2018, VOL. 4 ISSUE 3, PART E
Communication is a process of sharing experiences in such a manner that it becomes a common possession. It modifies the behaviour of both the parties who take part in it. Thus, it can be said that in 21st century, it is necessary to “uses and advantages of advanced communication media for different purpose and extension work”. It proper perspective of message dissemination and feedback along with people’s participation and contribution.
Therefore, present study entitled “uses and advantages of Advanced communication media for different purpose and extension work” was undertaken in the year 2014-15 in district Kanpur and district Lucknow of Uttar Pradesh state in which 77 respondent were selected purposively from 6 Government and 6 non-government organisations. Thus total number of 84 respondents was selected. The data was collected on socio-personal characteristics of the respondents advanced communication media used by different organisations for the purpose of rural development, factors involved in selection of advanced communication media constraints faced and suggestions for improvement with the help of pre-tested structured interview schedule. It was found the analysis of the data that out of total respondents, majority of the respondents belonged to Government and Non Government organisation, 32.7% belongs to 45 to 50 years of the age group, 34.5% education up to graduate and experience of 6-10 years in the field of extension, teaching and research, 41.7% respondents belongs to middle management level of Hierarchy, 59.5 percent respondents belonged to joint family and 59.7 of the organisations where processing mobile followed by computer, fax, radio, television, VCR /VCD, films etc. It was also observed that highest utilisation of advanced communication media and tools such as mobile, computer, fax, telephone pager etc. For the purpose of official documentation, communicating with farmers/farm women, training programmes, field demonstration, field visit, seminar/ workshop and research work. Factors involved in selection of advanced communication media were compatibility, credibility, message to be communicated, basic facilities and nature of extension teaching methods to be covered.