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The folk art forms innate desire for self- expression and also satisfy man's need for moral instruction combined with entertainment as well as for dramatic and the lyrical. In contrast with the electronic media, it preserves and disseminates in a lively manner the traditions and culture of our forefathers. Indian folk forms have a generous mix of dialogue, dance, songs, clowning, etc. So it is a very important method for communicating agriculture technology to the farmers and for the benefit of rural development programmes.
Experiences of researchers on traditional folk media proved that there is a great scope for imaginative use of traditional reforms. There is a need to narrow the gap that exists between the source and the receiver. This gap can be bridgeable by a coordinating agency at regional level with intended messages in their existing folk forms without disturbing the important characters and structures of traditional folk media. The agency should be composed of traditional folk artists, scriptwriters possessing essential knowledge of target audience, the traditional media and competency to transform the intended messages. People who are involved in this should be aware of folkways, dialect, mores and taboos of our rural and tribal communities for desired results.
The traditional media has always been used for moral, religious, agricultural and also for rural development and rarely for pure entertainment. It played an important role in many cultures. Some forms are dying out for lack of support and the onslaught of the modem mass media or as a result of disruptions in the society. The traditional media is personal, familiar and more credible with which the majority of literate and illiterate people in the villages identify easily. However, these forms need to be used with understanding and sensitivity.
Folk entertainments can provide fresh and interesting programme material for the mass media making them, more acceptable to both the rural and urban audiences. The folk media can be usefully employed to educate the non-school masses. In sum, the role of the traditional media in a country like ours is of paramount importance in enriching our culture and tradition as also disseminating information and educating our rural folk.
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