Advanced communication media for rural development
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Date
2005
Authors
Journal Title
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Publisher
UAS, Dharwad
Abstract
A study on ‘‘Advanced communication media for rural development” was undertaken
in the year 2004-2005 in Dharwad district of Karnataka state with a sample size of 132
extension personnel working in State Agricultural University, government, non-government
and private organizations. The data was collected on utilization of advanced communication
media by different organizations, socio-personal characteristics of the respondents, pattern of
usage by different levels of extension personnel, factors involved in selection of advanced
communication media, constraints faced and suggestions for improvement with the help of
pre-tested structured interview schedule.
Majority of the respondents belonged to non-government organization, middle
management level of hierarchy, middle age, education up to masters degree and an
experience of 1-5 years in the field of extension, teaching, research and administration.
Cent percent of the organization were possessing television, charts/posters,
leaflets/pamphlets, telephone and computers .In relation to opinion regarding communication
media appropriate for extension work and rural development, exhibits, real objects, video
equipment and television were given highest priority. Telephone and computers were utilized
to a greater extent for communication and documentation purpose respectively.
Highest utilization of advanced communication media and tools such as computer,
internet, laptop, etc., for the purpose of documentation, seminar, presentation, e-commerce,
chatting, messaging and communicating was found comparatively more by higher and middle
level of extension personnel.
Factors involved in selection of advanced communication media were message to be
communicated, educational level of the people and number of persons to be covered.
Major constraints faced regarding usage of advanced communication media were lack
of appropriate training (83.30%), scarcity of physical facilities (82.60%) and low literacy
level of end users (81.10%). Important suggestions were to organize proper training (83.30%)
and providing softwares in local languages (81.10%).
Description
Keywords
Extension and Communication Management