Media intervention in agriculture – Analysis of marali baa mannige, an agricultural serialized radio program

Usharani, N. and Gayathri, R. and Venugopala Gowda, M. K. and Babu, Kiran (2014) Media intervention in agriculture – Analysis of marali baa mannige, an agricultural serialized radio program. Journal of Media and Social Development, 2 (4). pp. 26-58.

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Abstract

Agriculture has been the backbone of Indian economy. Thoughemail:India ranks second worldwide in the farm output, the economic contribution of agriculture is steadily declining with the country’s broad based economic growth. High rates of rural migration and shrinking of agricultural land are few of the reasons for thedecline in agriculture sector. In this scenario, it is imperative to mobilise youth participation by changing their perception about agriculture. Recently, radio intervention in sensitizing youth was launched by AIR, the state broadcaster. The result was a campaign called “Marali Baa Mannige”, meaning back to soil, an agriculture based serialised radio program that was launched by NABARD (National Bank of Agriculture and Rural Development) and Farm and Home Unit of All India Radio, Mysore on their FM channel, FM 100.6. Governed by Prarasa Bharathi, India’s Public Service Broadcaster, AIR became platform for launching a campaign to reach and influence the youth listeners. The program aimed to reach and sustain the attention of youth by sensitizing them to save agriculture and motivate them to accept it as a viable profession. The program followed a narrative style consisting of interview with two protagonists, one a proactive farmer and the other a bank official to reinforce the message of agricultural and financial literacy respectively. The current study aims to evaluate the impact of the program by conducting a survey using a structured questionnaire. A sample of 50 listeners was selected for the study. The findings show that the broadcasts have succeeded in connecting with the listeners as it devised a multipronged approach in reaching the youth.

Item Type: Article
Subjects: A Arts and Humanities > Journalism and Mass Media Communication
Divisions: Department of > Journalism and Mass Communication
Depositing User: manjula User
Date Deposited: 15 Oct 2019 07:15
Last Modified: 19 Dec 2019 05:59
URI: http://eprints.uni-mysore.ac.in/id/eprint/9046

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