Magazine 2014
International Peer-Reviewed Journal
RESEARCH HORIZONS, VOL. 4 JULY 2014
FARMER’S KNOWLEDGE, ATTITUDE &
ADOPTION TOWARDS MASS MEDIA EXPOSURE
Harshada Rathod
ABSTRACT
Agricultural development can be achieved in a large measure through the introduction of new and
improved agricultural technologies. Realizing the importance of agricultural development, a number
of production-oriented research and extension schemes have been launched from time to time to
raise agricultural production and research centres to the cultivators. Farmers should be enthused
and motivated to accept and work for a transformation. The basic issue, therefore, is the receptivity of
the farmers needed to prepare them mentally and emotionally to accept new ideas and practices.
This willingness and acceptability may be created, developed and sustained in them by a continuous
supply of information regarding the different aspects of farm operations, constant education and
training. Farmers need to understand the necessity of adopting a particular farm practice replacing
the traditional one.
Therefore, the role of communication in the development of agriculture is not only to inform and
create awareness among those engaged in agriculture and allied occupations, but also to implant
new ideas that change the modes of farming and bring about agricultural and occupational
diversification in rural areas.
Keywords : Mass Media, Knowledge, Attitude, Adoption, Improved Practices, Backward Village,
Progressive Village
Introduction
Even today, three-fourths of the Indian population lives in villages. These villages cannot be ignored
if India has to develop. In villages, agriculture is the mainstay of the people. Agricultural development
can be achieved in a large measure through the introduction of new and improved agricultural
technologies. Realizing the importance of agricultural development, a number of production-oriented
research and extension schemes have been launched from time to time to raise agricultural production
and research centres to the cultivators. Farmers should be enthused and motivated to accept and
work for a transformation. The basic issue, therefore, is the receptivity of the farmers needed to
prepare them mentally and emotionally to accept new ideas and practices. This willingness and
acceptability may be created, developed and sustained in them by a continuous supply of information
regarding the different aspects of farm operations, constant education and training. Farmers need
to understand the necessity of adopting a particular farm practice replacing the traditional one.
They have also to be informed about the services available at various levels.
Countries, which have modernized their agriculture and achieved higher production, have done so
only through the introduction of science and technology into the farming system. India, therefore,
cannot be an exception. Indian agriculture, in recent years, has shown encouraging signs of changing
from the traditional to the modern, through conversion of agricultural technology and production-
accomplishment-oriented techniques.
Thus, communication leads towards a multiplier for the adoption of agricultural practices. It is the vital
bridge that carries the results of research from the scientists’ laboratories to the tillers of the soil.
Therefore, the role of communication in the development of agriculture is not only to inform and
create awareness among those engaged in agriculture and allied occupations, but also to implant
new ideas that change the modes of farming and bring about agricultural and occupational
diversification in rural areas.
Objectives
The main purpose of this study, is to examine existing patterns and the extent of utilization of the
channels of communication in two selected villages – Gangapur, a progressive village and Khandivav
a backward village, in Nadiad taluka, Kheda district, Gujarat.
Implicit in the above general objectives are the following specific objectives:
1
2
.
.
To study the socio-economic characteristics of the farmers of the sample village.
To find out the extent of mass media exposure in the sample villages.
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RESEARCH HORIZONS, VOL. 4 JULY 2014
3
.
To measure the extent of knowledge regarding recommended improved agricultural practices
with regard to important crops, i.e., paddy in the progressive village and bajra in the backward
village.
4
5
.
.
To study the resultant attitude of the farmers towards improved agricultural practices.
To find out the resultant extent of adoption of improved and more productive practices with
regard to important crops and improved diary practices.
Research Hypothesis
In the light of the above objective the following null hypothesis have been formulated:
There will be no relationship between the selected personal, social, communicational, economic
and psychological variables of the progressive and backward village farmers and their,
1
2
3
4
.
.
.
.
Exposure to mass media
Knowledge of recommended improved practices for important crops.
Attitude towards improved agricultural practices.
Extent of adoption of improved agricultural practices.
Limitations
1
2
3
.
.
.
The present study is limited to only 160 farmers (80 farmers in each of the two villages) due to
limited time, funds and other physical facilities.
The study relates to two villages of Nadiad taluka – Gangapur, a progressive village and Khadivav,
a backward village.
The findings have been based on the verbal expressions and responses of the respondents.
Review of Literature
Pandey K.N. (1989) has found that 55.56, 37.04 and 1.23 per cent small farmers have favourable
attitudes towards modern agricultural practices and hold high, medium and low socio-economic
status respectively. Only 4.94 per cent medium and 1.23 per cent high status farmers have
unfavourable attitudes. Among marginal farmers, the high status category have a positive attitude.
Farmers belonging to low socio-economic status in this group (marginal) also have favourable attitude
towards dwarf variety of wheat. The farmers with low (33.33 per cent), medium (50.72 per cent) and
high status (13.04 per cent) have a positive attitude.
Patel S.M’s. (1982) study has revealed that a majority (71 per cent) of the respondents utilize
agricultural news published in ‘Gujarat Samachar’ to a medium extent, whereas 17 per cent and 12
per cent of the respondents utilize the it to low and high levels respectively.
Singh and Hansra (1987) have reported that the programme ‘Mera Pind Mera Khet’ based on
agriculture is viewed regularly by 40 per cent of the respondents, whereas 56.66 per cent view the
programme quite regularly and 3.34 per cent occasionally. Similar results have been observed by
Sangha and Dhillon (1988).
Kamat V. (1992) has found that nearly 40 per cent of the listeners discuss what they had hear on the
radio with their family members, friends and neighbours and gram sevaks.
Hasan (1995) has studied the impact of magazines in the promotion of knowledge of the subscribers.
He has found that in the case of the “Indian Farmer’s Digest” a majority of the subscribers (60.66 per
cent) are ‘affected more’ by the information given in the magazine, while it had ‘less impact’ on a few
subscribers.
Chauhan (1994) has reported that more than two fifths (41.43 per cent) of the respondents have
very little knowledge (regarding modern practices of maize crop), while 36.19 per cent and 22.38
per cent have medium and low level of knowledge.
Chauhan (1994) observes that a majority of the small farmers (63.33 per cent) have a less favourable
attitude towards modern agricultural practices, while 32.67 per cent and only 4 per cent of them
have medium and very favourable attitude towards modern agricultural practices respectively.
Patel J.M. (1989) reports that a little more than half (53 per cent) of the respondents belong to the
category of those with medium extent of adoption, while 27 per cent respondents are high adopters,
whereas only 20 per cent of the respondents have been found to be low adopters.
Research Methodology
ꢂ
Location of the Study: The present study has been conducted in two villages situated in Nadiad
taluka of Kheda district of Gujarat, Kheda district is located in the central part of Gujarat.
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RESEARCH HORIZONS, VOL. 4 JULY 2014
ꢂ
Selection of the villages: To examine the impact of communication on agrarian economy, out
of ten talukas of Kheda district, Nadiad has been selected for the study because of its high
mass media exposure, well-developed infrastructural facilities, with agriculture and dairying as
important economic activities. This particular taluka has one of first TV transmitters in the rural
areas of Gujarat.
ꢂ
Tools of the Study: Both primary and secondary sources have been used to collect the data for
the study. In order to collect the required data from the respondents an interview technique has
been thought most suitable. For interviewing the farmers more comprehensive, simple and
complete schedule has been prepared very carefully after pilot testing.
Conclusion
On the basis of results obtained from present investigation the following conclusions have been drawn:
ꢂ
ꢂ
Age: Most of the respondents from both the villages fall generally under middle age group (26-
0 years) followed by the old and young age groups (below 25 years) respectively.
5
Education: A majority of the respondents in the progressive village have secondary and high
school education. As against this in the backward village, about one fourth of the respondents
are illiterate followed by those of with some formal education.
ꢂ
Type of family: A great majority (80 per cent) of the respondents from the progressive village
are from nuclear families, followed by 17 per cent from joint families. In the case of the backward
village three fourths of the respondents are part of nuclear families, while one fourth live in joint
families.
ꢂ
ꢂ
ꢂ
Size of Family: In the progressive village more than three fourth (87 per cent) of the respondents
have small to medium size families, whereas in nearly 70 per cent of the respondents from the
backward village have small to medium sized families.
Type of House: A great majority of the respondents from the backward village reside in mud
built ‘kuccha house’ whereas in the progressive village respondents belonging to the higher
caste, with large land holding and high socio-economic status have ‘mixed and pucca’ houses.
Animals owned: More than half (62.50 per cent) of the respondents from the progressive villages
posses 3-5 animals whereas nearly 50 per cent of the respondents from the backward villages
have 3-5 animals.
ꢂ
ꢂ
Caste: A majority of the respondents from both the villages are from intermediate caste followed
by lower and higher castes.
Social participation: The data reveal that more than three fourth of the respondents from the
progressive villages and about two third respondents from the backward village have low to
high social participation respectively.
ꢂ
ꢂ
Extension contact: A majority of the respondents from the progressive village and nearly half
of the respondents from the backward villages have low to high extension contact respectively.
Occupation: It is interesting to know that nearly three-forth of the sample respondents are
exclusive farmers only, whereas more than one fourth of the respondents combine farming with
other occupations, from both the villages.
ꢂ
Annual Income: Nearly 45 per cent of the respondents from the progressive village fall into
middle income groups (Rs. 11,000 to Rs. 20999) and 35 per cent of the respondents are from
the high income group (more than Rs. 21,000). In the case of the backward village more than
two third of the respondents belong to low or average income groups (less than Rs. 5,999 to
Rs. 10,999), whereas only 3.75 per cent of the respondents fall into high income group (more
than Rs. 21,000).
ꢂ
Land Holding: The large size land holders are also comparatively more in the progressive
village compared to the backward village i.e., 33.75 per cent and 13.75 per cent respectively.
More than half of the respondents from the backward village were found with small to medium
size of land holding, whereas in the case of the progressive village the percentage is about 40
per cent.
ꢂ
ꢂ
Socio-economic status: It has been found that a great majority of the respondents from the
progressive village have medium to high socio-economic status, whereas in the backward village
nearly half of the respondents fall into this category.
Economic motivation: The data reveal that nearly three fourth of the sample respondents from
both the villages have low to medium level of economic motivation followed by high motivation.
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RESEARCH HORIZONS, VOL. 4 JULY 2014
ꢂ
Scientific orientation: A great majority of the respondents from the progressive village and
about two third of the respondents from the backward village show medium level of scientific
orientation.
ꢂ
Risk preference: A great majority of the respondents from the progressive village show low to
medium level of risk preference, whereas in the backward village three fourth of the respondents
belong to this category. Risk preference among respondents form the backward village is high
compared to those from the progressive village, especially in the case of known and established
innovation like irrigation.
ꢂ
Mass Media Exposure: More than half of the respondents from the progressive village have
high media exposure, while in the backward village it is very less. Media exposure is also
comparatively high among the high caste and large land holders. As education, number of
occupations, extension contacts increase, exposure to mass media also increases. The results
also indicate that owing to high media exposure farmers from the progressive village gain more
knowledge and are ready to change their attitude. This has resulted in the adoption of improved
agricultural practices.
Extent of Knowledge Regarding Recommended Imporved Agricultural Practices :
The data from Table 1, indicates that a majority (52.2 per cent) of the respondents from the backward
village have very little knowledge regarding the recommended improved agricultural practices, whereas,
4
3.8 per cent and 3.8 per cent of them have medium and high level of knowledge about the
recommended improved agricultural practices.
Table 1
Distribution of Respondents According to Their Extent of Knowledge Regarding
Recommended Improved Agricultural Practices
N = 160
Extent of Knowledge regarding
recommended Agricultural
Practices
Progressive
Village
Backward
Village
Total
No.
No.
%
No.
42
35
3
%
%
Low upto (29.5)
Medium (29.5 – 47.5)
Higher (47.6 & above)
Total
-
-
52.50
43.75
3.75
42
26.25
40.62
33.13
100.00
30
50
80
37.50
62.50
100.00
65
53
80
100.00
160
In the case of progressive village, a majority (62.5 per cent) of them have a high level of knowledge,
while 37.5 per cent of them have a medium level of knowledge regarding recommended improved
agricultural practices.
In, general more than three sixths (26.3 per cent) of the respondents have a low level of knowledge,
while 40.6 per cent and 33.1 per cent have medium and high levels of knowledge regarding improved
agricultural practices. The foregoing discussion has pointed out that a majority of
Distribution of Respondents by Their Knowledge of Improved Agricul. Practices
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RESEARCH HORIZONS, VOL. 4 JULY 2014
Distribution of Respondents by Their Attitude to Improved Agricul. Practices
The respondents (26.3 and 40.6 per cent) have a low to medium level of knowledge regarding
recommended improved agricultural practices.
The probable reasons for the above findings may be poor extension contact, low mass media exposure,
low education of respondents. Similar findings are also reported by Rath (1977), Sinha and Singh
(
1980), Kherde et.al. (1986), Sharma et.al. (1988) and Patel et.al. (1992).
Resultant Attitude Towards Imporved Agricultural Practices
The data from Table 2, it is seen that a majority of the respondents (46.3 per cent) from the backward
village have a less favourable attitude towards improved agricultural practices, while 37.5 per cent and
1
6.3 per cent have medium and highly favourable attitude towards these practices. In the case of the
progressive village, a majority (38.8 per cent) of them have medium level of favourable attitude towards
improved agricultural, followed by 33.8 per cent and 27.5 per cent with less and more favourable
attitudes respectively.
Table 2
Distribution of Respondents According to Their Level of Attitude Practices
N = 160
Extent of Knowledge regarding
recommended Agricultural
Practices
Progressive
Village
Backward
Village
Total
No.
No.
27
31
22
80
%
No.
37
30
13
80
%
%
40.00
38.13
21.87
100.00
Low upto (21-27)
Medium (28-30)
Higher (31 & above)
Total
33.75
38.75
27.50
100.00
46.25
37.50
16.25
100.00
64
61
35
160
In general, slightly half (40 per cent) of the respondents have less favorable attitudes, while 38.1 per
cent and 21.9 per cent have medium and highly favorable attitudes towards improved agricultural
practices.
It could be inferred from the findings that a little less than half of the respondents have less favorable
attitudes towards improved agricultural practices. The probable reasons for this may be their lack of
knowledge regarding improved agricultural practices, low extension contact and education. They have
not understood the real value of improved agricultural practices.
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Resultant Extent of Adoption of Improved Agricultural Practices
The data from Table 3, clearly indicates that a majority (65 per cent) of the respondents from the
backward village show a low level of adoption, followed by 32.5 per cent with medium and only 2.5 per
cent with a high level of adoption of improved agricultural practices. In the case of the progressive
village, a majority (68.8 per cent) of the respondents show a high level of adoption, followed by 31.3
per cent with medium level of adoption of improved agricultural practices.
Distribution of Respondents by Their Adoption of Improved Agricul. Practices
Table 3
Distribution of Respondents According to Their Level of Attitude Practices
N = 160
Extent of Knowledge regarding
recommended Agricultural
Practices
Progressive
Village
Backward
Village
Total
No.
No.
%
No.
52
26
2
%
%
32.50
31.87
35.63
100.00
Low (upto 22)
Medium (23-35)
Higher (36 & above)
Total
-
-
65.00
32.50
2.50
52
25
55
80
31.25
68.75
100.00
51
57
80
100.00
160
From the above results it can be concluded that more than two fifths (32.5 per cent) of the respondents
show low level of adoption, followed by 31.9 per cent with medium and 35.6 per cent with a high level
of adoption of improved agricultural practices.
The probable reasons for the above findings may be poor economic conditions, problematic
geographical location and lack of the desired levels of extension contact, economic motivation, scientific
orientation, risk preference, attitude, knowledge and mass media exposure.
Implications
The following implications emerge from this research study:
1
.
The exposure to mass media, knowledge, attitudinal changes and adoption seem to be higher in
younger farmers. Therefore, it is suggested that extension organizers concentrate their efforts on
persuading young farmers to contribute their might to agricultural development.
2
.
To minimise the gap in the expected maximum levels and existing levels of attitude towards
improved agricultural practices education level of the farmers should be improved through
functional literacy and total literacy campaign.
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RESEARCH HORIZONS, VOL. 4 JULY 2014
3
.
The study reveals that mass media exposure is on important variable in the development of
agriculture, not only in creating awareness among those engaged in agriculture and allied economic
activities but also in implanting new ideas that change the modes of farming and bring about
occupational diversification in rural areas. The farmers themselves have made the following
recommendation and suggestions:
i)
The duration of farm programme may be increased and these may be repeated frequently.
Farm publications should be made available and in the village on time.
ii)
iii) The recommended and improved method of cultivation practices may be shown to the farmers
repeatedly through exhibitions, demonstrations or with the help of effective communication
media preferably through film shows or videos. This may be adequately done if T and V
(
Training and Visit) system is implemented properly.
iv) Audio-visual shows should be organized frequently and they should focus more on farm
information’s.
v) Agricultural literature in simple and local language should be provided to the farmers and
the link between extension and research must be strong and effective.
vi) To minimize the gap between the expected maximum levels and existing levels of mass
media exposure, community TV sets, radio sets and newspapers should be made available
in both the villages.
4
.
With the increasing level of adoption of the improved agricultural practices the income level of the
farmers will go up. Therefore, concerted efforts should be made by extension agencies to motivate
themselves to invest more in productive items.
References
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Chauhan, N.B.(1994). A Study On Peasantry Modernization In Dungarpur District of Rajasthan,
Department of Extension Edn., Rajasthan Agricultural University, Bikaner.
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Dr. Harshada Rathod : Head, Dept. of Economics & Principal, Maniben Nanavati Women’s College,
Mumbai.
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