Effectiveness of mass media in agricultural communication

Abstract

Mass media helps administrators and policy makers expand their audience reach, which is crucial considering the fact that face-to-face channels of communication often require abundant human resources to reach masses in rural areas. Agriculture communication is the process of communicating agriculture related information to the stakeholders of agriculture activities. The study reveals that oral communication channel plays a major role in providing information to the rural respondents vis-à-vis mass media channels. Majority of development schemes have reached stakeholders through oral communication than mass media, says the study. It may be inferred that oral communication channels are the major source of information in agricultural communication to the extent of creating awareness about development oriented programmes of the government.