Understanding communication behaviour of farmers and barriers to their e-readiness

Information and Communication Technology has the capability to revolutionize the agricultural sector by providing valuable digital information. In present study 225 farmers from five districts of Punjab were randomly selected to investigate their communication behaviour and barriers that hinder E-readiness of farmers. Among all the-information sources availed by the farmers, extension activities was most preferred for information seeking-while personal interaction was the most popular method of sharing farm information with fellow farmers. Majority of the farmers memorised the information and shared it through personal face to face interaction with other farmers. Study also revealed that majority of farmers (57.78%) exhibited passive communication behaviour. Technological factors such as inadequate computer facilities and power failure were the main limitations in the use of ICT. Personal factors such as lack of time and security concerns were also found as-major inhibitors. The study suggested that functional area should initiate campaign to enhance the accessibility-of ICTs to farmers’ extension activities in rural areas. Extension organizations can adopt strategies to provide-relevant content preferably in the local language and intensify the capacity building of farmers. The results-of the study will be of immense use to relevant organizations, policy makers and change agents involved in-implementing ICT programmes.