Effectiveness of Farmers’ Information Sources in Bihar

Present study was conducted in Muzaffarpur and Madhubani districts of Bihar that included a random sample of 120 farmers, 60 each from both the districts. The communication profile of the farmers were assessed under three information sources viz. mass media exposure, personal cosmopolite and personal localite sources. The frequency of use of these sources was measured on a four point continuum while the effectiveness of these sources was evaluated on a three point continuum. Farmers of Muzaffarpur district used five sources each under personal cosmopolite and impersonal cosmopolite (mass media) type of information sources and average 4 personal localite sources of information. While the farmers of Madhubani district have used on an average 4 sources of personal cosmopolite type, 3 types of personal localite sources and two types of mass media sources. Personal cosmopolite sources were perceived most effective by the farmers of both districts. However, farmers in Madhubani district perceived personal localite channels of information more effective than mass media.