ROLE OF MASS MEDIAINAGRICULTURE
Submitted to: Submitted :
Dr. J.S. Malik Noor Agha (2015A147M)
OUTLINE OF PRESENTATION
Role of mass media in agriculture
The success of agricultural development programmes in
developing countries largely depends on the nature and extent
of use of mass media in mobilization of people for
The planners in developing countries realize that the
development of agriculture could be hastened with the
effective use of mass media.
The media may be used effectively in dealing with all sections
of society every time and everywhere.
Mass 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.
•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
Types of mass media
a) Print Media
b) Electronic Media
c) New Age Media
1. Mobile Phones
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.
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.
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