REVITALISING RURAL DEVELOPMENT: EVALUATING THE USE OF SOCIAL MEDIA COMMUNICATION IN STRENGTHENING SELF-HELP GROUPS IN WAYANAD DISTRICT

Jobin  Joy

doi:10.29121/ShodhVichar.v2.i1.2026.81

Authors

Dr. Jobin Joy Assistant Professor, Journalism and Mass Communication Pazhassiraja College, Pulpally, Wayanad, Kerala, India Author

DOI:

https://doi.org/10.29121/ShodhVichar.v2.i1.2026.81

Keywords:

Development Communication, Social Media, Self-Help Groups, Rural Development, Digital Literacy

Abstract

This research evaluates the use of social media communication in strengthening self-help groups (SHGs) and promoting rural development in Wayanad district of Kerala, India. Using a quantitative research design with a sample of 100 SHG members, the study examined three core dimensions: (1) how social media improves SHGs' organisational capacity, (2) its influence on member involvement in rural development activities, and (3) its role in enhancing the durability and scalability of rural development initiatives. Findings reveal that social media communication — with WhatsApp as the dominant platform — significantly improves communication channels, coordination, knowledge dissemination, and member engagement. The study identifies key challenges including connectivity limitations, lack of digital literacy, and restricted device access. Policy recommendations include digital literacy training, improved internet infrastructure, and device provisioning to maximise the benefits of social media for rural empowerment.

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