Communication Patterns among Horticulture Field Functionaries of Haryana State

Description

Page: 459-465

Bharat Singh Ghanghas¹, Pradeep Kumar Chahal², Ajay Kumar³, and Anil Kumar Rohila⁴ (Extension Education Institute, Nilokheri, CCS Haryana Agricultural University, Nilokheri, Haryana^1,3,4 and Department of Agricultural Extension Education, CCS Haryana Agricultural University, Hisar, Haryana²)

Understanding communication patterns is very crucial for enhancing the effectiveness of horticultural extension services. The present study provides insights into preferred channels and methods used by field functionaries. To conduct this study, an online survey was carried out. The research findings highlight that the most frequently utilized source of information was training, with top ranking followed by Internet, staff meetings, Subject Matter Specialists, and printed materials. Social media platforms like WhatsApp and YouTube also gained notable importance. While newspapers, scientists, krishi melas, radio broadcasts, research journals, and institutions like the National Horticulture Board, senior professionals, and television broadcasts got lower ranks in terms of utilization. The study further indicated that HDOs preferred hands-on and interactive methods such as demonstrations, fruit and vegetable shows, group discussions, and personal visits to researchers. These methods were highly valued for their effectiveness due to conveying practical knowledge and fostering direct engagement.