Association between selected characteristics of the farmers and their newspaper reading behaviour

A newspaper is a periodical publication containing written information about current events and is often typed in black ink with a white or gray background. Newspapers as a mass media influence public by disseminating news on local, national and international events. Further, they play an important role in the fields of agricultural development by providing knowledge to the farmers about new techniques. In Gujarat, Sandesh is leading daily newspaper and it was found in 1923. It could also be effective media in changing perception, attitude and actions of people when they are literates. So, a study was conducted to know the reading behaviour of agro sandesh in daily newspaper by farmers. The study would also help to know whether the agriculture information is really reaching to its actual beneficiaries and up to what extent. Ex- post facto research design was used for this study. The study was conducted in three talukas of Banaskantha district and reveal that independent variables studied viz. occupation, annual income, extension participation, source of information and extension contact had positive and significant correlation, while education and social participation had positive and highly significant correlation with overall reading behaviour.