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Farmers' Preference of Mass Contact Media as Agricultural Information Sources

M.R. Islam
Former MS student, Department of Agril. Extension Education, Bangladesh Agricultural University, Mymensingh

S. Parveen
Department of Agril. Extension Education, Bangladesh Agricultural University, Mymensingh

M. A. Hossain
Graduate Training Institute, Bangladesh Agricultural University, Mymensingh.

Abstract/ Executive Summary:

The main purpose of this study was to have an understanding on the preference of mass contact media, and to explore the relationship between ten selected characteristics of the farmers and their preference. Data were obtained From 100 farmers of five selected villages of Kazipur Upzila of Serajgonj district during September to October 1998. Preference of mass contact media was measured in three dimensions. It was found that 39% of the respondents belonged to low category, 3 7% medium, 15% high category and 9016 did not use any mass contact media On the basis of standard of mass media, 41 % of the respondents had medium preference compared to 31 % high and 28010 low. On the basis of opinion to increase effectiveness of mass contact media, 42016 belonged to medium category, 36016 high and 2211 '0 low category. Education farm size, annual income, organizational participation, individual media exposure, group media exposure, agricultural knowledge and innovativeness of the farmers had positive significant relationship with their preference of mass contact media. However, age had significant but negative and family size had no significant relationship. Regarding the standard of mass media, education, annual income, individual media exposure, agricultural knowledge and innovativeness of the farmers had positive and significant relationship. Age had however, significant but negative relationship and family size, farm size, organizational participation and group media exposure had non-significant relationship. Regarding the opinion to increase effectiveness, education and agricultural knowledge of the farmers had positive and significant relationship and other variables had non-significant relationships.

Keywords: Agricultural information, mass media, preference

Location: Kazipur Upazila of Serajgonj district

Start Date: 01-09-1998

End Date: 31-10-1998

Program Area: Knowledge Management

Non-commodity: Database Management

Objectives:

1. The present study has therefore been attempted to determine and describe the preferences of mass media by the farmers and explore relationships between some of their selected characteristics with their preferences of mass media.

Methodology:

Ten characteristics of the farmers were selected as independent variables which have already been mentioned earlier. Farmers' preference of mass contact media as agricultural information sources was the dependent variable of the study. Mass media included in the study were radio, television, farm publication, poster, newspaper, agricultural fair, mass meeting and folk campaign. Farmers' preference was measured on the basis of three dimensions. The first dimension was preference on the basis of use of mass contact media, second, preference on the basis of standard of mass contact media, and third, an indirect approach, viewing the opinion of the respondents for increased effectiveness of mass contact media. Three different scales were used in measuring the preference on the basis of use of mass contact media by the farmers as information sources. The highest score for use of mass media from his own source was 2, media used but from other sources was I, and in case of not use the score was O. The score obtained by each respondent against each of the 8 mass contact medium were summed up to get the respondents- preference of mass contact media. In this case, the possible score could vary from 0 to II, where 0 indicated no preference and II indicated high preference to each mass contact medium. The scoring procedure may be understood from the following example. In respect of radio, television and newspaper, the respondents for example, could use them either from their own source or from other source. The assigned score was 2 for own source and I for other source. Accordingly, the highest score for the first three media could be 2x3 = 6, and the rest five media could have one score for each and thus totaling II. Preference of mass contact media on the basis of present standards of the selected mass contact media was measured by the response of the farmers which included nine type of statements relating to present standards of listed mass contact media. Different points and scores were assigned for measuring the nine statements. Thus the total score for preference on the basis of standards of mass contact media was determined by summing up the total sub-score of 9 (nine) types of statements as follows: Preference on the basis of standard score was the total of extent of use score (0 - 24) + type of information score (0-67) + quantity of information score (0-24) + compatibility score (0-24) + understandability score (0-24) + presentation technique score (0-24). The possible score for preference on the basis of standard of the mass contact media could vary from 0 to 259 where 0 indicated no standard and 259 'indicated a very high standard preference score of mass contact media. An indirect approach of farmers for preference of mass contact media was determined by viewing 10 different statements relating to 'increased effectiveness of mass contact media as agricultural information sources and also considering the remedies of existing problems. Four point modified Likert-type method was used to compute the extent of increased effectiveness of mass media. Thus the possible score of the respondent could range from 0 to 30, 0 indicating no agreement and 30 indicating high agreement with the statements. The scores obtained by each respondent were summed up to get farmers preference score.

Source of Information: Bangladesh Journal of Extension Education, Vol. 13 No. 1&2,2001: 29-35 ; ISSN 1011-3916

Article Link (Online Journal):

Funding Source:

Total Budget (Tk.) :

Achievement/Findings:

The study revealed that more than half of the respondents (52%) belonged to either medium or high preferred group, while 39% had low preference for mass contact media on the basis of their use. In view of this findings, it may be concluded that the concerned agencies have yet scope for giving concerted effort for furthering its use. So it can be recommended that DAE and other concerned agencies should give more emphasis on mass contact media i.e. mass media club/society based group extension' system in the locality. Regarding standards of mass contact media, 41 % of the respondents considered the standard of the mass contact media as medium, 31 % considered it as low and 28% considered it as high. Preference of mass contact media on the basis of standard showed that the farmers' choice of media depends on type of information, quality of information, compatibility of information, understandability of information etc. Hence it may be concluded that the farmers prefer 'what', 'how' and 'why to do' type of 'information in judging their standards. So the concerned authority during communication with the farmers should consider those criteria having quality of information, timeliness, compatibility, understandability, presentation technique, etc, for overcoming field-based agricultural problems.

Knowledge Management: Journal