PERCEIVED EFFECTIVENESS OF AGRICULTURAL INFORMATION IN DISTRICT CHINIOT, PAKISTAN

摘要

Media has become the influential source of communication across sectors including agriculture. Effective use of agricultural information has marked many successes across globe including developing and developed world. The present study was conducted to gauge the perceived effectiveness of information provided by the media to the farmers of selected villages from Tehsil Chiniot, Pakistan during 2018. To materialize the study 105 farmers consuming agriculture information were recruited purposefully. A self-administrated interview schedule was applied to collect the information. The results revealed that farmers did not find information effective and it was suggested that farmers centered information in local language can enhance the effectiveness of the agriculture information.