Role of Mass Media in Changing the Attitude Level of Farmers towards Organic Farming in the Western Zone of Tamil Nadu

Sivaraj Paramasivam, H Philip


The study aims to assess the role of mass media in changing the attitude level of farmers on organic farming. A sample of 180 certified organic farmers was selected from the districts of Coimbatore, Erode and Tiruppur, Tamil Nadu. Majority of the respondents in the study area had medium level of mass media exposure. Findings revealed that majority of the certified organic farmers was found to possess moderately favourable attitude towards organic farming, followed by highly favourable attitude towards organic farming. Different media were sought by the respondents for getting information on organic cultivation aspects. Even though most of the respondents were literates, limited availability of magazines, journals and periodicals related to organic and the problems on their subscription were acting as the limiting factors for accessing agricultural information. Leveraging traditional mass media and modern ICT technologies will help in the long run to increase the adoption levels among farming communities and help in devising and disseminating organic farming cultivation practices.


Attitude ; Mass media ; Organic farmers

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Elavarasi, M & Ponnusamy, K. A. (2015). Reasons for Resorting to Organic Farming and Advantages Perceived by the Organic Farmers. Journal of Extension Education. 27 (3). 5485-5493.



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