Abstract
India is revisiting its past as far as cleanliness is concerned, many efforts by government and non-government agencies have been put to ensure and inculcate the sense of cleanliness among the citizen yet, as per few very significant studies nearly about 70 per cent of the population in India defecate in open or can say not having latrine at their premises. According to census 2011, the accessibility of toilets in the rural area is very low; more than half of the populations nearly 67.3% of the rural households in India still not have access to sanitation facilities. Swach Bharat Mission started on October 02, 2014, under which a communication framework has been adopted by the government to disseminate the information related to it. As media always plays a crucial role in shaping the mission the data related to open defecation free mission (ODF) of government of India reveals that it is a bit far behind the goal which is set by the government authorities and needs to accelerate to meet the target in the set time. This paper describes the role of media in information dissemination and to identify the communication channel available to them regarding awareness about open defecation free mission and its acceptance status of toilets in rural areas of Bihar.
