Effectiveness of selected mass media in agricultural technology transfer to the farmers of Bangladesh

Abstract

Effectiveness Mass media Technology transfer Farmers BangladeshThe role of mass media in dissemination of farm information to the farmers is crucial. Thus, the study was undertaken to determine the effectiveness of selected mass media in agricultural technology transfer to farmers of Bangladesh and identify the influential factors affecting the effectiveness of mass media in technology transfer to farmers. The study was conducted in three villages of Gouripur sub-district under Mymensingh district in Bangladesh. One hundred ten farmers were interviewed using a structured questionnaire for data collection during the period of 15 May to 15 June, 2016. Both descriptive and inferential statistics were used to analyze the collected data. Results show that 62.7 per cent of the farmers perceived that effectiveness of mass media in technology transfer was low, while 31.8 per cent and 5.5 per cent of them perceived the issue as "moderately effective" and "highly effective", respectively. Television was most popular mass media compared to radio, leaflet, poster and farm magazine based on the farmers' responses. Out of eight characteristics, farmers' education, extension contact and use of media had positively significant with the effectiveness of mass media. Multiple regression analysis revealed that 39.3% of the total variation in perceived effectiveness of mass media explained by two variables, namely education and use of media and identified as influential factors affecting the effectiveness of selected mass media.To cite this article: Khan S, MH Rahman and MN Uddin, 2017. Effectiveness of selected mass media in agricultural technology transfer to the farmers of Bangladesh. Res. Agric. Livest., Fish.,4 (1): 07-13. Khan et al. Role of certain mass media in agricultural technology transfer to the farmersRes.

Patronage of farm radio as an agricultural knowledge source for farmers: Experiences from Ghana

“…Farmers between the ages of 41 and 50 are more likely to patronize agricultural radio programmes than those in the other age groups. The results of this study disagree with that of Khan et al (2017) who reported that there is no positive relationship between the age of the respondent and the patronage of farm radio programmes (Table 9).…”

“…Farmers with a JHS educational level are more likely to patronize agricultural radio programmes than those with no education, those who had primary education and those who had senior high school education. The results of this study agree with that of Ango et al (2013) and Khan et al (2017) who reported that there is positive relationship between formal education and patronage of agricultural radio programmes for agricultural innovation. In general, it is expected that people with high levels of education are expected to learn more from mass media than those with low levels of education (Tichenor et al, 1970).…”

Agricultural Development Programme's (ADP's) effectiveness in the use of mass media for agricultural information dissemination to farmers in Imo State, Nigeria

“…It can therefore be said that the use of mass media in agricultural information dissemination has not produced the expected result. This assertion is made from the definition of effectiveness by Khan, Rahman and Uddin (2017) as the influence or capacity or validity of something to produce expected result.…”

“…Effectiveness of mass media facilitates the adoption of innovation especially when actively put in use and by that encourages agricultural development. Khan, Rahman and Uddin (2017) defines effectiveness as the influence or capacity or validity of something to produce the expected results. Effectiveness in mass media can therefore be referred to as the capacity of mass media to produce expected result.…”