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Media plays a major role in development communication. With the advent of the internet, there have been enormous changes in consumption of information. The paper will look into the government initiatives on e-services and analyse the impact of the same on the target audience along with the government’s usage of the internet.
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Authors Ms Usha Nandini.S: Faculty, Department of Public Relations, Stella Maris College, Chennai Email: ushanandini1229@gmail.com Ph: 9790703376 Ms.VR.Ranganayaki: II M.A Public Relations, Stella Maris College, Chennai Email: aishwaryaramnathan@gmail.com Ph: 9500984849
Abstract Media plays a major role in development communication. With the advent of the internet, there have been enormous changes in consumption of information. The paper will look into the government initiatives on e-services and analyse the impact of the same on the target audience along with the government’s usage of the internet. The year 2014 witnessed a splurge in internet usage in the country following the general elections. According to ‘ourdataourselves’ survey 2014’, there were about 243 million internet users, 114 Facebook users and 33 million Twitter users in the country. Since then, the Government has been using new media to communicate initiatives like Digital India, BHIM, mPassport seva, Umang, Online RTI and Swachh Bharath Abhiyaan. India is also focusing on providing Internet facilities in public places (railway stations, roads) to give wider accessibility. The study will aim at understanding the role of internet in information dissemination to the general public and focus on the e-services provided by the Government of India. A quantitative analysis will be performed to study the reach of government services over the internet and the harnessing impact it creates. The target audience will be internet users that are 18 years and above as they have more accessibility and understanding of the services. Keywords : Internet, Government communication, Apps, Developmental communication, E- services, Wi-Fi.
services to flourish further in future. E-services by private organisations have become successful in the country. Indian Government was the first entity that optimised the usage of internet for easier and effective administration in the year 2015 under the campaign named ‘ Digital India’ aimed at providing overall facility to the citizens of India through internet. Government is a complex business considering the vastness and diversity in operations and also because India is a fast developing country, there is an unrelenting need for new technologies intervention to instrument aspiring governance plans. This paved way for development of E-Governance, for accountable and prompt services to the citizens of the country. The history of Government services dates back to 1990s, when it started using internet, an infrastructure enabling the delivery of government e-services to the citizens. When Government provides services electronically it is called as ‘E-Governance’. In the year 2000, Government of India Leveraged the IT Act which gave boost to E-governance in India under which government introduced Digital signatures , Electronic Gazettes and Digital documentation. Some E- Government initiatives by the Indian government includes ‘ The Gyandoot Centres’ – an Intranet- enabled community; ‘ The Lokvani centre’ - digitally enabled grievance redressal facility in Uttar Pradesh district ,administration of Sitapur. After Prime Minister Narendra modi took over the office in the year 2014, the E-governance gained a new momentum under the campaign ‘ Digital India’. Focus on Digital India: India witnessed a revolution in the year 2015 in terms of governance and service delivery when Prime Minister Narendra Modi, after a thought-out research, launched the Digital India
Digital India has web portals and applications that are utilized by the citizens for various purposes including health, education, agriculture, trade and commerce and travel and tourism as well. The government also has enabled efficient wi-fi services in public places, as well as e-services through Kiosks like ‘Akshaya Kendras’ as a part of the campaign. The emergence of the campaign has generated considerable employment opportunities to youngsters and aspirants all over the country, in a way contributing to an inclusive economy. Some of the flagship E-services of Digital India provided, important sectors wise include: Education - SWAYAM - One of the prominent E-services provided by the government is SWAYAM, a programme by the Ministry of Human resource and development that provides online courses from best of professors in the country, providing quality education. Travel - IRCTC - It is an Application by Ministry of Railways that has been used by citizens to book train and flight tickets. IRCTC app also has e-wallets to ensure faster online payments. Agriculture - Government has provided several applications to facilitate farmers and improve their sales. Kisan Suvidha is an app that is specifically designed for farmers of the country to get updates on weather, market prices, plant protection and other relevant information.
Banking - BHIM (Bharat Interface for Money) – The app is provided by the government for an easy and quicker fund transfer and also to request money through the same app. This is a cashless India initiative. Health – M-health - The government has brought in m-health app that aims in providing health related information to the citizens. Despite the digital developments in a variety of sectors, there are few more like mKavach app that tries to protect the data of android users and it also helps in blocking unnecessary numbers. India is aiming at universal access of internet by 2022 for which the government has planned to improve the infrastructure for the same by installing 2 million Wi-fi hotspots in public places .It has been rolled out in segments and already in people intensive places like Railway station, Airports, etc., Factors affecting e-governance: The acceptance of citizens in a democratic country to trust and avail the services online is the first step towards the success of the initiative. The second most important factor for E-Governance is accessibility. People should have access to the internet services. E-governance will gain a rapid momentum only if internet gets universal access from the Indian Citizens. Affordability is another key factor that plays a major role in accessibility .Since internet facility provided is not free of cost it might not reach the whole expanse of population and it will affect the reach and efficiency.
requires personal data of the users and availing E-services can almost compromise the personal data of citizens at international level. Government could bring in proper data protection plan to citizens so they feel safe and secure to use the product/service. Data protection of consumers should be made mandatory. Another aspect of E-governance is the growing agencies attached with E-governance. There are agents who help the citizens and acquire commissions for the work as middle- men. It begins from booking Tatkal tickets , to applying for passport, visa and other booking related apps. This adds up to the cost of the citizens’ .This can be avoided by providing digital literacy to the general public. Digital literacy in India should be made mandatory to improve awareness and usage among the general public. This generation is called the Generation C as it refers to “ connection ”. E-governance is a huge step that aims at saving time, money and also aims at improving efficiency of the existing services but on the other hand infrastructure and awareness plays a huge role in making ‘Digital India’ a successful one. Methodology: To support and prove the objectives of the study, a Quantitative method of research was carried out by the researcher. To ascertain the awareness levels of people about the E-services offered by the Government of India, a survey was conducted with 100 respondents from the age group of 18 and above, both female and male who have access to internet. A set of 10 questions were asked pertaining to the application and government e-services that are used by them and their feedback on the same. The survey also aimed at understanding the reach, knowledge, usage of electronic services provided by the government to its citizens. The participants were an assortment of students, general people and business professionals like doctors, teachers, entrepreneurs and the like. The research produced some important facts like the percentage of people who are aware of the services and use them every day and also their perception and feedback towards the change.
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