Folk arts and Agricultural Communication: A study of model farmers in Andhra Pradesh

Rapid advancement in electronic and communication technologies has opened up new and more effective channels for agricultural information dissemination. Despite that folk formats are used in agricultural communication by various agencies such as governments, NGOs, farmers networks etc. This study was carried out to analyze the determinants of effectiveness of communication in the delivery of agricultural information to farmers in Guntur district of Andhra Pradesh. Data were collected by means of a structured questionnaire administered to 300 farmers randomly selected from Guntur district. The data were analyzed using descriptive and inferential statistics. Results of the analysis showed that 35.56% give firs rank to Dandora followed by folk songs (28.15%), folk drama (12.58%), fairs (11.48%), government cultural programmes (10.38%) and finally only 1.11% gave first rank to Burra katha. Based on the results and the need for improving the effectiveness of the folk tools the study recommended that more competent presenters knowledgeable in the area of agriculture for folk formats should be engaged. Programmes that create awareness about agriculture should be designed based on folk formats by the governments, NGOs as well as extension staff of agricultural departments. Necessary training may be provided to those who participate in these activities.