Mass media interventions and technology transfer among banana growers: Experiences from Tamil nadu, India

Abstract

The world has become a global village due to the revolution happened in technology and communication domain. In the advent of globalization, the new communication technologies have played vital role in dissemination of information for the development of society. The mass media acts as a powerful communication tool to disseminate technological transfer by sharing of information and helps the agricultural farmers for more agricultural production. The objective of this study is to analyse the role of the media as a catalyst in disseminating information, reach and awareness created by mass media, behaviour pattern of banana growers to adopting technology transfer information in Tiruchirapalli district. The paper aims to research how media plays an important role in spreading information and create awareness to accept and adopt various technological methods of banana cultivation. The present investigation carried out in Tiruchirapalli district of Tamil Nadu indicated that the progressive farmers were the most credible source of information for the Banana growers. A quantitative analysis was employed to check the role of media and create awareness among banana farmers. A random sample survey was conducted among banana farmers in 10 villages from the chosen four blocks. Critical aspects of banana cultivation like soil type, planting materials, fertilizer, and irrigation practice, number of irrigation and method of manures applications were tested through structured interview schedule. Results of the study show that, various technological developments adopted in banana cultivation and efficient use media for technological transfer by the banana growers were also brought out in this study