A Comparative Analysis of Mass Media Exposure Between Farmers Using Drip Irrigation System and Conventional Irrigation System in Kinnow Cultivation of Punjab

The present study was undertaken to analyze the mass media exposure between drip irrigation farmers and conventional irrigation farmers in kinnow cultivation by collecting data from 200 farmers (100 each) in four districts of Punjab which were selected purposively i.e. Bathinda, Fazilka, Hoshiarpur and Sri Muktsar Sahib/ Faridkot. Data were collected by following interview schedule approach. Findings of the study revealed that in case of respondents using drip irrigation system, majority of them preferred whatsapp for information seeking followed by newspaper, youtube and facebook. In case of respondents using conventional irrigation system, majority of them preferred newspapers followed by youtube, whatsapp and package & practices of fruits. Social media was the most preferred tool for seeking information over electronic media and print media for both types of respondents.