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.

The author is working as Head, Department of Agricultural Extension in a degree college namely Sarvoday Mahavidyalaya, Chaumuhan 281406 Mathura (India)

Persuasion is a much studied subject in the science of communication. Social psychologists, sociologists and communication scientists among others spend a lot of time and effort into investigating this process of social influence. However, relatively little is told about the reasons this is so widely studied. Why do scientists focus so much on persuasion. What are the benefits from studying it?

Conformity, compliance, and social influence are an everyday part of life, even though some people do not know it. Both conformity and compliance are part of social influence, but conformity and compliance are different.