A Study on Communication Behaviour of Wheat Growers in Reasi Distt. of Jammu & Kashmir, India

Introduction of latest interactive communication technology among the rural population has opened a new vista of researchers to find out viability, acquaintance, accessibility, satisfaction, constraints and many more issues of the launched electronic communication technology and systems. There exists a gap between the information available and its dissemination. There is a need to find out better and faster means of communication which will bridge the gap between the researches and their applicability. The information technology revolution has provided huge opportunities to make easy access to information with interactive distance learning. The mechanism of internet and T.V. aided information technology help to reach the unreach.

Wheat is an important crop grown in hilly Distt. Reasi of Union Territory of Jammu and Kashmir where different varieties of wheat are grown. Keeping in mind the importance of communication behaviour in the transfer of wheat production technology, a study on “Communication Behaviour of Wheat Growers in Reasidistt. Reasi of Jammu &Kashmir, India” was conducted in hilly District Reasi of Union Territory of Jammu and Kashmir which was selected purposively. Out of 12 C.D. Blocks 4C.D.Blocks namely Reasi, Pouni, Katra and Thuroo were selected randomly. A sample of 20 per cent villages was selected randomly from selected Gram Panchayats. A sample of 20 per cent Gram Panchayats from each selected block was selected randomly. A sample of 20 per cent villages from the selected Gram Panchayats was selected randomly. A sample of 20 per cent (150) wheat growers was selected randomly from selected villages. Hence, a total of 150 respondents were finally selected for recording their responses for study purpose. Communication behaviour of wheat growers has been operationalised as information input, information processing and information output behaviour of the respondents. An index was prepared for studying the communication behaviour of wheat growers, wherein information input was studied in terms of sources of information, processing of information was studied in terms of evaluation, storage and transfer of information and information output was studied in terms of dissemination of information.

It was found that the majority of respondents were using Extension Personnel of KVK, Extension Personnel of Departments of Agriculture, progressive farmers, television, relatives and friends and radio as arranged rank wise 1, 2, 3,4, 5 and 6respectively as the main sources of information on wheat production technologies referred as the information input behaviour of the vegetables growers.

A large number of farmers used to evaluate (processing) the information by discussing with the elder family members, progressive farmers, neighbourers and local leaders/key communicators as arranged rankwise 1, 2, 3 and 4 respectively. Majority of wheat growers stored the information by memorization and writing in general notebooks as arranged rankwise 1 and 2 respectively. A large number of wheat growers transformed the information by rearranging the important information as per their needs and rearranging the information in local dialect. Majority of wheat growers disseminated the information (information output) to their family members, neighbourers and those who cultivate in their lands as arranged rank wise 1, 2 and 3 respectively. It was found that majority of wheat growers had medium communication behaviour towards different wheat production information sources.