A study on accessibility and utilization of mass media for agricultural information in Imphal east district of Manipur

Introduction

Mass media refers to the diverse array of platforms and channels used to communicate information to a large audience simultaneously. This includes traditional outlets like newspapers, radio, and television, as well as digital platforms such as social media, websites, and podcasts. The primary purpose of mass media is to reach a broad audience with news, entertainment, education, and advertising. It plays a crucial role in shaping public opinion, providing information, and influencing cultural norms. Utilization of communication sources, education, socioeconomic status, information seeking behaviour and market orientation had significant difference among the farmers with different land holding status. Respondents with larger land holding had more opportunities and potentialities to try and adopt variety of technological innovations. Since, the respondents ventured out in utilizing agricultural innovations, there was a need for agricultural information from the credible and trustworthy sources of agricultural communication (Hanglem et al., 2015) [1] . Farmers in the Imphal East District of Manipur practice different cultivation mainly by traditional method of cultivation. Mostly they prefer mobile phones and radios because it is convenient during their work. Also the programmes are not suitable for them and desire govt. concern about their cultivation practices in organic farming and schemes provided by the Indian Government. The main constraint faced by farmers is timing of T.V programmes is not suitable for them. Objectives 1. To access the socio-economic profile of the respondents. 2. To determine the accessibility and utilization of mass media for dissemination agricultural information.

Research Methodology

Descriptive research design was used for the study. This design was followed as it is used to describe characteristics of a population or phenomenon being studied. It is a scientific method which involves observing and describing the behaviour of the subject without influencing anyway. From the above table 1, it was revealed that 45 per cent of the respondents were middle age (35-55 years) and 28.33 per cent of the respondents were educated up to high school and 49.17 per cent of the respondents were semi-cemented housing pattern. It was revealed that (50%) are engaged in agriculture and labour with 37.5 per cent of the respondents' income is 50,000 to 1,00,000 rupees. It was found that (50.83%) of the respondents land holding are 1-2 acre. It was also revealed that (50.84%) of the respondents have medium level source of information. Majority of the respondents found that 49.16 per cent have medium level of innovativeness. It was revealed that (50%) of the respondents have medium level category towards risk orientation. It found that 49.17 per cent of the respondents contact with extension agents. From the above table it was revealed that majority (72.5%) of respondents do not utilize to weather information. Majority (73.33%) of the respondents do not utilize to quality input. Again majority (72.5%) of respondents do not utilize information regarding crop protection, majority (73.33%) of respondents do not utilize information for cultivation practices, majority (71.67%) of respondents do not utilize information about irrigation practices. It stated that majority (72.5%) of respondents do not utilize information about post-harvest practices, majority (70%) of respondents do not utilize information about market prices. It reveals that majority (73.33%) of respondents do not utilize information about alternate crops, majority (73.33%) of respondents do not utilize information about livestock and majority (73.33%) of respondents do not utilize information of any others. From the above table revealed that all the independent variables i.e. age, education, occupation, housing pattern, land holding, annual income, source of information, innovativeness, risk orientation and extension contact, are positively and significantly correlated with accessibility on mass media.

To determine the accessibility and utilization of mass media for dissemination agricultural information

Relationship between the selected dependent variable with independent variables

Conclusion

It was concluded that the socio-economic profile of the respondents, majority of the respondents are middle age group, most of the respondents has attained high school and intermediate, majority of the respondents are engaged in agriculture + labour, majority of the respondents have 1-2 acres of land and majority of the respondents have semicemented as their housing pattern. Majority of the respondents had low accessibility in production practices. The factors influencing the utilization of farmers towards improved production practices were age, education, occupation, annual income, land holding, source of information, innovativeness, risk orientation and extension contact. Farmers should be trained for better productivity, timely availability of organic fertilizers and proper education on plant protection measures should be ensured by the Department of Agriculture.

References

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