Keywords : Development Communication
Impact Of Programme For Rural Listeners On Farmers In Phek District (Improving Livelihood Of Farmers Through Broadcasting)
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 7, Pages 6323-6329
India is one of the world’s fastest growing economies, nevertheless it is a developing country that needs holistic policies and programmes to cater its diverse segment of socio-economic population. In the process of rapid economic development, it is imperative to view development from the perspective of improving livelihood,especially the majority of population inhibiting in rural areas. As agriculture is the largest contributor to India’s GDP, the state of Nagaland is predominantly agrarian. Prior studies have shown that empowering the farming community through effective policies and media content have a positive impact. Development communication is an operative way to facilitate development through media that seeks to understand the reality of the audience and frame content accordingly. This planned approach rest upon the responsibility of the media organization, to identify gaps and intensify opportunities that can encourage sustainable development. Radio as an aural medium of communication has far-reaching impact in view of its ability to reach even the remotest places which have partial connectivity by information technology or electricity. The purpose of this study was to examine the impact of programme for rural listeners broadcast by All India Radio as perceived by 50 farmers from two villages in Phek district, Nagaland. Results indicate positive assessment of the programme for improving agriculture production. Broadcast medium- television and radio, are proved to be desirable medium of communication.