Effectiveness of Four Mass Media Channels on the Knowledge Gain of Rural Women

Journal of International Agricultural and Extension Education, Vol. 13, No. 1, 2006

9 Pages Posted: 1 Dec 2011

See all articles by D. Puthira Prathap

D. Puthira Prathap

Indian Council of Agricultural Research (ICAR) - Sugarcane Breeding Institute

K.A. Ponnusamy

affiliation not provided to SSRN

Date Written: April 1, 2006

Abstract

An experimental study of the relative effectiveness of four mass media channels (radio, television, newspaper, and Internet) on knowledge gain was conducted among 144 rural women belonging to self-help groups of three villages in Tamil Nadu, India. The selected technology, rabbit farming, was developed into parallel messages and was delivered through these channels to assess the knowledge gain. All the respondents (100%) had gained 'adequate' knowledge after exposure to television, newspaper and Internet, while 97% of those exposed to radio had gained adequate knowledge after exposure. Traditional media were found to have a slight edge over new media in terms of influencing knowledge gain. Television was found to be the most effective treatment, followed by newspaper, Internet and radio.

Keywords: mass media, knowledge gain, new media, India

Suggested Citation

Prathap, D. Puthira and Ponnusamy, K.A., Effectiveness of Four Mass Media Channels on the Knowledge Gain of Rural Women (April 1, 2006). Journal of International Agricultural and Extension Education, Vol. 13, No. 1, 2006, Available at SSRN: https://ssrn.com/abstract=1966865

D. Puthira Prathap (Contact Author)

Indian Council of Agricultural Research (ICAR) - Sugarcane Breeding Institute ( email )

Coimbatore, Tamil Nadu 641007
India

K.A. Ponnusamy

affiliation not provided to SSRN ( email )

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