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Role of mass media in agriculture


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role of mass media in agriculture

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Role of mass media in agriculture

  1. 1. ROLE OF MASS MEDIAINAGRICULTURE Submitted to: Submitted : Dr. J.S. Malik Noor Agha (2015A147M)
  2. 2. OUTLINE OF PRESENTATION Introduction Definition Concepts Types and Role of mass media in agriculture
  3. 3. INTRODUCTION 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 development. 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.
  4. 4. DEFINITION 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.
  5. 5. 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.
  6. 6. 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.
  7. 7. Types of mass media a) Print Media 1. Newspapers 2. Brochures 3. Billboards 4. Magazine b) Electronic Media 1. Television 2. Radio
  8. 8. Cont….. c) New Age Media 1. Mobile Phones 2. Computers 3. Internet 4. Electronic Books
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.
  12. 12. Kabul University