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Krishna Sankar kusuma,
Assistant Professor, Department of Social Communication,
Centre for Development Education and Communication (CEDEC),
3-chandrasekhapar pur, National Institute of Social Work and Social Sciences,
Bhubaneswar, Orissa .Pin: 751023 Ph(.0674)-300135,300052, Fax:91-0674-300963.

Topic: IPR protection for ICE technologies and open source approach.

Human right is nothing but information. It is only through communication that people become aware and educated about their rights. Sharing the information is sharing the knowledge. Freedoms of information and human rights have become issues of the world concern at approximately the same time-for the freedom to know and to communicate constitutes a vital human right.

There is a need for social mobilization that is to systematically develop networks of people, state agencies and community organizations for promotion of IPR.

Need for more participatory rather than welfare or service programs. This requires well-planned information, communication and education (ICE) strategies with a holistic and multisided approach .Armed with new knowledge of their existential situation the people could then come up with social action plans to liberate them from their dependent and exploited status. My paper deals with the need for ICE for IPR protection and tool for awareness campaign.

The purpose of communication is to inform, educate, to create awareness, to sensitize, to motivate for action. Communication should performing true function – “communicare”.  I would like to focus on the role of development Communicator in designing messages for popularizing the IPR through different kinds of media like folk, tribal, oral, visual (poster, Documentary) leaflets, pamphlets, news letters, song, drama, jatra e.t.c as whole to make it a democratic communication approach.

Interpersonal Communication consists of a face to face exchange between two or more individuals. The message flow is from one to one and few individuals, feedback is immediate and usually plentiful, and the messages are often relatively high in socio-emotional content.

In Participatory communication, Concentization method is oriented to bringing the individual to critical reflection about his own living conditions whereby he breaks through his critique free adoption-‘the culture of silence’ and actively participates in a historical process. More liberating type of communication education that would contain more dialogue and would be both receivers centered and conscious of social structure can be provided through ICE keeping in view of well planned IPR awareness campaign. Participation and participatory communication are integral part of development of democratic society.

In Community Action Approach people are made aware of their needs and are helped to mobilize and organize them into groups to participate in the process of improving their quality of life ultimately leading to long term objectives of development.  Diffusion of  IPR education among people towards a holistic community action.

Interactive technologies of communication are at the heart of the communication revolution that is occurring in India. Social values policies, and religion may help shape the nature of technologies. The “social construction of technology is the process through which people give meaning to a new technology by discussing it among themselves. So apart from ICE   I would like to through some light on  New information and communication technologies (ICT) . In India States like Andhrapradesh, karnataka are using and implementing so vastly.  So I would like to present a probe into these new technologies how far they can be useful in IPR protection and empowerment of local knowledge.

Social marketing is a development support communication model. It deals with the messages of public interest such as social change, political ideas, economic policies, development programs etc.

Social marketing is an important part of Indian public policy whether that policy is related to communication, family welfare, education, health, environment or national integration. How best we can use the social marketing model regarding IPR campaigns?


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