Perceived impact of mass media on agricultural production among farmers – A sociological analysis

In a country like India, where literacy is low, choosing the right communication medium is critical. With the majority of the Indian people working in agriculture, television might be an effective means of disseminating farm information and technical know-how. Through media, farmers may easily understand processes, technologies, and teaching. Any media meant for a bigger audience is referred to as mass media. Media is a vehicle or means of communication that disseminates information from the source to the target public. Therefore, the present research was conducted in Haryana state. Hisar II and Adampur block were selected from Hisar district. The sample of 120 respondents was selected through systemic random sampling techniques. Data were collected through interview Schedule and analyzed with suitable descriptive statistical techniques. Analysis clearly revealed that more than half of respondents (54.00 %) had medium level of awareness. Forty-five per cent respondents had utilized mass media sometimes for gathering information and about fifty-two per cent respondents were also having medium level of impact of mass media on agricultural production. Most effective source and young and middle age respondents used mobile and internet for gaining information about agriculture production. Majority of respondents used internet for getting agricultural information. Socio economic factor age, education, annual family income, Land holding, subsidiary occupation and ICT sources, socio economic status were found significantly associated with knowledge about mass media regarding knowledge. Thus, we conclude that there is need to create more awareness about use of mass media for agriculture through some trainings. Hence it was also found that education and knowledge of farmers regarding mass media will also help in more productivity. Creating social media channels on YouTube, Telegram and groups on Whatsapp and Facebook by University level and KVKs at district level that provide farmers with up-to-date information about new and improved seeds, irrigation, crop protection etc. so that farmers can make better use of research conducted by different departments of the university