A Study on the Role of Mass Media in the Adoption of Mango Production Technology Among the Farmers of Saharanpur District of Uttar Pradesh

Abstract

The present study was carried out during the year 2022-2023, in Saharanpur district of Uttar Pradesh. It was observed that 55.83 per cent respondents were in the middle age group ranging between 46 to 60 years, most of the respondents were graduate 40.00 per cent, 68.33 per cent other backward caste, 34.16 per cent having medium size landholding, 96.67 percent having private tubewell with electric motor irrigation facilities followed by 71.67 by canal, 68.40 per cent respondents having medium level farm facilities, 36 per cent respondents possessed main occupation horticulture + agriculture + animal husbandry + bussiness, 21.70 per cent had membership in one organization, 70.00 percent were belonging to income group of above Rs. 3,00,0001. It was also observed from thestudythat the majority 100 percent respondents were using mass media i.e. mobile 90.00 per cent,newspaper 82.50 per cent, television 80.83 percent and 38.33 internet daily, while 41.66 per cent pamphlets/leaflets/booklets, magazine 30.83 per cent and radio 25.83 percent respondents using rarely. It is also observed from the study that majority of respondents (65.00 %) were under medium overall knowledge category whereas, 19.67 and 15.34 per cent of them belonged to low and high overall knowledge category, respectively. The majority (74.16 %) of the respondents belonged to medium adoption category. Whereas,14.16 and 11.16 per cent of the respondents belonged to low and high adoption categories, respectively. The majority of the (63.33%) respondents were faced the major constraints of lack of awareness of proper of proper functioning of electronic media which having the I rank in electronic media and majority (60.83%) of the respondents were faced the major constraints of lack of real problem oriented informationprint media which having the Ist rank.