Course Content
Unit 1 –
Agriculture significantly contributes to the national economy. Key principles of crop production focus on efficient soil, water, and nutrient management. The cultivation practices of rice, wheat, chickpea, pigeon-pea, sugarcane, groundnut, tomato, and mango are vital. Understanding major Indian soils, the role of NPK, and identifying their deficiency symptoms are essential for crop health. Fundamental biological concepts like cell structure, mitosis, meiosis, Mendelian genetics, photosynthesis, respiration, and transpiration are crucial for crop science. Biomolecules such as carbohydrates, proteins, nucleic acids, enzymes, and vitamins play significant roles in plant metabolism. Effective management of major pests and diseases in rice, wheat, cotton, chickpea, and sugarcane is critical. Rural development programmes and the organizational setup for agricultural research, education, and extension support agricultural growth. Basic statistical tools, including measures of central tendency, dispersion, regression, correlation, probability, and sampling, aid in agricultural data analysis.
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Importance of Agriculture in national economy
00:00
Cultivation of Pigeonpea
Cultivation of Rice
00:00
Cultivation of Wheat
Major pests and diseases of: Rice and Wheat and there Management
00:00
Cultivation of Groundnut
00:00
Cultivation of Tomato
Cultivation of Mango
Cultivation of Chickpea
00:00
Important rural development programmes in India
00:00
Major soils of India
00:00
Cultivation of Sugarcane
Structure and function of cell organelles
00:00
Role of NPK and their deficiency symptoms
00:00
Mitosis and meiosis
00:00
Mendelian genetics
00:00
Elementary knowledge of: Photosynthesis
00:00
Elementary knowledge of Respiration
00:00
Elementary knowledge of Transpiration
00:00
Structure and functions of Carbohydrates and Proteins
00:00
Structure and functions of: Nucleic acids, Enzymes and Vitamins
00:00
Major pests and diseases of: Cotton, Chickpea and Sugarcane and there Management
00:00
Unit 2
The theory of consumer behavior explains decision-making based on preferences and budget constraints. The theory of demand focuses on the relationship between price and quantity demanded, while elasticity of demand measures demand responsiveness to price changes. Indifference curve analysis shows combinations of goods yielding equal satisfaction, and the theory of the firm examines profit-maximizing production decisions. Cost curves represent production costs, and the theory of supply explores the relationship between price and quantity supplied. Price determination arises from supply and demand interactions, and market classification includes types like perfect competition and monopoly. Macroeconomics studies the economy as a whole, while money and banking analyze monetary systems and financial institutions. National income measures a country's total economic output, and agricultural marketing includes the role, practice, and institutions involved in distribution, along with crop insurance, credit, and cooperatives. Capital formation, agrarian reforms, globalization, and WTO impact Indian agriculture by influencing credit access, investments, and global trade policies.
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Theory of Consumer Behaviour
00:00
Theory of Demand
00:00
Elasticity of Demand
00:00
Indifference Curve Analysis
00:00
Theory of Firm
00:00
Cost Curves
00:00
Theory of Supply
00:00
Price Determination
00:00
Market Classification
00:00
Concept of Macroeconomics
00:00
Money and Banking
00:00
National Income
00:00
Agricultural Marketing Role Practice Institutions Problems and Reforms
00:00
Role of Capital and Credit in Agriculture
00:00
Crop Insurance
00:00
Credit Institutions
00:00
Cooperatives
00:00
Capital Formation in Agriculture
00:00
Agrarian Reforms
00:00
Globalization
00:00
WTO & Its Impact on Indian Agriculture
00:00
Unit 3
Farm management involves principles of farm planning, budgeting, and understanding farming systems. Agricultural production economics focuses on factor-product relationships, marginal costs, and revenues. Agricultural finance includes time value of money, credit classifications, and repayment plans. Credit analysis incorporates the 4R’s, 5C’s, and 7P’s, with a history of agricultural financing in India, led by commercial banks and regional rural banks. Higher financing agencies like RBI, NABARD, and World Bank play key roles in credit access, capital formation, and agrarian reforms in India.
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Basic Principles of Farm Management
00:00
Concept of Farming System and Economics of Farming Systems
00:00
Agricultural Production Economics: Scope and Analysis
00:00
Factor-Product Relationship
00:00
Marginal Cost and Marginal Revenue
00:00
Farm Planning and Budgeting
00:00
Agricultural Finance Nature and Scope
00:00
Time Value of Money, Compounding and Discounting
00:00
Agricultural Credit: Meaning, Definition, Need, and Classification
00:00
Credit Analysis: 4R’s, 5C’s, and 7 P’s of Credit
00:00
Repayment Plans
00:00
History of Financing Agriculture in India
00:00
Commercial Banks and Nationalization of Commercial Banks
00:00
Lead Bank Scheme and Regional Rural Banks
00:00
Scale of Finance
00:00
Higher Financing Agencies: RBI, NABARD, AFC, Asian Development Bank, World Bank
00:00
Role of Capital and Credit in Agriculture
00:00
Credit Institutions, Cooperatives.
00:00
Agrarian Reforms in India
00:00
Unit 4
Extension education focuses on the principles, scope, and importance of agricultural extension programs. It includes planning, evaluation, and models of organizing extension services, with a historical development in the USA, Japan, and India. Rural development addresses key issues and programs from pre-independence to present times. It involves understanding rural sociology, social change, and leadership, while promoting educational psychology and personality development in agricultural extension. The Indian rural system emphasizes community values, structure, and adult education.
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Extension Education: Concept, meaning, principles, philosophy, scope, and importance.
00:00
Extension Programme Planning and Evaluation: Steps, principles, and models of organizing agricultural extension.
00:00
Historical Development: Extension in the USA, Japan, and India
00:00
Rural Development: Meaning, importance, problems, and rural development programmes in India from the pre-independence era to recent times
00:00
Extension Teaching Methods
Definition and concept of sociology, differences between rural & urban communities
00:00
Social stratification, social groups, social organization, and social change.
Rural Leadership
00:00
Educational psychology
Teaching and Learning
Role of Personality in Agricultural Extension in the Indian Rural System – Its Characteristics
Social Stratification
Social Group
Adult Education
Unit 5
Communication involves principles, concepts, processes, elements, and barriers in teaching methods, with various communication methods and media, including AV aids. Media mix and campaigns, along with cyber extension tools like internet, cybercafés, Kisan Call Centers, and teleconferencing, play a key role. Agriculture journalism focuses on the diffusion and adoption of innovations through adopter categories. Capacity building of extension personnel and farmers is essential, with training for farmers, women, and rural youth. Effective communication and extension methods are crucial for agricultural development.
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Communication, Principles, Concepts, Process, Elements and Barriers in teaching methods.
Models of Communication
Element of Communication
Method of Communication
Farm Publication (Mass Communication Method in Extension Education) 1
Farm Publication (Mass Communication Method in Extension Education) 2
Diffusion, and adoption of innovations with adopter categories
00:00
Media mix
Campaign
Cyberspace and Cyber extension
Internet
Kisan Call Centers (KCC)
Teleconferencing
Topic Wise Multiple-Choice Questions (MCQs)
0/1
Communication 1
00:10:00
Practice Set for JRF
JRF Social Science (ICAR)

Media mix

  1. Concept

Media mix refers to the planned, systematic, and purposeful combination of two or more communication media (individual, group, and mass media) used together to maximize communication effectiveness and adoption of innovations.

🔑 Standard Definition (Exam-Perfect)

Media mix is the integration of mass media and interpersonal communication so that the strength of one medium compensates for the weakness of another.

 

  1. Why Media Mix is Essential (Rationale)
  • No single medium can satisfy all stages of learning
  • People differ in literacy, interest, and perception
  • Repetition through multiple media ensures reinforcement
  • Increases credibility and trust
  • Accelerates decision-making and adoption
  • 🔑 Exam Line: Media mix bridges the gap between information and adoption.

 

  1. Media Mix in Extension Teaching–Learning Process

Based on Adoption Process

Stage

Media Used

Purpose

Awareness

Radio, TV, Newspaper

Inform

Interest

Film show, Exhibition

Arouse interest

Evaluation

Group discussion, Demonstration

Convince

Trial

Minikit trial, Farm visit

Experiment

Adoption

Individual contact, Follow-up

Confirm

⭐ Very High Probability MCQ Table

 

  1. Components of Media Mix

i)  Mass Media (Awareness Stage)

  • Radio, Television, Newspaper, Farm publications, Mobile & ICT tools
  • Role: Rapid dissemination. Large coverage. Low cost per person

 

ii) Group Media (Skill & Conviction Stage)

  • Method demonstration, Result demonstration, Training programme, Field day, Study tour
  • Role: Learning by doing, Peer influence, Confidence building

 

iii) Individual Media (Adoption Stage)

  • Farm & home visit, Farmer’s call, Personal letter, Telephone / Mobile advisory
  • Role: Personal guidance, Problem solving, Feedback & follow-up

 

5. Principles of Media Mix (Highly Asked)

  • Complementarity – Media should supplement each other
  • Reinforcement – Same message repeated through different media
  • Continuity – Communication must be continuous
  • Sequence – Media should follow logical order
  • Flexibility – Media choice must adapt to situation
  • Audience Orientation – Based on literacy, age, and needs
  • 🔑 Exam Trap: Media mix is planned, not random.

 

  1. Media Mix vs Single Medium (Critical Comparison)

Aspect

Media Mix

Single Medium

Coverage

Wide

Limited

Feedback

High

Low

Credibility

High

Moderate

Learning

Deep

Superficial

Adoption

Faster

Slower

Cost

Efficient (long run)

Inefficient

 

  1. Media Mix in Extension Programme Planning

Media mix is applied in:

  • Need identification
  • Programme implementation
  • Technology transfer
  • Training & capacity building
  • Monitoring & evaluation

🔑 Exam Line: Media mix strengthens extension effectiveness.

 

  1. Media Mix & Behavioural Change

Media mix supports:

  • Cognitive change (knowledge) → Mass media
  • Affective change (attitude) → Group media
  • Psychomotor change (skill) → Individual media

 

One-Line HIGH-YIELD FACTS

  • Media mix = combination of media
  • Mass media creates awareness
  • Group media builds skill
  • Individual media ensures adoption
  • Media mix is need-based
  • Media mix accelerates technology transfer

 

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