The Role of the Media in Rural People’s Individual Capacity Building: A Study of the Majha Region in Punjab

The main purpose of Capacity Building Programme is to provide better quality of life to rural people. This process involves providing individuals with the understanding skills and empowering them to access information and training which allows them to perform efficiently. Rural development is multi-sectorial. It does not mean the growth of agricultural sector only. It consists of a variety of different sectors such as Economic, Health, Education, Sanitation, Awareness, Environmental and Infrastructure which work together for the rural development that brings harmony in the life of rural people. This development further brings positive social transformation in the rural community. The primary aim of all rural development schemes / initiatives/ programmes has always been the welfare of the hundreds of thousands of villages all over India. Central and state government along with rural community have put their collaborative efforts in developing many sectors to make rural people privileged enough to get at least the basic facilities. Using Qualitative and Quantitative approaches, the paper aids in the finding of important sectors where media content and information can bring changes for rural development and to find out willingness of people regarding capacity building content.