AN ANALYSIS OF DIFFERENT ELECTRONIC MEDIA IN FARM COMMUNICATION - AN EXPERIMENTAL STUDY
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Date
2017-11-02
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UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BENGALURU
Abstract
Twenty first century is characterized as an age of information technology. Some of
the electronic gadgets like television, computers, mobiles, internet and many others are
effectively used by technologists to disseminate agricultural related information to the
large number of farmers. The study was conducted in Bhadravathi taluk of Shivamogga
district. Total sample size is 120 paddy growers comprising 30 each under television,
mobile, agri-portal treatments and control group. The before and after experimental
research design was used in the study. The three treatments namely television (T1),
mobile (Whatsapp) (T2), agriportal (T3) and control group was tested for their
effectiveness. The effectiveness was studied in terms of knowledge gain, attitude and
symbolic adoption through these three treatments and in control group. With respect to
knowledge gain, mobile (Whatsapp) treatment (T2) was found to be most effective and
superior in imparting knowledge with the enhancement of 50.46 per cent, followed by
television treatment (48.30%) and agriportal treatment (19.92 %). With respect to
attitude, mobile (Whatsapp) treatment (T2) was found to be most effective and superior
in imparting attitude with the enhancement of 63.41 per cent, followed by agriportal (T3)
(57.96 %) and television (T1) (55.38 %).With respect to symbolic adoption, Mobile
(Whatsapp) (T2) was found to be most effective and superior in imparting symbolic
adoption with the enhancement of 25.32 per cent followed by agriportal (T3) (20.83 %)
and television (T1) (19.92 %). There was no variation in the effectiveness of control
group as they were not exposed to any of the treatment. More number of paddy growers
faced electricity problem as a major constraint and suggested to provide more power
supply to rural areas.
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