Usage of Mass Media by Farmers in Sri Lanka

Abstract

The agricultural sector plays a significant role in uplifting the economy in Sri Lanka cannot be argued and also mass media is increasingly becoming a veritable instrument for transforming agricultural information. Because of the farmers to adopt the new technologies and put them to use, the new ideas must reach their farms through effective communication channels. The study examines the usage of mass media by farmers in Sri Lanka as a resource for practical agricultural information.The selected mass media for obtaining practical agricultural information was analyzed to determine the usage of practical agricultural information by farmers through mass media in four provinces as a sample in Sri Lanka. They are Sabaragamuwa Province, North Central Province, North Western Province and Central Province. Selected mass medias are used for this study is, Television, Radio, News papers, Journals and Magazines. A total of 750 farmers were randomly selected and surveyed. Interview and questionnaire schedules were used to collect data. Percentages, Frequencies, and Descriptive analysis were used to analyze the data. The major findings among others include that among mass Media information, Television was the most preferred media by the farmers. Because the television cuts across the literacy and other barriers required in News papers, Journals, Magazines etc... The study also show that educational intervention through television resulted in significant knowledge enhancement. But the study shows that farmers’ main information source for their practical agricultural information is Agricultural Extension Officer. These results clearly indicate the effective role of television as a resource for practical agricultural information by farmers and also highlight the role of Agricultural Extension Officer in improving agricultural knowledge of farmers in Sri Lanka.

Key Words - Agricultural information, Mass media, Literacy, Socio economic characteristics, communication channels