Demonstration approach in awareness creation on superstition – A case study from Tamil Nadu

Superstitions based on fear, religious rituals and customs have been severely affecting people in different ways by wasting their time, money and even leading to the loss of their lives. However, the scientific culture does not accept these types of negative behaviour. Various associations and organizations are trying to minimize the existence and following of superstitions in the world and even possibly eradicate it through different communication approaches. This paper analyses the effectiveness of the demonstration approach used by the Dravidian organization towards awareness creation on superstitions in Tamil Nadu. Methodologies adopted are observation, survey and in-depth interview. The outcome shows that the demonstration techniques are better crafted and have all the necessary components and are effective among the people. It has created awareness, has a good impact among the people and has instigated the people's thinking process. This study deals with the relationship between media and social change by field research, suggests that these demonstrations may be replicated and widely disseminated through popular mass media, so that the benefits extend to a larger audience.