Effectiveness Of Community Radio In Preservation And Promotion Of The Indigenous Culture

The main stream media has overlooked the importance of indigenous people and their culture. The failure of mainstream media in reaching and engaging the local communities has triggered the demand of Community based media. Over the years community media has been emerged as an alternate and viable option to the mainstream media. One of the popular forms of community media is the ‘Community Radio’ which is operated in a community, for the community and by the community members. In last two decades gradually but the community radio has been expanded throughout the country in India. Today, more than 250 community radio stations are operational in the country and most of these are serving the rural communities. This paper investigates the role of community radio stations in preserving and promoting the indigenous culture of the state of Rajasthan in India. The well known community radio stations of the Rajasthan state of India has been selected for the study. The findings of this study reveal most of the radio stations are playing an important role the preservation and promotion of folk art and culture of the state.


Introduction
Several communication studies have proved the contribution of community based media in community development. Dagron (2001) has discussed the potential of a community radio in terms of engaging the downtrodden communities of the society. Local radio is perhaps the most ideal approaches to arrive at marginalized in focused, valuable ways and in giving them a 'voice' that issues most being developed correspondence (Dagron, 2001). Local radio is one of the local area based media that are attempting to encourage more individuals as methods for strengthening at the grassroots (Pavarala and Malik, 2007). A local radio broadcast is what is worked locally, for the local area, about the local area, and by the people of local area (Tabing, 2002). Local area radio gives a stage to people, gatherings, and networks to communicate their interests and encounters in a media-rich world. Media the main network of intercultural communication worldwide has always been overlooking the significance of indigenous cultural practices and undermining tradition, local art and cultural identity. Community based media which can play a neutral and growth-centric role is the need of hour. In the era of market-driven industry and commercialization the presence of community media is very significant. Community media provide platform to those who do not have any other channels to express their concerns. It has evolved from dissatisfaction with mainstream media and which offer an alternative media channel for the community. Rennie (2006) emphasizes the role and value of community media as citizens' ability for self-representation and self-expression. This paper is based on the research study I conducted on the community radio stations of Rajasthan with special focus on role of stations in preservation and promotion of folk culture. The study attempts to explore and analyse the programme content which focuses on folk music, art and culture of Rajasthan. The study also includes other community engagement activities organised by the CR station to motivate the folk artists/local talent which lead to promotion of local culture.

Community Radio in India
In India, till mid-1990s, All India Radio (AIR), the one and only public service broadcaster had been playing a vital role in disseminating relevant information to the people in the remotest parts of the country. However, it could not succeed in bringing the local communities into the process of development and consequently necessity of other alternative medium of radio broadcasting was realized. The comment of Supreme Court of India "airwaves are public property" ruled in historical judgment of February 1995, opened the doors of private and community broadcasting in India. This propelled the community radio movement in country and recognizing the potential of the medium of radio for the betterment of the community, in 2002, the Ministry of Information and Broadcasting, reported a strategy for allowing Community Radio licenses to instructive foundations. In 2003, the Government further opened it to instructive organizations both at the school and school levels. The country's first Community Radio Station began in February 2004 at Anna University, Chennai. The agents of NGOs, common social orders and deliberate associations scrutinized the approach and requested to open it for different partners. In November, 2006, Government of India altered the arrangement and included NGOs, common social orders and intentional associations to allow authorization for setting up CR stations. Today, in India, according to Ministry of Information and Broadcasting, Government of India in excess of 250 CRS are operational in the country.

Community Radio in Rajasthan
The journey of community radio service in Rajasthan began in January, 2005 when first community radio station of the state started at Banasthali Vidyapith (a deemed university for women) in Tonk district. At present (at the time of writing ) nine community radio stations are operational in the state, out of which four are being operated by the educational institutions and five are licensed to the NGOs. The list of operational community radio stations in Rajasthan is given in table 1.1

Folk culture of Rajasthan
The local essence of art and culture can be observed throughout the Rajasthan state of India. Marwari, Rajasthani dialect is the key identity of folk culture in the state. Music has consistently been a vital piece of Rajasthani Culture. Being overwhelmed by ancestral gatherings previously, ancestral or people music assumes an important part in the way of life of Rajasthan. The mainstream and kaleidoscopic dance structure incorporates Ghoomar, Kalbeliya, Kathaputali, Bhopa, Chang, Teratali, Ghindar, Kachchighori, Tejaji, Parth, and a few others. The folk tunes of Rajasthan include the heroic tales, eternal love stories, and devotional songs. The utilization of customary instruments like dholak, sarangi, sitar, and others make Rajasthani music a genuine euphoric encounter for the audience members and music devotees. The little canvases, handiworks Tie-color works, zari work, weaving, reflect work on garments, utilization of valuable metals, and other metal works are a portion of the native types of workmanship and artworks. The way of life of Rajasthan is chiefly determined by its fairs and celebrations. Diwali, Gangaur, Teej, and Makar Sankranti are probably the most venerated celebrations in India's Desert Capital. The state has various occasions like Kite Festival, Desert Festival and Pushkar Mela. Atton (2002) presented his study about the use of alternative media to preserve and promote the culture of their communities. He noticed that alternative media channels as a vehicle of participatory majority rule government, assumes an essential part in local area advancement. Local area media usually incorporates radio; TV; print; and PC organizations, however the nature and reason, paying little heed to the medium, conveys shared qualities. The foundations of local area radio lie in the advancement of optional media. Howley (2005) talks about the democratic potential of alternative media which enhance democracy and citizenship. Dutta & Ray (2009) found that more powerful broadcast groups overlook the interests and concerns of local audience while community radio caters their interests. Rennie (2006 p. 189) relates empowerment with the community media and pointed out that in the case of community media, empowerment can be understood as encouraging creativity and imagination, breaking individual's isolation and demystifying mass media. In 2015 a research study conducted by Ideosync Media in collaboration CEMCA and UNESCO evaluated the factors that impact the sustainability of Community Radio in the South Asia region. This ISSN: 00333077 5681 www.psychologyandeducation.net study found that the community radio stations in the region are evolving strong community engagement practices that are leads towards social sustainability. The researchers recommended more work to become stronger and more independent media institutions.

Objectives
The key objective of the study was to investigate the role of community radio in preserving and promoting the folk culture of Rajasthan (India). Specifically, the study was aimed to 1. Analyse the programme content of community radio stations based on folk music, art and culture. 2. Identify the efforts being made by community radio stations to preserve and promote indigenous values and practices.

Methodology
The methodology adopted for this study is qualitative and the research method includes media observation, interviews with key people to explore the research questions. The primary data was collected through the interviews and secondary data was collected from different mass media sources like website, face book post and news articles. The data obtained from these sources were analyzed qualitatively. The data were coded and the contents were analyzed thematically. The flexibility of research design ensures maximum participation with minimum disruption which encourages community radio representatives to share information about the CRS.

Selection of CRS
Six community radio stations were selected using the purposive sampling method. The selection criteria for community radio station includes (1) Different models of community radio stations in Rajasthan (2)

Telephonic Interviews
The telephonic interviews were conducted with the station in-charge, programming or production staff to gather information regarding community radio programmes and other efforts to promote folk art and culture. Questions related to name of programme/s, format and duration; language of the programme; other activity/event to promote folk art/culture; number of folk artists/antigens associated with the CRS as staff/volunteers; any group of folk artists/antigens associated with the CRS were asked during the interviews.

Broadcast profile of CRS
The broadcast profile of community radio stations reveal that most of popular programmes are being on aired in Hindi, Rajasthani and local language. Some of the radio stations are using local language like Radio Madhuban broadcast in adivasi, Kamalvani broadcast in shekhwati and Radio Vagad is broadcasting in Vagadi. Kamalvani 90.4 FM broadcast 10 hours daily with an emphasis on skill development, sanitation & cleanliness, disinfection and neatness, supportability of society, variety of nature, family government assistance framework, youngster and maternal wellbeing, social wrongs, social qualities, customary traditions of the general public and its government assistance viewpoint, tobacco free schools, fresco canvases and people culture of Shekhawati territory. Khurjan has made the Kamalvani a popular radio station in the region. The programmes occupy 6 hours of airtime which is the 60% of total.

Radio Banasthali 90.4 FM
The radio station broadcast Gramin Jagat, Apaji ki sikh, Gaon gaon dhani dhani, Algoja and Mile sur mera tumhara 6 hours daily which are very popular among the listeners of rural communities . On the demand of the listeners these programs are repeatedly on aired. The analysis reveals half of the total airtime (12hrs/day) is given to these programmes which prove50% programme content is pertaining to folk music, art and culture. (See figure 1.1)

Figure 1.3 5.2.4 Radio Madhuban 90.4 FM
The station broadcast four programmes namely Aashiyana, Mera Gaon Mera Anchal, Apno Samaj and Gaon ri batain which focus on folk music and culture. The programmes are being on aired for 6 hours daily including repeat broadcast which is the 40% of total airtime (16 hours).

Tilonia Radio 90.4 FM
The station do not broadcast the programme with the specific titles but the content related folk songs are played in many programmes based on information related to musical instruments, festivals, agriculture, local music and culture. These are on aired 3 hours daily which contributes 43 % of the total airtime (7hrs per day).

Community radio activities and events
Most of the radio stations have been carrying out the strategy of other community engagement activities like workshops, training programmes, fair, competition and camps effectively, in collaboration with other likeminded organisations. The radio stations organises activities frequently to engage and encourage the artists of the local community. The community members are always keen to participate and perform in such activities. The participants are given opportunity to showcase their talent through the airwaves. Listening own voice over FM radio station and sharing their talent is one of the biggest reward for many of them.

Radio 7 @ 90.4 FM
The radio station is promoting the folk culture through the folk song, Interviews with the artists; and stories of historical places, architecture and craft. In the program Chokho lage Rajasthan, the station has interviewed with the popular artist of Jaipur. The famous dancer of Rajasthan Gulabo, the singer Ravindra Upadhyay; artists Meena Sapera, Raperiya Balam and Yash rajasthani are among them who have been interviewed by the station. In the programme Potli kahaniyon kithe stories of historical places like kumbalgarh,Mangarh and stories of famous art like paintings of Kishangarh have been onaired.Apart from this the stories of historic and popular personalities of Rajasthan like Maharana Pratapare also on aired. Many local theatre groups like Tononkira theatre academy are also associated with radio. The radio station is also promoting the famous blue pottery of Jaipur through the interviews with the artist associated with this art and craft. The radio station has organised a very special program for the special children wherein the children participated and gave performance on dance. The event was conducted in collaboration with some schools Jaipur.

Radio Banasthali 90.4 FM
The radio station has conducted a series of community engagement activities like sensitization programmes, workshops, exhibitions, fair and camps since inception. Hundreds of volunteers and artist have been trained in community radio with the support of National and international organizations like UNICEF, DST (Department of Science  Recently the station has also conducted the programmes 'Full on Nikki' and 'Bachpan express' with support of UNICEF and BBC. The programme focuses on physical and psychological issues of adolescent and children.

Radio Madhuban 90.4 FM
The radio station focuses on serving the tribal community of region especially through the programmes based on field recordings like Gaon ri batain, Ashiyana and Apno Samaj which includes interviews and discussions with the villagers. The community anchor of station Ms. Usha Maheshwari is a well known name in these communities who has covered many villages in these programmes. The programmes are on-aired in the local language Marwari and Adivasi. The station organizes the events like competitions, training programmes, fest and puppet show to engage the local communities. The programme like Geet-Geet Mainand Meri Awaj hi Pahachan Haihas been the popular one in which thousands of local singers and artists has participated and many were rewarded by the station. Another popular programme is Antakshari in which the community anchors visits the villages and record traditional songs specially sung by women of tribal communities. The programme also covers schools wherein songs, poems and rhymes of school children are recorded. Many folk singers and groups are associated with the station that keeps performing programmes for the station. Hundreds of recordings of these singers have been archived at the station.

Conclusion
40-60% programme content of community radio stations is based on folk music, art and culture of the locality which encourages the local singers and artists to perform and participate in programmes. The strength of programmes is local dialect which creates a bonding with the participants and allows the community members to express freely. The stations have achieved thousands of folk songs sung by local folk artists and groups which is a rare collection for the generations to come. Due to the privatization and commercialization of media platforms theses local singers and artists are struggling to find the platform wherein they could showcase their talent and consequently they are losing their identity. The analysis of programmes and activities of community radio stations proves the community radio stations has emerged as community platforms wherein the community members participate in programmes and share the talent with millions. Listening own and sharing with million has always been a pride for these singers and artists. The radio stations are giving a new identity to many old and an identity to youngsters. Many other organizations like Ministry 0fInformation& Broadcasting (India), UNICEF, UNESCO, DST, CEMCA and Save the Children have also come forward to support the CRS which allows innovative ways to preserve and promote the folk music, art and culture. The inculcation of socio-cultural values is another important aspect of these programmes. Sometime folk songs become an effective medium of teaching the values which has a greater impact on the community members. Some of the local artists are also associated with the stations as staff and volunteers which have become the source of livelihood. Although indigenous cultural values are being promoted by the community media; more efforts are required before our cultural values are lost in the winds of global culture.