Mass Media Usage by Rural Youth in Agriculture Related Areas in Udham Singh Nagar District of Uttarakhand

Debashis Dash and Birendra Kumar

Abstract


Harnessing demographic dividend has become the greatest challenge before India which has aroused the demand
for skilled youth especially in agriculture sector. Information technology has revolutionized Indian agriculture by
opening door of enormous opportunities by playing a crucial role in scientific farming. Communication can help in
motivating youthto take agriculture as a vocation by giving them right and customized information timely and
location specific. The present study investigated communication behaviour of rural youth in Udham Singh Nagar
District of Uttarakhand state, India. Data was collected through stratified random sampling with proportionate
allocation for selecting 120 respondents of the study area. The study revealed that majority of respondents had
medium level mass media exposure. Television was used mostly for entertainment, political and agricultural purpose
in their own homes at night time. Majority of them were found satisfied with the information shown in the television
via different agricultural programs and therefore inclined towards accepting that information. Mass media usage
had a significant and positive relationship with education, innovativeness, achievement motivation, leadership
ability and cosmopoliteness.The analysis of qualitative data indicated youth keenness to use information through
mass media. The present study recommended that mass media infrastructure should be encouraged and utilized by
rural youth in the rural areas to facilitate customized information delivery in a right time.

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