio broadcasting embraced the digital revolution in 18th century well ahead of television. Its interactivity, use of local language and able to reach all categories of society is the key for its success. Radio sets are relatively cheap, easy to carry and operate. This is still the most popular form of information communication technology among the grassroots
Community radio broadcasting, which has been an essential consequence of the liberalisation wave in broadcasting in many African countries, has been of immense benefit to grassroots communities in the rural sector of developing countries. Internet radio can help to extend the digital domain to encompass more of Africa’s grassroots communities.
Electronic media like video also found a place in many grassroots homes as an effective audio visual medium for communication. Due to the fact that television is powered by electricity, radio still remains the unified choice. Of course the effectiveness of video in creating the impact of communication is unquestionable.
Through help lines and SMS, phones and mobile phones are also booming towards appropriate medium for information dissemination.
Who are Grassroots?
Communities living below poverty line with minimum literacy level and limited knowledge base are referred to as grassroots communities.
Grassroots organizations are those organizations who are working directly with grassroots communities, enabling them to acquire more information and knowledge to improve their quality of life. Grassroots organizations are also commonly known as community based organizations as they are stationed in the target community comprising of members from the community. They understand their day to day needs, problems, issues the community is struggling for and also suggest appropriate measures to overcome the struggle according to the local situation. There are also organizations who don’t work at the grassroots level but partner with CBOs for implementation of projects, they represent grassroots organizations.
Your definition to Grassroots
