Connecting the "bottom of the pyramid"
Sarita Seshagiri, Sagar Aman, Dhaval Joshi · 2007
This paper is based on our exploratory study of a South Indian village in Chamrajanagar district of Karnataka. The study was to understand the rural communication environment and villagers. communication preferences. We examined people's lifestyle, working conditions and their communication eco-system. Our study revealed that villagers, unlike urban inhabitants, interacted with people outside the village only for specific, rather than casual purposes. Another interesting aspect of rural communication was the marginal use of the postal system and the ubiquitous use of pay phone, apart from word of mouth and face-to-face interactions. In fact, personal (face-to-face) interaction was usually preferred among villages in this region, over other kinds of communication, despite infrastructural constraints like poor transport services.