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The folk and traditional media have their routes in the tradition and experience of a large majority of the population and also that they have a reach much more extensive than any of the modern technological media. The folk media have certain clear-cut advantages.
Personal contact: The appeal of folk media is quite personal and at an intimate level because it has got direct influence on people.
Language Familiarity: As in the case of colloquial dialects the familiar format and content of mass media gives much clarity in communication.
Rapport building: The different forms of mass media can be exploited to cater to the needs of the people for immediate and direct rapport.
Flexibility: The folk media is so flexible that new themes can be accommodated in them.
Mixture: Indian folk forms are a mixture of dialogue, dance, song, humour, moralising and prayer.
Impact: Though the folk media attracts a small audience, the impact on them is at a much deeper level inviting the audience participation.
Entertainment: Moral instruction campaigned is with entertainment.
Self expression: Being dramatic and lyrical, it satisfies our innate need for self expression.
Cultural Heritage: The tradition and culture of ancestors are preserved and disseminated by the folk media in a lively manner.
Spread of extension messages: Spreading of new ideas for the development of people can be extended by traditional folk media through religious customs, festivals and ceremonies which will force the people to accept and adopt the message of innovations blindly.
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