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Media in communication- role of mass media in dissemination of farm technology, effect of media mix for rural people

Contents Mass Media Advantages and disadvantages of mass media Types of media Media mix in rural development Conclusion References

Types of communication

Individual communication method Group communication method Mass communication method

Mass Media

Mass media is a relatively new idea in human culture.

Mass Media incorporates all those mediums through which information is distributed to the masses. 

Today, mass media is generally categorised into 7 branches. These "seven mass media", in order of their introduction are :

internet and mobile, are often called collectively as digital media & radio and TV, as broadcast media.

Characteristics of mass media Communication is mostly one way Audience has great deal of choice Reach large & vast audience Aim messages to attract largest audience possible Influence society & are in turn influenced by society

Functions of Mass media Information Consensus Entertainment Symbolic Function AdvertisingDevelopment

Development communication that focuses on the needs of the underprivileged & oppressed & their socio-economic & cultural interests & needs.

Advantages of Mass Media Reaches many people quickly Low cost per person reached

Can be used to Tell people about new ideas & services Agenda setting & advocacy Created favourable climate of opinion

Disadvantages of Mass Media Difficult to make specific to local community Fixed message Can be easily misunderstood Access often difficult Lacks feedback

Less appropriate for : Changing behaviours rooted in culture or reinforced by social norms Promoting empowerment Learning practical skills Developing skills of informed decision making

Mass Media in Agriculture

• Information on agriculture, both crop and livestock was communicated among farmers from ancient times.

• However, with the development in agricultural research, need arises to transfer new information and technologies to the users i.e. farmers.

• To fulfil this need, mass media like newspapers, magazines radio, TV film and internet play a vital role.

• What we know about the new information on technologies, public figures and public affairs is largely dependent upon what the mass media told us about it.

The major objective of mass media in Agriculture development is

to communicate the feasible farm technologies in such a manner to attract the attention of farmers,

help them to understand and remember the message and ultimately facilitate them to take appropriate decision.

Introduction Print medium was the first to be used as mass media for

communicating the information. first newspaper to be published was ‘Bengal Gazette’ also called

‘Calcutta General Advertiser” in 1780. Since then the use of newspapers and magazines kept on increasing

in terms of their number, variety, circulation and readership. Quite often new newspapers and magazines are introduced while the

older ones change their pattern of presentation. A newspaper is a publication containing news and information and

advertising, usually printed on low-cost paper called newsprint. It may be general or of the special interest, most often published daily or weekly.

Types

News paper Magazine ( general & public

interest) Journals Books Other: are leaflets, circular letters,

news letters, folders, banners, wall news papers.

Characteristi

cs

Gives extensive coverage to a large no. of items of interest

Can be read by literate audience.

Print media in Agricultural Development

Among the several mass media, newspaper and farm magazine are commonly used.

cheap & affordable; read as per convenience.

permanent medium, permanently imprinted message with high storage value making them suitable for reference and research also.

↑ rate of literacy in the country offers new promises & prospects for utilising print medium as a means of mass communication.

Conti.. plays a vital role in the communication of Agri. Information among

the literate farmers on improved agricultural practices and also to inform the public in general

Agricultural journalism is of recent origin in India.

It came into existence just 5 decades ago. It is now gaining importance, particularly after the establishment of AUs.

Technical info. needs to be provided to the farmers at the right time and in the right way, so that the productivity can be increased.

India has farm magazines in every state, published mostly in local languages.

Popular magazine published from India • Indian Horticulture (semi-technical, bi-monthly magazine in English)• Indian Farming(monthly magazine in English)• Kheti(monthly magazine in Hindi)• Phal Phool(bi-monthly magazine in Hindi)• Krishika(a half-yearly peer reviewed research journal in Hindi)• Horticulture today• Agriculture Today• Agro India• Modern Kheti• Liesa India• Farm Food

Contd..

• ICAR Reporter, English, Quarterly• ICAR News, English, Quarterly• ARIS News, English, Quarterly

• Krishi Chayanika, Hindi, Quarterly

Tamil• Pasumai Vikatan, Fortnightly• Naveena Velaanmai, Monthly

Telulgu• ANNADATA, Monthly

Kannada• KRISHIK BANDHU, Monthly• Adike Patrike, Monthly• Sahaja Samrudha• Siri Samruddhi• Sujatha Sanchike, Monthly• Sahaja Saaguvali, Bi-Monthly• Krishi Mithra, Monthly

Malayalam• Bhoomi,

Conti… Among the various types of mass media sources, newspapers can

support extension by publishing news of various extension activities, guidance and recommendations, achievements, market news, research findings, successful achievements and problem faced by farming community etc.

The green revolution and white revolution could not have been come about so quickly without the use of media like print media and radio.

• Information Super Highway & The Network of Networks• Helps in– getting information– Disseminate info by publishing, extension & teaching– Compile information

2. Internet (World wide web)

Uses of Internet

• knowledge sharing between the agriculture research institutes,

• access to international best practices,

• information sharing on public domain,

• online trading and import-export.

Web-based ICT approaches• Unilever’s iShakti

– they are attached to kiosks, known as telecenters• aAQUA

– that work entirely online

wide range of web portals that act as information repositories• TAU’s Agritech web portal. • AGMARKNET

– launched during the 9th five-year plan, provides marketing information on the latest commodity prices from 2,800 major agricultural produce wholesale markets.

• Agropedia• AGRISNET,• DACNET,• e-Krishi, • the agribusiness portal Agriwatch,• iKisan by the Nagarjuna fertilizer group (Saravanan 2010)• e-krishaksahyogi by ISAP

Anytime, Anywhere Mobile

• Mobile phones are multifunctional devices.• Extension can reach more clients through mobile-based

learning platforms—textual or richer platforms, such as video—that provide tips to farmers to improve agri- cultural skills and knowledge.

• MMS, GPRS, WAP & GPS can also be utilised effectively for extension.

3.

Various Roles for Mobiles in AgricultureGOAL METHOD

Education and awareness

Information provided via mobile phones to farmers and extension agents about good practices, improved crop varieties, and pest or disease management

Commodity prices and market information

Prices in regional markets to inform decision making throughout the entire agricultural process.

Data collection Applications that collect data from large geographic regions.

Pest and disease outbreak warning & tracking

Send and receive data on outbreaks.

Benefits• Get you connected To markets• Getting better prices• Increasing yield• Getting advices from experts• Get connected to Kisaan call centres

Impact on adoption (Fischer et.al, 2009); De Silva et.al (2010)

•Important role to improve adoption of technologies at early stage• Improves social and business network and help in faster spread of knowledge and technology.

RADIO

TELEVISION

• Can show recorded and live programs• 1967-Krishi Darshan programme by Vikram Sarabhai

Photojournalism• Photojournalism is an area

of photography dedicated to taking accurate shots of current events.

• The basic mission of a photojournalist is to take pictures to accompany a news story (whether it is broadcast or published in a newspaper).

Media mix in rural development

• There are many occasions wherein we have to use a single aid which will serve our purpose. But more often, we have to combine different aids so that we can effectively communicate and transfer information.

• Thus a proper communication strategy for any rural developmental activity involves an appropriate mix of various media

• Several studies on different media-mix for effective agricultural and rural development strategy have shown the following results :

• 1) The audio-visual aids are effective in dissemination and transfer of improved practices.

• However, care should be taken to select appropriate aid according to educational activities. The following gives the effective media-mix for the different purposes of communication with regard to adoption of improved farm practices :

Purposes of Communication Effective media-mix

Increase in knowledgeand awareness

Radio + posters + publication(booklet, folders)

Improvement of skill Method demonstration + flashcards + models

Change of attitude Slides + information folders +photographs.

Change of behaviour toaccept improved practices

Result demonstration + Field trips +slides + booklet

• About the effectiveness of Media-mix, studies have pointed out the following• combinations as most effective for communication under various circumstances

(Singh, YP 1990) :• a) Printed material + group discussion• b) Slides + audio tapes• c) Flash chards + lecture• d) Television + discussion• e) Field trip + slide show.

• With regard to three media combination the following mix was found to be most effective(Singh, YP. 1990):

• a) Radio + slid; show + field trip• b) Leaflet + individual contact + group discussion ,• c) Demonstration + individual contact + field. visit• d) Field trip + demonstration + film• e) Individual contact + booklet + demonstration

References

• Mass media in agricultural extension by B.Lahiri, S.D.Mukhopadhyay, M.M.Adhikari

• Communication techniques in farm by Dr.T. Rathakrishan, Dr.M.Israel Thomus and Dr.L.Nirmal

• www.google.com• www.youpublisher.com

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