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Mainstreaming Indian Health Communication

3 comments

India: Mainstreaming Health Communication

In his blog "Public Health Communication has to be 'Mainstream", Anshuman Rawat argues that "when it comes to catching eyeballs, the catchy promotions of, for example, private label herbal supplements beat hollow the rather ritualistic promotions of healthcare initiatives by our government".

He then goes onto outline the key, required elements, for "mainstreaming" health communication in India in order to further advance the overall health status of the Indian people. 

On review of Anshuman's analysis and ideas do you agree, disagree or have other ideas for creating  more effective health communication in India? 

Comments

Submitted by Sheeva Dubey on Tue, 08/30/2016 - 17:20 Permalink

Re: Mainstreaming Health Communication in India

Very well written. I also believe that for any health program to succeed, its implementation at the grassroots also has to be equally good. Polio drops were well availed and publicised heavily at the grassroots, in addition to the Mr. Bachchan's endorsements. I am curious to know what you think of Swachh Bharat Mission. The recent television commercial featuring Kangana Ranaut comes to my mind.

Submitted by Anshuman on Tue, 08/30/2016 - 21:21 Permalink

Re: India: Mainstreaming Health Communication  - Response to comment by Sheeva Dubey

Thanks for the comment! Yes, I absolutely agree with you. Communication, after all, is just that - and can't really work in vacuum. If there is no apparatus to carry out the talk, no program anywhere can ever walk. It takes government's initiative, people's acceptance, and the toiling of thousands and thousands of volunteers, doctors and service providers to make such things possible. 

As for Swachh Bharat Mission, I believe it is an infinitely bigger program than Pulse Polio - especially in the Indian context. There is no set 'system' that can make it work. It is up to us people to make it successful. There can be penalties for littering etc - or other legal measures - but that too looks implausible currently in a nation that currently has 30 million pending court cases. In other words, neither PM Modi nor his successor is going to see the fruits of the program in their lifetime. But it is, in my opinion, one of the most noble programs ever initiated by any government in India. But it would require a few decades of Kangana Ranaut type of programs to make a difference. Btw, I believe the Vidya Balan campaign about toilets too is an indirect part of Swachh Bharat Mission.

Have a good one ahead!

Kind Regards,
Anshuman

India: Mainstreaming Health Communication - Sheeva replies to Anshuman

I see your point. Yes, the two campaigns are surely connected. As a communication student, I just don't see much sense in the advertisement featuring Kangana.

First of all, it derives from higher Hindu caste discourse of Goddess Laxmi, with which many Indians may not identify or connect. It smells of Brahminism, which can still be accepted at some level because that is how this government works.

Secondly, it appeals to the capitalist/neoliberal want of accumulating more money, the want is unending. Goddess Laxmi is there to give you that (we have been capitalist way before the West), she is just asking for some cleanliness at your place. This is still acceptable because after all that is what everyone wants these days.

The most problematic idea promoted by the advertisement is that only my place should be clean for me to get rich, it is okay if I dump my trash at my neighbor's door. Therefore, while people may strive hard to keep their homes and surroundings clean, who will take the responsibility of public places? I have seen this all my life, neighbors dumping the trash across the road because it does not matter how dirty the other side of the road is.

Moreover, the people who clean India on a daily basis remain missing from the campaign.

Swachh Bharat Mission has a long way to go, it definitely needs to come above such myopic ideas of cleanliness and get more inclusive.

While I say this, I do understand that the perspective of your article is a more macro one.