Impact of Mass Media on the Image Formation of Farmers among Younger Generation: Case Study of Farmers’ Suicide news Coverage among Karnataka News Channels

Agriculture plays an important role in the economy of Karnataka, contributing about 28 per cent of the gross domestic products. More than 67 per cent of population is engaged in agriculture. The new generation is developing apathy towards noble, age-old profession of agriculture. The formation of the mental image is largely a function of communication and the psycho-cognitive process communication elicits. Images play a vital role in the decision making process of people by setting priorities and criteria. The stereotypical representation of the farming community by the media has lasting impact on the members of the society. A study into the images of the farmers among younger generation after the mass media's focused coverage on farmer's suicide seemed necessary to contribute to the Mass Media fraternity and the government to understand and shape certain direction in delivering agricultural information. In essence the study addresses the question “How are the images of the farmers formed and communicated to the younger generation by the mass media in the light of farmers’ suicide news coverage?” It is a quantitative study used survey method to accomplish objectives. Media brought into the community new life concepts and world views that projects farming as inferior to other profession. The antagonistic image of agriculture that media brought with the news coverage of farmers’ suicide cultivated apathy among youngsters and diminished the farmers’ traditional liking of farming as a profession.