India lives in villages. Rural development is instrumental in realizing the United Nations’ Sustainable Development Goals (SDGs) in addressing poverty, attaining zero hunger, ensuring clean water and sanitation, and creating sustainable communities. Rural development is a synonym for inclusive development, which can be one modus operandi for the well-being of rural communities. However, the rural regions in India are inundated with numerous socio-economic, cultural, and political maladies, which are hardly discussed and addressed. Rural people are marginalized, and they are not getting the real fruits of development. Inclusive development is yet to be realized. Rural development, indicating quality of life and financial well-being of rural people, is gradually swayed away. In this context, the role of development journalism has of paramount importance to cover and bring the rural issues to the fore for well-being of the people. Journalism ought to critically cover the issues of people for bringing happiness and well-being of society. However, journalism in India is urban-based and urban-biased and is often getting farther from developmental indices and grassroots communication. The issues pertaining to rural regions receive scanty coverage in journalism. This calls for alternative journalism to mediate on the aspects of rural people’s issues and their well-being. The current chapter attempts to deliberate on the mediating aspects of journalism on rural issues by covering the dimensions of social and ethical responsibility of media, news values, media bias and manipulations which have the bearings on well-being indices of rural people. Moreover, the chapter tries to cover the emergence and impact of alternative journalism in highlighting the rural issues in India towards moulding them into their happiness.