Communicating immunisation: the mass media strategies

In this study an attempt has been made to examine the mass media strategies of the government of India in communicating immunisation. By structuring messages in a particular way, the government has made an attempt to forge alliances at four distinct levels, i e, with the body population, with the family, with the community, and with the nation. Furthermore, special care has been taken in selecting the medium best suited for relaying the messages. The study also shows how in the process a particular form gets invested with values usually foreign to it. The study also shows how the government, in a subtle shift from it easier image, has been focusing on the creation of a new visuality of progress which is a fission of tradition and mode

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In: Economic and Political Weekly. - Vol. 35,(2000), No. 8/9, p. 667-675

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