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ROLE OF MEDIA IN PROMOTING ENTREPRENEURSHIP IN AGRICULTURE
In the changed rural and agricultural scenario of the country, entrepreneurship in agricultural development is now considered as the need of the times. Agricultural Development is seen now in broader context of not only making available the modern scientific farm technologies to farmers but also the other crucial aspects like that of sustainability, ecofriendliness and development of entrepreneurial qualities among rural masses.
Changed scenario calls for incorporation of these perspectives also in media messages. Till now improved farm technology were handed over to farmers to become more productive in terms of higher farm produce and media was also taken as a means to carry out this handing over operation. No doubt, communication media created a greater awareness among farmers thus contributing a lot to our “food self-sufficiency status” of nowadays. Role of media is not only transmit information regarding modern farm technologies but also to promote rural entrepreneurship for overall agricultural development. To conduct a farm as an enterprise or business, the identify of the person managing it must change from a farmer to that of farm business operator or entrepreneur (De, 1986). Developing entrepreneurial qualities among rural masses by awakening their inner potential is an important task in which media can play a vital role. Through proper messages, the entrepreneurial qualities like creativity, innovativeness and moderate risk taking can be inculcated. Media can help rural people shed their fatalistic attitude and work towards growth in motivated manner. Several researches in the past have conclusively proved that significant changes in attitudes and values of people occur as a result of motivational message in communication media (Chauhan, K.N.K, 1976 and Ram, Bhani, 1987). Entrepreneurial awareness regarding available technologies, resource support system and about market potential has to be spread systematically among farmers. T.V. and Radio networks can develop special programme to highlight advantages of entrepreneurship in agriculture. Skits, serials and plays can be developed on the theme. Stories of successful entrepreneurs depicted in Krishi Darshan would go a long way in motivating rural people to take to entrepreneurship.