Farmers ’Attitude Towards Newspaper Reading and Radio Listening

The present study was conducted in two taluks of Bangalore Rural District in Karnataka state to measure the attitude of farmers towards newspaper reading and radio listening. A total of 240 farmers (120 news paper readers and 120 radio listeners) were interviewed with the help of structured pre-tested interview schedule. The results revealed that the majority of the farmers possessed high attitude towards news paper reading (56.7%) and medium attitude towards radio listening (45%). Education of the farmers, cosmopotiteness, social participation, methods of article presentation, information credibility and mass media participation had significant relationship with the attitudes of news paper readers and radio listeners. It was found that 80.35 per cent and 72.68 per cent of variations were contributed by selected independent variables in the attitudes of news paper readers and radio listeners respectively.