• Rana Muddassir Haider
• Khairul Islam
• Shelendra kumrawat

The emergence of rural artisans as a distinct social group seems correlated with the emergence of settled agriculture and habitation. As per the economic survey, more than 50% population lives in rural areas. Digital media offers numerous opportunities for rural artisans to expand their reach and grow their businesses. This research investigates the awareness of rural artisans towards digital media, aiming to understand their readiness to integrate digital tools and platforms into their businesses. Through a comprehensive exploration of their familiarity, perceptions, and experiences with digital media, this study sheds light on the opportunities and challenges faced by rural artisans in leveraging technology for growth. The research delves into various aspects including the current awareness level of digital media, artisans' perceptions and attitudes towards digitalization, challenges in accessing and utilizing digital technology, the effectiveness of training and support programs, governmental and organizational initiatives, the impact of cultural factors, and the future outlook of rural artisans regarding digital media integration. By addressing these inquiries, this study contributes to a deeper understanding of rural artisans' engagement with digital media, offering insights to inform strategies for their digital empowerment and economic development which is confirmed by p- values for eight opinions by Chi Square test are 0.0233, 0.024, 0.026, 0.01656, 0.007, 0.0167, 0.0023 and 1.05E04. For statistical Analysis I have used ORIGIN 2019 Software.

Rural artisans, Digital media, innovation, technology, internet and Digital marketing

"Awareness of Rural Artisans Towards digital media ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.f333-f341, April-2024, Available :http://www.jetir.org/papers/JETIR2404537.pdf

"Awareness of Rural Artisans Towards digital media ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppf333-f341, April-2024, Available at : http://www.jetir.org/papers/JETIR2404537.pdf