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Use of Communication Media by the Farmers in Receiving Information on BINAsail Rice Cultivation

M.A. Islam
Scientific Officer
Bangladesh Institute of Nuclear Agriculture, Mymensingh.

M.A.M. Miah
Professor
Department of Agricultural Extension Education, BAU, Mymensingh.

M.M. Haque
Professor
Department of Agricultural Extension Education, BAU, Mymensingh

Abstract/ Executive Summary:

The objective of this study was to find out the extent of use of communication media by the farmers in receiving Binasail information for its cultivation. Attempt was also made to determine the characteristics profile of the farmers as well as their relationship with the use of communication media. Data were collected from 100 randomly selected Binasail farmers from a total of 51 0 of four villages of Mymensingh district during September 29, to October 29,1997 by using an interview schedule. Almost all the farmers has low use of communication media. Among the communication media, almost one half (50.64 percent) of the farmers maintained contact with interpersonal media compare to 37.56 percent and 11.8 percent of the farmers using group and mass media respectively. The characteristics like level of education, farm size, area under Binasail were significantly related with their use of communication media at all the stages of adoption process. The knowledge of the farmers on Binasail found significantly related at the adoption stage of adoption process. On the other hand, age of the farmers and their use of communication media showed insignificant relationship.

Keywords: Communication media, Farmers receiving information, Binasail rice cultivation

Location: Four villages, three under sadar thana and one of Ishwarganj, under Mymensingh district

Start Date: 29-09-1997

End Date:

Program Area: Knowledge Management

Non-commodity: ICT

Objectives:

1. To determine the extent of use of communication media by the farmers in receiving Binasail information

2. To find out the communication media used by the farmers in different stages of Binasail decision process.

3. To determine and describe some of the selected characteristics of the farmers; such as : age, level of education, farm size, area under Binasail, and knowledge on Binasail.

4. To explore the relationship between the use of communication media by the farmers and some of the selected characteristics mentioned above.

Methodology:

Four villages, three under sadar thana and one of Ishwarganj, under Mymensingh district comprises the locale of the study. The selected villages were, suhila, sutiakhali, Boira and Dwaribari. Out of 510 Binasail growers of the villages 100 Binasail growers were selected at random. Data were collected from the farmers by using a structured questionnaire through face to face interviewing. Data collection took one month during September 29, to October 29, 1997. After collection, data were coded, compiled and tabulated for necessary analysis. Statistical measures such a frequency count, percentage, range, mean and standard deviation were used to interpret the data. To explore the relationship between the dependent and independent variables, co-efficient of correlation was conducted. Five percent level of probability was used to test significance of the relationship between the variables. The use of communication media was the dependent variable of the study. Six elected characteristics such as age, level of education, farm size, area under Binasail, Knowledge of Binasail and adoption of Binasail by the farmers were considered as the independent variables of the study. on The independent variables such as age, level of education, farm, size, and area under Binasail were measured by using the measuring units of year, year of schooling, and hectare respectively. The knowledge of the farmers regarding Binasail rice was calculated by asking 20 questions on various aspects of cultivation of Binasail and core was given on the basis of answers and was expressed in number. Appropriate scale was used to measure the adoption of Binasail rice. The farmers were asked to mention the communication media they use in different stages of Binasail decision process. In the case of awareness stage, the farmer' opinion were measured by giving score of 3, 2, and 1 to the first three media of communication they used to get aware about Binasail rice cultivation. In the case of other stages of Binasail cultivation process such as interest, evaluation, trial and adoption, a four point modified Likert-type scale such as 'frequently', 'sometimes', 'seldom' and 'not at all' was used to measure the extent of use of communication media for getting information about Binasail cultiation. The weights such as 3, 2, 1, and 0 were assigned to each of the scales to obtain the extent of use of media. All the weights asigned to the scales of 5 stages were added together to ascertain communication media use score of a Binasail farmer. Thus, the communication media use score of a respondent could range from 0 to 162, where 0 indicating no use and 162 for very high use of communication media in receiving information about Binasail.

Source of Information: Bangladesh J. Nuclear Agric. 14: 21-28,1998 ; ISSN 0258-7130

Article Link (Online Journal):

Funding Source:

Total Budget (Tk.) :

Achievement/Findings:

It may be concluded that Binasail rice has been communicated to the farmers mostly by the interpersonal communication than those of the impersonal communication media. The farmers had very poor access to the existing information system in receiving information on Binasail because Binasail information have been Iess exposed to the various communication media in general and mass media in particular It may therefore, be suggested that the concerned authority should advocated more publicity / media campaign on various potential aspects of Binasail rice so that the farmers will get proper thought on its adoption.

Knowledge Management: Journal