AcriticalanalysisofDigitalmediaasapowerfultoolforraisingawarenessofthe Swachh Bharat Abhiyaan
Year: 2024
Type: article
Abstract: The Government of India started the Swachh Bharat Abhiyaan (Clean India Mission) in 2014, with the goal of achieving universal sanitation coverage and eliminating open defecation by 2019. Digital media has been essential in generating awareness and promoting the campaign's objectives. This critical research investigates the complex impact of digital media, including social media platforms, mobile applications, websites, and online campaigns, on information dissemination and public engagement. The Swachh Bharat Abhiyaan has successfully motivated citizens, created community participation, and influenced behavioural change toward cleanliness and hygiene practices by harnessing digital media's broad reach and participatory nature. The study looks at a variety of digital initiatives, including the Swachh Bharat smartphone app, which allows users to report sanitation issues, as well as the widespread use of social media hashtags and viral campaigns to promote crucial messages. The report also emphasizes the problems encountered, such as the digital divide, misinformation, and the necessity for ongoing participation to maintain momentum. Furthermore, it evaluates the impact of digital influencers, governmental and non-governmental organizations, and celebrity endorsements on the campaign's reach. This paper emphasizes the necessity of an integrated digital approach in public health campaigns by providing a thorough analysis of digital media techniques and their outcomes. It finds that, while digital media has greatly aided in raising awareness and encouraging public participation in the Swachh Bharat Abhiyaan, continuing innovation and inclusivity in digital outreach are critical for accomplishing long-term objectives.
Author: Mr. Sumit Kumar Rohit
Language: English
Subfield: Health
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405913154