A STUDY ON COMMUNICATION BEHAVIOUR OF EXTENSION PERSONNEL OF ANDHRA PRADESH

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dc.contributor.advisorSIVANARAYANA, G
dc.contributor.authorPRAVEEN BABU, R
dc.date.accessioned2019-02-14T05:54:58Z
dc.date.available2019-02-14T05:54:58Z
dc.date.issued2018
dc.descriptionD5622en_US
dc.description.abstractCommunication plays very important role in effective implementation of rural development programmes and adoption of new technologies. It is only through communication, the external ideas and new technologies enter the communities. This entails the extension personnel to have thorough understanding of the communication process. Hence the communication behaviour of extension personnel of Andhra Pradesh was studied. The Communication behaviour of the extension personnel was broken into three main components namely information input behaviour, information processing behaviour and information output behaviour. The Department of Agriculture has a strong chain of human resources consisting of more than 2000 extension staff of field and supervisory cadre. At the District level the Department is headed by Joint Director of Agriculture and assisted by DDA's, ADA's and AO's at District, Division and Mandal levels respectively. The Divisional ADA is the head of the Agriculture division assisted by agricultural officers at the mandal level. There are 148 divisions in the state. In all, there 664 Rural and Urban mandals of the state at least one Agriculture Officer is working in each mandal. These AO's are assisted by few Agricultural Extension Officers at village level. The study was conducted in four districts of Andhra Pradesh during 2014. The respondents were selected by proportionate random sampling comprising 240 extension personnel. Considering communication behaviour and Attitude as dependent variables, the Scale was developed for attitude by using summated rating technique. The attitude scale comprised 22 statements. The study was conducted by following an Ex-Post-Facto Research Design. Data were collected by pre-tested instrument followed by personal interview method. Appropriate statistical procedures were employed to analyse and interpret the data. The detailed analysis of the profile characteristics of extension personnel indicated that majority of them were middle aged (75.40 %), 42.90 per cent are having only B.Sc. (Ag.) as qualification majority of them belonged to medium level of job experience (63.60%) , annual income (70.40%), training exposure (50.80%), perceived work load (67.10%), organisational climate (68.80%), job performance (42.40%), scientific orientation (39.20%), innovativeness (40.40%), achievement motivation (45.80%) and 52.90 per cent of the respondents were having high job satisfaction The various communication behaviour components were information input behaviour, information processing behaviour and information output behaviour . With regard to various components they possess, medium level of information input behaviour (65.83%), medium level of information processing behaviour (60.42%), medium level of information output behaviour (55.00%) and medium overall communication behaviour (41.30%) was observed. The detailed analysis of dependent variable attitude towards ICT's indicated that majority (61.60%) of the respondents had favourable attitude towards ICT's and principle component analysis revealed that five factors i.e. real time accessibility of ICT's , authencity of information of ICT's, data capture utility of ICT's, multiplier power of ICT's and empowering power of ICT's had explained the maximum variation (66.99%) in attitude towards ICT's. The computed correlation coefficient ‘r’ values of Age, Educational status, job experience, Annual income, Trainings exposure, Organizational climate and Job performance were found to have positive and significant relationship with communication behaviour at 0.05 level of probability. Perceived work load was negatively correlated with the dependent variable. The multiple regression equation with twelve selected independent variables put together contributed 86 per cent to the total variance in the communication behaviour; remaining 14 per cent was due to the extraneous effects of the variables. The variables such as Age, Educational status, job experience, Annual income, Trainings exposure, job satisfaction, Organizational climate and Job performance were found to have positive and significant relationship with attitude, perceived work load was negatively correlated with the dependent variable. Whereas, variables such as Scientific orientation and Achievement motivation were found to be positive and nonsignificant with the attitude of extension personnel towards ICT's.The multiple regression equation with twelve selected independent variables put together contributed 76 per cent to the total variance in the communication behaviour and remaining 24 per cent was due to the extraneous effects of the variables. Regarding the training in presentation skills the respondents had given first rank to effective preparation of presentation (I) followed by Combining different methods (II) Captions / illustrations .Regarding training related to visual aids, first rank was given to designing power point followed by designing flip/strip charts. The Major problems faced by extension personnel in information input are 'Lack of transports facilities to visit the farmer’s field' was given first rank and Regarding problems related to information processing that 'less resources for developing visual aids'. The major problems in information output behaviour are 'unfair Political interference in all activities'. Most( 85.83%) of the respondents anticipated that skilled staff should be employed in the agricultural department.en_US
dc.identifier.urihttp://krishikosh.egranth.ac.in/handle/1/5810094963
dc.keywordsCOMMUNICATION BEHAVIOUR, EXTENSION PERSONNELen_US
dc.language.isoen_USen_US
dc.pages219en_US
dc.publisherAcharya N.G. Ranga Agricultural Universityen_US
dc.research.problemA STUDY ON COMMUNICATION BEHAVIOUR OF EXTENSION PERSONNEL OF ANDHRA PRADESHen_US
dc.subAgricultural Extensionen_US
dc.subjectnullen_US
dc.themeA STUDY ON COMMUNICATION BEHAVIOUR OF EXTENSION PERSONNEL OF ANDHRA PRADESHen_US
dc.these.typePh.Den_US
dc.titleA STUDY ON COMMUNICATION BEHAVIOUR OF EXTENSION PERSONNEL OF ANDHRA PRADESHen_US
dc.typeThesisen_US
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