How research assisted the rollout of a mobile agriculture information service: the day Peepli went [live] 1

Purvi Mistry and Ameya Samant

IMRB International


In his playfully entitled book The Medium is the Massage (1967), renowned communication thinker Marshall McLuhan said that the dominant communication media of our time will shape the way humans think and act. He stated that modern media are extensions of human senses; they ground us in physicality, but expand our ability to perceive our world to an extent that would be impossible without the media. To quote him: ‘All media work us over completely. They are so pervasive in their personal, political, economic, aesthetic, psychological, moral, ethical, and social consequences that they leave no part of us untouched, unaffected, unaltered.’