UTILIZATION OF MASS MEDIA BY THE FARMERS IN MAHBUBNAGAR DISTRICT OF TELANGANA

Abstract

The agricultural growth considerably depends on the communication of information 
and knowledge which is transferred among farmers the mass media plays an important role in 
dissemination of agricultural information, the mass media contributes in spreading of information 
and enables remote areas farmers to make decision about farming activities (Chhachhar, 2012). 
Mahabubnagar district of Telangana state was selected purposively based on the maximum 
farmers’ availability. Descriptive research design was used for the present study. A total of 120 
respondents were selected purposively as a sample for the present investigation. The data was 
collected by using pre-tested schedule and analyzed using appropriate statistical tools chi-square 
test was applied to find out the relationship between the utilization of mass media by farmers with 
independent variables. It was concluded that the socio-economic status of the respondents 
constitute medium level. It was observed that majority of the respondents belonged to the high 
level of Utilization of mass media. There was a positive relationship between utilization of mass 
media with independent variables like Age, family size, annual income, education, land holding, 
mass media exposure and extension contacts.