Mass media utilization behaviour of farm women

Farm women are the backbone of Indian agriculture. They represent the invisible work forces in a gamut of activities ranging from land preparation till harvest of the agricultural produce. The mass media utilization behavior of farm women is central to equipping women with the latest developments in farming technology and honing their technical skills which leads to their increased productivity in their farm and home. A study was conducted on a sample of 30 farm women to analyze their mass media utilization behavior. The findings revealed that, majority (60 per cent) had primary level of education, 90 per cent possessed radio and most of them were members of Farmers Discussion Groups (FDG’s); and were regular listeners to agricultural programs on radio. They were also members of Youth Clubs, Magalir Mandrams (women’s associations) and Media forums. Besides these women regularly attended training programs in agriculture and allied areas, imparted by the Krishi Vigyan Kendra (KVK) of Tamil Nadu Agricultural University. Only 10 percent of women were regular subscribers to farm magazines.