(International Journal of Advanced Mass Communication and Journalism, 2022)
Anterpreet Kaur
Modern agriculture has become much more demanding and diversified than ever before. Changing
environmental and societal needs have increased the challenges for the farmers. To meet the challenges
of modern agriculture, farmers seek more information from varied sources. Agriculture researchers
always remain on their toes to find innovative ways so that agricultural production can be increased in
a sustainable manner. This research paper gives a glimpse of various theoretical perspectives of
agricultural research and development. An effort has been done to explore various communication
theories in relation to agricultural needs. Three major communication theories namely ‘Two Step Flow
theory, “Multi Step Flow Theory’ and Diffusion of Innovation Theory has been discussed in context of
agricultural development to find trailblazing ways to interact with farmers and to make agriculture a
profitable venture for farmers.