Abstract:
The main objectives of this study were to determine the extent of effectiveness of mass media and
explore the relationships between the selected characteristics of the farmers and their effectiveness of
mass media in adoption of rice production technologies. The selected characteristics were age,
education, family size, farm size, annual family income, wealth ownership, organizational participation,
innovativeness, attitude towards modem technology and agricultural knowledge. Data wen: collected
from 110 respondents from two villages through using a structured personal interview schedule. Karl's
Pearson Correlation Co-efficient were used to test the relationship between the independent and
dependent variables. The findings revealed that about one half of the respondents perceived mass media
as medium effective while a little higher than one third of the respondents perceived mass media as
highly effective and rest of the respondents considered it as low effective .In case of coefficient
correlation farmers' education, wealth ownership, organizational participation, innovativeness and
agricultural knowledge had highly significant relationship with the effectiveness of mass media however
some other variables like age, farm size, family size, annual family income and attitude towards modern
technology of the farmers had no significant relationship with their effectiveness of mass media in
adoption of rice production technologies.
