A Study on Communication Behaviour of Extension Personnel of Prakasam District of Andhra Pradesh

Abstract

Successful communication is the main job of an extension worker. He cannot 
expect change among farmers unless he is able to communicate effectively to them. This entails 
the extension personal to have thorough understanding of communication process. This study 
will be helpful in identifying important variables of extension personnel affecting their 
communication process. Prakasam District of Andhra Pradesh was selected by purposive random 
sampling. The study was conducted in 7 mandal's which were selected randomly. Respondents 
were Agricultural officers, agricultural extension officers, village agricultural assistants and 
village horticultural assistants. The total sample size for  the study were 120 extension personnel. 
majority of the respondents were female,  young aged, having high educational status, with low 
annual income, job experience and training exposure. Perceived work load was high, medium 
level of job satisfaction and low level of Innovativeness and medium level of achievement 
motivation and medium level of communication behaviour was observed. The findings of overall 
communication behaviour of extension personnel indicate that there is need to increase the 
communication behaviour from medium to high through suitable training programs on latest 
Communication technologies and communication skills, providing needed literature.