Rural Development is not a 'gift' given by our administrators to the people. It was to be seen as a major transformation of rural society, which not only ensures that everybody "has basic necessities of life, but that decision making process in society is generally participatory. The impact of Mass Media on socio-economic de-velopment has, therefore, not received as much attention among social scientists as other means of development. Mass Media have been considered as potential agencies for the development of people. Further, television and radio have the power to overcome the literacy barrier and hence their interaction with the illiterates may be higher. Consequently, Mass Media are very suitable in�struments for the rapid development of underdeveloped countries like India, where material resources are in short supply and edu�cation of people low.

About the Author

M. Krishnamoorthi, Ph.D Research Scholar and Dr. A.Abdul Raheem, Associate Professor, Dept of Economics, The New College (Autonomous), Chennai-14. Both have published several articles in reputed national and international journals/Books.

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