5️. Newspaper
Meaning: A newspaper is a printed periodical containing reports of recent events, views, and information of public interest.
Historical Facts (Very Important)
- First newspaper of India: Bengal Gazette
- Started by: James Augustus Hicky
- Place of publication: Calcutta
Newsworthiness Factors
(According to Behrens and Evans)
- Timeliness
- Nearness
- Consequence
- Human interest
- Prominence
- Editorial policy
Additional Newspaper Facts
- Printed on newsprint
- Big newspapers → Cosmopolite
- Small newspapers → Localite
- Most suitable medium during crisis and emergencies
- A report of a recent event is called News
Meaning of NEWS
N – Newness
E – Empathy
W – What, Where, When
S – Spread
Types of News (NET-2020)
- Hard News: Immediate and serious events: Wars, Terrorist attacks, Earthquakes, Floods, Accidents
- Soft News: Informative and developmental: Education, Employment, Science & technology, Environment, Agriculture
One-Line MCQ Revision
- Farm publications are printed extension materials
- Bulletin has 24–48 pages
- Newsletter has fixed periodicity
- Campaign must have a theme
- Exhibition uses 3-D exhibits
- Bengal Gazette = first Indian newspaper
- Newspapers are best during crisis
- Soft news includes agriculture
- Radio (Mass Communication Method in Extension Education)
Meaning: Radio is an electronic audio medium used for broadcasting programmes to a large audience simultaneously. It is cosmopolite in nature, requires no literacy, and is highly suitable for creating general awareness at very low cost.
Characteristics of Radio
- Audio-only medium
- Very wide coverage (millions at a time)
- Low cost per listener
- Fast dissemination of information
- Suitable for awareness and motivation
- Limited feedback (one-way primarily)
- 🔑 Exam Line: Radio is best for awareness creation, not skill teaching.
Historical Facts (Very Important)
- Radio broadcasting in India started on 23 July 1927 from Mumbai
- All India Radio started in 1936
- Broadcasting in India is popularly known as Akashvani
Presentation & Technical Facts
- Best style of radio talk with farmers: Group Discussion
- Effective rate of delivery: 120–140 words per minute
Media Classification (MCQ Favorite)
- Hot Media: Extends a single sense in high definition: Examples: Radio, Movie
- Cold Media: High audience participation: Examples: Television, Telephone
Farm & Home Unit of Akashvani (NET-2020)
- Started to support: IADP (Intensive Agriculture District Programme). Introduction of HYV seeds
Media Forum
- Combines mass media + interpersonal communication
- More effective for introducing new ideas
- Radio Rural Forum: Sponsored by Ministry of Information & Broadcasting and UNESCO. Started in 1956
- Media forums were originally developed in Canada
Farm School on the Air
- Distance learning method for farmers
- Uses lecture-cum-discussion format
- Provides systematic agricultural education
Merits of Radio
- Reaches illiterate audiences
- Quick and wide dissemination
- Economical
- Useful during emergencies
Limitations of Radio
- No visual support
- Limited feedback
- Not suitable for complex skill training
- Television (Mass Communication Method)
Meaning: Television is an electronic audio-visual medium that presents pictures with synchronized sound. It is cosmopolite and highly effective for demonstration and motivation.
Characteristics
- Audio + visual impact
- Wide coverage
- High credibility
- Better retention than radio
- Requires electricity and TV set
- 🔑 Exam Line: Television is more effective than radio for demonstration.
Important Milestones (Very High Yield)
- First agricultural TV programme “Krishi Darshan” telecast from Mumbai (1967). Time: 6:30 PM – 7:00 PM
- Doordarshan started on 1 April 1976
- Landmark year in Indian TV history: 15 August 1982
- Prasar Bharati came into existence on 23 January 1997
- DD Gyandarshan started on 26 January 2000
- Rural TV Project launched by FAO in Sudan (1974)
Merits of Television
- Strong audio-visual appeal
- Effective for teaching practices
- Creates interest and motivation
- High message retention
Limitations of Television
- High production cost
- Requires infrastructure
- Limited interaction
- Audio-Visual Aids
Meaning: Audio-Visual Aids are instructional devices used to communicate messages more effectively through sound and/or sight.
Classification of Instructional Aids
- Audio Aids (Heard Only): Tape Recorder, Public Address System, Telephone
- Visual Aids (Seen Only): Charts, Posters, Photographs, Models
- Audio-Visual Aids (Seen & Heard): Television, Film, Video
- 🔑 Exam Line: Audio-visual aids improve understanding and retention.
Audio Aids
- Tape Recorder
- Equipment used to record sound on magnetic tape by electromagnetic process
- Playback possible anytime
- Suitable for: Meetings, Trainings, Campaigns, Programmes
Recording Processes (MCQ Important)
- Disc recorder: Mechanical process
- Tape/Wire recording: Magnetic process
- Movie film recording: Optical process
- Public Address System (PA System)
- Equipment used to amplify sound for large audiences
Components
- Microphone
- Amplifier
- Loudspeaker
- 🔑 Exam Line: PA system is essential for mass meetings.
- Telephone
- Two-way communication system over distance
- Allows immediate feedback
- Mobile telephone services introduced in India: 1995
FACTS
- Radio is a one-way mass communication medium.
- Radio does not require literacy.
- Radio is most suitable for awareness creation, not skill teaching.
- Radio has wide coverage with low cost per listener.
- Best programme format for farmers on radio → Group discussion.
- Radio appeals mainly to the sense of hearing.
- Radio messages should be simple, conversational, and repetitive.
- Radio programmes are effective during natural disasters & emergencies.
- Radio Rural Forum started in 1956.
- Media forums were originally developed in Canada.
- Farm School on the Air follows distance education approach.
- Farm School on the Air uses lecture-cum-discussion method.
- Television is an audio-visual mass medium.
- TV appeals to both eye and ear.
- TV has higher message retention than radio.
- TV is more effective for demonstration of practices.
- TV requires electricity and receiving set.
- TV production cost is higher than radio.
- TV is suitable for complex and skill-oriented messages.
- Krishi Darshan is the oldest agricultural TV programme in India.
- Krishi Darshan is telecast on Doordarshan.
- TV is classified as a cold medium (high audience participation).
- Audio-visual aids increase learning speed and retention.
- AV aids help in overcoming language barriers.
- AV aids make teaching interesting and realistic.
- Audio aids → heard only.
- Visual aids → seen only.
- Audio-visual aids → seen and heard together.
Tape Recorder
- Tape recorder uses electromagnetic principle.
- Suitable for training, meetings, campaigns.
- Recording Processes (Very Important)
- Disc recording → Mechanical process
- Tape / Wire recording → Magnetic process
- Film recording → Optical process
PUBLIC ADDRESS SYSTEM
- PA system is essential for mass meetings.
- Used in rallies, exhibitions, campaigns.
- Loudspeaker converts electrical signal into sound energy.
TELEPHONE
- Telephone allows two-way communication.
- Telephone provides immediate feedback.
- Telephone is classified as cold media.
- Mobile advisory services are useful for personalized information.
MEDIA CLASSIFICATION
- Hot media → Low participation, high definition Example: Radio, Movie
- Cold media → High participation Example: Television, Telephone
ONE-LINE SUPER-TRAPS (VERY IMPORTANT)
- Radio = Hot medium
- TV = Cold medium
- Radio speed = 120–140 wpm
- AIR started = 1936
- Radio broadcasting started = 23 July 1927
- Krishi Darshan started = 1967
- Doordarshan started = 1 April 1976
- TV landmark year = 15 August 1982
- Prasar Bharati = 23 January 1997
- DD Gyandarshan = 26 January 2000
- Rural TV project = Sudan, 1974
- Tape recording = Magnetic process
- PA system = 3 components
- Mobile services in India = 1995
