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Effectiveness of Selected Mass Media in Agricultural Technology Transfer to the Farmers of Bangladesh

Suzan Khan
Department of Agricultural Extension Education, Faculty of Agriculture, Bangladesh Agricultural University, Mymensingh-2202, Bangladesh

M Hammadur Rahman and Mohammed Nasir Uddin* Department of Agricultural Extension Education, Faculty of Agriculture, Bangladesh Agricultural University, Mymensingh-2202, Bangladesh *Corresponding aut
Department of Agricultural Extension Education, Faculty of Agriculture, Bangladesh Agricultural University, Mymensingh-2202, Bangladesh

M Hammadur Rahman
Department of Agricultural Extension Education, Faculty of Agriculture, Bangladesh Agricultural University, Mymensingh-2202, Bangladesh

Mohammed Nasir Uddin
Department of Agricultural Extension Education, Faculty of Agriculture, Bangladesh Agricultural University, Mymensingh-2202, Bangladesh

Abstract/ Executive Summary:

The role of mass media in dissemination of farm information to the farmers is crucial. Thus, the study was undertaken to determine the effectiveness of selected mass media in agricultural technology transfer to farmers of Bangladesh and identify the influential factors affecting the effectiveness of mass media in technology transfer to farmers. The study was conducted in three villages of Gouripur sub-district under Mymensingh district in Bangladesh. One hundred ten farmers were interviewed using a structured questionnaire for data collection during the period of 15 May to 15 June, 2016. Both descriptive and inferential statistics were used to analyze the collected data. Results show that 62.7 per cent of the farmers perceived that effectiveness of mass media in technology transfer was low, while 31.8 per cent and 5.5 per cent of them perceived the issue as “moderately effective” and “highly effective”, respectively. Television was most popular mass media compared to radio, leaflet, poster and farm magazine based on the farmers’ responses. Out of eight characteristics, farmers’ education, extension contact and use of media had positively significant with the effectiveness of mass media. Multiple regression analysis revealed that 39.3% of the total variation in perceived effectiveness of mass media explained by two variables, namely education and use of media and identified as influential factors affecting the effectiveness of selected mass media.

Keywords: Effectiveness, Mass media Technology transfe, Farmers, Bangladesh

Location: Gauripur upazila (sub-district) under Mymensingh district of Bangladesh

Start Date: 15-05-2016

End Date: 15-06-2016

Program Area: Knowledge Management

Non-commodity: Impact

Objectives:

To determine the effectiveness of mass media in agricultural technology transfer to the farmers and to identify the factors influencing the effectiveness of mass media in technology transfer to farmers.

Methodology:

The study was conducted at Gauripur upazila (sub-district) under Mymensingh district of Bangladesh. In specific, three randomly selected villages, namely Charsrirampur, Chondopara and Payra in Dohakhola union of Gouripur upazila were the location of the study. The total number of the farm family heads (367) of the three selected villages constituted the population of the study. Thirty percent (30%) of the farm family heads from each of the three selected villages were randomly selected as the sample of the study. Thus, a total of 110 farmers constituted the sample for the study. Selection and measurement of explanatory and focus variables: The explanatory variables of the study were eight selected characteristics of the farmers. Opinion on effectiveness of the selected mass media was given by the farmers. Therefore, farmers’ personal characteristics such as age, education, household size, farm size, annual family income, organizational participation, extension contact and use of media were taken as explanatory variables of the study. Most of the explanatory variables were measured by developing scales based on the raw scores. Effectiveness of selected mass media in technology transfer was the focus variable of the study. While effectiveness is defined as the influence or capacity or validity of something produce the expected results. Farmers’ response on effectiveness of selected mass media was measured using a 4 - point rating scale while score of 3, 2, 1 and 0 was assigned to indicate extent of effectiveness as highly effective, moderately effective, low effective and not at all respectively. The same measuring scale was also used by other researches to determine the effectiveness (Majydyan, 1996; Amin et al. 2013). Respondent’s obtained scores of all (5) selected mass media (Radio, Television, Poster, Farm Magazine and Leaflets) were added to compute his/her total score and could range from 0 to 15. While score ‘0’ indicate no effective and ‘15’ indicate highly effective. Finally, the respondents were categorized into three categories according to their effectiveness responses (see Table 3).Both descriptive and inferential analyses were used to analyze the collected data. A co-efficient of correlation was used to understand the relationship between explanatory variables and focus variable while multiple regression models was used to quantify the contribution of the explanatory variables to focus variable effectiveness of the selected mass media. Data collection: The empirical data were collected through face to face interview by using a pre-tested structured questionnaire during the period of 15 May to 15 June, 2016.

Source of Information: Res. Agric. Livest. Fish. Vol. 4, No. 1, April 2017: 07-13

Article Link (Online Journal):

Funding Source:

Budget:

Total Budget (Tk.) :

Achievement/Findings:

Majority of the farmers considered the mass media as low effective to technology transfer. Thus, necessary interventions such as campaign on mass media, awareness building, incentives for mass media user, training etc. should take initiatives by the government as well as non-government agencies to increases the effectiveness of the mass media. Television was the popular mass media as perceived by the farmers among other selected mass media. Therefore, most of the cases, information related to technology transfer to farmers should be communicated using this media. Education, extension contact and use of media had significant relationships with farmers’ responses on effectiveness of mass media. Among the significant variables education and use of media were identified as the influential factors to the effectiveness of mass media as perceived by the farmers and confirmed by the regression model. Therefore, policy makers should consider these variables while taking the policy to make the mass media effective in agricultural development arena.

Knowledge Management: Journal