Abstract:
The production process involves completion of three stages of production i.e. Inputs required in the form of materials are supplied for the processing purpose where the materials are added value and finally the product comes out in the form of output. Through all these phases the entrepreneur performs his functions of planning, organizing, staffing, directing and controlling. All the production stages require sufficient information on current business aspects and the entrepreneur needs to keep himself update on all such aspects. It is here where the gap between urban and rural entrepreneur becomes evident. The urban entrepreneur is able to gather all such information because of the exposure he is getting
with all possible sources of information which he could get access
through. However, in rural areas, this information is not very much
forthcoming because of the lack of the resources and personal
constraints. It is here where the mass media and ICT has to play an
important role to bridge the gap of information 'haves' and the 'have notsi. Mass media includes the information channels such as radio, television, newspapers, periodicals, magazines etc. Information and Communication Technology (ICT) is used as a general term for all kinds of technologies which enable users to create, access and manipulate information. ICT is a combination of Information Technology and Communications Technology. It consists of Information Technology (IT)as well as telephony. broadcast media. all types of audio and video processing and transmission and network based control and monitoring functions.
Media can supply necessary information on current business
environment. can bring about reformation on attitudinal and behavioral aspects of the entrepreneur and finally. can provide necessary information on customer response to the product. their expectations from the product etc. All these information are important for a business to grow and flourish. This paper brings out the areas where mass media can play a critical role in rural entrepreneurship development and thus rural emancipation.
