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Economic, Pychological and Social Influence of Farm Telecasts on The Viewers’ Lifestyle

The study was conducted in two blocks of Agra district of UP (India) to investigate the influence of farm telecasts on the lifestyle of farmers. Influence of farm telecasts as perceived by farmers was discussed under three broad areas i.e. economic, social and psychological sphere. The findings revealed that maximum number of male respondents had low and moderate economic influence whereas in case of females, the maximum number of respondents had low economic influence.

Economic, psychological and social influence of farm telecasts on the viewers’ lifestyle

Dharam Vir Singh, J.P.Singh*

Department of Agricultural Extension, Sarvodaya Mahavidhyalaya, Chaumuhan 281406 Mathura (India)

*Department of Agricultural Extension, R.B.S. College, Bichpuri – 283105, Agra (India)

 

ABSTRACT

The study was conducted in two blocks of Agra district of UP (India) to investigate the influence of farm telecasts on the lifestyle of farmers. Influence of farm telecasts as perceived by farmers was discussed under three broad areas i.e. economic, social and psychological sphere. The findings revealed that maximum number of male respondents had low and moderate economic influence whereas in case of females, the maximum number of respondents had low economic influence. Maximum number of males and females had moderate social as well as psychological influence. Statistical significant difference was found between economic influence of telecast on the lifestyle of male respondents, whereas in case of females, non-significant difference was found. Similarly significant difference was found between economic influence of telecast on the lifestyle of male respondents, whereas in case of females, non-significant difference was found. Likewise statistical significant difference was found between lifestyle of viewers with their social as well as psychological influence of telecast in both the categories of respondents.

Key words: Economic Influence, Farm Telecasts, Lifestyle, Psychological Influence, Social Influence.

Introduction:

Television plays an important role in non-formal education and deals with important issues relating to social and economic progress of rural people in the world. Salzman (1993) pointed out that television is playing an important role in the modernizing processes of rural life. Behaviour of the viewer is not a change or random phenomenon, it is a response to a cause or stimulus and it is purposeful and goal oriented. It is intended to accomplish some objectives, which in turn would satisfy or at least reduce some need of the viewers.

Object:

Present study was objected to analyze and understand the influence of the farm telecasts on the lifestyle of the viewers.

Experimental Techniques:

The study was carried out in two purposely selected blocks namely: Etmadpur and Khandouli of Agra district (10 progressive villages) of UP (India). Twenty two TV owner farmers (11 Males and 11 Females) were randomly selected from each village, considering farmers who had television sets for the last three years, thus making a total sample of 220 respondents.

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