Abstract

The study was conducted in Bharatpur district of Rajasthan. Out of nine Panchayat Samities in the district, three Panchayat Samities were selected purposively. Similarly, three villages were selected randomly from each Panchayat Samiti this way nine villages were selected. Twenty five farmers selected from each village making a total sample 225 respondents. The most important communication channels used by small farmers were training, method demonstration, result demonstration and field days. The important and prominent personal localite channels being preferred were KVK/ATC, Agricultural Supervisor and progressive farmers whereas, important impersonal localite channels were radio, film show and printed materials. It was found that communication behaviour of the farmers was positively and significantly associated with caste, level of education, size of land holding, farm power, linkage with change agent, socio-economic status, social participation and agricultural infrastructure available with farmers. It was also revealed in the study that adoption of seed technology, use of nitrogenous fertilizers, soil and organic matters and use of weedicides in wheat production was positively and significantly related with the communication behaviour of small farmers. Further, the knowledge level of small farmers regarding wheat technology was positively and significantly related with use of personal cosmopolite, localite and impersonal cosmopolite channels. Whereas, the level of attitude of small farmers was positively and significantly related with use of personal cosmopolite as well as localite communication channels.

Keywords: Information sources, change agent, agricultural infrastructure, attitude, personal cosmopolite