The various methods
in disseminating information in mass media method include newspaper, radio,
television, bulleting and newsletters. They are more usefully to employ when
information are being transferred to farmers initially. They are important at the
stimulating of farmers’ interest in new innovations. With mass media methods of
communication in extension service, a wide range of farmers can be reached at a
very fast rate.
Newspapers
are vital means of providing agricultural development messages or information
to farmers who are well schooled. This requires the acquisition of the ability
to create informative press material by the change agent. The language should
be very simple so that it can be easily understood by all.
Newspapers are
not very expensive to purchase. They are also good in giving information to the
audience in time. The weakness is that they are not useful to the unschooled. They
not easily circulate to some remote villages. Editing may adversely affect the
substance of the information to be given out.
Radio has
the largest listening audience to disseminate information to. It is the fasted
means of communicating useful information to farmers and other rural dwellers. It
has the strength of reaching many people at relatively low cost and it is
suitable for timely presentation of agricultural programmes. It makes people to
be aware of current innovation or ideas. Other strength of the radio is that it
is capable of reaching a large population of farmers as well as other rural
dwellers faster than any other means, while the main weakness of radio lie on
the limited broadcasting time available to change officer, some homes do not
have the radio sets, radio programme can as well not give a concrete details
about extension activities, and must be backed with other methods.
The television
gives farmers the opportunity of seeing and hearing in the process of learning
new ideas. This encourages easy grasping and retention of ideas presented. Demonstration
to a very large audience is made possible. The main benefits of television are
that it can reach many people at the same time. For clarity, it is practiced in
slow motion. The weaknesses are that it is costly and as such many farmers in
the rural settlement do not have the television sets. It does not give room for
questioning. The pictures or processes shown are in perspectives. Bulletins, newsletters,
pamphlets, and so on constitute publications. They are mostly use in
reinforcing other methods of effecting change in behavior of farmers and other
rural dwellers.
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