Abstract
India has witnessed pronounced urban-rural divides and socio-economic inequalities for over a decade that has led to a struggle for social justice and rights for sustainable development. There is marginalization and near exclusion of women’s reality in development policy debates and media discourse. Alternative communication media and the digital media are being widely used for giving voice to the marginalized and rural communities. Women are also assuming leadership in development by cracking the glass ceiling of media production often dominated by men and big corporations. Communication strategies often fail in the absence of cohesive policy, infrastructure and governance and complicate the transition to a just and equitable social change. This chapter will analyze the challenges of communicating social change in the midst of widespread social inequalities and a vibrant media landscape to provide a critical understanding of steering India’s transformation to a more inclusive and sustainable future.
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Prasad, K. (2021). Understanding the Promise of Communication for Social Change: Challenges in Transforming India Towards a Sustainable Future. In: Servaes, J. (eds) Learning from Communicators in Social Change. Communication, Culture and Change in Asia, vol 7. Springer, Singapore. https://doi.org/10.1007/978-981-15-8281-3_8
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