Role of media in development communication with special reference to kissancall centre (KCC) in India

Vagdevi, H. S. and Punith Kumar, L. M. M. and Indira (2016) Role of media in development communication with special reference to kissancall centre (KCC) in India. Journal of Media and Social Development, 4 (2). pp. 18-28. ISSN 2320-8244

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Agriculture is the main occupation in India and more than 55% of livelihood depends on agriculture directly or indirectly. Development of the agriculture and allied sector has been the main objective of the every successive government. Several new technologies have been introduced to develop the agriculture sector. Media is the important tool for the development of society and economy. With technology penetrating to the nook and corners of the country agricultural information dissemination is going through a renaissance. Government of India has announced several programmes such as Kissan CallCentre and Kissan SMS portal to disseminate information on agricultural and allied sector to farmers. The present study analyse the media in the development of agriculture sector in India. The main objective of this research paper is to study the importance and functions of the Kissan Call Centres in India. The study is based on secondary data. The study takes into account the government data of five years from 2007 -08 to 2013 -14. The study clearly shows that there is a significant increase in the callsin 2013-14, compared to 2007-08. The average calls in 2007-08 is 18,431 and 1,38,848 in 2013-14. Based on theoretical framework of Wilbur Schramm’s studies on communication for development, the present study tries to analyse the role of media in development through use of Kissan Call Centre in informing, instructing and enabling participation among the farmers for a holistic development.

Item Type: Article
Uncontrolled Keywords: KissanCall Centre, Agriculture, Development Communication,Media
Subjects: A Arts and Humanities > Economics
Divisions: Department of > Economics and Cooperation
Depositing User: Dr Raju C
Date Deposited: 09 Mar 2021 11:21
Last Modified: 18 Jul 2022 07:22

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