Credibility of Information Sources and Channels as Perceived by Paddy Farmers in Telangana State
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Keywords:Paddy, Farmers, Sources, Channels, Localite, Cosmopolite, Information, Credibility and Perception
This paper investigates perceived credibility of paddy farmers’ information sources and channels. The dissemination of agricultural information to farmers has been one of the crucial factors for the transmission of newer and relevant technologies. Farmers’ information needs are transforming to more need-based than demand-driven. A sum of 120 respondents was selected based on proportionate random sampling from two villages selected from each of the two blocks of Khammam district. Mean per cent score was used for obtaining the degree of credibility of sources and channels. Opinion leaders in personal localite sources, agricultural scientists in personal cosmopolite sources, result demonstration in personal cosmopolite channels and television in impersonal cosmopolite channels were perceived as highly credible by paddy farmers. One-third of respondents had high level of overall credibility.
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The manuscripts once accepted and published in the Indian Journal of Extension Education will automatically become the property of the Indian Society of Extension Education, New Delhi. The Chief Editor on behalf of the Indian Journal of Extension Education holds the copyright.