Role of the Media as a Prime Tool to Tackle Rural Poverty in Meghalaya, India

Objective To describe the strengths and weaknesses of current media to act as a prime tool to tackle rural poverty and help in development. Design A descriptive, cross sectional study design, collecting relevant quantitative and qualitative data was conducted. A data on retrospective histories and experiences of poverty was also captured to link the exposure pattern on the availability of government assistances through media vehicles. Setting Urban community comprising of reporters and journalists belonging to different media houses in the East Khasi Hills District from both the print and electronic media. Results The working journalist in the State suggested that the media should create awareness programmes and make people aware of the schemes and loans being provided by the government. In addition, the media should also highlight the needs of the poor. These working professionals are consciously aware of its role, but mentioned that they find it difficult in allotting space to information on government monetary benefits to the masses through their media houses. Conclusion This study concludes that the media has been ignoring poverty for too long. Media's role in projecting and highlighting government's assistance to help alleviate economic poverty in the State is a highly conscious elucidation endorsed by all.