Function of Mass Media in Dissipation of  Agricultural Technologies Amidst Cotters

Manish Kumar Singh; Md.Shahid Eqbal; Rajkumar Patel

Volume : II, Issue : VI, June - 2013

Function of Mass Media in Dissipation of Agricultural Technologies Amidst Cotters

Manish Kumar Singh, Md. Shahid Eqbal, Rajkumar Patel

Abstract :

The success of agricultural development programmes in developing countries largely depends on the nature and extent of use of mass media in mobilization of people for development. The planners in developing countries realize that the development of agriculture could be scurried with the effective use of mass media. Television and radio have been acclaimed to be the most effective media for dissipating the scientific knowledge to the mass. In a country like India, where literacy level is below the echelon, the choice of communication media is of crucial importance. In this regard the television and radio are significant, as they transport modern agricultural technology to literate and illiterate cotters alike even in interior areas, within short time. The present study was planned to determine the function of mass media in the dissipation of agricultural technologies amidst the ultimate user cotters. The study was conducted in Kanpur district of Uttar pradesh to analyze the mass media consulted by the cotters for their agricultural information need by randomly selecting 150 sample cotters of the district. The results evinced that television was most sought after mass media source (56.1%) followed by radio (26.0%) and print media (17.9%).