Need Based Information Media for Farmers in Hill Regions of Uttarakhand: Implications for Extension

Abstract

Farmers use different information sources and channels for seeking reliable, timely andrelevant information on improved agricultural practices. Developing appropriate farmereducational and marketing strategies will depend on how farmer groups differ in theirinformation search behavior. Understanding what information farmers need, how they searchfor their information, which sources they depend on for accessing information can help indesigning effective extension programs. The study examined farmer’s communicationcharacteristics with an intent to assess farmer’s accessibility and use of extension mediaand information sources for fulfilling their information needs pertaining to agricultural andallied activities in three hill districts of Uttarakhand state. A sample of 1318 farmers wasselected through a stratified random sampling technique. Interpersonal communicationsources were used more by farmers as these were more easily available and accessible toobtain information related to agriculture. Majority of farmers were categorised as lowsearchers. Gender, primary occupation, land size and education significantly affected searchbehaviour of farmers. Implications for policy and extension have been given for improvinginformation dissemination among farmers of hill regions. Emphasis on extension systemproviding a context for the flow of authentic knowledge through authentic media amongfarming communities on an equal basis is emphasized.