ROLE OF MASS MEDIA IN AGRICULTURE

Submitted to: Submitted :Dr. J.S. Malik Noor Agha (2015A147M)

OUTLINE OF PRESENTATION

Introduction

Definition

Concepts

Types and

Role of mass media in agriculture

INTRODUCTION

The success of agricultural development programmes indeveloping countries largely depends on the nature and extentof use of mass media in mobilization of people fordevelopment.

The planners in developing countries realize that thedevelopment of agriculture could be hastened with theeffective use of mass media.

The media may be used effectively in dealing with all sectionsof society every time and everywhere.

DEFINITIONMass media is the written, spoken and visual technology

which carry information from its source to receivers

readers, listeners and viewers.

Mass media is the non-personal channels of broadcasting

a message to the general public, principally the national

newspapers, radio, and television.

Mass is a medium of communication that is designed to

reach the mass of the people usually used in plural.

Concepts of mass media

•Mass media refer to those which enable development agents or

agencies to reach a large number of persons, directly (or)

indirectly, with one exposure or a single source.

•Mass media channels are all those means of transmitting

messages that involve a mass medium such as radio, television,

newspapers and so on, which enable a source of one or a few

individuals to reach audiences of many.

Cont…..•Mass media are the devices of communication used to

reach large number of audience at a time.

•Mass media are the tools or technologies that facilitate

dissemination of information and entertainment to large

numbers.

Types of mass media

a) Print Media

1. Newspapers

2. Brochures

3. Billboards

4. Magazine

b) Electronic Media

1. Television

2. Radio

Cont…..

c) New Age Media

1. Mobile Phones

2. Computers

3. Internet

4. Electronic Books

Role of mass media Social integration & communication network

Through the mass media, social integration has been sought to be

achieved in our rural areas and rightly so.

Radio and TV

Radio and Television have been acclaimed to be the most effective

media for diffusing the scientific knowledge to the masses. In a

country where literacy level is low, the choice of communication

media is of vital importance. In this regard the television and radio are

significant as they transfer modern agricultural technology to literate

and illiterate farmers.

Cont….Media and motivation

Development communication media originated primarily to carry

information on agriculture, health and population control etc. the rural

masses. However soon it was realized that information alone is not

sufficient. Audience should be motivated to take to new practices.

Newspapers and Brochures

Among the several mass media, newspaper and farm magazine are

commonly used. They have a vital role to play in the communication of

agricultural information among the literate farmers and also Increasing the

rate of literacy in the country.

Cont…

Market Information

Most of farmers in underdeveloped countries are uneducated and they

know nothing about the market conditions so Market demand and

supply condition can be provided to the framers through by radio, T.V

and newspaper.

Kabul University