ELECTRONIC MEDIA AND AGRICULTURE PROMOTION ? AN EXPLORATIVE STUDY IN KARNATAKA

In the established media scenario such as that in India, extension service can foresee an optimistic, promising role in its effectiveness towards agricultural or other developmental activities. There could be a symbiotic relationship realized between media functioning and extension services to ultimately benefit. Extension communication is a scientific method to ensure an increased reach of qualitative messages, influence opinion, persuade and then make people participate. The role of media as a catalyst in the process of a nation’s development has been proven in case of Indian media. Media in India also has a track record of having played a quality role in the process. With many possibilities, the scope of the study extends to examining the existing media’s role in extension services with objectives to explore the possibilities of its role and contribution in the effective dissemination process. The significance of the study lies in closer scrutiny of contemporary media practices for recheck on cohesive communication among domestic and transnational media. The methodology here is the theoretical study with explorative type.