Credibility and Utilization of Agricultural Information Sources by Hill Farmers

Abstract

Farmers use different information sources and channels for seeking reliable, timely and relevant information on improved agricultural practices. Developing appropriate farmer educational and marketing strategies will depend on how farmer groups differ in their information search behavior. Understanding what information farmers need, how they search for their information, which sources they depend for accessing information can help in designing effective extension programs. The study examined farmer’s communication characteristics including farmer’s accessibility and use of extension media and information sources for fulfilling their information needs pertaining to agricultural and allied activities in three hill districts of Uttarakhand state. A sample of 1318 farmers was selected through a stratified random sampling technique. Questionnaire and interviews were used to generate data, which were descriptively analysed to answer the research questions. Interpersonal communication sources were used more by farmers as these were more easily available and accessible to obtain information related to agriculture. Informal sources like other farmer/neighbours/relatives constituted the most regularly used and Panchayat meetings among formal sources were being used frequently indicating homophily in communication behaviour. Television was the most preferred sources of information over radio and newspaper as it gives audio as well as visual effect to the viewers. Farmers perceived formal sources as most credible information sources in comparison to the informal sources, though more informal sources were being used by farmers than the formal sources. Emphasis on extension system providing a context for the flow of authentic knowledge through authentic media among farming communities on an equal basis is emphasized.