eChapters

Mass Communication

The term ‘mass communication’ was coined at the end of the 1930s. The term ‘mass’ denotes great volume, range or extent (such as of people or production), while ‘communication’ refers to the giving and taking of meaning, the transmis- sion and reception of messages.

The term ‘mass’ was first formally defined by Herbert Bhumer (1939) as a new type of social formation in modern society, by contrasting it other formations, es- pecially the group, crowd and public.

Gerbner’s (1967) definition of mass communication is hard to beat. He defined it as social interaction through messages.

Mass communications comprise the institutions and techniques by which special- ized groups employ technological device (press, radio, films etc.) to disseminate symbolic content of large, heterogeneous and widely dispersed audience.

Entrepreneurship Development
Entrepreneurship Development (ED) is a recent perspective in extension approaches. It attempts to integrate sociological nature of agricultural sector with capitalistic entrepreneurship. The terms like social entrepreneurship, corporate social responsibility and agricultural entrepreneurship have recently come in vogue. It is the most significant factor to bring about transformation of agricultural sector.
Theories of Entrepreneurship Development
The word entrepreneur is derived from a French root entreprenerd, meaning. to begin something, to undertake. Entrepreneur is a person with a high need for achievement [N-Ach] who is energetic and a moderate risk taker. An entrepreneur searches for change, responds to it and exploits opportunities. Entrepreneur is an innovator and dynamic agent of change, a catalyst who transforms increasingly physical, natural and human resources in a corresponding production possibility. Entrepreneurship is a means by which economy and society are transformed. The emergence of entrepreneurs in a society depends upon closely interlinked economic, social, religious, cultural and psychological variables.
Personality traits perspective of entrepreneurship
In this approach, the entrepreneur is assumed to possess a particular personality type and thus much research has been to enumerate a set of characteristics possessed. The main Concepts studied include innovativeness, dynamism, risk taking, creativity, alertness, need for achievement, aspirations, self-confidence and being ambitious. An entrepreneur is an individual who possesses qualities of risk-taking, leadership, motivation, and the ability to resolve problems. Entrepreneurial attitudes and behaviour also include openness to new information and people, motivation, making independent and self-directed decisions, the ability to see opportunities in a rapidly changing and uncertain environment, persistence, the motivation to achieve, technical know-how, taking ownership, personal integrity, accountable, capacity to manage and
organise.

Production- Function- The technical law relating inputs to outputs has beengiven the name of production function. Production function expresses the relationship between physical input and physical output of a firm for a given state of technology.
Law of Variable Proportion or Law of Diminishing Returns (Short Run Production Function)
This law explains the relationship between inputs and outputs in the short period. According to this law, output can be changed by altering variable factors (such as labour and feed) while keeping other factors (such as land and infrastructure) constant. The law states that with an increase in variable factors, keeping other factors constant, total product initially increases at an increasing rate, then increases at a diminishing rate, and finally starts decreasing.
1. Total Product (TP) - Refers to the total output of the firm per period of time.
1. Example: Total litres of milk produced by a dairy farm per day.

Migration reflects the patterns of societal transformations. From a historical perspective, throughout the process of industrialization and economic advancement, individuals relocate from agricultural areas to industrial sectors, from rural areas to urban centres, from one urban centre to another, and from one nation to another. Currently, Asia, Africa, and Latin America are seeing significant technical advancements, leading to a substantial movement from rural to urban areas in these countries. Economists research migration because to its impact on the availability of skilled and semi-skilled workers, the growth of industries and commerce, and the resulting changes in the employment patterns of migrants. The formulation of economic policy is closely intertwined with the phenomenon of migration, since migration significantly impacts a country’s economic and social progress. The study of migration is crucial due to its impact on population dynamics, including population size, growth rate, and demographic structure, as determined by birth rate, death rate, and migration. Furthermore, migration significantly influences the geographical spread of the population and the availability of workforce inside the nation. Therefore, the analysis of occupational migration is valuable in developing economic and other governmental policies, as well as informing the work of economists, sociologists, legislators, planners, and demographers
Current ideas on labour migration
Overview
Since ancient times, humans have struggled to meet their fundamental needs for food, housing, and other necessities. They naturally gravitate toward personal development. Human life has always involved migration in one form or another. believes that migration is a permanent or semi-permanent shift in residence, regardless of the length of the journey (Lee, 1966). People have been moving throughout the world for a variety of reasons since prehistoric times, both within and between regions. In the past, geographical elements such the atmosphere, soil fertility, native vegetation, etc., had a major impact

This chapter deals with some important terms and their concepts related to the study which are essential to convey the ideas of the study effectively and also to provide a theoretical base for the empirical investigation and guidance for the selection of relevant predictor variables.

3.1 Human Happiness and Estimation

A state of mental or emotional wellbeing known as happiness is characterized by pleasant or good emotions, which can range from contentment to ecstatic delight. Happy emotions can also be a reflection of how someone feels about their general well-being.

3.1 Conceptual Framework

Aconceptual framework is an analytical tool that is used to get a comprehensive understanding of the study. It embodies the specific direction by which the research will have to be undertaken. It is generally constructed to provide the researcher the element ofattainable and researchable problems and ideas supported by methodology, design, prospective analysis and empirical conclusion. The conceptual framework is often called as the research paradigm.

The subject matter of the present research is Resilience and productivity of agriculture in different social-ecology: the farmers’ perception, status and interpretation. It is expected that the terminologies and concepts used to frame up the topic need to undergo brief explanation for the better understanding of its meaning.

Resilience: Resilience is about anticipating, planning and reducing disaster risk to effectively protect persons, communities and countries, their livelihoods, health, cultural heritage, socio-economic assets and ecosystems. The ideas of ‘bounce back’, ‘spring forward’ and ‘build back better’ are often used in the context of resilience.

Productivity: Productivity is commonly defined as a ratio between the output volume and the volume of inputs. It measures how efficiently production inputs, are being used in an economy to produce a given level of output.

Agriculture: The word agriculture derives from the Latin ager (field) and colo (cultivate) signifying, when combined, the Latin agricultura: field or land tillage. But the word has come to subsume a very wide spectrum of activities that are integral to agriculture and have their own descriptive terms, such as cultivation, domestication, horticulture, arboriculture, and vegeculture, as well as forms of livestock management such as mixed crop-livestock farming, pastoralism, and transhumance. The Oxford English Dictionary (1971) defines agriculture as “The science and art of cultivating the soil, including the allied pursuits of gathering in the crops and rearing livestock; tillage, husbandry, farming.”

3.1. Entrepreneurship and its allied concepts

3.1.1. Concept of entrepreneur

The word “entrepreneur” has its roots in the french verb “entreprendre,” which means “to undertake.” It means “to start a business” in a business environment. Entrepreneurs are self-employed individuals who not only create jobs for themselves but also generate jobs for many others. An entrepreneur is someone who can identify and seize opportunities to transform inventions or technologies into new products. They can also see an invention’s commercial potential and put together the funds, talent, and other resources needed to transform an idea into a product that can be distributed.

The chapter covers some important terms and their concepts connected to the research that are necessary to effectively communicate the study’s ideas, as well as to give a theoretical foundation for the empirical investigation and direction for the selection of pertinent predicting factors.
3.1. Health, hygiene, nutrition
For the development of human resources, prerequisites include education, health, cleanliness, and nutrition. Women have trouble determining their level of hygiene and wellness. Proper nutrition and basic cleanliness are essential for maintaining a decent health status. Health is more than just the absence of sickness and disability; it is of overall physical, mental and social wellbeing. A nation’s female population’s health has a significant impact on children’s health and education, as well as the household’s economic well-being. According to the WHO, hygiene is the practice of particular behaviors to preserve good health on both a personal level including personal hygiene, cleanliness, exercise, proper rest, sleep, bathing, avoiding smoking, drinking alcohol, using drugs and a community level. The state of human society’s health is significantly impacted by hygiene practices. Accordingto WHO, ?Nutrition isthe intake of food, considered in relation to the body’s dietary needs. ''An important health indicator for both children and adults is proper nutrition. The lack of primary and specialized care is one of several problems affecting all rural women. Chronic disorders like cancer, diabetes, and heart diseases are alsomore prevalent in rural settings.
3.2. Hunger and malnutrition
Malnutrition includes both overeating and undereating and involves an insufficient, excessive, or unbalanced intake of nutrients for healthy tissue and organ function. Inadequate care, such as inadequate breastfeeding or poor dietaryintake during pregnancy, as well as a lack of public health services and access to clean water, are some of the underlying causes of malnutrition. These factors may also contribute to inadequate care and poor nutrition. Global hunger has increased since 2016, affecting 815 million people, according to a United Nations assessment on world food security and nutrition. According to WHO,98 million children under the age offive, or around one in every six children, are underweight. This increase attributed to climate change and rising violence. According to the director of the world food program ?In the fight against hunger we could now be facing a perfect storm of challenges, including climate change and increasingly severe droughts and floods, soaring food prices and the tightest supplies in recent history, decline levels of food aid, and HIV/AIDS, which is also aggravates food insecurity?.

The transition from an agrarian society to a more advanced and diversified economy represents a profound shift in how societies function and evolve. Initially, agrarian societies are primarily centered around agriculture, with the majority of the population engaged in farming and related activities. As agricultural productivity improves through technological innovations, such as advanced machinery and crop varieties, these societies begin to experience economic growth. This growth often spurs industrialization, leading to the establishment of manufacturing sectors that create new job opportunities and drive urbanization. Cities expand as people migrate from rural areas in search of better employment prospects, leading to significant social changes. Education and skill development become crucial, as improved literacy rates and vocational training prepare individuals for diverse professions beyond agriculture. The transition from an agrarian society to a more advanced and diversified economy marks a profound shift in societal functioning and evolution, encompassing multiple dimensions that can be examined through various disciplinary lenses. Economically, this transformation begins with improvements in agricultural productivity, driven by technological innovations such as advanced machinery and high-yield crop varieties. These enhancements not only increase agricultural output but also reduce the labour required for farming, thereby freeing up labour for other sectors. This shift often triggers economic growth, which spurs industrialization. As manufacturing sectors develop, they create new job opportunities, driving urbanization as individuals migrate from rural areas to cities in search of better employment prospects. This economic expansion is central to understanding the broader changes that occur as societies evolve from agrarian to industrial and post-industrial economies.
From a sociological perspective, the transition to a diversified economy leads to significant social changes. Urbanization alters family structures, social networks, and community dynamics. As people move to urban areas, traditional agrarian values give way to new social norms and practices associated with city life. Education and skill development become critical, as improved literacy rates and vocational training prepare individuals for diverse

In the context of a thesis, theoretical orientation refers to the conceptual or theoretical framework or perspective that informs and shapes the overall approach and analysis of the research (Natalie, 2022). It involves selecting and adopting a specific set of theories, concepts, or models that provide a foundation for understanding and interpreting the research topic. The theoretical orientation helps to guide the methodology, and provide a coherent framework for organizing and analysing the data.

Theoretical orientation in a thesis serves several purposes. It helps to establish a theoretical basis for the study, providing a context for the research and connecting it to existing knowledge and theories in the field. It also helps to guide the selection of appropriate research methods and data analysis techniques. The theoretical orientation shapes the overall structure and content of the thesis, ensuring that the study is grounded in relevant theories and concepts and contributes to the existing body of knowledge. By adopting a specific theoretical orientation, the researcher can provide a clear and systematic framework for understanding and interpreting the findings of the study. This orientation also helps to establish credibility and validity for the research, as it demonstrates the researcher’s awareness of and engagement with the existing theoretical perspectives in the field.

This chapter addresses crucial terminology and concepts essential for effectively communicating the ideas of the current study. It lays the groundwork for empirical investigation and aids in the selection of predictor variables. Additionally, this section involves a scholarly and theoretical exercise that influences the operational definition and content of the research. It combines conceptual inputs, axiomatic inputs, logical discussions, and the pursuit of knowledge to construct a theory that aligns with the research objectives and designs.

In the context of a thesis, theoretical orientation refers to the conceptual or theoretical framework or perspective that informs and shapes the overall approach and analysis of the research (Natalie, 2022). It involves selecting and adopting a specific set of theories, concepts, or models that provide a foundation for understanding and interpreting the research topic. The theoretical orientation helps to guide the methodology, and provide a coherent framework for organizing and analysing the data.

Theoretical orientation in a thesis serves several purposes. It helps to establish a theoretical basis for the study, providing a context for the research and connecting it to existing knowledge and theories in the field. It also helps to guide the selection of appropriate research methods and data analysis techniques. The theoretical orientation shapes the overall structure and content of the thesis, ensuring that the study is grounded in relevant theories and concepts and contributes to the existing body of knowledge. By adopting a specific theoretical orientation, the researcher can provide a clear and systematic framework for understanding and interpreting the findings of the study. This orientation also helps to establish credibility and validity for the research, as it demonstrates the researcher’s awareness of and engagement with the existing theoretical perspectives in the field.

This chapter addresses crucial terminology and concepts essential for effectively communicating the ideas of the current study. It lays the groundwork for empirical investigation and aids in the selection of predictor variables. Additionally, this section involves a scholarly and theoretical exercise that influences the operational definition and content of the research. It combines conceptual inputs, axiomatic inputs, logical discussions, and the pursuit of knowledge to construct a theory that aligns with the research objectives and designs.

Theoretical orientation involves the scholarly and theoretical process that shapes the precise definition and written content of a complete research project. It involves incorporating conceptual ideas, logical discussions, and the quest for knowledge to develop a theory that aligns with the defined objectives and research design established during the research process.

3.1 Migration

Migration refers to the process of individuals or groups of people moving from one place to another with the intention of establishing a new permanent or semi permanent residence. It involves the relocation of people across geographical, political, or social boundaries, typically over long distances. Migration can occur within a country (internal migration) or involve crossing international borders (international migration).

People migrate for various reasons, including economic opportunities, seeking better living conditions, escaping persecution or conflict, joining family members, pursuing education or career opportunities, or being forced to leave their homes due to natural disasters or environmental factors. The motivations behind migration can be complex and multifaceted, influenced by a combination of push factors (negative circumstances in the home country) and pull factors (attractive opportunities in the destination country).Migration can take different forms, such as labour migration, where individuals move to another region or country for employment purposes, or refugee migration, where people flee their home countries due to fear of persecution or violence. It can be temporary or permanent, with some migrants returning to their home countries after a period of time, while others settle permanently in their new location and may eventually become citizens of that country.

Volumetry / Titrimetry

Process of determining the volume of solution of known concentration required to complete reaction with a solution of unknown concentration (test solution) by titration.

Definition of Demand
Demand refers to the desire for a commodity that is backed by both purchasing power and willingness to pay at a given price within a specific period. In economics, we consider effective demand—not just absolute desire. A product is in demand only when individuals are willing and able to purchase it.
For example, many farmers may desire to buy cow mats, but if they lack the financial resources or are unwilling to spend on them, it does not count as effective demand.
Demand is formally defined as a “schedule or curve that shows the various quantities of a commodity that consumers are willing and able to purchase at different prices, within a specific time frame and market conditions.”
Law of Demand
The Law of Demand states that, ceteris paribus (all other factors remaining constant), the quantity demanded of a commodity varies inversely with its price. In simpler terms:
When the price of a commodity rises, the quantity demanded decreases. When the price of a commodity falls, the quantity demanded increases. This inverse relationship occurs because consumers tend to buy less of an expensive product and more of a cheaper one, provided other factors like income, preferences, and the price of related goods remain unchanged.

13.1 Meaning of Dummy Variables

In econometrics, particularly in regression analysis, a dummy variable is also known as “Indicator variable or Binary variable or qualitative variable”. It is one which takes the value (0 or 1) to indicate the absence or presence of some categorical effect that may be expressed to shift the outcome, e.g.

i) Literate (1) and Illiterate (0)

 ii) Male (1) and female (0)

iii) Farmers in a cross sectional data in terms of year with normal weather condition (1) and year with abnormal weather condition (0).

True/False

Q.1.    The process of knowing all the relevant information from the known sample to the unknown “Population parameter” is known as “Statistical inference.”
Q.2.    The method of estimating the unknown parameter of the population on the basis of known sample values is known “Estimation method.”
Q.3.    The “Point estimation and Interval estimation” are the two methods of estimating the unknown parameters of the population.

Indicator

A substance which indicates the end point on completion of the reaction.

Helps in the visual determination of the completion of titration.

• A machine is a device which receives some sort of energy and does some work.
• A rigid link is one, which does not undergo any deformation while transmitting motion.
• A flexible link is one which is partly deformed in a manner not to affect the transmission of motion.
• A structure is an assemblage of a number of resistant bodies having no relative motion between them.
• A turning pair has a completely constrained motion.
• Cam and follower includes higher pair.
• The lower pairs are self-closed pair.

Section-A : Write True / False

Q.1 If an experiment is repeated under an identical conditions, we generally come to a result (i.e. outcome) which is unique or certain.

Q.2 In an experiment, the result (outcome) may not be unique but it is one of the several possible outcomes.

Q.3 The phenomena described in Ql, are known as “deterministic or predictable”.

Q.4 In deterministic phenomena, the results can be predicted with certainity

Q.5 A deterministic model stipulates that the conditions under which an experiment is performed, determine the ouctome of the experiment

Q.6 The phenomena which do not lead themselves to deterministic approach, are known as “Unpredictable or probabilistic” phenomena.

Q.7 The phenomena frequently occured in business, economic and social science or even in our day to day life, are known as “deterministic phenomena”.

Q.8 A manufacturer can ascertain the future demand of his product with certainity.

Q.9 A sales manager can not predict with certainity about the sales target next year.