Department of Agricultural Communication, College of Agriculture, Govind Ballabh Pantnagar University of Agriculture & Technology, Pantnagar
*e-mail: sharmaarpita615@gmail.com
Online published on 4 June, 2022.
The study was carried out to study the effectiveness of online media mix approach in imparting mushroom education among the mushroom cultivators. Total 100 mushroom cultivators were selected randomly from Jaspur and Rudrapur block of Udham Singh Nagar District. Data was collected through an online questionnaire. Online media mix approach on need based areas was implemented. Results revealed that the majority of respondents (43 per cent) were in the 31–40 year middle age category having secondary education (52 per cent). All the respondents have television and mobile phones as an Information Communication tool. Majority of respondents were using Facebook (98 per cent), WhatsApp (100 per cent), and YouTube (97 per cent). Majority of respondents were facing the problems of the mushroom production process (91 per cent), storage process (95 per cent) as well as various financial constraints (87 per cent). Majority of respondents want information on mushroom cultivation (98 per cent), varieties of mushroom (97 per cent), technologies for spawn production (96 per cent) etc. Online media mix approach was effective in term of gain in knowledge.
Mushroom cultivators, Online media mix approach, Mushroom education
