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In many parts of India, both government and non-government organizations make use of posters, advertisements, and hoardings to communicate their developmental initiatives to the masses. These visual messages serve as powerful tools to influence behavior, spread awareness, and encourage public participation. To examine how such campaigns function in practice, two posters from my locality can be taken as case studies: one related to the government’s Swachh Bharat Abhiyan (Clean India Mission) and another sponsored by an NGO promoting girl child education under the campaign “Beti Bachao, Beti Padhao.” Both these initiatives reflect how media, when strategically framed, can become an agent of social change and how society interprets such messages in different ways depending on context, values, and perceptions. The first poster belongs to the Swachh Bharat Abhiyan, which has been one of the largest cleanliness drives in the country. The poster shows a clean street with a dustbin placed in the corner, while children and adults are seen throwing garbage inside it. Mahatma Gandhi’s image is prominently displayed with his famous round glasses forming the logo of the campaign. The tagline reads, “Ek Kadam Swachhata Ki Ore” (One step towards cleanliness). The colors used are bright and vibrant, mainly green and white, symbolizing purity and growth. The choice of Gandhi’s spectacles as the central symbol is an attempt to connect the initiative with the father of the nation, whose philosophy emphasized cleanliness and sanitation. This is a deliberate framing strategy that combines national pride with social responsibility. The poster appeals both to rationality and emotions. On one hand, it emphasizes practical cleanliness by showing the act of using dustbins. On the other hand, it appeals to patriotic duty by associating the initiative with Gandhi, implying that keeping the nation clean is a way of paying respect to him. The framing of this message is rooted in collectivism and shared responsibility. Rather than addressing individuals in isolation, the visuals portray a community coming together to keep the surroundings clean. Such framing is effective because _____ __________ ____ ___ _______ ___ ____.
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