An analytical study on the impact of science and technology communication through mass media: with special reference to newspapers among rural women Dr. Jothi P. Sri*, Dr. Neelamalar M.** *Assistant Professor, Department of Visual Communication, Asan Memorial College of Arts and Science, Chennai – 100. India **Assistant Professor, Department of Media Sciences, College of Engineering, Anna University, Guindy, Chennai – 600 025, India Online published on 22 January, 2016. Abstract Advances in Science and Technology communication have led to most of the growth in the socio-economic status of the individuals in India. Still, the rural areas of the country continue to lag behind in technology. In this state of affairs, it becomes essential to use the media effectively not only to communicate science and technology messages of relevance but also to motivate rural women to participate in the process of developmental activities linked with science and technology. This research entailed Experimental design to find the effective strategy of mass media communication by delivering efficient science and technology information to the rural women. Thus the study was done to analyze the impact of science and technology communication through efficient mass media like newspaper among rural women for their development. This study specially targets rural women community in India to analyze the impact and role of newspapers in communicating science and technology. The exposure of science and technology communication related to agriculture, health and environmental science information through the mass media – newspapers was analyzed among rural women. Top Keywords Science and Technology communication, agriculture, health and environmental science information. Top |