EMPOWERING RURAL YOUTH: A MEDIA STRATEGY FOR FOSTERING ENTREPRENEURSHIP AND TACKLING UNEMPLOYMENT
DOI:
https://doi.org/10.29121/shodhkosh.v3.i2.2022.2703Keywords:
Unemployment, Migration, Youth, Entrepreneurship, Media Strategy, RuralAbstract [English]
This study explores the vital role of media in shaping entrepreneurial awareness and proposes a comprehensive media strategy to bridge the gap between rural youth and entrepreneurship opportunities. In recent days, the term 'unemployment' has become increasingly prevalent, particularly among young graduates in the Southern Districts of Tamil Nadu. The lack of employment opportunities in their hometowns has led them to migrate to urban centers like Chennai and Coimbatore. Promoting entrepreneurship awareness and knowledge is crucial for empowering rural youth to establish their ventures. This study aims to formulate a media strategy that enhances awareness and fosters an entrepreneurial mindset. The findings reveal that while rural youth have a basic awareness of entrepreneurship, there is a lack of in-depth knowledge, particularly regarding skill development and funding schemes. The study explores the media accessing patterns of rural youth, with a focus on preferred platforms such as WhatsApp and YouTube. The media strategy developed aims to leverage these platforms to disseminate entrepreneurship-related information. The study concludes by emphasizing the potential of this strategy to improve awareness, empower rural youth, and contribute to the economic growth of their communities.
References
Alam, Andaleeb. 2019. “Youth Entrepreneurship: Concepts and Evidence.”
Audretsch, David B., James A. Cunningham, Donald F. Kuratko, Erik E. Lehmann, and Matthias Menter. 2019. “Entrepreneurial Ecosystems: Economic, Technological, and Societal Impacts.” The Journal of Technology Transfer 44 (2): 313–25. https://doi.org/10.1007/s10961-018-9690-4. DOI: https://doi.org/10.1007/s10961-018-9690-4
Baran, Stanley J. 2014. Introduction to Mass Communication. Media Literacy and Culture. New York, USA: McGraw-Hill.
DRD. 2020. “About the Ministry | Ministry of Rural Development | Government of India.” 2020. https://rural.nic.in/en/about-us/about-ministry.
Encyclopedia. 2021. “Introduction: Entrepreneurship." Everyday Finance: Economics, Personal Money Management, and Entrepreneurship.” 2021. https://www.encyclopedia.com/finance/encyclopedias-almanacs-transcripts-and-maps/introduction-entrepreneurship.
FAO. 2018. “Guidelines on Defining Rural Areas.” http://www.fao.org/3/ca6392en/ca6392en.pdf.
Hart, L. Gary, Eric H. Larson, and Denise M. Lishner. 2005. “Rural Definitions for Health Policy and Research.” American Journal of Public Health 95 (7): 1149–55. https://doi.org/10.2105/AJPH.2004.042432. DOI: https://doi.org/10.2105/AJPH.2004.042432
Hisrich, Robert, Michael Peters, and Dean Shepherd. 2018. Entrepreneurship. MC GRAW HILL INDIA. http://archive.org/details/entrepreneurship-by-robert-hisrich-michael-peters-dean-shepherd.
ILO. 2017. “Decent Jobs for Rural Youth.” https://www.ilo.org/wcmsp5/groups/public/---ed_emp/documents/article/wcms_582524.pdf.
Issa, Mohamed, and V. Venkatakrishnan. 2013. Rural Entrepreneurship. Illustrated edition. LAP Lambert Academic Publishing.
Malachi Adams. 2017. Mass Media and Communication. New York, USA: Library Press.
MGNCRE. 2019. “MGNCRE | Rural Communication.” 2019. https://www.mgncre.org/R-communication.html.
MRD. 2020. “Entrepreneurial Culture in Rural India | Ministry of Rural Development | Government of India.” 2020. https://rural.nic.in/en/press-release/entrepreneurial-culture-rural-india.
MYAS. 2014. “National Youth Policy 2014.” New Delhi.
Reynolds, Paul, Niels Bosma, Erkko Autio, Steve Hunt, Natalie De Bono, Isabel Servais, Paloma Lopez-Garcia, and Nancy Chin. 2005. “Global Entrepreneurship Monitor: Data Collection Design and Implementation 1998–2003.” Small Business Economics 24 (3): 205–31. https://doi.org/10.1007/s11187-005-1980-1. DOI: https://doi.org/10.1007/s11187-005-1980-1
Shane, Scott, and S. Venkataraman. 2000. “The Promise of Entrepreneurship as a Field of Research.” The Academy of Management Review 25 (1): 217–26. https://doi.org/10.2307/259271. DOI: https://doi.org/10.5465/amr.2000.2791611
Shirley Biagi. 2017. Media/Impact, An Introduction to Mass Media. 12th ed. Boston, USA: Cengage Learning.
UNDESA. 2008. “Definition of Youth.” https://www.un.org/esa/socdev/documents/youth/fact-sheets/youth-definition.pdf.
UNESCO. 2020. “Rural Area.” June 22, 2020. http://uis.unesco.org/en/glossary-term/rural-area.
YWSDD. 2018. “Tamil Nadu State Youth Policy 2018.” Chennai.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 V. Sundararaman, M. Jebakumar
This work is licensed under a Creative Commons Attribution 4.0 International License.
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
