Due to its strong ties to community traditions and customs, traditional media has long been an essential component of rural messaging. Folk music, dances, narrative, puppet performances, and other artistic mediums that speak to the feelings of individuals and personal experiences are all included. Due to their simplicity, affordability, and high level of engagement, these media platforms are a great way to disseminate information and encourage behavioral change, particularly among semi-literate and rural people. The demands of many cultural groups are met by traditional media, which is vital to rural development in India. By presenting messages in recognizable formats and regional languages, it enhances contemporary mass media by making information more palatable and comprehensible. Fairs, folk plays, and traditional dramas are examples of events that provide both entertainment and education, offering insightful information on subjects like social values, health, and agriculture. Events like Rouf in Kashmir or Bhangra in Punjab showcase the cultural diversity of traditional media. Even though conventional media is still important, it confronts obstacles like rivalry from online platforms and a narrow reach. Its influence is increased when combined with contemporary technologies, though. Through this integration, traditional media may take use of the enormity and usability of online assets while maintaining its cultural identity, resulting in a potent communication strategy for environmentally friendly growth.

Keywords: Communication, cultural identity, mass media, community traditions