MEDIA AND EMPOWERMENT OF SELF HELP GROUPS IN YSR KADAPA DISTRICT OF ANDHRA PRADESH-A STUDY

V. Suneetha and Dr. M. V. Ramanamma

Abstract

Women are vital part of Indian economy; Women participate in various sectors such as social, economic, political, educational, enterprising etc. Many studies have proved that Media is an instrument of power in changing the lives of women. Now communication is the essential tool for human dealings. The role of communication is to communicate and assist acceptance of innovations and mobilization of women through change of attitudes. Communication must become an integral part of any development programme.Media is the mirror of society and its reports are the reflection of happenings in the society. It has huge power to influence the masses and communication. Media play a key role especially in the lives of women as it creates awareness, provide information and enrich their skills. After independence, Government of India took several initiatives, programmes and policies for women development. The Self Help Group (SHG) programme is the right direction in the development of women and removal of poverty in the rural and urban areas. In this paper the powerful and positive role that the media can play in the empowerment of women has been analysed and identified.
Keywords: Empowerment, Initiatives, Development, Participation.