Influence of socio- psychological variables on communication behavior among the cotton growers- An Ex-Post-Facto study

Abstract

A study was conducted in Kurnool district of Andhra Pradesh with the objective of studying the socio- psychological profile among the cotton growers and their influence on communication behavior, with a sample size of 120 respondents. Ex-post-facto research design was followed. The results showed that, in Kurnool district, all the selected independent variables put together explained about 60. 08 per cent of variation in communication behavior among the cotton growers was from education, mass media exposure, and extension contact, these positively and significantly contributed and the F value (13.84) was also found to be significant at 0.01 level of probability. The cotton grower having more extension contacts and mass media exposure they may gain more knowledge than the average members of the community. These findings draw attention to researchers and policy makers for the introduction of new methods in mass media. Since the farming community is proactive, the government has to initiate broad based approach to enhance the information technology infrastructure at the farmer’s door steps to facilitate them with respect to timely information reach as well as better transfer of technology.