Television is the most powerful audiovisual medium, evolving
from its humble beginnings in 1936. In today's world, it has grown into a huge
network for mass information and mass entertainment. As an effective medium of
mass communication, television plays a crucial role in the agricultural sector,
making proper planning and execution of farm broadcast programmes essential for
bringing about desired changes in agricultural communities. The present study
was taken up to investigate the relationship between the profile
characteristics of televiewing farmers and the effectiveness of farm broadcast
programmes. The study was conducted in Andhra Pradesh using an ex-post facto
research design. Out of the 13 districts of Andhra Pradesh, four districts were
selected randomly. Two mandals from each district and two villages from each
mandal were selected randomly. After listing out the total number of farmers
who have television sets, 15 farmers from each village were chosen by a simple
random sampling method; the total sample size became 240. The primary data were
collected by using a pre–tested interview schedule. To convert the data into
meaningful findings, statistical tools such as the Correlation coefficient (r)
and Multiple Linear Regression (MLR) were used. The findings indicated that,
out of sixteen profile characteristics selected, thirteen, viz., age,
education, farming experience, socio-economic status, innovativeness, mass
media exposure, marketing orientation, risk orientation, economic orientation,
scientific orientation, extension contact, social participation and training
exposure had significant relationship with the effectiveness of farm
broadcasts. The other profile characteristics such as farm size, annual income
and cropping intensity, did not show any relationship. The MLR analysis found
that all 16 profile characteristics of televiewing farmers put together
explained about 78.64 per cent variation in the effectiveness of farm
broadcasts. The remaining 21.36 per cent is due to the extraneous profile characteristics,
which were not considered under study. The profile characteristics, namely
socio-economic status, mass media exposure, risk orientation, economic
orientation, scientific orientation, extension contact and annual income were
found to be positively significant at the 0.01 level of significance. The
variable social participation was found to be positively significant at the
0.05 level of significance. This study concludes that farm broadcast programmes
provide a comprehensive understanding of agricultural technologies and
effectively supplement knowledge gained through training programmes. Due to its
audio-visual component and comprehensive nature, the effectiveness of farm
broadcasts increases with increasing training exposure. Future studies may
include additional profile characteristics like achievement motivation,
management orientation, previous knowledge, production orientation, planning
orientation, price situation, input accessibility, etc., which are likely to
affect them and which are beyond the present study, and may also be studied.
Author(s) Details
M. V. Krishnaji
Regional Agricultural Research Station, Maruteru, Achraya N. G. Ranga
Agricultural University, West Godavari District, Andhra Pradesh, India.
T. Gopi Krishna
Mekapati Gowtham Reddy Agricultural College, Udayagiri, SPSR Nellore
District, Andhra Pradesh, India.
Please see the book here :- https://doi.org/10.9734/bpi/nhstc/v8/7052
No comments:
Post a Comment