A Study on Media Awareness on Swachh Bharat Abhiyan
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 12
Abstract
The high voltage Swachh Bharat Abhiyan laucnched by the Government of India in October 2016, has completed two and half years. One and half years of the dead-line remains for declared target to be achieved. High visibility of the campaign, of course has, brought cleanliness to the centre stage of the public sphere discourses in the country. Meanwhile the government has claimed in May 2017 that over two lakh villages have become open defecation free. However, inadequate facilities to process the solid waste remain big challenges. Surveys indicate that conditions in cities has not improved substantially. Currently, about 80% of the total 1.7 lakh tonnes of waste generated daily is dumped without processing. The use of city-waste generated compost remains at low level of only two lakh tonnes. Despite the government taking several initiatives including annual cleanliness surveys and social media campaigns focusing on behavior change, there has been no significant improvement on the ground. This paper analyses the role of the media, a key player in the campaign, in taking the message to the people, and impact of the campaign on the public attitude towards cleanliness.
Authors and Affiliations
Rajesh . M, Dr. Ch. Jayasankara Prasad
Keywords
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- EP ID EP422265
- DOI 10.9790/487X-2012013341.
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