Angadi, J.G.Gandroli, Vandana A.2021-09-112021-09-112016-06https://krishikosh.egranth.ac.in/handle/1/5810175632The experimental study was conducted to examine the effectiveness of information and communication technology in promotion of System of Rice Intensification (SRI) method of paddy cultivation. The study was conducted in five villages of Kalghatagi tahsil of Dharwad district. Latest teaching methods viz., video screening at once (T1), video screening at defined stages (T2), mobile advisory (T3), video screening once + mobile advisory + expert mediated group discussion (T4) were selected. From each village 25 respondents were selected and exposed to selected teaching methods. The before-after with control group experimental design was used in the study. An educative video on SRI method of paddy cultivation was developed. The content for all selected teaching methods was kept same except few minor changes in framing sentences as per the need of the respective method. Maximum gain in knowledge had occurred as a result of exposure to video screening at defined stages followed by video screening once, video screening once + mobile advisory + expert mediated group discussion. Minimum was observed in case of mobile advisory. Knowledge gained by the respondents was retained to the maximum extent incase of video screening once followed by video screening at defined stages, video screening once + mobile advisory + expert mediated group discussion and mobile advisory after 15 days and 30 days of exposure. Symbolic adoption by the respondents was more in case of video screening once, video screening once + mobile advisory + expert mediated group discussion, video screening at defined stages and least in case of mobile advisory. Education, total land holding, land holding under paddy cultivation, mass media exposure, scientific orientation and annual income exhibited positively significant relationship with gain and retention of knowledge. In case of symbolic adoption education, family size, risk orientation and scientific orientation exhibited positively significant relationship.EnglishThesis