EFFECTIVENESS OF MASS MEDIA IN ADOPTION OF RICE PRODUCTION TECHNOLOGIES

Abstract

The main objectives of this study were to determine the extent of effectiveness of mass media and explore the relationships between the selected characteristics of the farmers and their effectiveness of mass media in adoption of rice production technologies. The selected characteristics were age, education, family size, farm size, annual family income, wealth ownership, organizational participation, innovativeness, attitude towards modem technology and agricultural knowledge. Data wen: collected from 110 respondents from two villages through using a structured personal interview schedule. Karl's Pearson Correlation Co-efficient were used to test the relationship between the independent and dependent variables. The findings revealed that about one half of the respondents perceived mass media as medium effective while a little higher than one third of the respondents perceived mass media as highly effective and rest of the respondents considered it as low effective .In case of coefficient correlation farmers' education, wealth ownership, organizational participation, innovativeness and agricultural knowledge had highly significant relationship with the effectiveness of mass media however some other variables like age, farm size, family size, annual family income and attitude towards modern technology of the farmers had no significant relationship with their effectiveness of mass media in adoption of rice production technologies.