Role of Mass Media in Introducing Climate Smart Agriculture Technologies in Coastal Bangladesh

Agriculture extension is essentially a message delivery system organized to convey the latest findings of agricultural research to farmers. Effective communication is therefore, the prime requisite in extension work. The study was conducted to find out the role of mass media in introducing Climate Smart Agriculture (CSA) technologies in coastal area of Bangladesh. The data were collected from 60 randomly selected coastal farmers from the period of April 2017. A mixed method research approach (personal interview and focus group discussion) was used to determine the role of mass media in introducing CSA technologies. The findings of the study revealed that mass media in most of the cases (51.7 %) played medium role in introducing CSA technologies while in 33.3 % cases played high role and only in 15 % cases played low role. Correlation analysis indicated that among the selected socio- economic characteristics, respondents education, annual family income, household assets, communication exposure, agricultural training and perception showed positive and significant relationship with the role of mass media. On the other hand, age showed negative significant relationship while credit received showed no significant relationship.