Communicating immunisation - The mass media strategies

In this study an attempt has been made to examine the mass media strategies of the government of India in communicating immunisation. By structuring m essages in a particular way, the government has made an attempt to forge al liances at four distinct levels, i.e, with the body population, with the fa mily, with the community, anl with the nation. Furthermore, special care ha s been taken in selecting the medium best suited for relaying the messages. The study also shows how in the process a particular form gets invested wit h values usually foreign to it. The study also shows how the government in a subtle shift from its easier image, has been focusing on the creation of a new visuality of progress which is a fission of tradition and modernity.