Behavioural pattern of the rural citizens in seeking community information and its impact in calculating the Channel Dependency Rate (CDR)^†

Objective of the study conducted in 10 districts in among rural communities in Sri Lanka, was to investigate the community information needs of the rural citizens and the way they consult channels, difficulties encountered in the process and the status of information provision within the rural sector in Sri Lanka. This paper deals with behavioural patterns of rural people in looking for information and its influence in selecting necessary information channel in the process of information seeking. The study indicates that there is an information flow at; Institutional level and Community level (Village level). There are two main categories of information providers identified at the rural setting; a) Institutions and b) Individuals. Under these two categories there were sub categories and which were separately analysed in the study. Recognizing the information providers paved the way to identify how ordinary rural citizens depend upon or consults different channels in looking for information. According to the responses received regarding the channel consulted in obtaining a certain category of information, a 'Channel Dependency Rate' was able to determine against each information need. It was seen that, ordinary people have been consulting formal as well as informal channels, which were more comfortable, convenient and trustworthy to them.