Thesis
An Analysis of Community Communication: A Case of Sehgal Foundation during COVID-19
University of Iowa
Bachelor of Arts (BA), University of Iowa
Autumn 2021
Abstract
Communication played a significant role during the COVID-19 pandemic. However, communication media such as mass media and social media did not quite succeed in causing a positive impact, especially among the rural populations in developing countries, such as India. Mass media not only lacked accessibility but were also associated with creating fear and generating misinformation. In this context, community communication has an important role to play. Based on the case study of S.M. Sehgal Foundation's community communication efforts during COVID-19, the project analyzes the significance of community communication in reaching and impacting rural populations in India. As a result, community communication methods were not only effective in reaching media-dark areas but also in creating a positive impact. The main factor identified for positive impact was content specificity. Community media produced context-specific content based on the community's specific needs. Context-specific content was key to building familiarity and, hence, trust in society, which resulted in positive actions.
Details
- Title: Subtitle
- An Analysis of Community Communication: A Case of Sehgal Foundation during COVID-19
- Creators
- Yechan Charles Lee
- Contributors
- Michael A Žmolek (Advisor) - University of Iowa, HistorySujatha Sosale (Mentor) - University of Iowa, School of Journalism and Mass Communication
- Resource Type
- Thesis
- Project Type
- Honors Thesis
- Degree Awarded
- Bachelor of Arts (BA), University of Iowa
- Degree in
- International Studies
- Date degree season
- Autumn 2021
- Publisher
- University of Iowa
- Number of pages
- 34 pages
- Copyright
- Copyright © 2021 Yechan Charles Lee
- Language
- English
- Academic Unit
- Honors Program; CLAS Honors Theses
- Record Identifier
- 9984200941902771
Metrics
199 File views/ downloads
124 Record Views