Attitude of Farmers Towards Mass Media in Nimar Agro Climatic Region of Madhya Pradesh

Mass media channels are catering to important needs and craving of information for a large section of population including farmers. Mass 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. being used by the farmers to cater their information needs for the farming. Keeping importance of these mass media channels in view, a research study was conducted in Nimar Agro Climatic Region of Madhya Pradesh on Attitude of the farmers towards mass media. The study was carried out on a sample of 240 mass media user farmers. Data were collected through personal interviews of respondents with the help of a structured interview schedule. The study concludes farmers’ strongly favourable attitude towards mass media. It can be summarized that the variables namely socioeconomic status, scientific orientation and contacts with extension agency was found positively significant at 0.01 level of probability, while, education and social participation were found positively significant and age were found negatively significant at 0.05 level of probability with attitude towards mass media, whereas, extension participation, cosmopoliteness, innovativeness and mass media exposure were found non-significant relationship with attitude towards mass media.