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(GIST OF YOJANA) Antyodaya and Mass Media

(APRIL-2023)

Antyodaya signifies to the concept of uplifting the last person in society.
Antyodaya was a concept that was based on the philosophy of integral humanism. While it was not coined by Deen Dayal Upadhyay, the proliferation of its popularity had him playing an integral role. He stressed Antyodaya to target the extreme poverty that lingered in India during and after the independence.
The concept of Antyodaya emphasises the need for social and economic development to reach the poorest and most marginalised people in society. In other words, it is a philosophy that emphasises the welfare of the weakest section of society.
Mass media, on the other hand, refers to the means of communication that reaches a large number of people at the same time. It includes newspapers, magazines, radio, television, and the Internet. The mass media plays an important role in shaping public opinion, educating the masses, and disseminating information to the masses.

The relationship between Antyodaya and mass media is quite significant. The mass media can be an effective tool for promoting the concept of Antyodaya. The media can create awareness about the problems faced by the poor and marginalised section of society, and highlight the need for their upliftment.
The media can also bring to light the initiatives taken by the government and non-governmental organisations to promote the welfare of the poorest sections of society.
One of the key roles of mass media in promoting Antyodaya is to create awareness among the masses. Through various media platforms, the message of Antyodaya can be communicated to a large audience.
The media can highlight the need for social and economic development that benefits the poorest and most marginalised sections of society.
The media can also play a crucial role in educating people about the issues faced by the poor and marginalised sections of society. By highlighting their problems, the media can sensitise people to their plight and encourage them to take action to support their cause.
It can act as a watchdog and hold those in power accountable for their actions. By exposing corruption and malpractice, the media can create pressure on the government and other organisations to take action to promote the welfare of the poorest sections of society.