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| Role of Electronic Media for Rural Upliftment | | | Dr. Banarsi Lal and Dr. Pawan Sharma
Communication is the
core activity of human association in general and progress as well as development in particular. No human life can exist in isolation. A man can survive in society and the survival in society is possible with communication. Therefore, communication is identified as the oldest continued activity of human being since birth and goes on and on till death. More precisely, communication is the basic need of human being and web of society which makes the survival, growth, progress and development of man possible and holds the society intact and progressive. Communication maintains and animates the life. It is also a motor and expression of social activity and civilization. It leads people from instinct to inspiration, through process and system of enquiry, command and control. It creates a common pool of ideas, strengthens the feeling of togetherness through the exchange of messages and translates through into action. As the world has advanced, the task of communication has become more complex. However, unless some basic structural changes are introduced, the potential benefits of technological and communication development will hardly be put at disposal of the majority of mankind.
The population of our country has already been crossed one billion and is still increasing alarmingly. It is really creating a tremendous pressure on the food grain production of India. Roughly it has been observed that there is an increase in per capita availability of food grain in India but there is no certainty of filling the number of empty stomachs in the new millennium. Until and unless we concentrate in this area, shortage of the food is likely to be one of the greatest problems in years to come. In order to achieve the desired results ,Indian farmers really need to make the best use available modern high production oriented technologies. It has been observed that out of available agricultural technologies with research system, only thirty to forty per cent are transferred to the farmers. It is therefore needed to bring the remedial change in the existing system of technology transfer.
Today electronisation and mechanisation of communication technology is multiplying every day. There is need to make proper use of such communication technologies for the benefits of mankind. Electronic media have really revolutionized the communication process .Electronic media like computer; internet etc. can play a major role in transfer of high tech agriculture from global pockets to Indian farmer's field. The modern communication technologies play a very important role in transfer of improved agricultural practices to the farmers' .These technologies have the potential to create interest among the farmers. Electronic media is also important for the farmers residing in far-flung areas which are lesser accessible to extension functionaries. Radio and television have major strides in dissemination of agricultural information. Among new electronic technologies computers, videotapes, interactive computer video technology (ICVT) etc. and video information deserve close scrutiny their use.
Electronic media can be categorized in three groups as simple electronic media, advanced electronic media and other modern electronic media. Radio, television and videotapes are said to be simple electronic media because they do not need the complexities for their operation and maintenance as compared to others. Radio broadcasting in India started in 1927 and All India Radio (AIR) was established in 1936 that became Akashwani in 1957.Presently radio signal covers almost the whole country. The local radio stations are ideally suited to the dissemination of farm technologies according to different agro-climatic region. Television in India began modestly on September 15; 1959.TV is very powerful electronic medium for transfer of information and entertainment. A programme known as Krishi Darshan was started on 26th January 1967 especially for the farmers. TV is considered as a source of information and is taken as authentic, trustworthy and prestigious medium for promoting interaction. It is very easy to handle and also easy to carry. Videotape and video information are ideal medium for awareness among the farmers towards new technologies and is also helpful for motivation and change in behaviour of the farmers. Internet, interactive computer video technology (ICVT) and computer aided systems are said to advance electronic media. These media involve more technicalities in their operation. Use of internet is increasing at a fantastic speed .It is cheaper than fax and teletext. Through internet the scientists can gain instant access to the world's most advanced research facilities can discuss their research problems with the others. The district or stage extension agencies can create their own home pages or internet for farmers use. Farmers of one place can share their information with the farmers of another place. Interactive video technology is an amazing device for the storage and retrieval of audio and video information. In this system the learners control the system through the computers for his interaction with the video recoded material chosen for learning. It can be used for training of extension personnel. The Chennai Dialogue Information Technology (1992) chaired by Dr. M.S Swaminathan resulted in proposal for the establishment of computer Aided Agricultural Extension (CAEs) and Information Village (IV).The purpose of Computer Aided Agricultural Extension (CAEs) is to generate and disseminate information for a locality in different areas e.g. pest and disease information, remote sensing, marketing information on different enterprises like aquaculture, water harvesting, apiculture etc. The videotext, teletext and videoconferencing have been under the category of modern electronic media. We can disseminate the text and graphic information through videotext and then can be received either by a videotext television or on an ordinary television. A video coupled with a microcomputer permits editing as well as retrieval of information on videotext page. The video transmitted via telephone, data lines, cables etc. is called interactive videotext. It can be used in training programmes. The videotext transmission based on broadcast signals is called teletext. Teletext links a computer to a television by which text and graphic information can be disseminated on a one way basis to home viewers. Video conferencing is a two way conferencing of two or more sites that help in communication in real sense. It can be widely used for educational purpose and is helpful for quick feedback by involving more people.
The electronic media can play a crucial role in the dissemination of improved agricultural innovations. But a responsible electronic communication media should be clean, comprehensive, competent and should present the real information. Electronic media has tremendous potential for use in agricultural development. Computer networking at local, national and international level can establish a good linkage for dissemination and sharing agricultural information. |
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