STUDY

Media intervention in dairy 
development in
Karnataka: An evaluation

Rural broadcasting is critical for dairy development. District radio stations and low power TV centres can play a significant role in encouraging proper dairying practices, write Dr B P MAHESH CHANDRA GURU 
and E NARAYANAPPA

What is India News Service
22 February 2005

Dairy development support communication facilities have been expanded over the years in Karnataka and elsewhere.  There are certain limitations and drawbacks on the part of various communication media especially at the grassroots level from the point of view of dairy development.  Although media intervention for dairy development is important, attempts to develop suitable media intervention strategies and packages and to evaluate the role of media in dairy development have been inadequate.  The crucial importance of media intervention for dairy progress cannot be ignored.  Dairy development is indeed a very important sector of farm development in India.

Muniraju (1975), Ranganathan and Jayashankar (1976), Reddy and Singh (1977), Narasimha Murthy (1981), Nataraj and Chhene Gowda (1985), Singh (1989), Patel (1993), Dubey (1997), Raul Tiwary et.al (1999), Goswamy et.al. (2000), Rezvanfar (2001) and others have assessed the role of various media from the point of view of farm development in general and dairy development in particular.

         Few researchers in Karnataka have also assessed the role of couple of communications media in the process of dairy development.  They include:  Ranganathan and Jayashankar, 1976; Singh, 1989; Benki, 1990; Hema et.al. 1992; and others.  The major deficiency observed in their investigations was the lack of emphasis on media intervention for dairy development with special reference to Karnataka State.  Grassroots level dairy development support communication scenario of Karnataka State is less understood due to lack of comprehensive communication investigation pertaining to dairy development in particular.   A synthesis of the available literature also suggests that the dairy development communication scenario suffers from a series of limitations.

Social Significance Of The Study

Media exposure among farmers, acquisition of information, utility of information, and participation of farmers in diary development are the concerns of this study. The study is likely to answer several questions in the area of media intervention for diary development. Few researchers have assessed the role of communication media (traditional, modern and interpersonal) in the context of agriculture development, sericulture development, horticulture development, rural development and the like.

Statement of the Problem

Media intervention for dairy development was considered in the study because: (a) Communication occupies an enviable status in the process of dairy development, (b) Dairying is a management intensive enterprise compared to many others, (c) Dairy farmers in recent years are evincing keen interests in expanding dairy enterprise because of recent technological developments and remunerative returns from the enterprise, (d) Karnataka’s pioneering efforts in expanding dairy sector with the assistance from international and national agencies has motivated considerable number of dairy farmers to take up dairying in urban and rural areas, (e) Other states in the country are following the attempts made by Karnataka to expand dairy enterprise, (f) Dairy enterprise is playing a significant role in generating gainful employment opportunities and boosting the economy of the state; and (g) A constant and consistent research on the role of media in dairy development is imperative. The media intervention packages with reference to the development are not adequately evaluated by our researchers. The major deficiency observed in their works is lack of emphasis on media intervention for integrated diary development. Hence, this subject is chosen for study.

Objectives Of The Study

With diary development being thrust area the research proposes to:

1.   Study the socio-economic status of diary farmers.

2.   Assess the dissemination of diary development programmes by media.

3.   Analyze the diffusion of dairy management practices by media.

4.   Evaluate the role of media in development; and

5.   Suggest appropriate media intervention strategies and packages for dairy development in particular.

Research Methodology

Keeping in view the limitations of a researcher and the time frame available for a doctoral research programme, two districts Kolar (developed area) and Chamarajanagar (under-developed area) were selected for the study. Chikkaballapur block in Kolar district and Gundlupet block in Chamarajanagar district were selected as the locale of the study. In each block five villages were selected for the purpose of primary data collection. The criterion for the selection of the villages was based on the status of development.  In terms of economic development, Kolar district is considered a developed district and Chamarajanagar an under-developed district with respect to economic development in general and dairy development in particular.   A total of 300 respondents from 10 villages of the two districts were selected for the purpose of primary data collection. The distribution and selection of the respondents was at random. However, families who practiced dairy farming were considered for the study.  In all 150 respondents from each block were selected randomly among the dairy farming families for primary data collection.   In the present investigation, Ex-post-facto research design was used.  This design was considered as appropriate because the phenomenon had already occurred.  The design is also appropriate, as the variables considered for the study have had their effect in the field. 

Data Collection and Analysis

The research design conceived was exploratory type coming under Ex-post-facto research.  In the first stage of analysis, independent variables like gender, age, educational level, livestock holding, caste, income source and annual income were tabulated against the responses provided by the respondents to the questions asked in the interview schedule.  In the second stage of analysis, Chi-square test was applied to find the significance of difference between the independent and dependent variables.  The study being descriptive in nature, no parametric statistical tests were involved to draw inferences based on the sample results.  The interpretation of the Chi-square test justify the assumption of independence which was primarily carried out at the 0.05 percent level of significance.

Findings 

The findings of the study are classified under three different heads, namely a.  dissemination of dairy development programme by media, b.  diffusion of dairy management practices by media and c. role of media in dairy development. 

A. Dissemination Of Dairy Development Programme By Media

1. Extension media are found as prominent source of information regarding dissemination of mass vaccination programme in developed (92.66%) and under-developed (62.66%) areas.  Mass media (23.67%) have played a limited role in this regard.  Traditional media (9%) and new media (1.66%) have played an insignificant role while NGOs have not played any role in this regard in both the areas. 

2. With respect to dissemination of information on animal health camps, extension media played a significant role especially in developed area (75.33%) and under-developed area (55.33%).  Majority of the respondents are not happy with mass media (17.66%).  New media (6%), traditional media (6%) and NGOs (0%) in this regard in both the areas. Once again, NGOs  have not made their presence felt in this regard.

3. With respect to the dissemination of information on fertility camp, a majority of the respondents are happy with the role played by extension media in both developed (55.33%) and under-developed (54.67%) areas.  The mass media (20%) have played a limited role while the new media (5.66%), traditional media (7.66%) and NGOs (0.33%) remain as insignificant media from this point of view. 

4. Majority of the respondents have not received adequate information from various communications media including extension channels (15.66%), mass media (11.66%), traditional media (11.66%) and NGOs (0.66%) both in developed and under-developed areas regarding cattle rally. 

5. Extension media are playing a major role in providing information on fodder development programme in developed areas (61.34%) and under-developed areas (58%).  Mass media have played a limited role in this regard both in developed (11.34%) and under-developed area (27.33%).  Other media namely, traditional media (8%), new media (6.33%) and NGOs (0.66%) have played an insignificant role in this regard in both the areas. 

6. Dairy training programmes are not disseminated prominently by various communications media both in developed and under-developed areas.  Extension media have played a limited role in this regard both in developed (43.34%) and under-developed (48.66%) areas.  Mass media (15.66%), new media (6.66%),  traditional media (6%) and NGOs (0.66%) have played an insignificant role in both the areas. 

B. Diffusion Of Dairy Management  Practices By Media

1. Extension media have played a significant role in diffusing information on improve cattle shed both in developed (52%) and under-developed (52.67%) areas.  Mass media (19.33%), traditional media (12.66%), new media (7%) have played a limited role while NGOs (1.33%) have played an insignificant role in both the areas.  

2. Extension media have played a significant role in diffusing information on cross bred cows both in developed (53.33%) and under-developed (56%) areas.  Mass media (20%), traditional media (11.33%), new media (5.66%) have played a limited role while NGOs (2.66%) have played an insignificant role in both the areas.   

3. Extension media once again have played an important role in the dissemination of information to the farmers about the good quality roughages in the developed (66%) and under-developed (62%) areas.   Mass media (21%), traditional media (10.66%) and new media (5%) have played a limited role while NGOs (0.33%) have played an insignificant role in both the areas.  

4. Extension media again forms a major part of the source of information on artificial insemination both in developed (60%) and under-developed (54.66%) areas.  Mass media (13%), traditional media (13%) and new media (4.66%) also played a limited role and the NGOs are no more a source of information in both the areas in this regard. 

5. A majority of the respondents have expressed satisfaction on the role of extension media in diffusing information about sealing of naval cord both in developed (57.34%) and under-developed (50.66%) areas.   Mass media (16.66%), traditional media (14.33%) and new media (4.33%) also played a limited role and the NGOs played an insignificant role (0.33%) in both the areas in this regard. 

6. The extension media forms a major source of information for the farmers on cow vaccination in developed (61.33%) and under-developed (56.67%) areas followed by the mass media (15%),traditional media (10%),  new media (6%) and NGOs (4%) in this regard both in developed and under-developed areas. 

7. The extension media educate the dairy farmers about the procedure, effects and advantages of de-horning of newly born cows in developed (64.66%) and under-developed (49.34%) areas.  Traditional media (20.33%), mass media (15.33%), new media (6.33%) and NGOs (2.33%) play a very limited role in this respect in both the areas.

8. A majority of the dairy farmers have expressed their satisfaction over the role played by extension media in diffusing information on full hand milking in developed area (72%) while about 36% of them have identified extension media as useful source of information in under-developed areas.  Traditional media (16.33%), mass media (14.33%), new media (7%) and NGOs (0.33%) have played a limited role in this regard. 

9. Extension media are identified by the majority of the respondents (59.33%) in under-developed areas and developed areas (6.66%) as useful source of information on sanitation measures. Other communications media  - mass media (14.33%), traditional media (7.33%), new media (6%) and NGOs (3.33%) have played an insignificant role in this regard in both the areas. 

10. A majority of the respondents have not expressed their satisfaction on the role of various communications media including extension media in diffusing information on animal insurance both in developed and under-developed areas.   Extension media (40.66%), mass media (15%), new media (13.33%) and NGOs (2.33%) are identified as limited source of information by the respondents in both the areas in this regard.    

11. Extension media (51.33%) have diffused adequate information on RDWEP programme especially in Kolar district which is a developed area.  Mass media, traditional media, new media and NGOs have not made their presence felt in this regard. 

C. Role of Media in Dairy Development

1. Extension media (76%), mass media (39.66%), traditional media (13.66%), new media (13%) and NGOs (3.33%) are known for varied access to the dairy farmers in both the areas. 

2. Extension media (68%), mass media (30.33%), traditional media (13%), new media (12.66%) and NGOs (2%) are known for varied frequency in both the areas from the point of view of frequency of dairy development information. 

3. Extension media (68.66%), mass media (37.66%), traditional media (12.66%), new media (12.66%) and NGOs (5.33%) are known for their varied capacity for enhancing the knowledge of dairy farmers in both the areas. 

4. Extension media (35%), mass media (35%), traditional media (11.66%), new media (4.66%) and NGOs (3.66%) are known for their varied capacity for providing relevant information for dairy farmers in both the areas.  

5. Extension media (75.66%), mass media (39%), traditional media (17.33%), new media (11%) and NGOs (2.66%) are known for their varied capacity for creating preparedness among dairy farmers in both the areas.   

6. Extension media (64.33%), mass media (27.66%), new media (10.66%), traditional media (10%) and NGOs (1.33%) are known for their varied capacity for providing credible information on dairy development to the dairy farmers in both the areas.

7. Extension media (64%), mass media (30.33%), new media (9.66%), traditional media (9.66%) and NGOs (1.66%) are known for their varied capacity for bringing about innovativeness among the dairy farmers in both the areas.

8. Extension media (70.33%), mass media (33%), new media (11.66%), traditional media (10.33%) and NGOs (2.33%) are known for their varied capacity for boosting achievement motivation among the dairy farmers in both the areas.

9. Extension media (66.33%), mass media (29.66%), new media (14%), traditional media (9%) and NGOs (1%) are known for their varied capacity for facilitating adoption of innovative dairy practices among the dairy farmers in both the areas.

10. Extension media (64%), mass media (33%), traditional media (12.33%), new media (11%) and NGOs (3.66%) are known for their varied capacity for facilitating active participation of dairy farmers in the process of dairy development in both the areas.

11. Extension media (66%), mass media (28.33%), new media (11%), traditional media (10%) and NGOs (9.33%) are known for their varied capacity for improving productivity among  dairy farmers in both the areas.

12. Extension media (66%), mass media (30.33%), new media (16.66%), traditional media (8%) and NGOs (1%) are known for their varied capacity for increasing marketing opportunities of dairy products in both the areas.

13. Extension media (70.66%), mass media (32.66%), new media (16.66%), traditional media (8%) and NGOs (3.33%) are known for their varied capacity for boosting profit making capabilities of dairy farmers in both the areas.

14. Extension media (54.66%), mass media (32%), new media (13.66%), traditional media (12.33%) and NGOs (2%) are known for their varied capacity for bring about social change among dairy farmers in both the areas.

15. Extension media (51.33%), mass media (22.33%), new media (16%), traditional media (6.33%) and NGOs (4.33%) are known for their varied capacity for promoting leadership qualities among dairy farmers in both the areas.

16. Extension media (58%), mass media (29%), new media (15%), traditional media (10.66%) and NGOs (3%) are known for their varied capacity for empowerment of dairy farmers in both the areas.

Implications 

           The implications of the findings of the study with reference to Central, State, Local-Self Governments, Non-Government Organizations, Media Organizations and Research Institutions in specific terms are given below.

A.  Implications for Government of India

           The Government Of India may consider constituting a National Dairy Development Board consisting of experts, activists and beneficiaries to monitor dairy development scenario at various levels.  This board may also consider the need for planning media intervention packages and programmes at national, regional and grassroots level as effective instrument of dairy development.   The Government of India may also consider expanding media units namely, Prasar Bharati Corporation, Directorate of Field Publicity, Directorate of Advertising and Visual Publicity and Song and Drama Division at the district level so that these media units can make apparent contribution for grassroots level farm development including dairy development. 

B.  Implications for Karnataka State Government

           The Government of Karnataka may also consider formulating state level agricultural policy which would boost farm sector including dairying.  A state level dairy development board may also be constituted with a view to facilitate comprehensive dairy development.  The Directorate of Information does not have block level network, plans and programmes.  The Government of Karnataka may establish a block level information network and provide decentralized information services for farm development including dairying.

Implications for Jilla Panchayat Samithi, Taluk Panchayat Samithi and Gram Panchayat Samithi

           The Jilla Panchayat Samithi can consider dairy development as a priority- based activity and pool communication resources for rural development, agricultural development, dairy development and so on.  Special media campaigns and publications are required to boost dairy development at the district level.  Similar exercises are required at block and community levels.  Grassroots level workshops, publicity campaigns and participatory communication exercises are required to boost dairy development.  

D. Implications for Non-Government Organizations.

The Non-Government Organizations namely, Peasant Organizations, Worker’s Unions, Youth Clubs, Women’s Association, Welfare Associations and so on have neglected dairy development.  These organizations may join the local-self government organizations, development departments, banks, co-operatives, media institutions and other welfare organizations and strengthen their efforts toward persuading the people to take active part in dairy developmental activities.  These organizations may increase the budgetary allocations for dairy development support communication activities at the grassroots level and organize group discussions, exhibitions, demonstrations, film shows, special lectures and other participatory communication exercises. 

E. Implications for Media Organizations.

a. Print Media.

    The regional and local newspapers and magazines have to accord pride of place for development journalism in general and farm journalism in particular.  Special pages, supplementaries, columns, write-ups etc., are required on various aspects of dairy development since it would alleviate rural poverty and generate gainful employment opportunities in the present times.  Critical appraisal of various development activities including dairying is a must to open the eyes of policy makers, administrators, activists and beneficiaries.  These newspapers and magazines have to provide proper feed back to the policy makers on the shortcomings of dairy development projects.  

b. Electronic Media.

     The electronic media namely radio and television have to develop sufficient rural bias.  Rural broadcasting is a critical factor in the process of development.  There may be district level radio stations and low power television centers since rural development assumed new significance.  The existing software has to be replaced with rurally relevant, timely and need-based software. Adequate programmes on various aspects of farm development including dairying are required in good number. 

c. New Communication Technologies.

     We are living in the age of ‘Information-explosion’.  Satellite communication, telecommunication and computer communication can be utilized for the purpose of dairy development on a priority basis. 

d. Multi-Media Campaigns.

          Multi-media campaigns should be envisaged as a holistic approach to communication support to integrated rural development.  Multi-media campaigns are launched in selected districts on the advice of the National Level Media Coordination Committee.  These multi-media campaigns have not been extended to Karnataka State.  A mixture of printed literature, audio-visual channels, new communication technologies, demonstrations, exhibitions, group discussions, special lectures, field publicity and advertising campaigns constitute multi-media package.  Multi-media campaigns are required to boost dairy development in Karnataka State. 

Conclusion

          The importance of dairy development forming the core of agriculture development strategies is increasingly recognized.  Development communication is the premise of progress in our modern society.  Dairy development demands planned, deliberate, systematic and sustainable media intervention strategies and packages.  A concern regarding how to plan dairy development support communication for the diverse and locally relevant groups leads logically to alternative media intervention strategies for dairy development.  We need a communication strategy which should be considered as a sub-system of overall dairy development system.  Optimum use of all communication channels in proper combinations can certainly bring about comprehensive dairy development in rural areas.  The future agenda for dairy development support communication at the grassroots level must deal with media selection, media coordination, media integration, participatory communication, scientific evaluation and other related aspects.  The government organizations, NGOs, media organizations and agricultural universities have to work in close collaboration toward designing result-oriented dairy development communication system and operations in the rural areas of Karnataka State and Indian Republic.                                   

Dr Mahesh Chandra Guru is Professor & Chairman, Department of Communication and Journalism, University of Mysore.  E. Narayanappa  is Associate Professor, Department of Dairy Extension, Dairy Science College, UAS, Bangalore.