A Study on Mass Media Literacy among Indian Farmers with Special Reference to Chhattisgarh

Abstract

The study aims at exploring the extent of mass media literacy among farmers in the Chhattisgarh state. The analysis of the survey shows that farmer’s usage different sources and media for access to such information. Chhattisgarh state having 27 district and out of 9 districts was undertaken to understand their socio-economic status; mass media channels used for utilization of the information. Snowball sampling technique was used to select sample from population. Findings show that the majority of the respondents are matured and majority have completed at least primary and middle education. There are various types of mass media channels for access information such as Kisan Call Centre(KCC), Short messages services (SMS) to farmers, Radio programme, Television programme and Internet. Farmers were access information from KCC only 12.5%, through SMS 50.75%, Radio 25%, Television 81.75% and 6.25% respondents are access internet. Results shows that television is best sources, but others sources are still important, therefore awareness, motivation and extension programme should be organised to improve mass media literacy among farmers.