Title of Thesis

Present and prospective role of electronic media in the dissemination of agricultural technologies among the farmers of the Punjab, Pakistan

Author(s)

Ghazanfar Ali Khan

Abstract
In this age of information technology revolution, extension can empower the farming community with latest knowledge through electronic media for the development of agricultural sector. In Pakistan, this important sector has been facing various challenges like increasing population, declining trend in terms of GDP, fluctuated agricultural growth, globalization, weaker dimensions of agricultural extension. Obviously, the impediments of physical distance and logistic problem cannot be overcome only through personal contacts. In this context, strengthening extension services with effective use of electronic media seems indispensable. Thus, the research was conducted to get the real picture of the farmers’ perceptions megarding present and prospective role of electronic media for dissemination of agri. technologies among farmers.The research was conducted in Faisalabad district of the Punjab province, Pakistan. Multistage random sampling technique was used. The total sample size comprised 330 respondents.The collected data through a validated and reliable interview schedule were analyzed through computer software SPSS.Percentages, mean, standard deviation and scores were obtained. Kendall's tau_b correlation were computed to find out the relationship between independent and dependent variables.The results showed a trend change from radio towards TV and from telephone towards mobile phone as far as the general use of electronic media was concerned. As a whole the awareness of various electronic media based programmes and contacts was very low. Further, the use of electronic media for getting agri.information was not encouraging.The range of using electronic media specifically obtaining agri. information was from very low to low levels.Three extreme cases of not using electronic media for agri. information were audio cassettes/CDs, video cassettes/CDs and internet. Lack of awareness and lack of interest appeared as common impediments hampering the agri. technology transfer through electronic media. In the present scenario, as a whole, electronic media did not show a healthy picture in all the areas both in sense of extent of agri. information as well as respondents’ perceived effectiveness thereof.Concerning various positive aspects of agri. information obtained through electronic media, TV was at the top in each aspect with total score value. Mobile phone occupied the 2nd position, radio was at 3rd position.Telephone and agri. helpline were perceived to be at the bottom.Concerning relationship between the demographic characteristics and use of electronic media for getting agri. information, there existed highly significant positive relationship between farming experience and use of radio. There also existed a positive significant correlation between age and use of radio.However, significant negative correlation was found in case of landholding and farmers’ annual income with radio.In case of TV, highly negative relationship was found with age and farming experience. In case of mobile phone, highly significant positive correlation was found with education. Similarly, significant positive relationship was also seen between the use of mobile phone and farming experience. Concerning the preference for obtaining agri. information in future, TV was rated at the top. The other subsequent electronic media were mobile phone, radio, agri. helpline and telephone.However, level of preference was reduced in cases of audio cassettes/CDs, video cassettes/CDs and internet.

1

1.1 Agricultural Extension and Technology Transfer
1.2 Electronic Media and Agricultural Technology Transfer
1.3 Electronic Media a Growing Industry in Pakistan
1.4 Need for the Project
1.5 Objectives
1.6 Limitations
1.7 Assumptions
1.8 Hypotheses

2.1 Demographic Characteristics and Media
2.2 Media as Source of Information, Interest, and Attitude Change
2.3 Media Impact on Adoption of Agricultural Technologies
2.4 Multidimensional Role of Electronic Media
2.5 Information Delivery: A Developmental Transition for Agriculture
2.6 Synthesis of the Review

3.1 Study Area at a Glance
3.2 Research Design
3.3 Data Collection
3.4 Training of the Data Collection Team
3.5 Interviewing the Respondents
3.6 Data Analysis
3.7 Difficulties Faced by the Researcher and Data Collection Team

4.1 Demographic Characteristics
4.2 Present Role of Electronic Media in the Dissemination of Agricultural Technologies
4.3 Prospective Role of Electronic Media in Agricultural Technology Transfer
4.4 Relationship between the Independent (Demographic Characteristics) and Dependent (Use of Electronic Media) Variables

5.1 Summary
5.2 Findings
5.3 Conclusions
5.4 Recommendations