Success Stories in Co-operatives: Need for a Strong Media Approach

According to the author, "Success is the yardstick of this highly competitive era and people's psychology is moulded by this factor." He points out that media is "generally politically oriented" and therefore there is focus on sharing stories that appeal to the masses. This occurs while "the stories of people who have worked hard to improve their environment is [sic] totally neglected." Consequently, the author asserts that development journals have trouble competing in commercial media.

The article states that the co-operative sector in recent years has emerged as "a formidable sector of the Indian economy." Co-operative education field projects are helping people to begin self-sustaining economic activities yet the media tells stories that highlight cases of "mismanagement" and "scandals." The author suggests that it is time for co-operative success stories be told and that one way this can occur is for co-operative organisations to pool their resources and become oriented in a "coordinated and unified" approach.

The author offers a number of suggestions for how co-operatives can make an impact in the media:

• use "images" which are attributed to people's perception of success.
• include contributions from the "commoners" not just successful co-operators.
• a success of even a small degree can have a powerful impact.
• use "visuals" in order to create a big impact.
• co-operator staff should take courses in journalism to develop skills for writing success stories.
• stories should be about relating achievements rather than descriptive in style.

The author suggests that the main stream media can be channeled if the co-operative editorial staff help focus attention on success stories rather than controversial issues. In terms of electronic media the author points out that there is "excessive" emphasis on politics and entertainment" but that they do seek out developmental stories. He suggests that radio and the internet are also important tools to use in relaying success stories to the masses.

In conclusion the author states "The 21st century belongs to media and its strong linkages with [sic] co-operative sector is the precondition for its ultimate success."

Contact: Sanjay Verma sanjayverma422@hotmail.com