1. welcome

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

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

4. Types of communication
 Individual communication method
 Group communication method
 Mass communication method

5. 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 :

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

7. 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

8. Functions of Mass media
 Information
 Consensus
 Entertainment
 Symbolic Function
 Advertising
Development
Development communication that focuses on the
needs of the underprivileged & oppressed & their
socio-economic & cultural interests & needs.

9. 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

10. 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

11. 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.

12. 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.

13. 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.

14.  News paper
 Magazine ( general & public
interest)
 Journals
 Books
 Other: are leaflets, circular letters,
news letters, folders, banners, wall
news papers.

15.  Gives extensive coverage to a
large no. of items of interest
 Can be read by literate audience.

16. 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.

17. 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.

18. 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

19. 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,

20. 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.

21. • Information Super Highway &
The Network of Networks
• Helps in
– getting information
– Disseminate info by publishing, extension & teaching
– Compile information
2. Internet
(World wide web)

22. Uses of Internet
• knowledgesharing betweenthe
agriculture research institutes,
• access tointernationalbestpractices,
• informationsharingon public
domain,
• onlinetradingand import-export.

23. 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

24. 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.

25. Various Roles for Mobiles in Agriculture
GOAL 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.

26. 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.

28. RADIO

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

31. • 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).

32. 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

33. • 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 :

34. Purposes of Communication Effective media-mix
Increase in knowledge
and awareness
Radio + posters + publication
(booklet, folders)
Improvement of skill Method demonstration + flash
cards + models
Change of attitude Slides + information folders +
photographs.
Change of behaviour to
accept improved practices
Result demonstration + Field trips +
slides + booklet

35. • 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.

36. • 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

37. 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