eChapters

This practical assignment is associated with the planning, preparation and presentation of Microsoft PowerPoint slide. This assignment not only helps students in gaining first-hand knowledge on preparation of PowerPoint slide, but also improves their presentation skills while presenting a presentation before the audience.

PURPOSE

To acquaint students with first-hand knowledge about the power point slides and how to prepare it.

To get an idea about the presentation of power point slide in front of the audience.

This practical assignment is dealing with planning and preparation of agricultural information materials- leaflet, pamphlet and news stories, in this assignment required guidelines are provided for the students for preparing these agricultural extension material more effectively.

PURPOSE

To equip students in preparing Agricultural Information Materials like leaflets, pamphlets and news stories.

This practical assignment is conceptualized and operationalized to plan for preparation and use of non-projected visual aids. In traditional and modern extension communication, the communication aids are helping the communicator to communicate the message in a better way. The examples of non-projected communication aids are poster, charts, flash cards, leaflets, folders etc.

PURPOSE

To provide precise and reliable scientific information told in simple language about a single practice or item of interest in the form of (Non-Projected Visual Aids) NPVA

To serve immediate needs of the farmer.

To catch the attention of the farmer and they can easily understand it.

This practical assignment is conceptualized in a way that students will gain a deeper understanding of the rural situation and can prioritize the rural needs which will eventually help in achieving overall development of the rural people.

PURPOSE

To gain a deeper understanding of the rural situation.

To encourage students to analyze the needs of the rural people on priority basis and thereby helping in planning effectively for rural development.

To acquaint the students with the areas that needs to be more strengthened in case of achieving overall development of the rural people.

This practical assignment is focused on various methodologies and techniques in organizing group discussion and method demonstration. After completion of this assignment, student will be competent enough to organize group discussions and conduct method demonstration in the village.

PURPOSE

To acquaint students to solve the problem through discussion.

To evaluate information, ideas to solve the problem and understand the problem towards development of a programme of action relative to the problem.

This practical assignment is dealt with background and nature of Mahatma Gandhi National Rural Employment Guarantee Programme MGNREGP works and students will gain first-hand information and will evaluate this programme in this assignment.

PURPOSE

To acquaint students with the first-hand knowledge about the work carried out in MGNREGP and how it progress.

To know the socio-economic background of the MGNREGP workers and nature of economic activities available in the villages under MGNREGP.

This practical assignment is conceptualized and designed to improve skill of the students on micro teaching for managing teaching situation.

Purpose

To get students acquainted with the micro teaching exercise.

To allow the students for progressive training for the management of teaching situation.

To improve specific micro-teaching skills involved in teaching.

THEORETICAL ORIENTATION

One of the training methods used in management training and technical training is workshop method. The word workshop is borrowed from the area of industry. As the word says, in the workshop of industries, practical work is done by the workers. Similarly, through workshop method, some works are done by the participants who are actively involved in the same. One component which is common for all the methods is the person who conducts the proceedings of the method. We may call him a trainer or more appropriately for this method the director of the workshop. In using workshop method, the trainer needs a few experts who may be called as consultants or co-trainers. The trainer cannot handle the workshop situation single-handed.

A workshop schedule is very much important for planning an effective workshop method. It will help arrange all the necessary materials and the people well in advance to organise the workshop programme successfully and achieve the objectives of the workshop for which it is organised.

This practical assignment is dealt with the appropriate writing of script for farm broadcast and telecast. Script writing is an art for disseminating the information to the users in an effective and interesting way. In agricultural journalism, script writing plays an important and crucial role to communicate the agricultural information to the farming community with its proper content and intent.

PURPOSE

To acquaint the students with the first-hand knowledge about the principles and technique of writing scripts for farm broadcast and telecast.

To provide the students an opportunity for developing and improving their skill in writing an effective radio/television script.

This practical assignment deals with preparation of village improvement plan by analyzing the facts such as farming system, infrastructure, communication etc., facilities available at that particular village through participatory extension tools and methods. This assignment also helps students in designing a blueprint for developing the village into a model village.

PURPOSE

To develop the village in every aspect like agriculture, education, infrastructure, communication.

To prepare a comprehensive, realistic and practical blueprint for development of the village into a model village.

To improve the socio-economic condition of the farmer

This assignment focuses on various methods in identifying the rural or local leaders in the social system and helps the students in case of identifying the specialized roles of extension workers at grassroot level.

PURPOSE

To identify rural leaders for collecting information about the village.

To assess the role of rural leaders in transferring new technology to the villagers through rural leader.

This practical assignment is dealt with the appropriate extension strategies and methodologies adopted by various extension institutes in disseminating proven agricultural technologies to various stakeholders under university extension system.

PURPOSE

To get acquainted with the university extension system.

This practical assignment is associated with the evaluation of communication fidelity with in a communication process where in all the communication elements are responsible to contribute the same.

PURPOSE

To understand the communication gap which arises due to emergence of noise in the channel

To understand the importance of communicator’s ability to organize and treat the message for making communication effective

To understand the distortion (addition or deletion or alterations in the original message) in communication.

This practical assignment is dealt with the appropriate extension strategies and methodologies adopted by KVK and ATIC in disseminating proven agriculture information and technologies to farmers through delivery mechanisms.

PURPOSE

To acquaint the first-hand knowledge of the KVK- Farm Science Centre and ATIC

To study the structure, function of the centre and the role of the centre in transfer of technology.

This practical assignment is conceptualized and operationalized to study the settlement pattern, social stratification system, family resource base, ongoing development programmes and SHG of SGSY.

PURPOSE

To acquaint students with the first-hand knowledge about the village pattern and the on-going developmental programmes.
 To study about the extension programmes like SHG of SGSY and their structure and function.

This visit gives students an exposure to mass media like radio, television studio and helps them in understanding elements, equipment and overall process of programme production used for disseminating information on agriculture and rural technologies.

PURPOSE

To get acquainted the students about the mass media by visiting the community radio and television studio

To know the operating system how a programme is delivered in the radio and television

This practical assignment is conceptualized and operationalized to understand various tools and techniques in conducting a PRA at the village level and help students in understanding their application in village development planning.

PURPOSE

To get students acquainted with the PRA tools and techniques and their application in village development programme

This practical assignment is conceptualized and designed to acquire practical learning experience through various activities implemented by NGOs in improving the livelihood of the targeted group. The assignment also projects a clear picture about the objectives, structure, functioning and activities of NGOs.

PURPOSE

To make the students acquainted with the NGOs and their learning experience in rural development.

THEORETICAL ORIENTATION

A non-governmental organization (NGO) is a not-for-profit organization that is independent from states and international governmental organizations. They are usually funded by donations but some avoid formal funding altogether and are run primarily by volunteers. NGOs are highly diverse groups of organizations engaged in a wide range of activities, and take different forms in different parts of the world.

This practical assignment is designed in a way that students will acquire knowledge on various development departments in the district, especially on organizational structure, functioning and activities of any agency like District Rural Development Agency (DRDA).

PURPOSE

To get the students acquainted with the organization and functioning of DRDA.

To give the students a brief idea about the organizational structure and functions of other development departments at district level.

THEORETICAL ORIENTATION

The word “democracy” is derived from the Greek roots - ‘cracy’ meaning ‘rule of and ‘demos’ meaning ‘the people’. It is governance of the people, by the people, for the people. Rule by majority is, no doubt, an important feature of this system of governance; but the more important ingredient is rule by consultation - consultation between the people’s representatives on one hand and consultation with the officers on the other. ‘Decentralization’ means devolution of central authority among local units close to the areas served. Where authority is devolved by this process on people’s institution, it is ‘democratic decentralization’.

At the instance of the Prime Minister it was decided to give the process of the three-tier administration the strictly Indian name, “Panchayati Raj” which means a system of government. Panchayati Raj was conceived system of democratic local self-Government. Earlier, Mahatma Gandhi also advocated panchayati raj as the foundation of India’s political system, as a decentralized form of government in which each village would be responsible for its own affairs. The term for such a vision was Gram Swaraj (“village self-governance”). The institution of Panchayat represented not only the collective will, but also the collective wisdom of the entire rural community.

The Balwant Rai Mehta Committee, headed by M P Balwant Rai Mehta, was a committee appointed by the Government of India in January 1957 to examine the work of the Community Development Programme (1952) and the National Extension Service (1953) and to suggest measures for their better work. The committee recommended the establishment of the scheme of ‘democratic decentralisation’ which finally came to be known as 'Panchayati Raj' which would be a 3-tier system - 'Gram Panchayat' at the village level, Panchayat Samiti at the block level, and Zilla Parishad at the district level.

Email can be a wonderful tool for delivering feedback to students. Once a basic understanding of feedback’s role in learning has been established, one can begin to focus on how best to take advantage of the pedagogical functions of the com- munication medium. There is little doubt that email is changing how we commu- nicate and learn. For example, in an investigation of the effectiveness of email as a communication and instructional aid between instructors and students, Yu and Yu (2002) found “empirical evidence supporting the usefulness of e-mail as a prom- ising aid to promote student cognitive growth pertaining to computer knowledge and skills”.

Tao and Boulware (2002) suggest that email communication benefits teachers by “identif[ing] instructional focus and tak[ing] advantage of instructional moments to fit the developmental needs of their students in authentic situations”. They also find that email motivates learners, encourages authentic communication and cre- ates new learning opportunities.

Feedback

Feedback’s influence on learning is indisputable and undeniable and feedback’s varying roles in instruction are heavily researched concepts (Mory, 1992). Understanding how feedback facilitates, and, in some cases, hinders transfer of knowledge is essential to creating effective instruction.

Researchers have focused on the many aspects and roles of feedback in hopes of developing some synthesis that will increase learner performance and improve instruction. Researchers such as Bangert - Drowns, Kulik, Kulik and Morgan (1991), Brinko (1993), Clariana, R.B. and Lee, D. (2001), Clariana, R.B., Wagner, D. and Rohrer-Murphy, L.C. (2000), Kulhavy (1976), Kulhavy and Stock (1989), Kulik and Kulik (1988) and Mory (1992) to name only a very few, have sought to discern the complex role feedback plays in learning. While many studies have been convincingly conducted trying to ascertain how feedback best works in certain circumstances, a consensus has yet to be reached in most, if not all, areas and as Clariana (2000) writes, “There are a number of unanswered questions and perhaps even more unquestioned answers”.

Definition

• If a communication source decodes the message that he encodes, if the mes- sage is put back to his system, we have a feedback.

Berlo (1960)

• Feedback is defined as the action reaction interdependence in communica- tion.

• The return to the input of a part of the output is the feedback.

• Feedback is the reaction on the part of the receiver to a sender’s communi- cation.

Fidelity

Fidelity is said to exist in a communication situation when there is no distortion of the message from the time it leaves the source until it is received. The most effective communication occurs when the message transmitted and the message received are identical i.e., when complete fidelity is there. Some communication theorists believe that complete fidelity can never be achieved that no message is ever received exactly as it was intended by the source. This seems likely, since the source and receiver always have different frames of reference. It is clear, however, that the fidelity of any communication can be vastly improved by several methods.

The psychological sets that can be barriers to communication can be characterized into several basic categories. These sets can occur in the sender or in the receiver in the communication process. The sender has the ability to recognize these barrier categories when they occur and to transform communication to overcome them. However, the receiver is a different story. If the receiver is interested in communication, he or she can recognize when these barriers arise and can consciously overcome them. On the other hand, when a receiver is passive in the communication process, he or she does not recognize the barriers and the sender can do little to overcome the blockage.

The emphasis on greater participation of the beneficiaries in the development pro- cess on general and in message development process on general and in message development on particular has led to a reorientation on the study and operation- alization of the role of communication in development activities. There is a shift from the concept of development communication (DC) with its emphasis on top- down, big-media centered government to people communication to development support communication (DSC) focused on co-equal, little-media centered govern- ment with people communication.

A concomitant development is the emergence of a development professionals : the development support communicator, who mediates between the technical experts and their beneficiaries. This person is required to help the beneficiaries interact with the technical personnel, administrators, etc. as co-equal partners. Thus, the new horizontal axes provided by development support communicator will counter- balance the vertical axes of development communication involving the technical change agents.

Introduction

What is Remote Sensing?

Remote sensing means sensing the objects that are far away from the reach of our senses. It is a tool to identify the characteristics of an object without having any direct contact over it.

In other words, it can be defined as, science of acquiring information about earth’s surface viz., land cover, oceans & coastal, agriculture, forestry, geographical mapping etc, through sensing, energy emission and processing, analysing and recording reflected images.

How does it Work?

Remote sensing process involves interaction between radiation emitted from the object and the target of focus. This can be explained by the use of imaging system that follows seven elements. However, it should be noted at this point that remote sensing not only uses imaging system but also uses non-imaging sensors and sens- ing of emitted energy.

Introduction

Satellites are specifically made for telecommunication purpose. They are used for mobile applications such as communication to ships, vehicles, planes, hand-held terminals and for TV and radio broadcasting. They are responsible for providing these services to an assigned region (area) on the earth. The power and bandwidth of these satellites depend upon the preferred size of the footprint, complexity of the traffic control protocol schemes and the cost of ground stations. A satellite works most efficiently when the transmissions are focused with a desired area. When the area is focused, then the emissions don’t go outside that designated area and thus minimizing the interference to the other systems. This leads more efficient spectrum usage. Satellite’s antenna patterns play an important role and must be designed to best cover the designated geographical area (which is generally irregular in shape). Satellites should be designed by keeping in mind its usability for short and long term effects throughout its life time. The earth station should be in a position to control the satellite if it drifts from its orbit it is subjected to any kind of drag from the external forces.

Introduction

The past decade has witnessed a revolution in the use of ICT in Developing countries. Many people and offices as well as rural farmers own ICT facilities such as personal computers and mobile phones. The largest increases in the use of ICT has been in mobile telephony where subscriptions in developing countries increased from about 30 percent of the world total in 2000 to more than 50 percent in 2004 and to almost 70 percent in 2007 (Cieslikowsk, Halewood, Kimura, & Zhen-Wei Qiang, 2009). While internet use has not increased as rapidly as mobile communication, it increased tenfold in developing countries in the same period (Cieslikowsk et al., 2009). Other ICT facilities such as telecast, radio FM and information centres have also increased in number remarkably during the same period. A study by Farrell & Isaacs, (2009) on ICT in 53 African countries revealed the wide use of ICT in the region with countries such as Algeria, Egypt, South Africa and Botswana leading in ICT use. In East Africa, Rwanda is probably the most advanced country in terms of ICT use with 65% of its population being covered by mobile telephony. The country has also a high level of internet use and access to television and radio broadcasts. In Kenya, Uganda and Burundi the use of ICT is also well advanced, especially for mobile phone subscribers, TV and radio listeners (Farrell & Isaacs, (2009). This high use of ICT is likely to stimulate economic development in developing countries, including the agricultural sector where a high proportion of the African population derives their livelihoods. Before 1990, ICT use in Tanzania was mainly limited to radio and landline telephones. New ICT started in the mid-1990s, and by 2001 it was estimated that Tanzania’s ICT industry had generated USD 300-350 million per year. There are now a number of ICT development initiatives in the country funded by the government, donor countries and the private sector. Such initiatives range from telecentres and mobile phones in rural Tanzania to e-Government initiatives being implemented in the major cities and towns of Tanzania.

Introduction

The Kisan Call Centre is an ICT initiative launched by the Department of Agri- culture and Cooperation, Ministry of Agriculture on January 21, 2004 to instantly respond to farmer’s queries in their local language. Farmers from any part of the country can contact KCC simply like common public do to contact the customer care of their preferred network for queries. If it is a BSNL connection KCC can be contacted by just dialling 1551 toll free number. If it is other network, then farmers can dial “1800-180-1551” and get their query solved. In Tamil Nadu, until 2014, it was Cartel India Limited which acted as Level-III centre for Kisan Call Centre in Tamil Nadu. From May 2014 onwards, the administration of Kisan Call Centre was taken over by Indian Farmer Fertilizer Company (IFFCO) and working since then in the name of IFFCO Kisan.

In today’s condition, the policy makers feel it as a real challenge to bridge the com- munication gap that prevails between two farmers, between two villages, between two regions and perhaps between two countries. The only way to bridge this gap is through some ICT initiatives. Recent studies have shown impressive growth of telecommunication network for effective information utilization and delivery of knowledge and information in the country. In Kenya, the helpline service was start- ed on a pilot basis by GSMA Foundation, Inc., which was funded by Rockefeller Foundation. The technology was named Kenya Farmer’s Helpline. It was mainly started to bring a change in the economic, social and environmental development in the country. The helpline received very good support from the local farmers and till 2010, the helpline solved queries of over 30,000 farmers. During the same period, India solved queried of over one lakh farmers. Now, the number would be much more than what we expect.

Introduction

Audiotex is a voice response application that allows users to enter and retrieve information over telephone. Example Interactive Voice Response System (IVRS). Audiotex is a generic name for interactive voice response equipment and service. Audiotex connected with a telephone is like a data processor connected to a data terminal. They are passive service which provides through appropriate access by standardised procedure for the user of Audiotex service to communicate with database via telecom network (i.e.) a subscriber can retrieve the information at any time by interacting with the audio service equipment by using the existing telephone line.

Audiotex is essentially a content provider. It enables the subscribers to record their message in a computer memory area called a “Mail Box”. The recorded message can be retrieved by the recipient by dialling a telephone number. Audiotex service is a telecommunication system which enables a caller, by dialling a designated telephone numbering beginning with ‘1800’ to receive a recorded announcement or to interact with a programme whereby he/she may communicate by means of a dual tone multi frequency telephone key pad, a touch tone telephone or other similar device with a value added network connected to the public switched telephone system for purposes of sending or receiving information. However, there are differing views across the world on what constitutes “Audiotex service”. European Telecommunications Standards Institute in its ETSI technical report 131 (June 1994) on “Terminal Equipment(TE); An investigation into the need for standardization in the area of stored voice services” has commented that “ It can be seen that there are many differing views as to what constitutes an Audiotex service and, in formal usage (e.g. in lectures or articles on the subject), a distinction is always drawn between voice messaging and the other services (information, consultation, transaction, etc.). It is thus misleading to use the word Audiotex without a previous definition. Therefore, in many countries the term “stored voice service” is used to describe Audiotex and each separate application and service is distinguished by a more precise definition.

Introduction

E-Portal otherwise called as an electronic portal is a webpage that allows business application procedure developed by framework to be easily deployed via internet. Portals are usually created in standard Java format. It utilizes an Extensible Mark- up Language (XML) interface protocol in addition to Java Server Pages (JSP). Portals are given different names based on the field they are created. For example, if the portal is developed to improvise agriculture, then they are termed as agri-por- tals. Similarly, if a portal is developed for academic reasons they are called web portal. Examples of web portals are iGoogle, MSNBC, Netvibes, and Yahoo.

Portal concept has opened new possibilities to address some of the issues concern- ing the personal management of academic information and knowledge through internet. Some of the main issues are the lack of integration, personalisation and customisation of existing academic information sources and systems. A Web por- tal can be defined as a Web site that aggregates an array of content and provides a variety of services including search engines, directories, news, e-mail and chat rooms. Portals have evolved to provide a customised gateway to Web information. A high level of personalisation and customisation is possible (Melzer 1999; Boye 1999). It was felt that the portal concept could be further developed to function as a sophisticated Web interface that can support the task performance (teaching and research) of academics.

Introduction

Knowledge and Knowledge management are concepts, which are debated extensively by managers, analyst and academicians. When we refer to knowledge, most of us mainly tend to think of codified and documented knowledge like patents, databases, manuals, white papers etc. knowledge is intuitive, contextual, linked to experience, past memories and difficult to codify, document and communicate. Unfortunately, there is no universal definition of Knowledge Management (KM), just as there’s no agreement as to what constitutes knowledge in the first place. In broadest context KM is the process through which organizations generate value from their intellectual and knowledge-based assets. It is the practice of harnessing and exploiting intellectual capital to gain competitive advantage and customer commitment through efficiency, innovation and faster and more effective decision-making. Most often, generating value from such assets involves sharing them among employees, departments and even with other companies in an effort to devise best practices.

Today, knowledge is still considered power - an enormous power in fact - but the understanding has changed considerably, particularly from the perspective of organizations. The new paradigm is that within the organization knowledge must be shared in order for it to grow. It has been shown that the organization that shares knowledge among its management and staff grows stronger and becomes more competitive. This is the core of knowledge management - the sharing of knowledge. Knowledge management (KM) is all about managing organization’s knowledge effectively by sharing and having a systematic activity for creation of knowledge and exploiting it for the market and benefit of the organization. KM techniques and processes provide such a structured approach to explicate a significant part of this tactic knowledge document in knowledge repositories and also share in teams, through intensive dialogue and discussions. KM refers to the critical issues of organizational adaptation, survival and competence against discontinuous environmental change.

Introduction

e-Literacy as defined by the United Nations Educational Scientific and Cultural organization (UNESCO) refers to the awareness, skills, understanding and reflective approaches necessary for an individual to operate comfortably in information-rich and IT enabled environments. Most definitions of e-literacy or digital literacy covers three abilities

• The ability to use digital technology, communication tools or networks to locate, evaluate, use and create information

• The ability to understand and use information in multiple formats from a wide range of sources when it is presented via computers

• The ability to perform tasks effectively in a digital environment

To promote e-literacy, every state in India has initiated a project in their own names. For example, in Kerala the e-literacy is promoted in the name of Project Akshaya. Initially, this project was started with a noble intention of making at least one member in each of 64 lakh families e-literate. The pilot project started in Malappuram, and was inaugurated by His Excellency Dr. A.P.J. Abdul Kalam, former President of India on 18th November 2002. 100% eLiteracy was achieved in eight districts in Phase 1 and the project has been roaring success. Nowhere has such a feat been attempted or accomplished. The vision and scope of the project is beyond comparison. The operations of Akshaya as unfolded so far consist of three distinct phases. The first phase is that of enabling the masses by imparting basic skill in computer operations and making them familiar with internet. This phase is the period of eLiteracy training. In the initial phase, the Akshaya ecentre imparts basic training that not only familiarizes people with the basics and the scope of IT, but also ensures hands-on-skill in operating a computer, using the Internet etc to at least one person in the 64 lakh families in the state that makes it the largest rural eliteracy training project worldwide. Malappuram is declared as the first eliterate district in India. Malappuram and Kannur districts were already declared 100% eliterate. Kollam, Kozhikode, Thrissur and Kasaragod districts achieved eliteracy above 90%. So far around 33 lakhs beneficiaries were trained.

Introduction

Interactive media is the integration of digital media including combinations of electronic text, graphics, moving images, and sound, into a structured digital computerised environment that allows people to interact with the data for appropriate purposes. The digital environment can include the Internet, telecoms and interactive digital television. No wonder it is difficult for new entrants to understand. The important concepts to hold on to are ‘interactive’ and ‘media’ across a range of ‘delivery channels’ or ‘platforms’. There are many terms used to denote the interactive nature of digital applications—multimedia, new media and interactive design are common examples. Because the interactive sector has quickly evolved through phases, the terms have often been coined to reflect a phase that then gets surpassed. A quick historical overview will give the background that causes confusion for those joining the dynamic sector.

The word Multimedia used to have a specialist connotation for the audio-visual industry. Uses of multiple or mixed media in such analogue systems as slide shows or overhead projectors were known as ‘multimedia’. But this specialist use was superseded by the arrival of digital technology. Integrated digital media was termed interactive multimedia and usually shortened to plain multimedia for convenience. The need to differentiate between analogue (linear) and digital (interactive) uses of media spawned other terms like New Media and Digital Media. The term ‘New media’ carries its own problems as the media associated with the original term are replaced with newer instances of the ‘new’. Obsolescence is endemic in the interactive arena. However, the term remains in use although Digital Media and Interactive Media are more stable terms and are being used increasingly. The term Interactive Media highlights the interactive connotation that is a key characteristic of the difference between the older style media and the new. ‘Social media’ has evolved to describe the more recent success of digital social sites such as Facebook and MySpace, and would include the phenomenon of mobile texting, especially twitter.

Introduction

India is well-known around the world for its rapid economic growth rates over the last fifteen years or so, fuelled in part by the spectacular growth in its export- oriented software and ICT-based services sector. Many other countries look to India as a model for global outsourcing and try to imitate elements of this in their own strategies (Carmel 2003; Heeks and Nicholson 2004). Success at a particular period of time does not, of course, guarantee its continuation and commentators have expressed concerns such as rising wage rates and skills shortages of ICT professionals (CACM 2007), and increasing competition from countries such as China (Negroponte 2003). It is likely, however, that India will remain a major player in the ICT industry for years to come and thus its global image as an ICT success story will continue. Viewed from a broader development perspective, things are not so simple. The new wealth that has arisen in India from the ICT boom benefits the relatively wealthy and educated in the first instance (Kambhampati 2002). Will this trickle down to the poor and uneducated? Statistics paint a mixed picture of the current situation. On the one hand, India is now the world’s fourth largest economy in purchasing power parity terms, and has enjoyed high growth rates for over a decade rising to an average of over 8% per annum in the period 2004-7 (World Bank 2007).

On the other hand, India was ranked as 128th out of 177 countries on the human development index 2005 (UNDP 2005) which is a composite index based on life expectancy, literacy and education levels, and economic standard of living. Shocking statistics include the percentage of malnourished children under 5 being 46%, the adult female literacy rate as only 48%, and the percentage of the rural population using adequate sanitary services as 18% (World Bank 2007, UNICEF 2004). A major development issue, therefore, is whether India can seriously address the needs of all of its people, including the vast numbers of poor and uneducated in the rural areas and the urban slums. A related sub-question is whether, and to what extent, can ICTs be used to provide development benefits to all Indian citizens. There are increasing attempts to use technology in this way through projects such as e-government services and telecentres in poor areas.

Introduction

In today’s world, the use of Information and Communication Technology (ICT) have become more common and part and part of human life. It plays many roles for a country’s overall growth and economic development. Among all developing countries, the presence of ICT is greatly felt in India. People here use ICT devices mainly to access and share data information available around the world from any part of the country and at any time with just one click. In the last fifteen years, India’s economic growth has been remarkable in trade and commerce, communication technologies, education, transportation, agriculture and administration mainly due to development of advanced software and service based applications. India stands as a role model for many other countries in framing ICT based policies and implementing independent strategies for global contracts (Carmel 2003; Heeks and Nicholson 2004). Since, its significance is highly realised by the Government, bureaucrats and policy makers’ efforts are now being carried out to utilize ICT tools for improving the lives of the Indian rural maases and people below poverty line.

Organizational communication can be defined as the process of the flow (Transmission and Reception) of goal oriented messages between sources, in a pattern and through a medium or media. And organizational communication is the study of how people communicate within an organizational context, or the influence of, or interaction with organizational structures in communicating / organizing.

An additional elements in organizational communication (not present in interpersonal communication) is the flow pattern of messages. Thus here are 6 elements in organizational communication.

1. The transmitting source

2. The receiving source

3. Source (the target)

4. The transmitted message

5. The goal of the message

6. The medium or media and the flow pattern (which is called network). The transmitting and receiving sources are the people sending and receiving the message.

The word communication comes from the Latin communis meaning common. This implies that when we communicate, we are trying to establish commonality with someone through a message. Communication then is a conscious attempt to establish commonality over some idea, fact, feelings and the like with others. In essence, it is a process of getting a source and a receiver tuned together for a particular message or a series of messages.

According to Thayer (1968) there are four types of communication. They are:

Intrapersonal Communication

This refers to communicating with one’s self. It refers to organizing and converting sensory data into meaningful messages having some relevance or utility for an individual’s past, present or future behaviour. Because the psychological system of a human being is constantly engaged in making sense of its environment in the service of that orgnaism’s adaptive and goal seeking needs, the question is not whether communication is going to occur, but what communication and with what consequences. Communication is a continuous process and is determined by an individual’s take-into-account abilities and take - into - account susceptibilities. However, these take - into - account abilities are a function of the capacity of an individual’s conceptual system to ascribe meaning or significance to certain patterns and sequences of the events going on in his internal and external environment.

Intrapersonal communication is a co-function of the individual and of what is going on in his environment that has immediate relevance for him. All that we perceive and comprehend, must be perceived and comprehend through ourselves.

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.

Models Definitions

In social science research a model is a tentative description of what a social process, say the communication process or a system might be like. It is a tool of explanation and analyses, very often in a diagrammatic form, to show how the various elements of a situation being studied relate to each other.

The term model can also refer to a particular process or object, which is used as a point of reference, when an attempt to explain the unknown is being made. It basically comprises involving an analogy to throw up the similarities between the phenomena to be explained and one, which is well known, i.e., the model.

The simplest definition of a model is that it is an analogue. A model is a relatively well-developed analogy. Given two objects or processes which are dissimilar in many respects, one is an analogue of the other to the extent that the physical or logical structure of one re-presents the physical or logical structure of the other.

The advantage of models in communication research is that it allows the researcher to account for different variables in different communication situations. Models only represent systems or processes. Since they are not real, they are just symbolic ways of looking at systems to help us to think about them more lucidly. Again since models do now show every part of a system, they are usually incomplete in that sense. Even those that are shown are represented only in enough detail to help us look at the processes or features in which we are interested. Models give us an idea of complicated objects or events in a general way. They enable us to see how a particular communication event fits into the general pattern. They provide a classification for an old problems, and familiar events. They help us by providing a structure of references for purposes of study. Theories are not models and the most fundamental difference between a theory and a model is that the former is an explanation whereas the latter is a representation.

Concepts

The concepts of development communication has now been adopted by almost all the countries of the third world. It is all about to inform, motivate and influence all sectors and levels of peoples of a developing country to use unfamiliar ideas, skills and instruments, thus adding the long neglected social component without which the process of development remain dormant. Thus importance of communication as a tool to motivate and persuade people for eliciting positive response to various developmental ideas grow manifold.

The evolution of the term ‘ development’ has had a fascinating history about itself. In its broadest sense ‘ development’ tends to be umbrella under which several phenomena - varying from human and spiritual development to economic and community development, as well as technological development have become related. Defining ‘development’ is not an easy talk. It has been interpreted in various ways by sociologists, economists and development planners. They defend the term according to their own frame of reference. Modernization, social change and enhancing quality of life are often used in one way of the other in explaining the term. In all cases development suggest some amount of improvement, self-reliance, uplift and progress as also awareness and self-awareness to some extent.

The eminent communication scholar, Everett M. Rogers, has development this process of thinking about development in this book communication and development critical perspectives (1976), as under “Development as a widely participatory process of social change in a society, intended to bring about both social and material advancement (including greater equality freedom and other valued qualities) for the majority of the people through their gaining greater control over their environment.

The new paradigm of development does not envisage the role of communication as that of magic multiplier of development, however, it is certainly envisaged to play a facilitate role in the process of development.

Communication is a key to understand things between two people. Today’s communication is entirely different from pre-historic era and has taken many evolution throughout the years. Before alphabets, signs, symbols, letters and telephone evolved, communication was restricted to interpersonal interaction (i.e.) from one person to another in the form of gestures. It is in other terms called non-verbal communication. Today, communicating between two or more people has become too easy that one can communicate with more than 10 members at a time which is in technical means called conferencing.

The growth of internet has paved way for innumerable means of communica- tion. In other words it can be told as, communication is re-defined by technol- ogy. Texts, email, tweets, tele and video conferencing have widely saved much time of people and made them recipients of today’s fast moving world.

Introduction

The right to food is the most fundamental among the human rights. Food production, distribution and consumption is an important issue for developing countries. The dimensions of food problem in Asia have been changing since the food crisis of sixties and seventies. The lesson of those years is well-learnt, and attaining self-reliance in food came to be recognized as a key goal of development. Most of the Asian countries have been suffering with many problems such as slow growth rate in cereal production, large share of agriculture in the gross domestic product, weak infrastructure, low purchasing power and massive rural poverty which had made the South Asia region as a whole food deficit (Plumb, 1998).The possibility of impending world food crisis looms largely from increasing pressure on national agricultural sector to meet the demands triggered by rising population, growth in people’s income and change in expenditure and consumption pattern (Ghosh, 2001).

Introduction

In India, per capita cereal consumption has been declining since the early seventies, despite a significant increase in per capita cereal production (Radhakrishna and Ravi, 1992 and Rao, 2000). Cereal consumption per capita per month fell from 15.35 kgs in 1970-71 to 12.70 kgs in 1999-2000 in rural area and from 11.40 kgs to 10.40 kgs in urban area during same period. It might be due to shifting of consumers’ choice from food to non-food items; from cereals to non-cereals within the food group and from course to fine cereals within the cereal group. The decline in cereal consumption has been higher in the rural area due to development of rural infrastructure and availability of job opportunities which ultimately helped in improving their level of income (Rao, 2000). Despite spectacular growth in food production during last 30 years the problem of malnutrition still persists across different regions in India because increase in food grain supply alone cannot conquer hunger and malnutrition.

The consumption pattern and nutritional status have also experienced a significant change during last two decades in Bihar. Cereal consumption per capita per month has declined from 476 gms in 1983 to 455 gms in 19992000. The situation is more alarming in poor households who constitute about half of rural population in north Bihar. There is lack of research on consumption pattern, nutrient intake and nutritional status based on household data, particularly in context of Bihar. In view of the above observations the present study is undertaken to analyze the consumption pattern and nutritional status of poor households in north Bihar.

Introduction

The Integrated Watershed Development has come to be recognized internationally as an important holistic approach to natural resources management and poverty reduction, wherein promoting the concept of sustainable development. In the Indian context, watershed development has come to be acknowledged as key and discrete units in rural development which forms an important vehicle for achieving the objectives of increased production and availability of food, fodder and fuel restoration of agro ecological balance and in improving the livelihood status of the village communities.

In line with the above, the conceptualization of Integrated Watershed Development Project Hills-II (initiated in September 1999) has been built up on the success of IWDP Hills-I project with a laudable vision to arrest environmental decline, boost agricultural growth, and ensure better management of scarce land and water resources and reducing poverty dimensions in the Siwalik & Karewas regions, which are one of the most environmentally degraded areas in India. The project area encompasses two sub-watersheds in sub-tropical belt of Siwaliks of Jammu region and two in temperate Karewas of Kashmir valley, covering an area of 1,11,080 ha. Ramnagar and Akhnoor sub-watersheds are located in Siwalik range of Jammu region whereas the sub-watersheds of Rajwar and Rambiara are located in Karewas belt of Kashmir valley.

Introduction

Food and nutritional security continues to be the main plank of India’s food policy despite its tremendous achievements on food production front during the last three decades. The Green Revolution helped India to overcome chronic food scarcity and made it self sufficient in food production. The per capita availability of cereals increased from 360 gms/day in 1966 to 422.4 gms/day in 2004. On the other hand, availability of pulses, the main source of protein for over- whelming vegetarian population of India, declined from 48 gms/day to 38 gms/day, which is attributed largely to diversion of land from pulses to cereals crops (Gopalan et al, 2004). The extra income generated due to Green Revolution has increased the access of rural population to a wide variety of foods, like milk, meat, eggs, fish, fruits and vegetables, which perhaps could offset the protein deficiency due to decline in per capita availability of pulses, therefore, resulting in the increase in per capita consumption of protein in rural areas. The trends in cereal consumption indicate that per capita cereal consumption has been declining in most of the states. This trend is more prominent in agriculturally developed states, like Punjab and Haryana. In these states, production and per capita consumption of milk have increased substantially.

The dietary pattern in India remains cereal based and the expenditure shares of foods of animal origin (meat, eggs and fish) and fruits, which are rich in nutrients, are trivial. More than 22 per cent of the population stays below poverty line and generally suffers from various nutritional disorders due to lower purchasing power. The nutrient rich foods like milk, meat eggs, fruits, etc. are highly responsive to income changes. Besides, choice of food and consequently the level of nutrient intake is also influenced by the other economic, social, cultural and climatic factors. Spurt in income growth and increasing consumerism in rural areas in recent years has heightened the need for understanding the food consumption pattern. Using the farm level data from three regions of Maharashtra this paper attempts to examine the pattern of consumption of nutrients by cultivators and sources of supply of different nutrients.

Introduction

Goats provide multiple products like chevon, milk, skin, fibre, manure and transport. Pashmina occupies a prime position among animal fibres for its firmness, warmth, durability, lightness, softness and ability to absorb dyes and moisture compared to mohair and/or wool for being free from modulation and crimps. Pashmina is highly valued fibre for manufacturing quality apparels. It has recorded its name in the Guinness Book of World Records for being costliest cloth in the world after trade ban of most precious natural fibre Shahtoosh (King of fibre) of small Tibetan Antelope known as Chiru. In India, two recognized pashmina breeds are Changthangi and Chegu. Changthangi is native to high altitude areas (3700 to 4500m) in Ladakh region of Jammu and Kashmir reared by a pastoralist nomads Changpas whose population is 1,96,000 (LADHC, 2006). The Chegu breed is distributed in cold-arid trans-Himalayan mountain ranges from Himachal Pradesh to Uttaranchal at an altitude of more than 3000 m (Thakur et al., 2006).

Introduction

The world’s population is expected to grow from 6 billion people in 2000 to 7.5 billion people in 2020. Availability of land for farming is on the decline, and water for agriculture and other uses is increasingly scarce. Together these and other forces will challenge the capacity of the world’s food production system. The world has experienced an unprecedented increase in population during the past century, with a billion people added every decade during the last three decades alone. Dramatic shifts in production and consumption of food have accompanied this population explosion, including a surge in grain production, a spectacular rise in meat production and consumption, and the emergence of an increasingly vital role for international trade (Fig. 1). High-yielding varieties of wheat and rice swept across much of Asia during the 1970s and early 1980s, easing fears of imminent famine. Cereal yields have risen more modestly in recent years, but they have still outstripped gains in other crops such as cassava, potatoes, and beans.

Introduction

Food security at the national level refers to the capacity of a country to provide sufficient food for its population, and will depend on such factors as food production in relation to the population, food aid and within-country food distribution. The ability to withstand emergencies arising from drought, floods, and such other calamities, also fall in its purview. While many definitions of household security exist, they agree on a household’s ability to get sufficient food to the household. Gillespie & Mason (1991) gave a more lucid account and defined household level food security as access to food that is adequate in terms of quality, quantity, safety and cultural acceptability, for all household members. Two main factors determining household food security are income generated by the members of the family from the avenues available and food prices in operation at the given point of time. The cost of achieving and maintaining food security is important.

Food security takes into account only the nutritional requirements of the individuals in the society, which is basic to all the living beings for keeping the body and soul intact. Our needs go beyond this and necessarily include fiber and shelter, not only to be called civilized but also to face vagaries of weather. Once we add these dimensions to the food security then it can be termed as livelihood security. In this century, many driving forces are added in the process of evolution of strategies. Loss of biodiversity, global climatic change and information dissemination are some of the major factors that drive the rate of livelihood changes and determine the direction of its evolution.