Sethu Rao, M KRanjan, S KarippaiKAU2020-06-022020-06-021988http://krishikosh.egranth.ac.in/handle/1/5810146877PhDIn all phases of development communication of innovations has been accepted as a vital element. Various intwerpersonal and mass media are being utilised by the development agencies to assist in the transfer of technology to the rural areas, where the attention is being focussed in all developing nations. Among the various mass media, print media, particularly newspapers play an important role in places where literacy of the population is relatively high. Newspapers have become very powerful in communication in Kerala State, which rank first in literacy in India, with a wider readership status and a variety of contents including development messages.enThesis