“EXAMINING THE IMPACT OF ELECTRONIC MEDIA ON THE ADOPTION OF ECO-FRIENDLY AGRICULTURAL PRACTICES”

AUTHORS – MANYA NATH¹ & DR RAKESH PRAKASH², STUDENT & ASSOCIATE PROFESSOR AT AMITY SCHOOL OF COMMUNICATION, AMITY NOIDA (UP), INDIA

BEST CITATION – MANYA NATH & DR RAKESH PRAKASH, EXAMINING THE IMPACT OF ELECTRONIC MEDIA ON THE ADOPTION OF ECO-FRIENDLY AGRICULTURAL PRACTICES, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 4 (1) OF 2024, PG. 1267-1277, APIS – 3920 – 0001 & ISSN – 2583-2344.

Abstract

 In the dynamic landscape of agriculture, the symbiotic relationship between electronic media and adopting eco-friendly practices stands as a beacon of innovation and transformation. This research study embarks on a comprehensive exploration, guided by distinct objectives. Through a comprehensive examination guided by a theoretical framework, this study endeavors to unravel the intricate dynamics between electronic media exposure and farmer’s behavior, knowledge, and attitudes toward sustainable agricultural practices. The analysis begins by scrutinizing the content themes, and audience engagement metrics, insights are gleaned into the efficacy of electronic media campaigns in disseminating information, promoting behavior change, and fostering sustainable agricultural practices. The study further seeks to assess farmers’ knowledge through an in-person interview which is aimed at gauging farmers’ knowledge gaps information-seeking behaviors and, receptiveness to sustainable agricultural practices disseminated through electronic media channels. A critical component of this research is the evaluation of the impact of successful electronic media campaigns on the adoption rates of eco-friendly agricultural practices. By examining the efficacy and reach of these campaigns, valuable insights are given to inform future strategies and initiatives to promote sustainable agricultural practices.

The research also provides actionable recommendations for optimizing the role of electronic media in promoting and facilitating the widespread adoption of sustainable agricultural practices, this objective delineates a roadmap for stakeholders to harness the full potential of electronic media as a catalyst for sustainable agricultural transformation. By offering practical recommendations, this research seeks to bridge the gap between knowledge dissemination and on-ground implementation, thereby fostering a more sustainable agrarian landscape. This study serves as a comprehensive exploration of the transformative power of electronic media in driving the adoption of eco-friendly agricultural practices. Through rigorous analysis, empirical investigation, and actionable recommendations, this study endeavors to contribute to advancing sustainable agriculture and promoting environmental stewardship within the farming community.

Keywords– Sustainable agriculture, Electronic media, Agricultural extension, Media campaigns, Rural Awareness