Understanding Pt. Deendayal Upadhyay philosophy on communication for social development in India

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हमारी राष्ट्रीयता का आधार भारत माता है केवल भारत ही नहीं। माता शब्द हटा दीजिए तो भारत केवल ज़मीन का टुकड़ा मात्र बन कर रह जाएगा। ~ दीनदयाल उपाध्याय

“The basis of our nationality is Mother India, not only India. If you remove the word mother, India will remain just a piece of land.”

Pt. Deendayal Upadhyay emphasizes the significance of the phrase "Mother India" (Bharat Mata) in defining Indian nationality. He conveys that merely saying "India" reduces the country to a geographical entity, devoid of emotional connection and cultural heritage.

By using the word "Mother," Pt. Upadhyay highlights the nurturing, protective, and sacred aspects of the relationship between Indians and their nation. He wishes to convey that this emotional bond is essential to Indian identity and nationalism. In essence, Pt. Upadhyay is emphasizing the importance of patriotism, cultural roots, and emotional connection in defining one's nationality, rather than just a physical space.

Pt. Deendayal Upadhyay was the leader of the Bharatiya Jana Sangh from 1953 to 1968. A profound philosopher, organizer par excellence and a leader who maintained the highest standards of personal integrity, he has been the source of ideological guidance and moral inspiration for the BJP since its inception. His treatise Integral Humanism, which is a critique of both communism and capitalism, provides a holistic alternative perspective for political action and statecraft consistent with the laws of Creation and the universal needs of the human race. (BJP e-library,2017)

Pt. Deen Dayal Upadhyay envisioned a society where every individual had the opportunity to realize their full potential. His philosophy of integral humanism emphasizes the interconnectedness of human beings and the need for a holistic approach to development.

Pt. Upadhyay’s notable works offer a glimpse into his philosophical and political vision. His magnum opus, Ekatma Manav Vaad (also translated as "Integral Humanism"), presents a holistic approach to human development, emphasizing the interconnectedness of individual and societal growth. In “Two Plans: Promises, Performance, Prospects” he critiques India's Five-Year Plans, proposing an alternative development strategy. “Political Diary” provides insight into his thoughts on politics, society, and culture through his personal diary entries. Pt. Upadhyaya’s other works include “Rashtra Jeevan ki Samasyaein” which addresses India's national challenges, and “Bharatiya Arthniti: Vikas ki Disha” which outlines his vision for India's economy within its cultural context. Additionally, “Rashtra Chintan” explores his views on nationalism, patriotism, and the Indian nation-state, while “Devaluation” critiques India's economic policies, particularly the 1966 devaluation of the Indian rupee. Books “Rashtra Jiwan ki Disha” and “Akhand Bharat Kyon” offer valuable insights into Pt. Upadhyay’s thoughts on Indian nationalism, culture, and politics, and are considered important contributions to India's intellectual and political discourse.

Let’s study the application of Pt. Deen Dayal Upadhyay philosophy on communication for social development in India.

Gram Swaraj and Participatory Communication

Gram Swaraj, or village self-rule, is a concept that emphasizes the importance of decentralization and community participation in decision-making. This approach recognizes that local communities are best equipped to identify and address their unique challenges, and that their active participation is essential for sustainable development. Effective communication is critical to the success of Gram Swaraj, as it enables communities to actively participate in development processes and decision-making. Participatory communication involves the active involvement of all stakeholders in the communication process, ensuring that everyone's voice is heard and valued. This approach recognizes that communication is a two-way process, and that all stakeholders have valuable insights and perspectives to contribute. In the Indian context, participatory communication can be achieved through the use of community radio, village councils, and other local communication platforms. When local communities are actively involved in decision-making, they are more likely to take ownership of development initiatives and work towards their successful implementation. Participatory communication also helps to build trust and foster collaboration among stakeholders, which is critical for addressing complex development challenges.

Antyodaya and Inclusive Communication

Antyodaya, or the upliftment of the last person, is a concept that emphasizes the importance of reaching the most marginalized sections of society. This approach recognizes that social and economic development cannot be achieved without addressing the needs and concerns of the most vulnerable populations. Inclusive communication is a critical component of Antyodaya, as it involves designing communication strategies that take into account the needs and perspectives of all stakeholders, including those who are often marginalized or excluded. Inclusive communication can be achieved through the use of local languages, culturally sensitive messaging, and accessible communication channels. For instance, using local languages in communication campaigns can help to ensure that messages are understood and resonated with by the target audience. Similarly, culturally sensitive messaging can help to avoid cultural insensitivities and ensure that messages are relevant and effective.

Ekatma Manav Darshan and Communal Harmony

Ekatma Manav Darshan, or the integral humanism framework, emphasizes the interconnectedness of human beings and the need for a holistic approach to development. This approach recognizes that human beings are not isolated entities, but are part of a larger web of relationships that shape their identities, values, and behaviors. Communication can play a critical role in promoting communal harmony by bridging social divides and fostering interfaith dialogue.  In India, where diverse communities coexist, promoting communal harmony is essential for building a cohesive and inclusive society. Communication strategies can be designed to promote communal harmony by emphasizing shared values and promoting mutual understanding and respect. For instance, communication campaigns can highlight the importance of tolerance, empathy, and cooperation in promoting social cohesion.

Swadeshi and Sustainable Communication

Swadeshi, or self-reliance, is a concept that emphasizes the importance of indigenous knowledge systems and local languages in developing culturally appropriate and sustainable communication models. This approach recognizes that local communities have unique knowledge systems, languages, and cultural practices that are essential for developing effective and sustainable communication strategies. Sustainable communication involves designing communication strategies that are environmentally friendly, socially responsible, and economically viable. In India, where diverse local languages and indigenous knowledge systems exist, sustainable communication can be achieved through the use of local languages, indigenous knowledge systems, and environmentally friendly communication channels. For instance, using local languages in communication campaigns can help to ensure that messages are understood and resonated with by the target audience. Similarly, incorporating indigenous knowledge systems into communication strategies can help to promote cultural sensitivity and relevance. This can involve using a range of communication channels, including social media, community radio, and interpersonal communication, to reach diverse audiences.

Communication for Social Change

Communication can play a critical role in driving positive social transformation by raising awareness about critical social issues, mobilizing public opinion, and advocating for policy changes. Effective communication strategies can help to challenge dominant narratives, promote alternative perspectives, and empower marginalized communities. In India, communication strategies can be designed to promote social change by emphasizing the importance of social justice, equality, and human rights. Communication strategies must be designed to take into account the diverse needs and perspectives of different stakeholders, including marginalized communities, policymakers, and the general public. Communication for social change can be achieved through a range of strategies, including social media campaigns, community radio programs, and interpersonal communication initiatives.  For instance, social media campaigns can be used to raise awareness about critical social issues, such as gender-based violence and caste-based discrimination. Community radio programs can be used to promote alternative perspectives and empower marginalized communities. Interpersonal communication initiatives can be used to mobilize public opinion and advocate for policy changes.

To promote communication for social change, communication practitioners must work together to develop innovative communication strategies that take into account the diverse needs and perspectives of different stakeholders. This can involve using a range of communication channels, including social media, community radio, and interpersonal communication, to reach diverse audiences. Additionally, communication strategies must be designed to promote social justice, equality, and human rights, and by designing communication strategies that take into account the diverse needs and perspectives of different stakeholders, we can work towards creating a more just and equitable society.

To conclude, Pt. Deen Dayal Upadhyay ji’s philosophy on communication for social development offers valuable insights for fostering inclusive and equitable communication strategies in India. By applying the principles of integral humanism, Gram Swaraj, Antyodaya, Ekatma Manav Darshan, and Swadeshi, communication practitioners can design effective communication strategies that promote social change, communal harmony, and sustainable development. As India continues to navigate the complexities of social development, Pt. Upadhyay’s philosophy offers a valuable framework for communication practitioners, and policymakers. By embracing the principles of integral humanism and applying them to communication for social development, India can move closer to achieving its goals of social justice, equality, and human rights. Ultimately, the success of communication for social development in India will depend on the ability of communication practitioners to design and implement effective communication strategies that take into account the diverse needs and perspectives of all stakeholders. By drawing on the wisdom of Pt. Deen Dayal Upadhyay’s philosophy, communication practitioners can play a critical role in promoting social change and fostering a more just and equitable society in India.

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