1Ex-Ph. D. Scholar, Department of Agriculture Communication, College of Agriculture
2Director Communication, GB Pant University of Agriculture and Technology.
3Ph. D. Scholar, Department of Agriculture Communication, College of Agriculture, G.B. Pant University of Agric.& Tech., Pantnagar-263145, District Udham Singh Nagar, Uttarakhand.
Online published on 14 November, 2017.
Low literacy levels, poor media reach and exposure, vast heterogeneous and diversely spread rural audience characterized by variation in language, culture and life style are the major challenges to communication in rural areas. Out of these, low literacy level is the major constraint, especially if we talk in relation to women folk of any rural area. An information source which doesn't require electricity and literacy would definitely be liked more by women in rural areas, as most of the women are illiterate in villages and power failure is normally happens. So it would prove to be very helpful if we come to know the specific medium which are used and liked by women, because then we can design message accordingly.
Keeping the above in view, an exploratory study was undertaken at Badaun district of Uttar Pradesh to find out the information seeking behavior and to ascertain the perceptions of rural women about gender. A pre-structured interview schedule was administered to a sample of 192 respondents selected randomly.
Audience, constraints, information
