Educational Qualification: A Major Factor that Determines Understanding of Media Content among Rural Masses


Objective: To determine how educational qualification acts as a major factor for the rural masses in understanding and to be able to comprehend the messages and information provided by the Government through various media vehicles while seeking assistances for government schemes and grants to alleviate poverty. Methodology: A descriptive, cross sectional study design, collecting relevant quantitative and qualitative data from the respondents was conducted. A data on retrospective histories and experiences of poverty was captured to link how being literate is important to understand information through media vehicles. Setting: Rural communities of Khasi tribal people in three Blocks of East Khasi Hills District, Meghalaya ie,. Mawsynram, Pynursla and Mawryngkneng. Results: Poverty in communication is one of the root causes of economic poverty. One of the major causes of poverty is people not being aware of government schemes and grants. People do not watch, listen or read certain exhibits of the media because they do not understand the language. Conclusion: The rural masses failed to understand that illiteracy is actually a barrier between them and government’s information. They are not able to comprehend the content of such messages nor are they able to follow up to .attain these facilities.