Journal of Community Mobilization and Sustainable Development

Mass media channels are catering to this important need i.e. craving for information. Communication in agriculture is not only to notify and generate awareness among the farmers additionally to execute new ideas that change the method and patterns of farming. Communication media play a vital role in the transfer of agricultural technologies to the farmers by minimizing the gap between technology and its uses. There are several mass media like television, films, slides, radio, literature, documentaries, dramas, exhibitions and tours etc. Keeping importance of these factors in view, a research study was conducted in Nimar Agro Climatic Region of Madhya Pradesh the relationship between personal, socio-psychological and communication characteristics of the farmers and their mass media utilization behaviour. The study was carried out on a sample of 240 farmers of mass media. Data were collected through personal interviews of respondents with the help of a structured interview schedule. The study concludes high mass media utilization behaviour of the farmers. It can be summarized that the characteristics viz., scientific orientation had significant relationship with mass media utilization behaviour at 0.05 level of probability. The result also represent that the characteristics viz., age, education, socio-economic status, extension participation, social participation, cosmopoliteness, innovativeness, mass media exposure and contacts with extension agency had non-significant relationship with mass media utilization behaviour.