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This study examined the perceived effectiveness of different information communication technologies (ICTs) as information
source among farmers in Punjab province of Pakistan. This study is distinctive in nature as eight ICT tools (Mobile, TV, Radio,
Internet, Helpline, Agri. websites , Landline phone and Computer) are compared on 8 characteristics (better agricultural
information source, improved farming skills, accuracy of information, effective source of communication, in time sharing of
information, cheaper source of information, user friendly and easy access to information. Uses and Gratification theory was
theoretical framework and cross-sectional survey-based research design was employed on 400 randomly selected farmers. Data
were collected through validated interview schedule and collected data were analyzed using descriptive statistics and cross tab
analysis. Results indicate that majority of respondents (90.3%) in the study area were small farmers with 45% literacy rate.
About 85.0, 79.8 and 45.8% respondents had mobile, TV and radio in their possession. While, internet, computer and landline
phone were in possession of 17.8, 9.3 and 3.8% respondents, respectively. Mobile, TV and Radio were greatly used ICT tools
while internet, computer, helpline and landlines were least used. Mobile (M=4.06), TV (M=3.96) and Radio (M=3.96) were
perceived effective of almost high level on Likert scale. Other tools including agri. websites, computer, helpline, landlines
were comparatively less effective pertinent to high cost, accessibility and accuracy of information. According to this study
presently modern ICTs having ability of effective communication higher than traditional sources. This study recommends that
information departments and agricultural directorates should amend contents of modern tools according the needs and socioeconomic conditions of farmers for escalated usability.
Muhammad Hammad Raza, M. Farrukh Saleem, Ghazanfar Ali Khan, Babar Shahbaz. (2020) EFFECTIVENESS OF INFORMATION AND COMMUNICATION TECHNOLOGIES AS INFORMATION SOURCE AMONG FARMERS IN PAKISTAN, Pakistan Journal of Agricultural Sciences, Volume 57, Issue 1.
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