COMMUNICATION EXPOSURE OF SUB-ASSISTANT AGRICULTURE OFFICERS (SAAOs) REGARDING RICE PRODUCTION TECHNOLOGIES

Abstract

The specific objective of the study was to determine the communication exposure of Sub-Assistant Agriculture Officers (SAAOs) regarding rice production technologies. Attempts were also made to determine nine selected characteristics of the SAAOs and their relationship with communication exposure. Twenty communication media were considered in this study fbr measuring the communication exposure of the SAAOs. Data were collected from a sample of 100 SAAOs of the five (Ipazilas of Chapainawabgonj District. Pearson's correlation co-efficient was used to determine the relationships between the dependent and independent variables. Twenty four percent of the SAAOs had high compared to 37 percent had medium and 39 percent had low communication exposure regarding rice production technologies. In respect of media-wise communication exposure AIiO. VAO. AAEO, group discussion, method and result demonstration caine out as first six effective communication media used by the SAAOs in receiving information. Respondents' service length. training received, organizational participation, job facility, opinion on elTectiveness of communication media, attitude towards rice production technology and extent of communication with regard to job responsibilities had positive and highly significant relationship with their communication exposure regarding rice production technologies. The other characteristics such as age and annual family income of the SAAOs were not related with their communication exposure.