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Abstract:
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Farm communication and extension programs are vital part of the farm
development attempts. Electronic media plays a major role in farm extension
activities. Kerala, the consumer state, which was a complete agricultural state
in pre-independence period, is the sprouting land of agricultural extension and
publication activities in print media. Later AIR (All India Radio) farm programs
and farm broadcasting of Doordarshan enriched the role of electronic media in
farm extension activities. The media saturated southern state of India received
this new electronic media farm communication revolution whole heartedly.
However, after 1990, Kerala witnessed a flood of private T V channels and
currently there are 24 channels in this regional language, named Malayalam. All
major news and entertainment channels are broadcasting farm programs. Farm
programs of AIR and Doordarshan, broadcasted in Malayalam language, have
been well accepted to the farmers‘ in Kerala.
However, post-independence period, witnessed the formation of Kerala state in
Indian Union and the first ballot-elected communist Government started its
administration. After the land reform bills, the state witnessed a gradual
decrease in agricultural production. Even if it is not reflected much in the
attitude and practices of farm community and farm broadcast of traditional
electronic broadcasting, a change is observable after the post-liberalization era
of India. Private Television channels, which were focused on entertainment
value of programs, started broadcasting farm programs and the parameters of
program production went through certain changes.
In this situation, there is ample relevance for a study about the farm programs
of electronic media in terms of a comparative study of audience perception. The
study is limited in the state of Kerala as it is the most media saturated state in
India.
The study analyzes the rate, nature and scope of adoption of farming methods
transmitted through electronic media (T.V. and Radio) in Malayalam language.All kinds of Farm programs including comprehensive program serials, success
stories, seasonal cropping methods, experts opinion, been analyzed on the
basis of the following objectives.
To find whether propagating new farm methods through farm programs
in electronic media or the availability of adequate infrastructure and
economic factors make a farmer to adopt a new farming method.
To find which electronic media has more influence on farmers to adopt
agricultural programs.
To find which form of electronic media gets better feedback from farmers
To find out whether the programs of T.V. or Radio is more acceptable to
farmers than the print media.
To find whether farmers gets the message through their preferred
medium for the message.
The researcher recorded opinions from a panel of agricultural officers, farm
Information officers, agro extension researchers and experts. According to their
opinions and guidelines, a pilot study is designed and conducted in Kanjikuzhy
Panchayath, in Alappuzha district, Kerala. The Panchayath is selected by
considering its ideal nature of being the sample for a social Science research.
Besides, the nature of farming in the Panchayath, which devoid of the
cultivation of cash crops also supported its sample value.
As per the observations from the pilot study, researcher confirmed the
Triangulation method as the methodology of research. The questionnaire
survey, being the primary part contained 42 Questions with 6 independent and
32 dependent variables. The survey is conducted among 400 respondents in
Idukki, Alappuzha and Pathanamthitta districts considering geographical
differences and distribution of different types of crops. The response from a
total of 360 respondents, 120 from each district, finally selected for tabulation
and data analysis.The data analysis, based on percentage analysis, along with the results from
focus group discussion among a selected group of 20 farmers, together
produced the results as follows.
Farmers, who are the audience of farm programs, have a very serious
approach towards the medium. They are maintaining a critical point of view
towards the content of the programs. Farmers are reasonably aware about the
financial side of the programs and the monitory aspirations of both private and
Government owned Television channels.
Even though, the farmers are not aware on the technical terminology and
jargons, they have ideas about success stories, program serials and they are
even informed about channels are not maintaining an audience research
section like AIR.
Though the farmers accept Doordarshan as the credential source of farm
information and methods, they are inclined to the entertainment value of
programs too. They prefer to have more entertainment value for the programs
of Doordarshan. Surprisingly, they have very solid suggestions on even about
the shots which add entertainment value to the farm broadcasting methods of
Doordarshan.
Farmers are very much aware about the fact that media is just an instrument for
inspiration and persuasion. They strongly believe that the source of information
and new methods is agricultural research and an effective change happens
only when there are adequate infrastructure and marketing facilities, along with
the proper support from Government agricultural guideline and support systems
like Krishi Bhavans. They strongly believe that media alone cannot create any
magic in increasing agricultural production.
Farmers are pointing out the lack of response to the feedback and queries of
farmers on farming methods, as an evidence for the difference in levels of
commitment of Government and private owned Television channels.Farmers are still perceiving AIR farm programs are far more committed to
farmers and farming than any other electronic medium. However, they are
seriously lacking Radio receivers with medium wave reception facility.
Farmers perceive that the farming methods on new crops are more adoptable
than the farming methods of traditional crops in both private and Government
owned Television channels. There are multiple factors behind this observation
from farmers.
Farmers changed in terms of viewing habits and they prefer success stories,
which are totally irrelevant and they even think that such stories encourage
people to go for farming and they opined that such stories are good sources of
inspiration. However, they are all very much sure about the importance and
particular about the presence of entertainment factor even in farm programs.
Farmers expect direct interaction of any expert of the new farming method to
implement the method in their agriculture practices. Though introduction of a
new idea in the T.V. is acceptable, farmers need the direct instruction of expert
on field to start implementing the new farming practices
Farmers still have an affinity towards print media reports and agricultural pages
and they have complaints to print media on the removal of agricultural
information pages from news papers. They prefer the reports in print media as it
facilitates them to collect and refer articles when they need it.
Farmers are having an eye of doubt about the credibility of farm programs by
private T.V. channels. Even if they prefer private Television channels for
listening and adopting new farming methods and other farm information, they
scrutinize programs to know whether they are sponsored programs by agrochemical
or agro-fertilizer manufacturer. |