Loading...

Bhartiya Krishi Anusandhan Patrika

Analysis of Utilization Pattern of Mass Media Sources  by the Farmers of Ladpura block of Kota District in Rajasthan

Article Id: BKAP18 | Page : 71-76
Citation :- Analysis of Utilization Pattern of Mass Media Sources by the Farmers of Ladpura block of Kota District in Rajasthan .Bhartiya Krishi Anusandhan Patrika.2017.(32):71-76

Prashant Maratha, S.K. Badodiya and K.K. Chaurasiya

Address :

R.V.S.K.V.V., Gwalior (M.P.)

Abstract

The study was conducted purposively in Kota block of Kota district to assess the sources utilization pattern of mass media by the farmers. The main objective of the study was to assess the relationship between the attributes of the farmers with their mass media utility perception. A structured interview schedule was used to collect data from 120 respondents who were viewing agricultural programmes on TV, as well as listening agricultural programmes on radio and also reading agricultural articles in the newspaper. The primary data were collected through personal interview method with the help of pre-tested interview schedule which was prepared on the basis of objectives of investigation statistical tools like- mean, S.D., percentage, and Karl Pearson’s coefficient of correlation, multiple correlation and regression analysis were used for analysis of data. The result of the study showed that education, social participation, spare time, annual income, innovativeness, market orientation and market information were found to be positively and significantly related with overall utility perception of mass media.The overall contribution of all independent parameters to utility perception of mass media was 65.90% so The study was conducted purposively in Kota block of Kota district to assess the sources utilization pattern of mass media by the farmers. The main objective of the study was to assess the relationship between the attributes of the farmers with their mass media utility perception. A structured interview schedule was used to collect data from 120 respondents who were viewing agricultural programmes on TV, as well as listening agricultural programmes on radio and also reading agricultural articles in the newspaper. The primary data were collected through personal interview method with the help of pre-tested interview schedule which was prepared on the basis of objectives of investigation statistical tools like- mean, S.D., percentage, and Karl Pearson’s coefficient of correlation, multiple correlation and regression analysis were used for analysis of data. The result of the study showed that education, social participation, spare time, annual income, innovativeness, market orientation and market information were found to be positively and significantly related with overall utility perception of mass media.The overall contribution of all independent parameters to utility perception of mass media was 65.90% so
 

Keywords

Analysis Mass Media and Utilization

References

  1. Awasthi, H.K. and Dugwekar, S. (1990). Response of rural televiewers towards Krishi Darshan Programme. Maha. J. Extn. Educ., 9:256-258. 
  2. Dhanunjaya, B. (1995). A study on utility perception of ‘Krishi Vignyan’- A farm magazine. M.Sc. (Agri.) Thesis, Uni. Agril. Sci., Bangalore. 
  3. Ghadi, D.R. (2008). Utility perception and use of agricultural advertisements by farmers. M.Sc. (Agri.) Thesis, MAU, Parbhani. 
  4. Gote, A.G. (2009). Utility perception of mass media by the farmers of Marathwada region. Ph.D. (Agri.) Thesis, YCM Open University, Nashik. 
  5. Lekule, A.G. (2000). A study on content analysis of agricultural information appeared in leading newspaper. M.Sc. (Agri.) Thesis, MAU, Parbhani. 
  6. Naganikar, S.G. (2005). Utility perception of readers of MAU agricultural Dairy. M.Sc. (Agri.) Thesis, MAU, Parbhani. 
  7. Patil, N.S. (2007). Utility perception of newspaper reading farmers. M.Sc. (Agri.) Thesis, MAU, Parbhani. 
  8. Sarnaik, S.D; Surve, R.N; Shrivastava, K.K. and Bhoyar, S.S. (2008). ‘Socio-economic attributes of farmers influencing their utility perception of agricultural technology transfer through farm telecast’; Proceedings of National Seminar on ‘Socio-economic dimensions of technology development and technology transfer in agriculture’ held on 24-25th May 2008, at Nagpur. pp:12. 
     

Global Footprints