Evaluating media reach and its effectiveness to disseminate agro-technologies among rural community

This study was conducted to evaluate the media reach and its effectiveness to disseminate agro-technologies among rural people. One hundred respondents were interviewed randomly with a pre-tested questionnaire. The data were analyzed by one way ANOVA and differences in mean were assessed by using Tu...

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Bibliographic Details
Published inEconomic affairs (Calcutta) Vol. 60; no. 1; pp. 67 - 69
Main Authors Kaur, Ranjit, Hundal, J.S
Format Journal Article
LanguageEnglish
Published New Delhi New Delhi Publishers 01.02.2015
Subjects
Agricultural production
Agriculture
Effectiveness
Farmers
Information dissemination
Interpersonal communication
interviewed
Mass media
media
Questionnaires
Randomly
Rural areas
Studies
Technology transfer
India
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Summary:This study was conducted to evaluate the media reach and its effectiveness to disseminate agro-technologies among rural people. One hundred respondents were interviewed randomly with a pre-tested questionnaire. The data were analyzed by one way ANOVA and differences in mean were assessed by using Turkey-b. The study showed that respondents have different degree of accessibility to radio (73%), television (99%, P<0.05) and newspaper (66%). The use of television (17%) was significantly (P<0.05) higher as compared to radio (10%) and newspaper (8%) to listen/read about agriculture. Only 4%, 2% and 2% respondents were used television, radio and newspaper, respectively to learn new agro-technologies where as 10% respondents used interpersonal sources. Therefore, from the present study it may be concluded that in order to enhance the effectiveness of mass media in dissemination of agro-technologies, there is dire need to motivate rural community to use mass media to gain agricultural information.
ISSN:0424-2513
0976-4666
DOI:10.5958/0976-4666.2015.00008.X