Perceived utility of agricultural information published in Amar Ujala by farmer readers of Kumaon division of Uttarakhand
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Date
2020-12
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G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand)
Abstract
Print media was the first media to be used for spreading information to the masses. It is the most reachable, accessible and followed media among all other media. Smooth and easy transfer of information can effectively be achieved with the help of print media, thus newspapers are considered as one of the important information source for different people on varying aspects. Newspapers have got a huge control in the grass root levels of the country as they have got a great responsibility in providing relevant information timely. Different types of information are published in a newspaper, one among them is agricultural information which is published especially for farmers and rural people. The present study was done to understand whether the agricultural information printed in newspaper is appropriate and utilised by farmers and how much area in a newspaper is solely dedicated to the information related to agriculture. The study was undertaken for the Kumaon division of Uttarakhand. Udham Singh Nagar district was selected purposively since it had the maximum circulation of the newspaper Amar Ujala. A total sample of 120 respondents was selected through PPS method. Analytical and descriptive research design was used. The data collection was done using a pre-tested structured interview schedule. The data was analysed using appropriate analytical and descriptive statistical techniques. The findings revealed that more than half (65.84%) of the respondents were found to be in middle age group with maximum respondents (36.67%) educated up to high school, had medium sized family (85.83 %) and low annual income (77.5%). Maximum respondents (45%) had small-medium sized landholding, had low level of social participation (92.5%), and had medium extension contact (69.16%) and medium leisure time (76.67%) ranging from two to four hours. Majority of the respondents had medium innovativeness (64.17%), had medium scientific orientation (75%) with medium level of mass media exposure (73.34%). Regarding the coverage of agricultural information in the newspaper, findings revealed that only 2.39 per cent area in the newspaper was provided for it. The dependent variable perceived utility of agricultural information by farmers was found to be in medium category (74.17 %) for majority of the respondents. The agricultural information was found to be easy to read by the farmers and they enjoy reading the information in newspaper. The results revealed that independent variables education, leisure time, scientific orientation and mass media exposure were found to have positive significant relationship with perceived utility of the agricultural information. Age, family size, annual income and land holding were found to have a negative non-significant relationship with perceived utility of the agricultural information. Social participation, extension contact and innovativeness were found to have a positive non-significant relationship with perceived utility of the agricultural information. The findings of the study would provide a basis for preparing guidelines for the news reporters, editors, extension workers while reporting and editing of the agricultural issues.