Mass methods of communication

Farm Publications are printed educational materials prepared by extension agencies. They are designed to disseminate knowledge related to the improvement of farm and home practices, especially useful to literate farmers. These publications vary in format, content, and purpose.

1. Types of Farm Publications

• Leaflet: A single printed sheet of small size containing preliminary information on a topic. Example: Control measures for a specific pest.
• Folder: A large printed sheet folded once or twice to provide essential information on a particular topic. Example: Fertilizer application in wheat.
• Bulletin: A bound booklet containing comprehensive information on a topic. Typically 24–48 pa. Example: Cultivation practices for rice.
• Newsletter: A miniature newspaper on good quality paper, reporting the activities and achievements of the organization. It has fixed periodic publication (monthly, quarterly, etc.)
• Journal / Magazine: Periodicals containing in-depth and diverse articles, research findings, innovations, etc. Useful for both farmers and extension agents.

2. Mass Meeting; A mass meeting is a communication method where a large audience is addressed at once to convey interesting and useful information.

• Public Address System is essential.
• Use of slides or film shows enhances impact.
• Ideal for awareness and motivation campaigns.

3. Campaign; A campaign is an intensive educational activity organized to motivate and mobilize people for solving a specific problem or fulfilling a need.

• It should have a theme.
• Duration varies:
  • Single Day: e.g., Water for Life
  • Few Weeks: e.g., Rat Control, Family Planning
  • Few Months: e.g., Van Mahotsava
  • Few Years: e.g., Grow More Food Campaign

4. Exhibition; A method of creating awareness through systematic display of educational materials:

• Display includes: models, charts, posters, photographs, specimens.
• Display height: 50–60 cm above ground, max height 2 m.
• Exhibition materials are 3-dimensional.
• Display materials (used in posters) are 2-dimensional.

5. Newspaper; Newspapers play a crucial role in mass communication, especially in emergencies and crises.

• First newspaper in India: Bengal Gazette (Calcutta, by James Augustus Hicky).
• NEWS stands for:
  • N – Newness
  • E – Empathy
  • W – What, Where, When
  • S – Spread

Six ingredients of NEWS (Behrens & Evans):

1. Timeliness
2. Nearness
3. Consequence
4. Human Interest
5. Prominence
6. Editorial Policy

Types of NEWS:

• Hard News: Immediate events (e.g., disasters, political crises).
• Soft News: Informational (e.g., agriculture, education, health). 📚 NET-2020 Question
• Newspapers are printed on newsprint.
• Big Newspapers are cosmopolite in nature.
• Small Newspapers are localite in nature.

6. Radio; Radio is a powerful electronic audio medium used for mass communication.

• Suitable for millions at a low cost.
• Creates general awareness effectively.

Important Milestones:

• Broadcasting started: 23 July 1927, Mumbai.
• All India Radio (AIR): Started in 1936.
• AIR came to be known as Akashvani.
• Farm & Home Units of Akashvani were launched to support IADP and HYV seed promotion. NET-2020 Question

🎙 Communication through Radio:

• Best format: Group Discussion
• Effective delivery rate: 120–140 words per minute.

 Hot Media vs Cold Media:

• Hot Media: Extends a single sense in high definition; Example: Radio, Movies
• Cold Media: Requires more audience participation; Example: Television, Telephone

🎧 Radio Initiatives:

• Media Forum:
  • Combines mass media + interpersonal communication.
  • First Radio Rural Forum: Launched in 1956 by the Ministry of Information & Broadcasting and UNESCO.
  • Concept developed in Canada.

• Farm School on the Air:
  • A method of distance learning for farmers.
  • Uses lecture-cum-discussion format.

7. Television in extension education

Television is an electronic audio-visual medium that transmits synchronized sound and moving pictures, making it highly effective for delivering educational content to rural and urban audiences alike.

• It follows a cosmopolite communication approach (wide, mass outreach).

🗓️ Landmarks in Indian Television History

🌍 International Reference

• Rural TV Project by FAO in Sudan (1974) – aimed at using television for rural development and farmer training.

AUDIO-VISUAL AIDS IN EXTENSION

Audio-Visual Aids are instructional tools that enhance learning by engaging hearing (audio) and sight (visual) senses.

🔎 Classification of Instructional Aids:

1. Audio Aids – Devices that communicate only through sound. Examples: Tape Recorder, Public Address System, Telephone
2. Visual Aids – Devices that communicate only through visuals, Examples: Charts, Posters, Models, Flashcards, Slides
3. Audio-Visual Aids – Devices that combine sound and visuals. Examples: Television, Films, Video Projectors

Details of Key Audio Aids:

1. Tape Recorder

• A device that records sound on magnetic tape using electromagnetic process.
• Useful for: Training, Meetings, Campaigns, Extension Programmes.
• Types of Recording Processes:
  • Mechanical: Disc recorder
  • Magnetic: Tape & wire recording
  • Optical: Movie film recording

2. Public Address (PA) System

• Used to amplify sound to reach a large audience in open or large venues.
• Essential for mass meetings, rural campaigns, rallies.
• Three Main Components:
  1. Microphone
  2. Amplifier
  3. Loudspeaker

3. Telephone

• A two-way communication system over distances.
• Vital for interpersonal communication and coordination in extension services.
• 📱 Mobile phone service in India started in 1995.

Why Use Audio-Visual Aids in Agriculture Extension?

• Improve clarity and retention of the message.
• Increase interest and engagement.
• Help in overcoming language or literacy barriers.
• Make the training interactive and impactful.