Previous Chapter Chapter 27: Paradigm Shift in Agricultural Communication Next Chapter
Chapter 27: Paradigm Shift in Agricultural Communication
‘Farmers first’ approach is a milestone in the overall agricultural development process. Accordingly there is a ‘paradigm shift’ in extension system away from the terminology—‘transfer of technology’—towards an interactive approach entirely subordinate to the needs of the farming community. Thus, along with this emerging phenomenon, agricultural communication process has also been altered radically.
The advent of green revolution brought to the fore the importance of agricultural communication. Its approach and attitude were altered in accordance with the priorities of modern agriculture. It should be mentioned that earlier attempts in agricultural journalism drew their strength mainly from the discipline of agricultural extension and not from journalism or mass communication or even the farming community. The main idea was ...