Vol. 9, Special Issue 7 (2020)

Author(s):
Vishakha Yadav, Dr. SR Yadav, Abhishek Mishra and Ashwini Yadav

Abstract:
The present study entitled “Impact of mass media on agriculture practices in district Lucknow (U.P.)” was undertaken with a view to analyze adoption of agricultural practices, and constraints faced by respondents and then the suggestions. Simple random sampling was followed for the study. Both purposive and random sampling procedure was followed for selection of districts, blocks, panchayats, villages and respondents. The total sample is 80 respondents. The response was obtained from each individual respondent through structured interview schedule developed for the collection of data. The collected data was tabulated and analyzed with the help of suitable statistical tools and techniques such as percentage, score, rank, order etc. There were significant adoption and improvement seen in the study. Further constraints were shown which was ranked. In which 90.00 per cent was( I) as respondents were facing bad storage infrastructure facility and last with rank (VII) were the respondents (47.50 per cent) who were not satisfied with the practices. In order to increase the knowledge level of respondents there should be availability of communication media such as print media and electronic media in adequate number besides formal and informal interpersonal sources and from Government level agricultural information should reach to the grass-root level through different sources of mass media.