Agricultural communication: A theoretical perspective

Abstract

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.