International Journal of Agriculture Extension and Social Development

author(s)
M Shanmukh Raju, L Devarani, RJ Singh, Ram Singh and L Hemochandra

abstract
Agricultural information dissemination through mass media is crucial for the development and transfer of agricultural technologies, particularly in regions like Meghalaya, where traditional farming practices persist amidst challenges like weather variability and limited access to communication technologies. The study investigated the mass media ownership, frequency of use, preferred locations and times of use, and purposes for engagement with mass media of farmers in Meghalaya during 2023. The study was conducted in three districts of Meghalaya viz., Ri-Bhoi, West Jaintia Hills, and West Garo Hills. Two crops were chosen from each district: pineapple and ginger from Ri-Bhoi, turmeric and tomato from West Jaintia Hills, and cashew nut and areca nut from West Garo Hills. Using random sampling with proportional allocation, 60 farmers were selected from each crop in four villages, resulting in a total of 360 respondents. The respondents were chosen from 12 village clusters, totalling 24 villages. The data were collected with a pre-structured interview schedule. The study revealed that the majority of the respondents had a medium level of mass media utilization. The predominance of medium-level usage suggests balanced utilization patterns. Ownership and utilization rates vary across media types, with social media leading in ownership (63.05%) and mean utilization (1.98). Print media shows lower rates. Purpose of usage of mass media include newspapers for various types of news (28.05%), magazines for entertainment (8.89%), TV for entertainment (59.16%), and social media for entertainment (69.44%). Accessing media occurs predominantly at home and at any time, with social media being accessible at all times. Understanding these mass media utilization patterns is crucial for policymakers and agricultural stakeholders to effectively disseminate information, promote agricultural development, and address farmer problems in Meghalaya's hill regions. Leveraging mass media channels, including mobile telephony and social media, holds significant potential in bridging information gaps and empowering farmers in remote areas.