EXTENT OF INFORMATION SOURCE UTILISED BY THE GOAT FARMERS OF UTTAR PRADESH

Abstract

This study assessed the extent of information sources utilized by goat farmers across Uttar Pradesh, India. A purposive research design was employed in Mathura and Mirzapur districts, with a total sample of 180 respondents (90 from each district) selected through multistage random sampling from 12 villages across four blocks. Data were collected through a pre-tested interview schedule using a three-point continuum scale (frequently = 2, occasionally = 1, never = 0). Statistical analysis, including frequency, percentage, and Pearson's correlation, was conducted using the SPSS 26 package. The results revealed that television was the most frequently utilized mass media source (67.22% frequently used), followed by social media (40.56% frequently used). Radio was occasionally used by 61.67 percent of respondents, while exhibitions and animal fairs (Pashu Mela) were rarely utilized (72.22% never used). Correlation analysis demonstrated significant relationships between farmers' education levels and newspaper utilization (r = 0.443**, p < 0.01) and between land holdings and exhibition attendance (r = 0.173*, p < 0.05). District-specific variations were observed, with television usage showing a negative correlation with age and experience in Mathura, while showing a positive correlation in Mirzapur (r = 0.249*, r = 0.226*, respectively). The findings suggest that mass media, particularly television and social media, play a crucial role in information dissemination to goat farmers, although access patterns vary significantly with socio-demographic characteristics.