Jagannath University Journal of Social Sciences, Vol. 1, No. 1-2, 2013, pp.

43-55

BwZevPK mvgvwRK cwieZ©b I MYgva¨g: GKwU f~wgKv‡Kw›`ªK ch©v‡jvPbv

W. †n‡jbv †di‡`Šmx
Aa¨vcK, MY‡hvMv‡hvM I mvsevw`KZv wefvM, RMbœv_ wek¦we`¨vjq, XvKv
†gv. Avkivdzj Avjg
cÖfvlK, MY‡hvMv‡hvM I mvsevw`KZv wefvM, RMbœv_ wek¦we`¨vjq, XvKv

Abstract: Communication scholars agree that mass media is a

significant force in modern society as the main channel of
communication. They have often discussed how much change the
media can bring in the structural levels of society as well as in the
psychological levels of audience, i.e. knowledge, attitude, perception
and so on. This article aims to analyse the role of mass media in social
change and the influence it has on social processes and issues. Based
on various research findings and within the framework of conceptions
of media as an agent of mass mobilization and a mediator of
government and the people, the article presents a review about the
past and present contributions of mass media in different nations
including third world countries. It concludes with an urge to use it
positively to eliminate poverty, uplift cultural values, and lit education
light as it has that unique strength in changing society and its people
all over the world.

f~wgKv
MYgva¨g AvaywbK mgv‡Ri GKwU Acwinvh© Ask| mgv‡Ri DcwiKvVv‡gv, AeKvVv‡gv wKsev gvbexq
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we‡bv`bmn bvbvagx© Pvwn`v †gUvq MYgva¨g| MYgva¨g RbMY‡K cÖfvweZ K‡i, wewfbœ wel‡q m‡PZb K‡i
Ges ¯^cœ †`Lvq| MYgvbyl Zv‡`i hvwcZ Rxe‡bi wewfbœ w`K wb‡`©kbv cvq MYgva¨‡gi KvQ †_‡K|
mvgvwRK Rxe‡bi bvbv mgm¨v †gvKv‡ejvq MYgva¨g mn‡hvMx nvwZqvi wn‡m‡e KvR K‡i| mgvR †_‡K
¶zav, `vwi`ª¨, Kzms¯‥vi, AÁZv I •elg¨ `~ixKi‡Y MYgva¨g KvR K‡i| wewfbœ M‡elYvq †`Lv hvq,
MYgva¨g we‡kl K‡i †iwWI, †Uwjwfkb I msev`c‡Îi f~wgKvi Kvi‡Y Drcv`b e„w×, cï cvjb, K…wl
DcKiY e¨envi, wewfbœ †ivM cÖwZ‡iva, wkï cwiPh©v, cwievi cwiKíbvi wewfbœ Z_¨ msMÖn, wk¶v Kvh©µg
cwiPvjbvmn bvbv wel‡q mgv‡R BwZevPK cwieZ©b G‡m‡Q| m¤cÖwZ B›Uvi‡bU gva¨gI ivóªhš¿ I
cÖkvm‡b cwieZ©bmn wewfbœ cwieZ©b Avbq‡b e¨vcK f~wgKv cvjb K‡i‡Q| wewfbœ Bm¨y‡Z cÖPviYv Pvjv‡Z,
RbMY‡K m‡PZb Ki‡Z B›Uvi‡bU gva¨‡g eøM, †dmeyK, UzBUvi, gvB‡ùmmn wewfbœ I‡qe‡cR e¨eüZ
n‡”Q| mewgwj‡q mvgvwRK cwieZ©‡b MYgva¨g Kx ai‡bi f~wgKv cvjb K‡i Zv LwZ‡q †`Lvi †Póv Kiv
n‡q‡Q Av‡jvP¨ wbeÜwU‡Z|
eZ©gvb we‡k¦ cÖwZwU AMÖmigvb (cywRuev`x) mgv‡R A_©bxwZi ea©bkxj LvZ wn‡m‡e `uvwo‡q‡Q
44 Jagannath University Journal of Social Sciences

MYgva¨g wkí (Kellner, 2009)| MYgva¨g ev MY‡hvMv‡hv‡Mi GK GKwU aib (†iwWI, †Uwjwfkb,
msev`cÎ, B›Uvi‡bU BZ¨vw`) ïay A_©‣bwZKfv‡eB bq, mgvR KvVv‡gvi mvgvwRK I mvs¯‥…wZK †dvm©I
e‡U (McQuail, 2002)| ivóª cwiPvjbvq mn‡hvwMZv Kiv †_‡K ïiæ K‡i e¨w³ gvbwmKZvi DbœqbÑ
me©ÎB MYgva¨‡gi cÖfve i‡q‡Q| mvivwe‡k¦i mvgwMÖK aviYv •Zwi‡Z MYgva¨g cÖZ¨¶ I c‡iv¶ f~wgKv
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myL-`ytL, nvwm-Kvbœv, Avb›`-†e`bvi K_v; Zz‡j Avbv nq mgvR, mf¨Zv, ivRbxwZ, A_©bxwZ, ms¯¯‥…wZ,
BwZnvm, msMÖvg BZ¨vw` bvbv welq| MYgva¨g Avgv‡`i Rxeb I wPšÍv‡K cÖfvweZ K‡i| MYgva¨‡gi Z_¨
wb‡q Avgiv AeaviYMZ RM‡Zi ev¯ÍeZv wbiæcb Kwi Ges ev¯ÍeZv‡K wbg©vY Kwi (Graber, 1988)|
KL‡bvev mvgvwRK, ivR‣bwZK ev A_©‣bwZK †¶‡Î ¶gZvevb, cÖfvekvjx I GwjU †kªwYi e³e¨ I
Av`k©‡K MYgvby‡li Kv‡Q †cu․‡Q †`Iqvi evnb wn‡m‡eI KvR K‡i MYgva¨g (Rivers, 1966)|
Avevi MYgva¨g Zvi wewfbœ Av‡aq Øviv RbMY‡K m‡PZb K‡i, mRvM K‡i I RvMÖZ K‡i
(Dominick, 2009)| MYgva¨g `k©K-†kªvZv-cvV‡Ki wfbœ wfbœ Pvwn`v c~iY K‡i (Severin &
Tankard, 1988)| mKj cÖwZeÜKZv‡K †cQ‡b †d‡j MYgvbyl‡K GwM‡q hvevi ¯^cœ †`Lvq|
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AvaywbK mgv‡R MYgva¨‡gi ¸iæZ¡

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(Bmjvg, 1996)| Avi cÖwZwbqZ Z_¨ Rvbv‡bvi KvRwU Ki‡Q MYgva¨g| MY‡hvMv‡hv‡Mi Ab¨Zg kvLv
mvsevw`KZvi Kj¨v‡Y mvivwek¦‡K Kw¤úDUvi ev wUwfi c`©vq †`Lvi my‡hvM wg‡j‡Q| NUbvi Zvr¶wYK
weeiY Rvbvmn †Uwjwfkb P¨v‡b‡j D‡V Avm‡Q jvBf wPÎ| mvsevw`KZv‡K ZvB ejv nq ÔDB‡Ûv Uz `¨v
Iqvì©Õ (Herbert, 2001)| Z‡e msev`gva¨g¸‡jv ïay NUbvi msw¶ß weeiY Zz‡j aivi g‡a¨B mxgve×
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mvsevw`Kiv †`‡ki mvaviY gvbyl I iv‡óªi g‡a¨ †gwW‡qUi ev gva¨g wn‡m‡e KvR K‡i| MYgvby‡li Avkv-
AvKv•Lv I Pvwn`vi ewntcÖKvk mvsevw`K‡`i gva¨‡g bxwZ wba©viK‡`i Kv‡Q †cu․Qvq| Zviv bZzb bZzb
aviYv I welq gvby‡li mvg‡b nvwRi K‡i| MYgva¨gKg©xiv ZvB mgv‡Ri wk¶K I MvBW wn‡m‡eI KvR
K‡i (Kunczik, 1988)| Zviv mgv‡Ri Iwcwbqb wjWvi ev gZvgZ wbg©vZvI e‡U| mgv‡Ri MwZaviv
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mvsevw`Kiv RbMY I bxwZ wba©vibx GwjU‡`i (ivRbxwZK, bxwZ wba©viK, Avgjv, weÁvbx) g‡a¨
ga¨¯
ZvKvix wn‡m‡e KvR K‡i (http://www.absoluteastronomy.com/topics/Journalism)|
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†`Lvi Ges covi e¨e¯
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me©Î| wjcg¨vb ZvB iv‡óªi ¸iæZ¡c~Y© GKwU ¯Í¤¢ wn‡m‡e †`‡Lb MYgva¨g‡K|
MYgva¨g Avgv‡`i Z_¨ †`q, we‡bvw`Z K‡i, cÖfvweZ K‡i Ges wkw¶Z K‡i| cvkvcvwk †Kvb
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fve‡Z n‡e Ges Kxfv‡e fve‡Z n‡e ZvI e‡j †`q (McCombs & Shaw, 1972)| Avgv‡`i
BwZevPK mvgvwRK cwieZ©b I MYgva¨g: GKwU f~wgKv‡Kw›`ªK ch©v‡jvPbv 45

g~j¨‡eva MVb I cwieZ©b, e¨w³i Kvw•LZ AvPiY Kx n‡e Zv wba©vi‡Y MYgva¨g Zvrch©c~Y© f~wgKv iv‡L|
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mvgvwRK cwieZ©b I MYgva¨‡gi f~wgKv

mvgvwRK cwieZ©b‡K mvgvwRK Dbœqb wn‡m‡eI AwfwnZ Kiv nq| mvgvwRK cwieZ©b ej‡Z mvgvwRK
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AeKvVv‡gv wKsev gvbexq AvPi‡Yi †¶‡Î| mvgvwRK cwieZ©b gv‡b A_©bxwZ, ivRbxwZ, wk¶v, cÖhyw³,
ivóª, Av`vjZ, GKBm‡½ Avgv‡`i wek¦vm, g~j¨‡eva, AvPiY I `„wófw½mn mKj cÖwZôv‡bi AeqeMZ I
AšÍ©MZ cwieZ©b| mvgvwRK cwieZ©b ej‡Z DBwKwcwWqv AbjvBb Awfav‡b ejv n‡q‡Q- ‘Social
change refers to an alteration in the social order of a social group or society; a
change in the nature, social institutions, social behaviours or social relations of a
society’ (en.wikipedia.org/wiki/Social_change)| mvgvwRK cwieZ©b ej‡Z Ab¨Î ejv
n‡q‡Q- ‘Social change, in sociology, the alteration of mechanisms within the social
structure, characterized by changes in cultural symbols, rules of behaviour, social
organizations, or value systems’ (www.britannica.com)|
wesk kZvãxi cÂv‡ki `k‡K †hvMv‡hvMwe` W¨vwb‡qj jvb©vi MYgva¨g‡K mgvR cwieZ©‡bi cÖavb
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†_‡K gy³ K‡i Hk¦h©gq AvaywbK Rxe‡bi w`‡K AMÖmi n‡Z D×z× K‡i| jvb©vi g‡b K‡ib, Dbœq‡b
MYgva¨‡gi cÖZ¨¶ f~wgKv i‡q‡Q| MYgva¨g Z_¨ mieiv‡ni gva¨‡g gvbwmK MwZkxjZv evovq| GB
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ÔgwewjwU gvwëcøvqviÕ (Lerner, 1958)| †hvMv‡hvM we‡klÁ DBjevi kª¨vgI g‡b K‡ib, MYgva¨g e¨w³
gvby‡li mvg‡b bZzb wPšÍv I AwfÁZv Dcw¯
Z K‡i| bZzb welq, e¨w³Z¡ Ges mgm¨vi cÖwZ gvby‡li `„wó
AvKl©Y Ki‡Z cv‡i MYgva¨g| hvi ga¨ w`‡q gvby‡li g‡bvfv‡ei cwieZ©b nq| •Zwi nq bZzb g~j¨‡eva
I iæwP (Bmjvg, 2004)| mvgvwRK cÖwZôvb wn‡m‡e MYgva¨g ÔIqvPWMÕ wn‡m‡e Avgv‡`i Pvicvk
ch©‡e¶Y K‡i; Pjgvb NUbvi wewfbœ welq wbix¶Y I ch©‡e¶Y K‡i; mvgvwRK Ab¨vh¨Zv I Am½wZ
`k©‡Ki mvg‡b Zz‡j a‡i; Ges mgvR‡K mZK© Ki‡Z D`‡hvMx nq| (Dominick, 2009)|
mvgvwRK Dbœq‡b MYgva¨‡gi ¸iæZ¡ eySv‡Z wM‡q G‡K Zzjbv Kiv n‡q‡Q GKwU Ô†jv K÷
jvDWw¯úKviÕ Gi m‡½ (Hornik, 1988)| wek¦e¨vs‡Ki Dbœqb †hvMv‡hvM welqK cwiPvjK cj wg‡kj
e‡jb- ‘Change cannot happen without communication. … We want to make
communication a pillar of development’ (http://www.new-ag.info)| DBjevi kª¨vg
mvgvwRK cwieZ©‡b †hvMv‡hvM‡K †`‡L‡Qb ÔKw›UªweDUiÕ wn‡m‡e| wZwb g‡b K‡ib `ªæZ A_©‣bwZK
46 Jagannath University Journal of Social Sciences

AMÖMwZ, Drcv`bkxjZv, wkívqb, D”Pwk¶v, `xN© Mo Avqy- mewKQz‡Z BwZevPK f~wgKv ivL‡Z cv‡i
MYgva¨g (Waisbord, 2001)|
mgv‡R MYgva¨‡gi †bwZevPK cÖfveI Kg bq| D`vniY wn‡m‡e ejv hvq, MYgva¨‡g AvZ¥nZ¨vi
msev` cÖPvi I mgv‡R AvZ¥nZ¨vi cÖeYZv e„w×i ga¨Kvi Kvh©Ki m¤úK© i‡q‡Q e‡j M‡elKiv gZ †`b|
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KvR K‡i, MYgva¨g Zvi g‡a¨ Ab¨ZgÕ (Bmjvg, 2010)| AvZ¥nZ¨vi KviY¸‡jv‡K AwZ mvaviYxKiY
K‡i msev` •Zix, msev` weeiYx‡Z bvUKxqZv †`Iqv, †mb‡mkb wk‡ivbv‡g msev` Dc¯
vcb, ¯úk©KvZi
Qwe cÖKvk BZ¨vw` Kvi‡Y AvZ¥nZ¨v welqwU‡K MYgva¨g Dm‡K w`‡”Q e‡j Awf‡hvM D‡V‡Q| 1994 mv‡j
hy³ivóª Ges 2001 I 2004 mv‡j Aw÷ªqvq cwiPvwjZ M‡elYvq †`Lv hvq, †h gv‡m cwÎKvq †Kvb
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mv‡j Awf‡bÎx †gwiwjb gb‡iv AvZ¥nZ¨v K‡ib| G Lei hy³iv‡óªi MYgva¨g †ek djvI K‡i cÖPvi K‡i|
GKwU M‡elYvq †`Lv hvq, G NUbvi c‡ii gv‡m †`kwU‡Z AvZ¥nZ¨vi nvi 12 kZvsk †e‡o hvq (Bmjvg,
2010)|
A¯^xKvi Kivi Dcvq †bB, eZ©gvb wek¦ bvbv gvwÎK P¨v‡j‡Äi gy‡LvgywL `vuwo‡q Av‡Q| `vwi`ª¨,
•ewk¦K Rjevqy cwieZb©, AvšÍ©RvwZK mš¿vm, GBWm Gi g‡Zv fqven mgm¨v‡K †gvKv‡ejv Ki‡Z n‡”Q|
i‡q‡Q cÖvK…wZK `y‡h©vM, A_©‣bwZK g›`v, mvgwiK Avµgb, wewfbœ †`‡ki g‡a¨ m¤ú©‡Ki Uvbv‡cv‡ob
BZ¨vw` welq| wb‡R‡`i K_v ej‡Z †M‡j, evsjv‡`k GL‡bv GjwWwmfy³ (¯^‡ívbœZ) †`k| 2005 mvj
ch©šÍ †`‡k `vwi‡`ª¨i nvi wQj 43.8 kZvsk| 2010 mv‡j Zv 8.5 kZvsk K‡g `vuovq 31.5 kZvs‡k
(The Financial Express, 2011)| evsjv‡`k e¨y‡iv Ae ÷¨vwUmwUK‡mi (weweGm) 2009 mv‡j
cÖKvwkZ GK Rwi‡c †`Lv hvq, †`‡k (cÖvß eq¯‥) wk¶vi nvi gvÎ 48.8 kZvsk (Kabir, 2009)|
cvkvcvwk †eKviZ¡, `~bx©wZ, mvgvwRK ‣elg¨, RbmsL¨vi AvwaK¨, f~wgK‡¤úi fxwZmn bvbv mgm¨v i‡q‡Q|
GwmW mš¿vm, evj¨ weevn, †h․ZzK, AvZ¥nZ¨v, Av`g cvPvi, Avw`evmx mgm¨v, wkï AwaKvi, Bf-wUwRs,
gv`Kvm³Zvmn bvbv mgm¨v mvgvwRK Dbœqb I AMÖMwZi c‡_ weivU evav n‡q `uvov‡”Q| Gme mgm¨v
mgvav‡bi c_ Lyu‡R †ei Kiv, bxwZ wba©viK‡`i mvg‡b mgm¨v Zy‡j aiv I mgm¨v mgvav‡bi c_ evZ‡j
†`Iqv Ges m‡e©vcwi mvaviY RbMY‡K m‡PZb K‡i Zzj‡Z MYgva¨‡gi f~wgKv Acwimxg|
Avgv‡`i K…wl I wkíLv‡Z •ecøweK Dbœqb cÖ‡qvRb| •ewk¦K Rjevqy cwieZ©‡bi d‡j †`‡ki Dci
m¤¢ve¨ †hme weiƒc cÖfve co‡Z cv‡i Zv AvšÍ©RvwZK we‡k¦i mvg‡b Zz‡j aiv AZ¨vek¨K| wk¶v, ¯^v¯
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vq MYgva¨g‡K mnvqK
kw³ wn‡m‡e e¨envi Ki‡Z cvi‡e|

MYgva¨‡gi BwZevPK f~wgKv: K‡qKwU M‡elYvi djvdj

fvi‡Z GKwU M‡elYvq †`Lv hvq, Wvqwiqv cÖwZ‡iv‡a ÔIivj winvB‡Wªkb †_ivwcÕ (IAviGm) e¨env‡i
m‡PZbZv evov‡Z B‡jKUªwbK MYgva¨g ¸iæZ¡c~b© f~wgKv cvjb K‡i‡Q| †hme wkï‡`i gv‡qiv wbqwgZ
†iwWI, †Uwjwfkb wKsev wm‡bgvi ms¯ú‡k© G‡m‡Q Zviv IAviGm m¤ú‡K© Rvbv I G¸‡jvi e¨envi wel‡q
Ab¨‡`i †P‡q A‡bK †ewk m‡PZb n‡q‡Q| MÖvgxb ch©v‡q KwgDwbwU MYgva¨gI m‡PZbZv ‣Zix‡Z
¸iæZ¡c~Y© f~wgKv †i‡L‡Q| M‡elYvq †`Lv‡bv nq, mßv‡n GKevi †iwWI †kv‡b 29 kZvsk bvix, †Uwjwfkb
BwZevPK mvgvwRK cwieZ©b I MYgva¨g: GKwU f~wgKv‡Kw›`ªK ch©v‡jvPbv 47

†`‡L 27 kZvsk Ges gv‡m GKevi wm‡bgv ev bvU¨kvjvq hvq kZKiv 14 kZvsk bvix| †hme bvix
wbqwgZ MYgva¨g e¨envi K‡i Zviv MYgva¨g †_‡K m‡PZbZvg~jK evZ©v †c‡q _v‡K (Rao, Vinod,
Robert, 1998)|
2009 mv‡j cvwK¯Ív‡bi wmÜz cÖ‡`‡k MÖvgxb Rb‡Mvôxi gZvgZ wbg©v‡Y MYgva¨g (†iwWI) Gi
f~wgKv kxl©K GKwU M‡elYv cwiPvwjZ nq| `yÕwU MÖv‡g wZbkZ mgvRKgx©/gZ‡gvo‡ji Ici cwiPvwjZ G
M‡elYvq †`Lv hvq, †iwWI‡Z `yB wgwb‡Ui GKwU wbw`©ó evZ©v m¤cÖPv‡ii d‡j H GjvKvq GKwU nvB¯‥zj,
GKwU cïcvjb nvmcvZvj Ges GKwU gv I wkï cwiPh©v †K›`ª ¯
vwcZ n‡qwQj (Jumani & Rahman,
2009)| 2010 mv‡j Biv‡bi GKwU cÖ‡`‡k ‘The role of television in the enhancement of
farmer’s agricultural knowledge’ kxl©K GKwU M‡elYv cwiPvwjZ nq| 161 Rb K…l‡Ki Dci
cwiPvwjZ GB M‡elYvq †`Lv hvqÑ †Uwjwfkb K…lK‡`i Áv‡bi cwimi‡K e„w× K‡i Ges Zv‡`i g‡a¨
AvPiYMZ cwieZ©b Av‡b (Nazari & Hassan, 2011)| 1993-94 mv‡j ‘Mass Media
exposure and its impact on family planning in Bangladesh’ welqK GKwU M‡elYv cÖeÜ
cÖKvwkZ nq| evsjv‡`k †W‡gvMÖvwdK GÛ †nj_ mv‡f© (wewWGBPGm) Gi msM„wnZ Z‡_¨i wfwˇZ GB
M‡elYv cÖeÜwU †jLv nq| GLv‡b †`Lv‡bv nq- evsjv‡`‡k cwievi cwiKíbv welqK Z_¨ cÖPv‡i †iwWI I
†Uwjwfkb ¸iæZ¡c~Y© `ywU MYgva¨g| M‡elYvq †`Lv hvq, 42.1 kZvsk †jvK †iwWI †_‡K, Ges 17.2
kZvsk wUwf †_‡K cwievi cwiKíbv welqK Z_¨ cvq| †iwWI I wUwfi e¨envi Ges G `ywU gva¨‡gi
gvwjKvbv cwievi cwiKíbv Kg© c×wZ‡Z ¸iæZ¡c~Y© Ae`vb iv‡L (Islam & Hasan, 2000)|
bvB‡Rwiqvi †Wëv †÷‡U cwiPvwjZ GKwU M‡elYvq †`Lv hvq, MYgva¨g e¨envi I K…wl Drcv`‡bi g‡a¨
BwZevPK m¤úK© i‡q‡Q| K…lKiv AvaywbK K…wlKv‡Ri wewfbœ Z_¨ †iwWI †_‡K †c‡q _v‡K| K…wlKv‡Ri
wewfbœ Z_¨ †c‡Z Zviv †Uwjwfkb I msev`c‡Îi †P‡q †iwWI‡K †ewk cÖvavb¨ w`‡q _v‡K (Egbule &
Njoku, 2001)|
mvgvwRK wewfbœ Kvh©µg‡K GwM‡q wb‡q †h‡Z c„w_exi wewfbœ †`‡k wewfbœ mg‡q MYgva¨g‡K
e¨envi Kiv n‡q‡Q| D`vniY¯^iƒc wk¶vi K_v ejv †h‡Z cv‡i| wk¶vi Ab¨Zg cÖavb gva¨g wn‡m‡e
†iwWI I †Uwjwfkb Gi e¨envi c„w_exi eû †`‡k ¯^xK…Z| A‡bK †`‡k †Uwjwfkb‡K ¯‥zj wk¶v Kvh©µ‡gi
AšÍf~©³ Kiv n‡q‡Q| 1957 mv‡j wewewm wk¶v cÖwZôv‡bi Kg©KZ©v I wk¶K‡`i mn‡hvwMZvq gy³
wek¦we`¨vjq (Open University) Abyôvb ïiæ K‡i| cieZx©‡Z GB AbyôvbwU c„w_exi wewfbœ †`‡k
wk¶vg~jK Abyôv‡bi g‡Wj wn‡m‡e e¨eüZ n‡q‡Q (Bmjvg, 1996)|

MYgva¨‡gi cÖfve m¤ú‡K© wfbœgZ

MYgva¨‡gi kw³kvjx f~wgKv cÖwZwôZ n‡Z bv n‡ZB Gi weiƒ× gZwUI RvqMv K‡i †bq| 1950 Gi
`k‡K j¨vRvm© wdì I Zvi mnKgx©‡`i cwiPvwjZ GKwU M‡elYvq cÖgvwbZ nq †h, MYgva¨g Zvi
AwW‡q‡Ýi Ô†fvwUs we‡nwfqviÕ‡K Lye mvgvb¨B cÖfvweZ Ki‡Z cv‡i (Lazarsfeld, Berelson, &
Gaudet, 1944)| cieZx©Kv‡j MÖ¨vevi 1989 mv‡j Ges wWªD I I‡qfvi 1991 mv‡j MYgva¨‡gi
mxwgZ cÖfve‡K mg_©b K‡ib| MÖ¨vevi e‡j‡Qb- MYgva¨g cÖv_wgK `„wófw½ (Initial attitude) MV‡b
mnvqK (Graber, 1989)| wWªD I I‡qfvi e‡jwQ‡jb, RbM‡Yi `„wófw½ I AvPiY cwieZ©‡b
MYgva¨‡gi f~wgKv wbgœ¯‡Í ii (Drew & Weaver, 1991)| †Rv‡md K¬¨vcvi MYgva¨‡gi cÖfve‡K
mxwgZ e‡j D‡jøL K‡iwQ‡jb| wZwb e‡jb- MYgva¨g AwW‡q‡Ýi Dci cÖfve †dj‡Z cv‡i bv, KviY
†mLv‡b Av‡iv Ab¨vb¨ d¨v±i wµqvkxj _v‡K (Klapper, 1949)| e¨vKvi I ej 1969 mv‡j Ges
48 Jagannath University Journal of Social Sciences

g¨v·I‡qj 1989 mv‡j ¯^xKvi K‡ib †h AwW‡qÝ Gi Dci cÖfve we¯Ív‡ii Rb¨ MYgva¨gB GKgvÎ
d¨v±i bq (Baker & Ball, 1969)|
MYgva¨‡gi mvgvb¨ ev k~b¨ cÖfve (little or nil effect) welqK †Rviv‡jv e³e¨ _vKv m‡Ë¡I
MYgva¨‡gi mvgvwRK cwieZ©b welqK e³e¨wU †Rviv‡jvfv‡e ¯^xK…Z; we‡kl K‡i K…wl, ¯^v¯
¨, cwjø Dbœqb
BZ¨vw` †¶‡Î| W¨vM‡ivb Gwkqv, AvwdªKv I j¨vwUb Av‡gwiKvi AšÍZ 50wU cÖ‡R‡±i K_v D‡jøL
K‡i‡Qbцh¸‡jv ïay MYgva¨‡gi f~wgKvi Kvi‡YB Rb‡Mvôxi Rxebgvb Dbœq‡b mnvqK n‡q‡Q (Dagron,
2001)| 2008 mv‡j kkxai fvi‡Zi †cvwëª dvwg©s wb‡q GKwU M‡elYvi K_v D‡jøL K‡i e‡jb- Aj
BwÛqv †iwWI GKwU wbw`©ó KwgDwbwU‡Z m‡PZbZv m„wó, BwZevPK `„wófw½ MVb I RbM‡Yi AskMÖn‡Y
mdj f~wgKv †i‡L‡Q (Sasidhar, 2008, cited by Manda, 2009)|

A_©en cwieZ©b I MYgva¨‡gi f~wgKv

cÖvZ¨wnK msev`cÎ ev wUwf msev‡` hv D‡V Av‡m †gvUv`v‡M Zv n‡jv- ivR‣bwZK Lei, msm‡` gš¿x-
Ggwc‡`i DËß evK-weZÛv, cÖavbgš¿x ev ivóªcwZi iæwUb Kvh©vejx ev we‡`k mdi, mfv-†mwgbvi, `~N©Ubv,
Lyb BZ¨vw`| mvsevw`KZvi fvlvq G¸‡jv‡K ¸iæ msev` ev nvW© wbDR wn‡m‡e wPwýZ Kiv nq| mgv‡Ri
BwZevPK Dbœq‡b ïay nvW© wbDR cwi‡ekbB h‡_ó bq e‡j gZ †`b ÔDbœqb mvsevw`KZvÕi we‡klÁiv|
Zv‡`i g‡Z, †hme msev` cwi‡ek‡bi ga¨ w`‡q Av_©-mvgvwRK Dbœqb I AMÖMwZ n‡e, gvby‡li Rxeb-gvb
Dbœq‡b mnvqK n‡e, cvwicvwk¦©K Ae¯
vi BwZevPK cwieZ©b Avm‡e, †mme welq‡K msev` wn‡m‡e
MYgva¨‡g Zz‡j Avb‡Z n‡e (Kunczik, 1988)| Dbœqb mvsevw`KZvi PP©v G †¶‡Î AMÖYx f~wgKv cvjb
Ki‡Z cv‡i|
MYZ‡š¿i weKvk, AvB‡bi kvmb cÖwZôv, gvbevwaKvi i¶v, RbM‡Yi ‡g․wjK ¯^vaxbZv wbwðZKiY
BZ¨vw` wel‡q MYgva¨g wbqwgZ bRi`vwi K‡i| ivóª ¶gZvq AwawôZ e¨w³eM©, ivRbxwZwe`, Avgjv‡`i
D‡`¨v‡M M„nxZ wewfbœ Kvh©µ‡gi LywuUbvwU, Kv‡Ri AMÖMwZ I g~j¨vqb MYgva¨‡g D‡V Av‡m| K…wl, wkí,
wk¶v, cwi‡ek, cÖkvmwbK ms¯‥vi I we‡K›`ªxKiY, ¯^v¯
¨ I wPwKrmv, ch©Ub, gvbevwaKvi, mvgvwRK •elg¨,
wj½ •elg¨, ¶z`ª RvwZ mË¡v, Z_¨-cÖhyw³i e¨envi BZ¨vw` wel‡q Dbœqbg~jK cÖwZ‡e`b n‡Z cv‡i| Z‡e
D‡jøwLZ wel‡q fvmvfvmv msev` cwi‡ekbB h‡_ó bq| Rbgvby‡li `y‡f©vM, mgm¨v, Awbqg-`ybx©wZ,
mgv‡Ri Am½wZ, Abybœq‡bi wPÎ Zz‡j aivB †klK_v bq| PvÂj¨Ki f½x‡Z Lei cwi‡ekb K‡i gvbyl‡K
mvgwqK Pv½v ivLvB h‡_ó bq| cÖ‡qvRb msev‡`i Mfx‡i cÖ‡ek Kiv| msev‡`i wfZ‡ii msev` Zz‡j
Avbv| mgm¨v Zz‡j aivi cvkvcvwk NUbvi Av‡`¨vcvšÍ LwZ‡q †`Lv, mgm¨vi KviY Lyu‡R †ei Kiv Ges
mgm¨v mgvav‡bi c_I evZ‡j †`Iqv| Dbœqb mvsevw`KZvi we‡klÁ AvMviIqvjv ZvB ej‡Qb, Dbœqb
mvsevw`KZv n‡jv bZzb ai‡bi ÔBb‡fw÷‡MwUf wi‡cvwU©sÕ (Kunczik, 1988)| †hgb, Pxb MYgva¨g‡K
e¨envi K‡i †jvKRb‡K MwZkxj K‡i‡Q, Zv‡`i‡K HK¨e× K‡i‡Q Ges K…lK‡`i Drcv`b evov‡Z
mnvqK f~wgKv cvjb K‡i‡Q (Braid, 2010)|
MZ K‡qK eQ‡i MYgva¨g f~e‡b A‡bK cwieZ©b G‡m‡Q| nvjAvg‡j Avjy Pvl K‡i wKsev MvQ
jvwM‡q jvLcwZ nIqvi g‡Zv ÔmvK‡mm †÷vwiÕ ‣`wbK msev`c‡Î cªavb msev` n‡”Q| miKvi wbqwš¿Z
evsjv‡`k †Uwjwfkbmn K‡qKwU †emiKvix wUwf P¨v‡b‡jI †ekwKQz Abyôvb cÖPvi n‡”Q hv mvgvwRK
Dbœqb I mgv‡Ri BwZevPK cwieZ©‡b mnvqK n‡Z cv‡i| P¨v‡bj AvB‡Z †`‡ki K…wlLvZ I K…lK‡`i
wb‡q kvBL wmiv‡Ri wbwg©Z wewfbœ Abyôvb A‡b‡KiB bRi †K‡o‡Q| K…wlcÖavb Avgv‡`i †`‡k K…lK‡`i
Kv‡Q K…wl DcKiY I miÄvgvw`i wewfbœ Z_¨ †cu․‡Q †`Iqv, mvi-exR-dm‡ji bvbvgywL welq wb‡q Abyôvb
wbg©vY I cÖPvi †`‡ki A_©‣bwZK LvZ‡K kw³kvjx Ki‡Z mnvqK f~wgKv cvjb Ki‡Z cv‡i| G ai‡bi
BwZevPK mvgvwRK cwieZ©b I MYgva¨g: GKwU f~wgKv‡Kw›`ªK ch©v‡jvPbv 49

msev` `k©K-‡kªvZv-cvV‡Ki Rb¨ Kg© D‡`¨v‡Mi Drm n‡Z cv‡i| nvRv‡iv K…lK Zv‡Z D×z× n‡e I
AbycÖvwYZ n‡e| Avkv Kiv hvq, Gfv‡e e¨w³ A_©‣bwZKfv‡e ¯^vej¤^x n‡e, mgvR AMÖMwZi w`‡K GwM‡q
hv‡e Ges m‡e©vcwi †`‡ki Dbœq‡b MYgva¨‡gi f~wgKv A_©en n‡e|

MYgva¨‡gi `vwqZ¡kxjZv
AvaywbK Rxe‡b msev`c‡Îi ¸iæZ¡ Zz‡j ai‡Z gvwK©b mvwnwZ¨K gvK© †Uv‡q‡bi bvg cÖvqkB D”PvwiZ nq|
wZwb cÖwZw`b `y‡Uv m~‡hv©`‡qi K_v e‡jwQ‡jbÑGKwU cÖfvZ m~h©, Ab¨wU Gwci m~h© ev msev` m~h© (ivq,
1994)| nq‡Zv †m Kvi‡YB (!) Kx-bv †Uv‡qb‡K `yÕevi gi‡Z n‡qwQj| mwZ¨Kvi g„Zz¨i Av‡M AviI
GKevi g„Z¨y n‡qwQj mvwnwZ¨K †Uv‡q‡bi| †mwU n‡qwQj mvsevw`K‡`i nv‡Z| GKevi BD‡ivc åg‡bi
mgq gvwK©b hy³iv‡óªi msev`cθ‡jv gvK© †Uv‡q‡bi g„Zy¨i msev` cÖKvk Ki‡jv| LeiwU †kvbvi ci
†Uv‡qb †Kej GKwU K¨vej evZ©v cvwV‡qwQ‡jb- ‘Reports of my death have been greatly
exaggerated’ (Fedler, 1989)| `vwqZ¡nxbZvi Ggb D`vniY MYgva¨g RM‡Z Kg bq| 2009 mv‡j
†deªæqvwi‡Z XvKvi wcjLvbvq N‡U hvIqv ee©‡ivwPZ nZ¨vKv‡Ûi wi‡cvwU©s wb‡q †`‡ki MYgva¨‡gi
`vwqZ¡nxbZv cÖKvk †c‡q‡Q| nZ¨vKv‡Ûi KviY, wbnZ‡`i msL¨v, mvgwiK evwnbxi e¨eüZ miÄvgvw`i
eb©Yvq MYgva¨g¸‡jv `¶Zvi cwiPq w`‡Z cv‡iwb| nZ¨vKv‡Ûi w`b wewWAvi •mwbK‡`i J×Z¨c~Y© e³e¨
Ges mvgwiK Kg©KZ©v‡`i weiæ‡× we‡lv˜Mvi cÖPvi Kiv nq| c‡ii w`b GKB MYgva¨‡gi GKB
mvsevw`‡Ki gšÍe¨ wQj ÔwewWAvi GKwU Lywb evwnbxi bvgÕ (mvnv, 2010)|
†`‡ki Av_©-mvgvwRK Dbœqb I AMÖMwZi Rb¨ MYgva¨‡gi `vwqZ¡kxj f~wgKv cvj‡bi weKí †bB|
Lei msMÖn †_‡K ïiæ K‡i cÖwZ‡e`b •Zwi, msev` cwi‡ekb, wUªU‡g›U cÖ`vb, cÖKv‡ki Rb¨ Qwe evQvB,
kã Pqb BZ¨vw` cÖwZwU †¶‡ÎB msev`Kgx©‡`i AZ¨šÍ mZK© n‡Z n‡e| Avgv‡`i Av_©-mvgvwRK †cÖ¶vcU,
g~j¨‡eva I ms¯‥…wZ‡K we‡ePbvq wb‡Z nq| AvaywbK we‡k¦ MYgva¨‡gi f~wgKv I mgvR-iv‡óªi m‡½
MYgva¨‡gi AvšÍtm¤úK© Dcjwä Kivi †¶‡Î wmevU©, wcUvimb I DBjevi kª¨vg (1956 mv‡j) Gi Ô‡dvi
w_Iwim Ad `¨v †cÖmÕ Gi cÖm½ Uvbv †h‡Z cv‡i (Ahuja, 2004)| ZvwË¡Kiv MYgva¨‡gi †¶‡Î
KZ„©Ze¡ v`x, ¯^vZš¿¨ev`x, †mvwf‡qZ †m¨vmvwj÷ Ges mvgvwRK `vqZ¡kxjZv PviwU ZË¡ Zy‡j a‡ib|
mvgvwRK `vwqZ¡kxjZvi Z‡Ë¡ ejv nq, MYgva¨g ¯^vaxb n‡e, wKš‧ †mwU n‡e mvgvwRK `vwqZ¡c~b© ¯^vaxbZv|
miKvi I Ab¨vb¨ cÖwZôv‡bi mgv‡jvPbv Kivi AwaKvi _vK‡e MYgva¨‡gi| Z‡e GKBm‡½ RbMY‡K
mwVK Z_¨ cÖ`vb Ges mgv‡Ri Pvwn`v I ¯^v_©‡K jvjb Kivi ga¨ w`‡q MbZš¿‡K mgybœZ ivLvi `vwqZ¡I
MYgva¨‡gi| MYgva¨g Zvi wb‡Ri g‡Zv Pj‡Z cv‡i bv| mgv‡Ri cÖ‡qvRbxqZvi cÖwZ Zvi eva¨evaKZv
i‡q‡Q Ges Zv h_vh_fv‡e cvjb Kivi ga¨ w`‡q mgvR‡K GwM‡q hvevi c_ †`Lv‡Z n‡e| †Wwbm
g¨vKKz‡qj Z…Zxq we‡k¦i †cÖ¶vc‡U Ô†W‡fjc‡g›U wgwWqv w_IwiÕ bv‡g GKwU ZË¡ †`b| ZË¡ g‡Z, AbybœZ
†`k¸‡jvi cÖavb j¶¨ n‡jv wb‡R‡`i Dbœqb Kiv| ZvB GKwU RvwZi mvgwMÖK Dbœq‡b MYgva¨g BwZevPK
f~wgKv cvjb Ki‡Z cv‡i (McQuail, 1983)|
GwUI mZ¨, ¯^vaxb MYgva¨‡gi c‡¶B `vwqZ¡kxj mvsevw`KZvi PP©v m¤¢e| Av_©-mvgvwRK Dbœqb,
RvZxq ¸iæZ¡c~Y© Bm¨y wb‡q mgv‡jvPbvagx© we‡kølY wKsev Rb¸iæZ¡c~Y© welq¸‡jv MYgva¨‡g D‡V Avmvi c~e©
kZ© MYgva¨‡gi c~Y© ¯^vaxbZv| miKvi, ivRbxwZK, cÖkvm‡bi ¸iæZ¡c~b© e¨w³ ev miKvix cÖwZôv‡b
bRi`vwi Ki‡Z MYgva¨‡gi ¯^vaxbZv cÖ‡qvRb| ¯^vaxb MYgva¨gB cv‡i †Kvb wel‡qi mZ¨wbô Lei
Dc¯
vcb Ki‡Z| Z‡e g‡b ivLv Riæwi, mZ¨wbô msev` cÖ`v‡b †hgb MYgva¨‡gi ¯^vaxbZv cÖ‡qvRb,
†Zgwb `vwqZ¡kxj MYgva¨gB †Kej mwZ¨Kvi A‡_© ¯^vaxb n‡Z cv‡i| 1947 mv‡j cÖKvwkZ ÔnvwPsm
Kwgk‡bÕi (gvwK©b hy³iv‡óª MYgva¨‡gi Dchy³ Kvh©µg AbymÜvb Ki‡Z MwVZ Kwgkb) wi‡cv‡U©I ZvB
50 Jagannath University Journal of Social Sciences

ejv n‡q‡Q| ÔUvBgÕ I ÔjvBdÕ mvgwqKxi cÖKvkK †nbwi jym ZrKvjxb wkKv‡Mv wek¦we`¨vj‡qi †cÖwm‡W›U
ievU© gvBbvW© nvwPsm †K gvwK©b hy³iv‡óªi MYgva¨‡gi Dci GKwU M‡elYv Ki‡Z e‡jwQ‡jb| Pvi eQ‡ii
we¯Í…Z M‡elYvi ci cÖKvwkZ Kwgk‡bi wi‡cv‡U© ejv nq, AvaywbK mgv‡Ri Dbœqb I myw¯
wZi Rb¨
MYgva¨‡gi f~wgKv ¸iæZ¡c~Y© Ges G Rb¨B MYgva¨‡gi mvgvwRK `vqe×Zv AZ¨vek¨K
(http://pressinamerica.pbworks.com)|
`vwqZ¡kxj mvsevw`KZvi Ask wn‡m‡e †hme welq ¸iæ‡Z¡i m‡½ we‡ePbv Kiv `iKvi Zv n‡jvцh
†Kvb g~‡j¨ mwVK I wbf©yj Z_¨ cwi‡ekb Kiv, PvÂj¨Ki msev` cwi‡ek‡b weiZ _vKv, msev‡` †mvm©
D‡jøL Kiv, †cBW Ges †_ªU Dfq ai‡bi wbDR m¤ú‡K© m‡PZb nIqv| msev‡` ïay NUbvi fvmvfvwm
eY©bv bq eis msev‡`i Mfx‡i cÖ‡ek Kiv, GKwU NUbvq mswkøó mKj c‡¶i gZvgZ Zz‡j aiv| †h †Kvb
ai‡bi gšÍe¨ Kiv †_‡K weiZ _vKv I D‡Ïk¨g~jK msev` cwi‡ekb bv Kiv| mgvR-†`k-MYgvby‡li
e„nËg ¯^v‡_©i cÖwZ `vwqZ¡kxj n‡q Lei cwi‡ekb Kiv Ges msev‡` †RÛvi wbDUªvwjwU eRvq ivLv|

mvgvwRK cwieZ©‡b B›Uvi‡bU gva¨g

AvaywbK †hvMv‡hvM e¨e¯
vi Ab¨Zg gva¨g B›Uvi‡bU| GwU eZ©gvb c„w_ex‡Z GKwU Acwinvh© Ges
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†hvMv‡hvM e¨e¯
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G‡m‡Q| cÖPwjZ mKj MYgva¨g‡K GKwU Awfbœ cøvUd‡g© wgwjZ K‡i‡Q B›Uvi‡bU| msev`cÎ, †iwWI,
†Uwjwfkb GLb I‡qmvB‡U cov, †kvbv I †`Lv hv‡”Q| MYgva¨g¸‡jv GLb MwZkxj ev Pjgvb gva¨‡g
iƒc wb‡q‡Q| j¨vcUc, AvBcW, wcwWG (cvi‡mvbvj wWwRUvj A¨vwmmU¨v›U), †gvevBj †dvb w¯…‡bB msev`,
Qwe I wfwWI Av`vb-cÖ`vb nq| Zviwenxb cÖhyw³ Avmvq mgq I ¯
v‡bi evav AwZµg K‡i gvbyl N‡i
wKsev mgy‡`ª †hLv‡bB _vKzK bv †Kb, MYgva¨‡gi m‡½ _vK‡Q| GKBm‡½ c„w_exi †h †Kvb †`‡ki cÖPwjZ
MYgva¨g¸‡jv AbjvBb gva¨‡g D‡V Avm‡Q| GgbwK c„w_exi wewfbœ †`‡k Ggb wKQz MYgva¨g M‡o DV‡Q
hviv m¤ú~Y©iƒ‡c AwW‡q‡Ýi cvVv‡bv Z_¨-Dcv‡Ëi Dci wbf©i Ki‡Q (Dominick, 2009)|
B›Uvi‡b‡Ui AvMgb bvMwiK‡`i mvsevw`K wn‡m‡e AvZ¥cÖKv‡ki my‡hvM •Zwi K‡i w`‡q‡Q|
AbjvBb gva¨‡g †h †KD webv Li‡P e¨w³MZ Wvqwi ev eøM •Zix Ki‡Z cvi‡Q| Lye mn‡RB mvgvwRK
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mvB‡U e¨w³MZ msev`, gZvgZ, wbR¯^ K¨v‡givq †Zvjv Qwe wKsev aviY Kiv wfwWI Avc‡jvW Kivi
my‡hvM _vK‡Q| AbjvB‡b mvgvwRK †hvMv‡hvM e¨vcKfv‡e cÖmvwiZ nIqvq mgv‡RI Gi cÖfve co‡Q|
RbMY‡K wewfbœ Bmy¨‡Z m‡PZb Kiv, RvMÖZ Kiv, cÖfvweZ Kivi KvRwUI Pj‡Q| M‡o DV‡Q AbjvBb
wfwËK wewfbœ fvP©yqvj KwgDwbwU| KwgDwbwU wfwËK wewfbœ I‡qemvBU •Zwi K‡i ¯
vbxq Pvwn`v Abyhvqx
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BwZevPK mvgvwRK cwieZ©b I MYgva¨g: GKwU f~wgKv‡Kw›`ªK ch©v‡jvPbv 51

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MYgva¨‡gi P¨v‡jÄ
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2002)| †ewkifvM MYgva¨g cÖwZôvb M‡o D‡V‡Q e¨emvwqK cÖwZôvb I cÖfvekvjx ivRbxwZK‡`i QÎ-
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52 Jagannath University Journal of Social Sciences

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BwZevPK mvgvwRK cwieZ©b I MYgva¨g: GKwU f~wgKv‡Kw›`ªK ch©v‡jvPbv 53

AvaywbK cÖwk¶Y cÖ`vb, ¯^vaxb mvsevw`KZv PP©v Ges m‡e©vcwi MYgva¨g welqK GKv‡WwgK wk¶v MÖn‡Yi
gva¨‡g G j¶¨ AR©b m¤¢e|

Z_¨m~Î
Bmjvg, mvBdzj (2010)| AvZ¥nZ¨v‡K Dm‡K w`‡”Q MYgva¨g| wgwWqvIqvP, 47 (1), c„ôv- 4-9|
Bmjvg, †gv. mwdKzj (1996)| Dbœqb †hvMv‡hvM: mv¤cÖwZK fvebv| mgvR wbix¶Y, 60, c„ôv- 19-23|
Bmjvg, Gm. Avwgbyj (2004)| DbœqbwPšÍvi cvjve`j| XvKv: w`e¨cÖKvk, c„ôv- 150-154 |
mvnv, cªbe, (2010)| U¨vsK bv Gwcwm? cÖZ¨vkv `vwqZ¡kxjZvi| wgwWqvIqvP, 14 (1), c„ôv- 6-9|
bvmxib, MxwZ Aviv (2002)| wbt¯^ c„w_exi wek¦`k©b Z_v wUwf msev‡`i wek¦vqb| bvmixb, MxwZ Aviv,
ingvb, gwdRyi, cvifxb, wmZviv (m¤úvw`Z), MYgva¨g I RbmgvR | XvKv: kªveY, c„ôv- 306-
310|
bvmixb, MxwZ Aviv (2003)| hy×evR mvsevw`KZv ebvg gy³-wgwWqv wg_| †hvMv‡hvM, 6, c„ôv- 10-11|
ivq, myavsï †kLi (1994)| mvsevw`KZv : mvsevw`K I msev`cÎ| XvKv: a‡jk¦ix, c„ôv- 129|
mvw`, mvdIqvb (2011)| wecø‡ei evnb ÔwbD wgwWqvÕ| wgwWqvIqvP, 7, c„ôv- 3-7|
nK, dvnwg`yj (2010)| wek¦vqb-cÖfvweZ evsjv‡`‡ki wgwWqv KviY A_©‣bwZK, dj mvs¯‥…wZK|
wgwWqvIqvP, 8, c„ôv- 6-9|
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nvig¨vb, GWIqvW© Gm I Pgw¯‥, †bvg| (2002)| m¤§wZ Drcv`b: MYgva¨‡gi ivR‰bwZK A_©bxwZ
(gvgyb, Av-Avj Ab~w`Z)| XvKv: msnwZ, c„ôv- 78-81|
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