Record Details

KNOWLEDGE AND UTILIZATION PATTERN OF FARMERS WITH RESPECT TO MASS MEDIA COMMUNICATION

KrishiKosh

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Title KNOWLEDGE AND UTILIZATION PATTERN OF FARMERS WITH RESPECT TO MASS MEDIA COMMUNICATION
 
Creator U. B. Barvaliya
 
Contributor Dr. D. M. Thakrar
 
Subject extention education
 
Description In India it is very difficult to contact with each and every farmers in limited time. The individual contact method can not disseminate agricultural information speedily to the smallest person residing in the corner of the country. Farm people as human being are anxious and become more anxious with the advancement in science and technology to know what is happening in the field of research in the science of agriculture. They desire to obtain knowledge particularly in the field of agriculture to improve their socio-economic conditions and their standard of living in community through the improvement in farming.
Knowledge is a power in the 21st century and it could be possible through various mass communication methods such as radio, television, audio-cassettes, video-cassettes, printed materials etc. which offer good prospects for its effective utilization in disseminating agricultural information. It reaches the majority in time efficient and cost effective way through in terms of effective utilization of the information assimilated from mass communication methods remains in an item of debate. So that it is necessary to measure the level of knowledge of the farmers about different mass media and also measure their utilization pattern of different mass media to obtain agricultural information.
Keeping these points in view the present study entitled “knowledge and utilization pattern of farmers with respect to mass media communication” was undertaken with the following objectives :

1. To study the selected personal, psychological, extension communication and socio-economic characteristics of the farmers.
2. To examine the level of knowledge of farmers about different mass media.
3. To know the utilization pattern of farmers with respect to different mass media.
4. To ascertain the association between the selected independent variables of the respondents and their level of knowledge about mass media.
5. To findout the association between the selected independent variables of the respondents and their utilization patterns of mass media.
6. To identify the constraints faced by the farmers in utilization of mass media.
7. To seek the suggestions from the farmers to make the mass media communication more effective.
The theoretical orientation was developed for the study on the basis of reviewed literature having direct and indirect bearing on the present problem. Based on assumptions, the tentative paradigm was laid down. Taking the help of theoretical orientation the new hypothesis was formulated.
In order to achieve the objectives of the study, a sample of 120 farmers of 12 villages from 6 talukas of Junagadh district of Saurashtra region of Gujarat state were drawn by random sampling technique. In order to measure knowledge and utilization pattern of farmers with respect to mass media teacher made scale was used.
Based on past researches and discussion with extension expert, independent variables were selected. The responses were collected with the help of structure interview schedule by personal interview. The data were analyzed and interpreted in the light of specific objectives. The various statistical measures like percentage, arithmetic mean, standard deviation, correlation co-efficient ‘r’ were used.

Major findings
1. More than one half (59.17 per cent) of the farmers were from middle age group.
2. About two-fifth (40.83 per cent) of the farmers were educated up to primary level of education.
3. Majority (76.66 per cent) of the farmers had farming as their main occupation.
4. More than one half (51.67 per cent) of the farmers had small size of land holding.
5. More than one half (58.33 per cent) of the farmers came from medium size of family.
6. Half (50.00 per cent) of the farmers were found in medium level income group.
7. Majority (65.83 per cent) of the farmers had utilized well as source of irrigation.
8. More than one half (53.33 per cent) of the farmers had medium level of social participation.
9. About three-fifth (60.00 per cent) of the farmers had medium level participation in various extension activities.
10. Less than one half (45.83 per cent) of the farmers motivated by progressive farmers.
11. Majority (63.33 per cent) of the farmers had medium reading habit.
12. About three-fifth (60.00 per cent) of the farmers had medium communication behaviour.
13. Majority (62.50 per cent) of the farmers had medium localite-cosmopolite value orientation.
14. Majority (64.17 per cent) of the farmers had medium level of knowledge followed by low (27.50 per cent) and high (8.33 per cent) level of knowledge about mass media.
15. More than one half (56.67 per cent) of the farmers were partial utilized mass media while 38.33 per cent of the farmers had not utilized mass media. Only 5.00 per cent of the farmers had fully utilized mass media to obtain agricultural information.
16. There was a positive and significant association between knowledge of the farmers about mass media and their selected characteristics viz., education, social participation and extension participation.
17. There was a positive and highly significant association between knowledge of the farmers about mass media and their selected characteristics viz., motivation, reading habit and communication behaviour.
18. Age had negative and significant association with knowledge of the farmers about mass media.
19. In case of occupation, size of land holding, annual income and localite-cosmopolite value orientation had positively non-significant association with knowledge of the farmers about mass media.
20. In case of size of family and irrigation facility had negative and non-significant association with knowledge of the farmers about mass media.
21. There was a positive and significant association between utilization pattern of mass media by the farmers and their selected characteristics viz., education, extension participation, motivation, reading habit and communication behaviour.
22. Age, occupation, size of family, annual income, irrigation facility, social participation and localite-cosmopolite value orientation had positive and non-significant association with utilization pattern of mass media.
23. In case of size of land holding had negative and non-significant association with their utilization pattern of mass media.
24. Major constraints faced by the farmers were irregular supply of electricity in the villages, extension persons at grass root level are less in number, demonstration of new technologies not organized at every village, untimely information communicated by extension functionaries, lack of awareness about Krushi-mahotsav and newspaper not provide sufficient space for agricultural information.
25. Suggestions given by the farmers to make the mass media communication more effective were regular electricity should be provided in the villages, vacancy for extension personal should be fill up at grass root level, to bring the awareness in the farmers about Krushi-Mahotsav, demonstration of new technology should be organized at every village so that farmers can take more advantage from new technology.
 
Date 2017-05-15T10:04:38Z
2017-05-15T10:04:38Z
2007-06
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/5810011177
 
Language en
 
Format application/pdf
 
Publisher JAU, JUNAGADH