eChapters

Introduction

Agriculture is one of the important pillars of the Indian economy. According to a report from FICCI, about 54 percent of Indian population depends directly on agriculture and it accounts for around 17.3 percent of GDP (FICCI, 2018). In the last two decades, powered by the Government policies and strong engagement of the industry and institutions, agriculture is rapidly evolving into agribusiness in terms of approach and structure. Transformation of Agriculture to Agri-business is one of the important strategies where enterprising farmers practice profitable agriculture.

India has become the third largest startup ecosystem hub. India is home to highest number of unicorn startups after US and China with 26 unicorns out of 250 plus total unicorns globally. At a time where with the increasing population and demand for better quality and higher quantity of food. India currently has more than 49,000 plus startups, 1500 plus investors, 250 plus incubators, and 26 unicorns (NASSCOM, Srivastav, 2018). The Indian startup ecosystem is ranked at number 37 and the global ranking of its top three cities are Bengaluru, New Delhi and Mumbai for the year 2018. In 2020, Bengaluru again continued its title “silicon valley of India” (Spews, 2021).

In a bid to double the farmer’s income by 2022, the Government of India is continuously looking for ways to boost agricultural production, food processing and marketing avenues through the integration of latest technologies and innovations; thus creating a huge scope for food and agritech startups in the country (Balaji, 2018). Many agritech startups in India are mainly in marketplace segment where e-commerce companies provide fresh and organic fruits and vegetables procured directly from farmers. Very recently many startups have come up providing innovative and sustainable solutions for farmer’s problems. Startups have provided solutions such as biogas plants, solar powered cold storage, fencing and water pumping, weather prediction, spraying machines, seed drills, vertical farming, etc (Sachitanand, 2018). EM3 Agriservices offers farming services and machinery rentals to farmers on a pay-for-use basis.

Introduction

In view of the present Indian agriculture scenario, farmer producers organisations (FPOs) are emerged as a most appropriate institutional form to mobilize small and marginal farmers ,improved their access to technology, inputs and markets. As per the report of National Council on Farmers, these organisations are mainly promoted to combine the advantages of decentralized production and centralized services, post harvest management, value addition and marketing. (NCF,2004). In order to meet the dream of Atmanirbhar Bharat and to make farmers atmanirbhar, Farmer Producers’ Organizations (FPOs) is an appropriate form to mobilize them. Recently Government of India has announced a budgetary provision of 4496.00 crore for five years for promotion of 10,000 FPOs.(Cabinet Committee on Economic Affairs,CCEA2020)

Also to improve agricultural productivity and income of the farmers, it is necessary to develop an entrepreneurial culture among the member farmers of an organisation. To make this organisational approach more successful, member farmers need to develop planning ability, decision making abilitiy, managerial qualities ,scientific attitude, organisational skills, participatory skills etc. The member farmers as an agripreneur should possess knowledge about improved production techniques, markets, consumer preferences , schemes, credit availability, policy advocacy to enterprise effectively under FPO.

Introduction

Novel Corona Virus 2019 (COVID 19) has impacted the human race very badly than any other disease in twenty first century. Almost every country on this planet was affected by this virus. The condition is more severe in developed countries.

So when it All Started?

There were reports that the medical professionals of Wuhan in China informed the government that there is some mysterious pneumonia like disease which is spreading very fast and affected the doctors and other paramedical staff who are attending the patients. When the situation became serious it was declared as outbreak of epidemic and first case of COVID 19 was declared in Wuhan China on 31st December 2019. Wuhan is one of the main business centres of china and there was regular movement of domestic and international visitors to that place. Till the problem was identified and communicated to other agencies, the spread of virus was already there in other parts of china and world specially Europe and USA.

World Health Organisation (WHO) declared COVID 19 as pandemic on 11 February 2020. Countries like USA criticized WHO for delay in identifying the disease and declaring it a pandemic.The damage was already done due to its spread in other countries. In India first reported case of COVID 19 was on 30th January at Kerala. However, considering the possible danger of this disease, Indian Government took primitive measure to contain the spread of Virus and announced Nationwide Lockdown 1.0 on 23rdMarch 2020. Similarly, Lockdown 2.0, 3.0, 4.0 were announced on 14 April, 3rd May and 17th may respectively.

Introduction

India is bestowed with a lot of potentials to produce a variety of organic products due to its diversified agro-climatic regions and this is very true in case of Dehradun district of Uttarakhand. It offers a variety of geographic locations suitable for cultivating various food crops such as: fruits, vegetables, food grains etc. Globally, organic farming is cultivated in an area of 57.80 million ha. However, India accounts for just 2.59% of the area. The organic farming is followed in India in almost all the regions with three states Madhya Pradesh (34.34%), Maharashtra (13.19%) and Rajasthan (11.67%) accounting for about 59% of the total organic area of the country. The cultivated land under certification has substantially increased from 1.74 lakh ha in the year 2005-06 to 1.78 million ha in the year 2017-188 (https://www.researchgate. net/publication/338209816_Impact_of_farmer_producer_organization_on_ organic_chilli_production_in_Telangana_India) Agriculture and its allied sectors are the largest source of livelihoods in India. However, India still has many growing concerns. As the Indian economy has diversified and grown, agriculture’s contribution to GDP has steadily declined from 1951 to 2011. (Source: http://www.fao.org/india/fao-in-india/india-at-a-glance/). One of the main reasons is due to the lack of competence in Indian farmers for selling the crop in remunerative prices in the market. Some of the critical constraints and bottlenecks are lack of infrastructure for storage, transportation, quality control, packaging, price risk management, cool chains, market led extension, and framework for promotion of contract farming (Gohain, 2018). Realizing these issues Government of India under the Department of Agriculture and Cooperation identified Farmer Producer Organization (FPO) as the most appropriate institutional form to mobilize farmers and build their capacity to collectively leverage their production and marketing strength(Ministry of Agriculture, 2013).For analyzing the potential, importance and contribution of FPO in the agriculture sector, the present study aims to discuss the role of FPO in uplifting small and marginal farmers and its impact on the basis of the project undertaken by Silgur Bizat SwayattSahkarita FPO in Dehradun district of Uttarakhand.

Introduction

India has been advancing excessively in terms of workforce engagement as a lot of women have started seeking space in the business arena. The new age has given way to a new trend of entrepreneurshipwhich is flourishing without the quantification of gender. Needless to say, India has been dealing with a very bad history of patriarchal class arrogance and work division that cannot fully provide all the freedom to women who want to prosper in their professional lives.

The female entrepreneurs have to undergo a lot of obstacles right from the initiation of the idea till the plan operates. Sometimes, the existence as a women itself comes with a baggage of responsibilities. Indian women are bound to fulfill their responsibilities towards their family, community and work, balancing everything equally and in an efficient manner.

The conventionalism, ethnicity, social and cultural principles, parenthood, the tag of feeblest sex and insecurity curb the confidence of women in comparison to their male counterparts. Even though there have been considerable changes found in the women dwelling in urban areas, the rural women still have numerous hindrances blocking their path. The perceptive of the opponent sex is irrational in rural areas due to the lack of education and it becomes hard for the women to resist men in such cases.

The Indian customary draws a thin line between the capability and responsibility allotted to different gendersMohsen B., and Zouari S. (2014). It has even threatened the employment chances of females in the traditional and eccentric sphere of fiscal exercises. The present scenario has not broken the undeterred confidence of women who sought to make a career in business, since the last decade. With the alteration in technology, globalization and rivalry accentuation has made the operation of business more multifaceted and vibrant.

Introduction

Silk also known as the “Golden Fibre” is admired all over the world for its lustre, strength and smoothness. Sericulture industry is an ecofriendly agro based activity of mulberry cultivation, silkworm rearing and production. It is a labour intensive, rural cottage industry providing subsidiary employment and supplementing the income of semi-literate and semi-skilled poor workers throughout the year [Chanotraet al., 2019]. The term ‘sericulture’ includes economic activities which receive poor workers in the value addition at each stage like (i) raising plants for feeding the silk-worms (in the form of the mulberry plantation); (ii) production of disease-free silkworm layings (dfls), eggs, or seeds; (iii) indoor rearing of silkworms till the cocoon stage which produces silk (about 30-day egg-to-cocoon cycle), and (iv) sale of silk cocoons produced.

Silk industry can be broadly classified into; (a) sericulture, (b) post-cocoon technology – reeling (yarn production), spinning and twisting of silk yarn from the cocoons; and (c) weaving, fabric production, printing and dyeing, finishing, garment designing, marketing etc. These activities also provide the auxiliary enterprises of by-product utilization and machine manufacture including spun silk yarn manufacture and pupae oil extraction, thus creating livelihood for the small and marginal farmers and labour force.

Asia is the key producer of silk in the world producing over 98.5 per cent of the global output. There are more than 40 silk producing countries, but the majority of its production comes from China and India, followed by Brazil, Uzbekistan, Thailand, Vietnam, Korea and Japan. Unlike temperate countries, India has a distinct advantage of practising sericulture all around the year, as a result of its tropical climate, yielding a stream of about 4-6 crops (Savithri and Sujathamma, 2019).

Introduction

India is known to possess a significant demographic dividend due to its large and growing population where the female population is estimated to be 586.5 million or above currently. This population is characterized by vast regional and cultural differences that create difference in terms of region and culture due to which any kind of generalization is not possible. Women play a crucial role in the growth of the economy and over the years, they had made a substantial impact and achieved status across different sectors both within the country and overseas. Women is a part of workforce but still there is a large population of women both in rural and urban areas that has dreams, but lack the opportunities to realize those dreams and take up their roles other than the household ones. In this regard, it is essential for to promote skill development and women empowerment. In order to upgrade employability and other skills among women, there is need to reduce the unemployment, demographic dividend, cultural and regional barriers and bridge the gap between talent and industry by various innovative methods.

Proactive involvement of society is essential to attain the sustainable development and bring the desired change in the society. Women in economically disadvantaged areas lack opportunities for employment and for self-employment due to various causes and sometimes women in need are on the look-out for affordable vocational courses that is not only of interest to them but also enables them to enhance their employability. Women from these areas can be equipped with the skills they need to increase their employability so that they can access meaningful and sustainable employment, and self employment through entrepreneurship. UNICEF is also assisting women to build stronger links with the private sectors so that they have sustainable market access for their artisanal goods including those who are running home based business.

Scheduled Caste Sub Plan (SCSP) and Tribal Sub Plan (TSP) were initiated by the government to guarantee funds to SC/STs both at State and Centre in pro portion to the size of their respective population. It was in 1974-75 in the Fifth Five Year Plan period that the Government of India introduced the policy of the Tribal Sub-Plan (TSP) and later in 1979-80 in the Sixth Five Year Plan period the Special Component plan (SCP) which was renamed as Scheduled Caste Sub Plan in April, 2006 and renamed as Allocation for the Welfare of Scheduled Caste (AWSC) in February, 2017.Specifically, the SCSP and TSP mandated that pub lic resources towards SC/ ST welfare must be earmarked in proportion to their share in total population.The Narendra Jadhav Committee was constituted by the Planning Commission in 2010 in this regard.Every year, the Union Budget makes allocations exclusively for the Scheduled Caste and Scheduled Tribe.This fund is spent through the Scheduled Caste Sub Plan (SCSP) and the Tribal Sub Plan (TSP).As per the recommendations of the committee the earmarking of funds for all Central Ministries/Departments taken together should be at least 16.2% and 8.2% of the total Plan outlay respectivel under the SCSP and the TSP. The aim of such dedicated allocation is to promote nutritional security, livelihood security and entrepreneurship among these communities.

Stride of ICAR-IIVR and Operational Are

Amid nutritional and livelihood security of tribal population ICAR- Indian Insti tute of Vegetable Research (ICAR-IIVR), Varanasi has adopted 2724 tribal house holds from 24 villages of six clusters namely Faripan, Manvasa, Bakuliya, Chet wa, Jugail, Dahakudandi of Sonbhadra district of Uttar Pradesh and one cluster from Ranchi, Jharkhand for implementation of TSP programme of the institute. Similarly 2566 Scheduled Caste (SC) households have been adopted from 33 vil lages of five different clusters of Varanasi, Mirzapur and Chandauli districts for implementing SCSP programme.

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 communication. In other words it can be told as, communication is re-defined by technology. Texts, email, tweets, tele and video conferencing have widely saved much time of people and made them recipients of today’s fast moving world.

Communication beyond history

Ancient nomads used to communicate with the help of drawings and paintings. Chauvat Cave in France is one such example which proves that communication through cave painting had taken place 30,000 years ago Before Christ (BC). Throughout the world many such cave painting monuments has been discovered. One in South Sulawesi, Indonesia and Coliboaia Cave in Romania gives an idea about how communication would have prevailed among people those days.

Later came symbols. Historical evidences prove that, symbols were used by people around 10,000 B.C. Through rock carvings pictograms were developed by ancient people to tell a story to their next generations through logographic images. It is said that, culture among human groups have evolved through rock carvings. Later, ancient cultures developed ideograms. Egyptians had their own style of communication called Hieroglyphs. Chinese created their own characters. Lastly, the alphabets re-defined language and communication was developed around 2000 BC.

Communication professionals often reference the Seven Principles of Communication, which, despite not being standardized, provide valuable insights for the Communication Competency within the Microsoft 365 Maturity Model. These principles can be particularly useful for those outside the communication field when developing communication strategies, conducting maturity assessments, or selecting appropriate technologies.

Principles of Effective Communication

1. Effectiveness: Communication must have a clear and purposeful objective. To achieve this, messages should be concise, consistent in tone and content, and engaging. Short, impactful statements often work better than lengthy prose. Visual aids such as diagrams and images enhance clarity and user experience (UX). Each message should culminate in a logical conclusion and a call to action. Effective communication also requires distinguishing between active and passive approaches, emphasizing important notifications while managing their frequency to avoid overuse. Inclusivity is crucial; approximately 10% of the population experiences dyslexia, and generational preferences for different media types (text, audio, video) must be considered. Alternative communication formats should be used to ensure messages are both effective and inclusive.

2. Comprehensiveness: Messages should be thorough and complete, leaving no ambiguity about the information provided. Recipients should have all necessary details to act promptly without confusion or loss of productivity. When communication cannot be completed in a single message, it should indicate when and how additional information will follow. Providing links to supporting materials is recommended.

3. Clarity: Clarity is essential for ensuring the message's purpose is understood by the receiver as intended by the sender. Messages should avoid causing confusion within the team. The format, goal, and language should be clear, and key points should be highlighted using short sentences, the active voice, and bullet points. Readability tools, spell checkers, and grammar checkers are valuable for verifying written communications before publication. Peer reviews or AI-assisted reviews can further enhance clarity.

4. Attention and Style: Effective communication captures the receiver's attention. Given the diversity in behavior, attention, and emotions, messages may need to be tailored for different roles and grades. Senior staff should exemplify the communicated messages, using appropriate messaging tools and processes. While formal communication is standard for conveying important information, informal communication can sometimes be more effective for gauging reactions and fostering engagement. Both communication styles should align with the organization’s ethos—typically positive, honest, respectful, open, and polite. AI tools can be used to check for the desired sentiment and style before publishing important communications.

5. Coherency: Communication often spans multiple tools and formats over time. It is essential to maintain a logical, well-planned, and consistent approach. Messages should connect with the main topic and reflect the company’s values, principles, and mission. Consistency with organizational policies, plans, and objectives is crucial to avoid conflicting messages.

6. Timeliness and Urgency: Communication should be timely and appropriately impactful, ensuring that messages are understood and actionable. It is important to distinguish between urgent and important information and to convey the timeframe for required actions. Confidence in message delivery timing is essential, and mechanisms for retrieving past communications should be implemented.

7. Importance of Feedback: Feedback is vital to confirm the effectiveness of communication, address questions, and clarify actions. Compliance requirements or monitoring functions may necessitate feedback or read receipts.

Interpersonal communication verbally non-verbally symbolic, disclosive, transitional, and multifunctional and that it can be either intentional or unintentional.

Patton and Giffin (1974) suggest that interpersonal communication is really no different from other forms of communication with the exception that it occurs only a face to face setting.

Stewart and Angelo (1975) suggest that communication becomes interpersonal when people are comfortable in sharing rather than prediction or influencing.

The Johari Window Concept of Interpersonal Communication (Luft, 1963-1970)

Interpersonal communication is the means by which we expand our Quadrant I. As Luft suggest, some people may get along fine with other people without in sight or awareness but such lack of awareness inhibits our communication effectiveness and impede our personal growth.

Characteristics of Interpersonal Communication

i. In interpersonal communication, both the generator and attributor of meaning must be present.

ii. In case of interpersonal communication, the face to face interaction between people who are consistently aware of each other.

iii. Each person in interpersonal communication assumes roles as both sender and receiver of message. iv. Interpersonal communication cannot transport without the presence and awareness of parties involved.

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.

Information and Communication Technologies can play a major role in bridging the agricultural developmental and regional divide in Maharashtra. Computer, internet, multimedia, CDs, TV, radio, mobile phone, WLL, satellite communication (ISRO's Agriculture Satellite), etc., can help to extend and communicate the knowledge and expertise from best experts and scholars to farmers and villagers who are in need of it. Success of ICT application depends upon its use in meeting local needs and demands of village community. ICT has been used by many to communicate knowledge and provide various services useful to the farmers. We give here briefly some initiative in using ICT for various farm and farmer related activities.

ICT Application for Agriculture development – Initiatives & Programs Virtual Academy for Semi-Arid Tropics (VASAT)

The VASAT is an initiative taken by International Crop Research Institute for Semi-Arid tropics (ICRISAT), for sharing knowledge and information in the CGIAR and NARES partners to enhance the capacity of vulnerable rural families, their MAHA-AGRINET and information intermediaries to cope with drought and desertification and practice improved agriculture and animal husbandry in the SAT of the world.

VASAT is at the initial stage of development, and has started developing content building partnership with various MAHA – AGRINET at international, national and regional / state level. It is going to use ICT in all its operations and proposes to develop hub and spokes model of Dr. Swami nation for Tamil Nadu rural areas. Its website contains an e-library, working documents, a research project database, an image library, meteorological data, IARC training material and other resources. VASAT has identified its partners at the national and international levels; and include Indian research institutions and councils, higher education institutions – both formal and open, corporate bodies, state government bodies and project groups, the Commonwealth of Learning, the International Water Management Institute, South Asia regional office and the International Livestock Research Institute in South Asia. This coalition shares information, knowledge and experiences related to climate literacy, drought preparedness, best practice in dry land agriculture and other issues through the network of the institutions. VASAT offers a compilation of training materials and is currently planning to design, develop and test ICT-based information exchange models, a learning objects repository and proposes to link rural communities and their Organizations with international and national centers of excellence and expertise to support local efforts in drought and desertification management.

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.

Fact Inference Confusion

The Fact-Inference confusion has three basic components:

• Making an inference for fact

• Failing to recognize

• Acting on the inference as if it were fact

Until the third component occurs, the inference for fact does not really become a barrier to communication. When we act on the inference as if it were a fact is when this barrier becomes a major stumbling block to communication.

Static Viewpoint

Of the barriers to communication, static viewpoint, sometimes called frozen evaluation, is the one that sometimes infects faculty members at colleges and universities. It is a failure to recognize change over time. It may also be a major affliction of our parents who make judgments about your activities based on their experiences as teenagers or young adults without realizing that the mores and standards of society have changed in the intervening twenty or thirty years.

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.

Methods to Improve Fidelity

a) Use several channels of communication

To say the same thing, thus providing a duplication of information. Multiplying the channels used will make communication redundant. A smile, a node of the head, a firm hand shake or embrace and the greeting "Hi! How are you?" often convey the same meaning – meaning that would be conveyed through a single channel or redundantly through more than one.

b) Control the speed of communication

Information is processed by different individuals at different speeds. The rate varies for each situation and for each of the individuals in various situations. In talking casually to a few friends, we might speak very quickly where as in talking to a large group of strangers, we might want to talk more slowly because of the increased possibility for misunderstanding, the intrusion of noise. Whether we should speed up, slow down, or become more succinct (briefly and clearly explained) has to be a function of the feedback we gain. There is no specific rate that is ideal for all – except that rate at which a high degree of fidelity can be attained. It is the rate at which the amount of noise affecting the communication can be minimized. Sender and receiver should be aware of how communication works and interested in achieving the greatest f idelity possible

Definition

• If a communication source decodes the message that he encodes, if the message is put back to his system, we have a feedback - Berlo (1960)

• Feedback is defined as the action reaction interdependence in communication.

• 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 communication.

Feedback or response of the audience is the ultimate objective of any communication process or function. Response of an audience to message received may be in the form of some kind of physical or mental action. Until the desired action results, extension communication does not achieve its most essential objectives. The response of the audience (whether in the form of action or reaction) can be used by a communicator as a check of his own effectiveness and a guide to his own future action. When a source receives feedback, that is rewarding, he continues to produce the same kind of message. When he gets non-rewarding feedback, he eventually will change his message. Schramn (1955) points out that each person in the communication process is both an encoder and decoder. He receive and transmits. However, a person will decode a message and interpret it in accordance with his own experience.• Feedback means carrying out significant responses of the audience back to the communicator.

Communication is not merely the transfer of messages between a sender and a receiver. It involves the construction of meaning influenced by the social environment or domain in which it occurs. In both non-work and work domains, communication often has specific intents and purposes. In the workplace, the role of power significantly influences communication, creating opportunities for message distortion.

Power Dynamics in Workplace Communication

In work settings, power dynamics play a crucial role in shaping communication. This power is typically asymmetrically distributed, often leading to the distortion of messages. To distort a message means to alter its original shape, resulting in linguistic abnormalities or deviations from the proper meaning of a sign. Intentional distortion manipulates the perception of a message, facilitating pre-designed and purposive misrepresentations.

Impact of Distortions on Language

Distortions in communication impact the language used in the workplace. Management, which generally has greater access to communication channels and language use, is more likely to construct messages with intentional purposes. These purposes are usually aligned with organizational goals, primarily profit. In hierarchical work structures, management leverages its power to align communication with its objectives, making communication a tool for achieving instrumental purposes.

Language and Power in Workplace Communication

The language used in workplace communication often reflects the superior subordinate relationship. This dynamic is not limited to work-based relations but extends to non-work areas as well. Those with privileged access to media can achieve dominance over others, constructing meanings that subordinates must accept, even if those meanings are against their interests.

Communication is the fundamental process of conveying information between two or more individuals or within a group. Communication process involves distinct components: a sender, a recipient, a message, and a medium through which the message is transmitted. Importantly, the exchange of a message frequently carries emotional and cultural connotations. Variations in perception and interpretation among recipients may result in disparities between the intended message of the sender and its actual understanding by the receiver, thereby underscoring the nuanced nature of communication dynamics

Intra-personal Communication

Intra-personal communication involves an individual engaging in self-talk or internal dialogue. This process is an unconscious act inherent to all human beings, wherein individuals contemplate various plans and problems of daily life within their minds. People often discuss matters internally before sharing them with others or documenting them. Intra-personal communication is so ingrained in our everyday lives that it often goes unnoticed, yet it is the fundamental form of communication. All communication originates in the human mind before being expressed in interpersonal, group, or mass communication.

Inter-personal Communication

Inter-personal communication occurs between two individuals, involving one person talking, discussing, or arguing with another. This one-to-one interaction can take many forms, such as casual conversations between friends, information exchange, persuasion, problem-solving, counseling, or simple chatting. This method is widely used in extension work, particularly with poor farmers who are often illiterate and have limited access to other modes of communication. Despite being time-consuming, inter-personal communication allows for meaningful interaction between farmers and extension workers, facilitating mutual understanding and ensuring the accurate transmission of information through feedback.

Extension teaching methods encompass the array of strategies employed to facilitate meaningful communication between instructors and learners within educational settings. In essence, a method denotes a systematic approach to executing tasks or achieving objectives, characterized by a structured progression of steps in a logical and orderly manner.

Thus, an extension teaching method can be construed as a series of progressive steps designed to cultivate environments conducive to effective learning outcomes. As articulated by Leagans (1961), these methods, also referred to as communication methods, serve as instrumental tools for fostering communication channels between instructors and learners. Ensminger (1957) further emphasizes the prerequisite for extension workers to possess comprehensive knowledge of available methods, discern optimal utilization scenarios, and adeptly employ each method to maximize efficacy.

The functions attributed to extension teaching methods are multifaceted

• Facilitating communication channels wherein learners can actively observe, listen, and engage in practical application of the subject matter.

• Provoking cognitive and/or physical responses from learners, thereby stimulating desired actions or reactions.

• Guiding learners through various stages of the teaching-learning process, encompassing attention, interest, desire, conviction, action, and satisfaction.

Classification of Extension Teaching Methods

Wilson and Gallup (1955) initially sought to categorize extension teaching methods based on their utilization and structural characteristics. In a subsequent effort, Bains (1987) endeavoured to refine this classification by considering additional factors such as stages of the learning and adoption processes, categories of adopters, cost implications, required skill levels, time expenditure, and intended behavioural modifications. However, while these classifications contribute to scholarly discourse, their practical utility may be limited. Among the various classification schemes proposed, the most prevalent and pragmatic approach categorizes extension teaching methods based on their intended usage

In Individual Contact Method, the extension agent engages with individuals on a one-on-one basis, ensuring personalized interaction with each person. This method is employed when the target audience is limited in number, geographically proximate to the communicator, and ample time is allocated for effective communication.

Farm and Home Visit

This method entails direct, face-to-face interactions between extension agents and farmers, typically conducted either on the farm or at the farmer's residence. Its objectives include providing firsthand information on agricultural and household matters, assisting farmers in problem-solving, and aiding in their livelihood sustainability.

Techniques

• Planning and Preparation:

• Identify target audience and topics of discussion.

• Gather relevant materials and publications.

• Schedule visits efficiently and provide advance notice to farmers.

Group contact method in communication involves engaging with multiple individuals simultaneously to convey information, facilitate discussions, or stimulate collective action. It encompasses various techniques such as group meetings, result demonstrations, method demonstrations, and study tours, among others. The primary aim of group contact methods is to leverage the power of collective engagement to disseminate knowledge, foster collaboration, and promote the adoption of desired behaviors or practices within communities. These methods enable extension workers to reach larger audiences efficiently, promote peer learning, and create supportive environments conducive to positive behavioral change.

Result Demonstration

Result Demonstration involves showcasing the superior outcomes of a new agricultural practice to motivate its adoption within a community. It serves as an effective means of technology transfer, inspiring farmers to experiment with innovations themselves.

Objectives include illustrating the practical advantages of newly recommended practices, motivating community groups to adopt them, bolstering confidence among farmers and extension agents, and fostering innovation leadership.

Techniques

Planning and Preparation • Analyze the local farming context. • Select cooperative farmers with adequate resources and community acceptance. • Choose representative demonstration sites. • Establish a clear schedule of operations.

Mass contact method in extension education involves reaching a large audience or community through various communication channels to disseminate information, raise awareness, and promote behavior change. Unlike individual or group contact methods that involve direct interaction with specific individuals or small groups, mass contact methods are employed to reach a broader audience efficiently. These methods leverage mass media, such as radio, television, newspapers, social media, and public events, to deliver educational messages and engage with the target population.

Objectives

1. Dissemination of Information: To provide accurate and relevant information on agricultural practices, technologies, health, education, and other relevant topics to a wide audience.

2. Awareness Building: To raise awareness about important issues, challenges, and opportunities within the community, encouraging informed decision-making and action.

3. Behavior Change Promotion: To promote positive behavioral changes, such as adopting improved agricultural practices, adopting healthy behaviors, and participating in community development initiatives.

4. Community Mobilization: To mobilize community members to participate in extension programs, community projects, and collective action for social and economic development.

5. Knowledge Sharing: To facilitate the sharing of knowledge, experiences, and best practices among community members, extension agents, and stakeholders.

A primary objective of extension and development workers is to deliver presentations that are engaging, dynamic, and memorable for their audience. This objective can be most effectively achieved through the use of audio visual aids, which enhance the communication of knowledge and the teaching of skills. Extension teaching methods are defined as the tools and techniques that create environments conducive to the exchange of knowledge and skills between extension workers and their audience. Similarly, audio-visual aids play a significant role in enhancing the effectiveness of learning by facilitating the communication of knowledge and the teaching of skills.

People predominantly learn through seeing, hearing, and doing by looking, listening, and acting. Audio-visual aids provide extension workers with unique opportunities to enhance the effectiveness and clarity of the developmental concepts being conveyed. These aids allow learners to engage more fully with the material by seeing and hearing, thus fostering a deeper understanding. The success of extension workers and the progress made by their learners are largely dependent on the workers' ability to effectively communicate ideas. For progress and development to occur, it is essential that extension workers communicate clearly and that their learners comprehend the information. Audio-visual aids are crucial in this communication process, guiding learners through the steps of the teaching-learning process.

In light of this, the current unit discusses the important audio-visual aids that are beneficial in extension teaching, aiming to enhance your understanding of their application and impact.

Understanding Audio-Visual Aids

People's attention is captured by various senses in the following proportions: seeing (87.0%), hearing (7.0%), smell (3.5%), touch (1.5%), and taste (1.0%). Consequently, seeing and hearing are the primary senses involved in attracting attention and enhancing learning.

Audio-visual aids refer to devices that enable both visual and auditory sensory inputs, facilitating enhanced learning and retention compared to using these senses separately. As highlighted in the preceding section, the combination of sight and hearing captures 94% of the audience's attention, underscoring the efficacy of audio-visual aids in extension teaching.

Advantages

• Clarity and Conceptual Understanding: Audio-visual aids convey meaning succinctly and clarify ideas effectively.

• Enhancement of Oral Communication: They supplement spoken words by providing visual reinforcement.

• Stimulation of Conceptual Thinking: They provide a tangible basis for conceptual understanding.

• Engagement and Sustained Interest: These aids attract, arouse, and maintain audience interest.

• Enhanced Learning and Retention: They contribute to long-term retention of learning.

• Overcoming Constraints: They overcome limitations of space, time, and distance.

• Continuity of Thought: Motion pictures aid in the development of coherent thought processes.

• Stimulation of Self-Activity: They stimulate audience participation and motivate action.

Audio-visual aids serve to complement extension and development workers rather than replace them. Not all aids are suitable for every occasion, but there are specific aids that should be carefully chosen and utilized for each particular situation. There is no universal rule for selecting and employing audio-visual aids to ensure effectiveness in all circumstances. To achieve the most effective outcomes, extension workers should:

• Choose the appropriate aids,

• Employ a suitable combination of selected aids,

• Utilize them in the correct sequence.

Audio-visual aids are employed individually or in combination, taking into account the following factors:

1. Size of Audience: Video presentations or whiteboards may not be effective when the audience exceeds 30 participants. Leaflets, bulletins, or handouts are suitable for one reader at a time, while public address systems or internet messages are suitable for large audiences.

2. Nature of Audience: Printed media are suitable for literate individuals, while exhibits, pictures, and symbols are more appropriate for those with lower literacy levels.

3. Teaching Objective / Expected Nature of Change: Audio-visual aids should be selected based on the objective of extension teaching, whether it aims to change:

• Thinking or knowledge,

• Attitude or feeling,

• Actions or skills.

The digital revolution has brought profound changes to numerous industries, and agriculture is no exception. Cyber Extension, which leverages Information and Communication Technologies (ICTs), plays a pivotal role in providing extension services and disseminating vital agricultural information to farmers. This discussion will explore the intricacies of Cyber Extension, highlighting its significance, applications, and impact on modern agricultural practices.

Transformation of Extension Services

• Traditional extension services relied on direct interactions between extension agents and farmers. While these face-to-face meetings were effective, they often struggled with challenges such as limited reach, high operational costs, and scalability issues.

• The introduction of ICTs has revolutionized extension services, giving rise to the concept of Cyber Extension.

Core Elements of Cyber Extension

• Digital Platforms: Cyber Extension leverages a variety of digital platforms, including websites, mobile apps, social media, and online forums, to share agricultural knowledge and engage with farmers.

• Remote Sensing and GIS: Advanced technologies like remote sensing and Geographic Information Systems (GIS) provide farmers with real time information on weather conditions, soil moisture levels, crop health, and pest infestations.

• ICT Devices: Devices such as mobile phones and tablets allow farmers to access extension services, receive advisory messages, and join virtual training sessions from any location at any time.

• Mobile Technology: Mobile phones and text messaging services deliver crucial information directly to farmers, including advisory messages, weather alerts, market prices, and other pertinent updates.

• E-Learning: Cyber Extension supports e-learning through modules, webinars, and online courses, educating farmers on best practices, crop management techniques, and market trends.

• Decision Support Systems: Tools and expert systems assist farmers in making informed choices regarding crop selection, irrigation schedules, fertilizer use, and pest management strategies.

Role of Digital Technologies in Agricultural Extension

Digital technologies encompass a wide array of electronic tools designed to facilitate information processing, communication, transmission, and presentation. Scholars like Michiels and Van Crowder (2001) describe these technologies as transformative forces that can significantly alter organizational structures and social dynamics. In the agricultural sector, the integration of digital tools offers substantial benefits, from driving agricultural growth to empowering underserved farming communities. This review explores the necessity, benefits, scope, and challenges of digital technologies in agricultural extension, highlighting their potential in advancing sustainable rural development.

Importance of Digital Technologies in Agricultural Extension

Boosting Agricultural Development

Digital tools play a crucial role in advancing agricultural growth by providing timely and critical information, knowledge, and resources to farmers and stakeholders.

Expanding Knowledge Access:

These technologies serve as vast repositories of agricultural knowledge, giving extension workers and farmers access to comprehensive information on best practices, innovations, and market trends.

Enhancing Information Dissemination

Digital tools improve the spread of agricultural information and advisory services, enabling farmers to make informed decisions regarding crop management, pest control, and market opportunities.

Computer-based instructional teaching and learning platforms, commonly known as Learning Management Systems (LMS) or educational technology (EdTech) platforms, are designed to enhance the educational experience by integrating technology into the learning process. These platforms offer a range of tools and features that support both instructors and students in various educational activities. Here are some key platforms and their features:

Key Platforms

Moodle

Moodle (Modular Object-Oriented Dynamic Learning Environment) is a widely used open-source Learning Management System (LMS) designed to provide educators, administrators, and learners with a robust, secure, and integrated system to create personalized learning environments. Here's an in depth look at Moodle, its features, and its use cases:

Key Features of Moodle

1. Course Management

• Customizable Course Creation: Instructors can design courses with f lexible layouts, multimedia content, and varied activities.

• Modular Plugins: Extensive library of plugins for activities, resources, and user management

Regardless of the subject or content, having a lesson plan prepares teachers for class by providing detailed guidelines for the session. A lesson plan need not be lengthy or complex; it should simply outline what is being taught, the method of presentation, and the objectives and goals for student achievement.

Why Lesson Plans Are Important

• Preparation and Effectiveness: Preparing lessons in advance is crucial for implementing effective teaching strategies. Without a lesson plan, classes can become unproductive or confusing for both students and teachers. Proper preparation ensures that lessons are structured and focused.

• Classroom Management: Lesson planning is vital for classroom management. Developing a lesson plan based on learning objectives allows for flexibility in teaching methods and classroom management techniques. Different delivery approaches are needed for hybrid or online classes compared to traditional classes, and a well-prepared plan helps maintain focus and effectiveness regardless of the learning environment.

• Student Success: Well-structured lessons significantly benefit students, who are more likely to engage and show interest in the material. Lesson plans, guided by curriculum objectives, help teachers create valuable educational experiences, thereby increasing the likelihood of student success.

Introduction

Entrepreneurial communication is an action intended to forge a relationship with the other party in order to affect their interest, attitude, and behavior. This is due to the fact that it is never done without considering how it would affect both qualitative and quantitative outcomes. A person can transmit or receive information about another person’s needs, wants, perceptions, knowledge, or emotional states through the act of communicating. In the context of entrepreneurship, communication refers to a set of procedures for exchanging knowledge and understandings between individuals who are engaged in a predetermined or novel situation.

Every interaction that takes place during communication involves a shift and is dynamic. Since it is dependent on interaction and a transaction between speakers, communication cannot be understood s a straightforward process of transmission. The planned actions and activities are not hindered because the emission and reception occur simultaneously, with h the transmitter acting as both a receiver and a transmitter. The process of sending and receiving signals as knowledge, feelings, emotions, skills, talents, attitudes, activities, etc. is known as entrepreneurial communication.

In terms of information sharing about events, situations, involvement, impact, adaptation, etc., it is built on interactions between business owners, educators, and educated youth.

Concept of Review of Literatures

The Review of literature is a systematic, explicit, and reproducible method for identifying, evaluating, and synthesizing the existing body of completed and recorded work produced by researchers, scholars, and practitioners. The Review of literature is also a resource paper, which includes the current knowledge including substantive findings, as well as theoretical and methodological contributions to a particular topic. These are available mostly in academic and scholastic journals.

Review of literature provide the basics for research in nearly every academic f ield. The aim of review of literature is to highlight what has been done so far in the field of interest and how our findings are related to earlier research. The review of literature also indicates the following by providing referential inputs.

(i) Approaches

(ii) Methods

(iii) Variables used

(iv) Statistical procedure

(v) Expected results

(vi) Provides theoretical background to our study.

(vii) Helps justify how our findings are related to our body of knowledge in our field of research.

(viii) Establishes a link between what we propose to study and what has already been found. It helps us to refine our research methodology.

Entrepreneurship: the Concept and Definitions

Entrepreneurship is the capability to improve, arrange and continue a business enterprise, along with any of its uncertainties to make a profit. We can say an example of entrepreneurship is the starting of a new business, a new venture with some challenges and specific objectives.

Meaning of Entrepreneur

An entrepreneur is defined as one person who has the ability and desire to establish, administer and succeed in a startup venture along with the risk entitled to it, to make profits. The best example of entrepreneurship is the starting of a new business venture. Entrepreneurs are often known as a source of new ideas or innovators and bring new ideas in the market by replacing old ones with a new invention.

According to Cole (1949), an Entrepreneur represents an individual or a group of individuals, who conceive, initiate and maintain for a sufficiently long period a social institution which produces economic goods or to put it differently.

Communication: Communication is an act by which one person gives to or receives from another person, the information about the person’s need, desires and perceptions. Knowledge or affective states: Communication is an act by which one person gives to or receives from another person, the information about the person’s need, desires, and perceptions. Knowledge or affective states.

Entrepreneurial Communication: It should have some unique features. The way one teacher talk with a student, the way one official personnel talk with an individual, like them one entrepreneur should communicate with their customer to uplift of their enterprise. So this type of communication differs from the general communication.

In any social science research, it is hardly possible to conceptualize and perceive the data and interpret the data more accurately until and unless a clear understanding of the characteristics in the area and attitude or the behavior of people is at commending by the interpreter who intends to unveil an understanding of the implication and behavioral complexes of the individual who live in the area under reference and form a representative part of the larger community. The socio-demographic background of the local people in a rural setting has been critically administered in this section. A research setting is a surrounding in which input and elements of research are contextually imbibed, interactive and mutually contributive to the system performance. Research setting is immensely important in the sense because it is characterizing and influencing the interplays of different factors and components.

The physical, social, or experimental context in which research is carried out is referred to as the research setting. This context must be accurately described in a study publication because it may have a significant impact on the findings and how they are interpreted. For instance, in a paper describing the social behavior of chimpanzees, the authors may need to provide the following information about the research environment: where the chimpanzees were observed (in the wild or in captivity), the number of chimpanzees observed, and whether they belonged to the same social group, the geographic location, the time of study, the season/weather conditions, the availability of resources like food/water/shelter, and the presence of environmental factor.

Area of the Study

The present study was taken up in West Bengal. From West Bengal, District Uttar Diaper, Blocks Kaliyaganj, Villages Radhikapur was selected.

Research methodology is a detailed plan of investigation and the blue print of procedure for carrying out the research. In this chapter, discussion on the methodology has been made to understand the concepts, methods and techniques, which are utilized to design the study, collect information, analyzing data and interpreting the findings for revelation of truth and formulation of theories. The entire chapter has been broken up under following sub-heads for easy understanding:

1. Locale of research

2. Sampling design

3. Pilot study

4. Variables and their measurements

5. Methods of data collection

6. Statistical tools used for analysis of data

Locale of Research

The present study has been conducted in a INDIA-BANGLADESH cross border village named Radhikapur in the state West Bengal. Villages from Kaliyaganj block in Uttar Dinajpur District.

The characters and the factors under study have been well discernible to this area

• The researcher’s close familiarity with respect to area, people, officials and local dialects

• The highly cooperative and responsive respondents

• The profuse scope to get relevant information regarding entrepreneurship communication behavior, economical communication, information seeking & responding behavior, information flow in & flow out etc.

• The locale is located at the terminal point & beside the INDIA BANGLADESH border, so there is some cross border impact also.

Results and Discussion:

Concept Result is the outcome, consequences or conclusion of a problem, probe or experiment organized after a period of time. This conclusion can be one result, multiple results or no result as such. The length of time taken to find a result can vary from less than a second to many years. In this chapter the result of the Research has been elaborated and also discussed later.

The purpose of the discussion/revelation is to interpret and describe the significance of our findings in light of what was already known about the research problem being investigated, and to explain any new understanding or insights about the problem, after we have taken the findings into consideration. The discussion will always connect to the introduction by way of the research questions or hypothesis we posed and the literature we reviewed, but it does not simply repeat or rearrange the introduction and the discussion always explain how our study has moved towards the research problem.

This table presents the distribution of 19 independent variables(x1-x19) and 6 dependent variables (y1-y6) in terms of their Minimum, Maximum, Mean, Variance, Standard deviation, and Coefficient of variation.

Here, it is depicted that the average age (x1) of the respondents is 50.307. The C.V. value for the variable is 18.521. So, it indicates that the distribution of the variable is highly consistent.

From the table it is depicted that the average education (x2) of the respondents is 7.600. So, almost on an average the individual education is 8 for every respondent. The C.V. value for the variable is 41.553. So, it indicates that the distribution of the variable is fairly consistent.

Recommendations

Based on the empirical research, following recommendations can be made for this specific area of research:

(i) Land size based planning for business communication can help the growth and success of farm enterprise.

(ii) Rice based farming system, supported by irrigation is offering a unique opportunity for capacity building of the farmers of West Bengal.

(iii) Training, focusing on business communication, handling ICT tools and mobile telephony, can go a long way for making communication behavior more adaptive to present social ecology of agriculture and allied sectors of West Bengal.

(iv) Social capitals like, Schools, Panchayat, Credit organizations, Market linked institutions, are to be integrated for shaping up a new form of Entrepreneurial communication behavior.

Limitations: The most important limitations which have been observed in this research are as follows:

Future Scope of the Research

The present study has been conducted by driving the insights deeper into the nature, intensity and character of the problems creating barrier against the Entrepreneurial communication. Entrepreneurial communication nowadays is a need in these days of unemployment and stands to be both the means and method of sustaining life process in terms both assets and capital, it needs more comprehensive study. Attaining Entrepreneurial communication among the upcoming and motivating entrepreneurs, anywhere is an endless process by itself. The present study thus leaves behind the following domains to be researched out in future:

The study can be extrapolated to other domains of entrepreneurship.

1) Modeling of Entrepreneurial communication including the positive motivation, can be achieved through further studies.

2) The future study of this particular topic has a scope to include several contextual and realistic variables other than the variables included in this study.

3) The structure and the function of Entrepreneurial communication behavior and process, can well be understood from further study of the similar topic.

4) There is a scope of methodological innovation in future and application of artificial intelligence in this study

5) Policy research on Entrepreneurship and Entrepreneurial communication as to monitor or rationalize the magnitude of rural entrepreneurship, for keeping the pace of growth unabated can be achieved.

The present research had been conducted to study the Entrepreneurial communication and the process, factors and impact in Agricultural enterprise and allied sectors of selected block of West Bengal and in the end the comparison is made. The study had been conducted at villages Radhikapur from blocks Kaliyaganj of West Bengal. A pilot study was conducted to understand the area, its people, institution, communication and extension system of these states.

An exhaustive list of respondents was prepared critically with the help of some villagers. From the list, 75 respondents from the village were selected for the study through Systematic Random sampling method. The primary data were collected with the help of structured interview schedule by following the personal interview method. The secondary data were collected from our departmental library, internet, Department of Agriculture, West Bengal, Bidhan Chandra krishi Viswavidyalaya, etc. for establishing the conceptual framework of the study.

The general objective of the study is to estimate and analyze the “Entrepreneurial communication: The process, factors and impact in Agricultural enterprise and allied sectors of selected block of West Bengal” and the specific objectives are:

1) To study the present status of the entrepreneurial communication.

2) To measure the unique features entrepreneurial communication over the general communication.

3) To generate micro level policy implementation based on the empirical research.

4) To estimate intra and inter level of interaction among dependent variable and independent variable.

5) To isolate factors impactions on Entrepreneurial behavior.

7.1: Summary

19 Independent variables and 6 Dependent variables were selected for the study respectively and measured with the help of exact scales developed by previous social science researchers or by modifying the developed scale by structured interview schedule for requirement of the study.

Independent variables selected for the study are, Age (x1), Education (x2), No. of enterprise (x3), Year of enterprise (x4), Family size (x5),Average Family education (x6), Material possessed (x7), Size of land holding (x8), Size of homestead land (x9) No. of fragments (x10), Crop yield (x11), Cropping intensity (x12), Annual Income (x13), Family expenditure (x14), Marketed surplus (x15), Marketable surplus (x16), Family labor (x17), No. of male workers (x18) and No. of female workers (x19). The Dependent variables selected for the study are, cosmopo lite Farm enterprise information (y1), localite Farm enterprise information (y2), Information seeking and responding behavior (y3), Entrepreneurial communication behavior (y4), Economical communication (y5) and Transportation cost (y6).

Indian agriculture now stands at a cross road. By 2050, Indian population will overtake that of China’s. The world population in the same year will be close to 9.5 billion. And to feed the human population of this planet, the agricultural production needs to be increased 60% over the present one by 2050. For India the target is 450 million tons by 2050.

This is a humongous task. This mammoth escalation of targeted food production has to be carried out with the constraints and barrier created by climate change, erosion of soil, bio-diversity, ecological disruption due to mindless anthropogenic action and wrong planning.

The production, productivity, income, livelihood, and ecological resilience in agriculture are not performing in perfect orchestration. They are in apparent contradiction. To produce 1 kilogram of rice, the equivalent water foot print is about 4000 litres. It is obvious that enhancing food productivity, there could be more disruption and stress on soil, water and bio-diversity. The ecological resilience is a subject of musical chaos and symphony amidst ecological function-stress-conservation-extraction-. Without depletion and disruption, it is simply impossible to initiate and foster agriculture production as well as productivity. But the question is what could be level of endurance? Wherein restoration and retention, ecological resilience will move in resonance and complementary manner.

Concept of Review of Literatures

The Review of literature is a systematic, explicit, and reproducible method for identifying, evaluating, and synthesizing the existing body of completed and recorded work produced by researchers, scholars, and practitioners. The Review of literature is also a resource paper, which includes the current knowledge including substantive findings, as well as theoretical and methodological contributions to a particular topic. These are available mostly in academic and scholastic journals.

Review of literature provides the basics for research in nearly every academic f ield. The aim of review of literature is to highlight what has been done so far in the field of interest and how our findings are related to earlier research. The review of literature also indicates the following by providing referential inputs.

(i) Approaches

(ii) Methods

(iii) Variables used

(iv) Statistical procedure

(v) Expected results

It is the scholastic and theoretical exercise that configures the operational definition and text of entire research work. The conceptual inputs, axiomatic inputs, logic of discourses and the pursuit knowledge come together to frame the theory in compliance and in congruence with the set of objectives and research designs spelt out in the research process.

3.1 Definition of Farmer, Farm, and Farming System

A farmer is a person engaged in agriculture, raising living organisms for food or raw materials. The term usually applies to people who do some combination of raising field crops, orchards, vineyards, poultry, or other livestock. A farmer might own the farm land or might work as a laborer on land owned by others. In most developed economies, a “farmer” is usually a farm owner (landowner), while employees of the farm are known as farm workers (or farmhands). However, in other older definitions a farmer was a person who promotes or improves the growth of plants, land or crops or raises animals (as livestock or f ish) by labor and attention. Over half a billion farmers are smallholders, most of whom are in developing countries, and who economically support almost two billion people. Globally, women constitute more than 40% of agricultural employees.

A farm is an area of land where livestock (animals) are raised and crops (plants) are grown for use as food, fiber, and fuel. The people who own and work on the farm are called farmers.

In any social science research, it is hardly possible to conceptualize and perceive the data and interpret the data more accurately until and unless a clear understanding of the characteristics in the area and attitude or the behavior of people is at commend of the interpreter who intends to unveil an understanding of the implication and behavioral complexes of the individual who live in the area under reference and form a representative part of the larger community. The socio-demographic background of the local people in a rural setting has been critically administered in this section. A research setting is a surrounding in which input and elements of research are contextually imbibed, interactive and mutually contributive to the system performance. Research setting is immensely important in the sense because it is characterizing and influencing the interplays of different factors and components.

The physical, social, or experimental context in which research is carried out is referred to as the research setting. This context must be accurately described in a study publication because it may have a significant impact on the findings and how they are interpreted. For instance, in a paper describing the social behavior of chimpanzees, the authors may need to provide the following information about the research environment: where the chimpanzees were observed (in the wild or in captivity), the number of chimpanzees observed, and whether they belonged to the same social group, the geographic location, the time of study, the season/weather conditions, the availability of resources like food/water/shelter, and the presence of environmental factor.

Research methodology is a detailed plan of investigation and the blue print of procedure for carrying out the research. In this chapter, discussion on the methodology has been made to understand the concepts, methods and techniques, which are utilized to design the study, collect information, analyzing data and interpreting the findings for revelation of truth and formulation of theories. The entire chapter has been broken up under following sub-heads for easy understanding:

1. Locale of research

2. Sampling design

3. Pilot study

4. Variables and their measurements

5. Methods of data collection

6. Statistical tools used for analysis of data

5.1: Locale of research

The present study has been conducted in a INDIA-BANGLADESH cross border village named Mitrapur in the state West Bengal. Villages from Haringhata block in Nadia District.

Results and discussion: concept Result is the outcome, consequences or conclusion of a problem, probe or experiment organized after a period of time. This conclusion can be one result, multiple results or no result as such. The length of time taken to find a result can vary from less than a second to many years. In this chapter, the result of the Research has been elaborated and also discussed later. The purpose of the discussion/revelation is to interpret and describe the significance of our findings in light of what was already known about the research problem being investigated, and to explain any new understanding or insights about the problem after we have taken the findings into consideration. The discussion will always connect to the introduction by way of the research questions or hypothesis we posed and the literature we reviewed, but it does not simply repeat or rearrange the introduction and the discussion always explain how our study has moved towards the research problem.

7.1 Summary

The presentre search hadbeenconducted to study the Entrepreneurial communication and the process, factors and impactin Agricultural enterprise and allied sectors of selected block of West Bengal and in the end the comparison is made. The study had been conducted at villages Mitrapur from blocks Haringhata of West Bengal. A pilot study was conducted to understand the area, its people, institution, communication and extension system of these states.

An exhaustive list of respondents was prepared critically with the help of some villagers. From the list, 75 respondents from the village were selected for the study through Systematic Random sampling method.The primary data were collected with the help of structured interview schedule by following the personal interview method. The secondary data were collected from our departmental library, internet, Department of Agriculture, West Bengal, Bidhan Chandra Krishi Viswavidyalaya etc. for establishing the conceptual framework of the study.

The general objective of the study is to estimate and analyse the “Productivity, Income, Livelihood and Ecology: The resilience analysis in Argo ecosystem” and the specific objectives are

• To study the present statuses of 1. Income 2. Productivity 3. Livelihood and 4. Ecological resilience of the respondence under study in a selected locale.

• To estimate the intra and inter level interaction among and between the selected sets of variables to estimate the common point of the interaction of the ‘Y’ Protected characteristics.

• To generate micro sociological policy implication based on empirical evidence.

• To isolate factors impactions on ecological resilience.

1. The selection of more number of relevance variables could have added better understanding and comprehensive of the research.

2. Mathematical optimization and simulations could have been much effective in integrating as well as co-integrates the apparently different aspect of yield, income, livelihood and ecological resilience in the form of a common valley of management of a land.

3. Application of ARIMA (Autoregressive Integrated Moving average) and SEM (structural equation modeling) as instruments of interpretation and analysis can be more effective.

4. Ecological resilience metritis more active and dummy variable including outliers can be future research towards modelling with hard evidences

5. A pull of chronological data distribution over 30 years can undergo simulation and decision ecology for promulgating micro sociological policy and application.

6. Social resilience has been the predicament for perceiving ecology resilience and organic diode can help to make the entire thing strongly place on the foundation of ecological research at least.

Introduction

The Government of India created a historic act, by enacting the Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA), the largest employment generating programme in the world, ensuring the right to work in a country with a population of over one billion. The Government of India passed the NREGA 2005, (Central Act No. 42 of 2005). NREGA was renamed as Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA) on October 2nd, 2009. MGNREGA is the first ever law, in the world that guarantees wage employment at an unprecedented scale. This Act gives legal guarantee of at least one hundred days of wage employment in a financial year to a rural household, whose adult members volunteer to do unskilled and manual work. The Act is applicable in the Districts notified by the Government of India, the implementation of the Act calls for the formulation of Rural Employment Guarantee Scheme by the State Governments.

The key processes in the implementation of MGNREGA are the adult members of rural households submit their name, age and address with photo to the Gram Panchayat, which in turn registers households after making enquiry and issues a job card which contains the details of adult member enrolled and his/her photo. Registered person can submit an application for work in writing (for at least fourteen days of continuous work) either to Panchayat or to Programme Officer, who will accept the valid application and issue dated receipt of application, letter providing work will be sent to the applicant and displayed at Panchayat office. The employment will be provided within a radius of 5 kilometers and if it is above 5 kilometers extra wage will be paid. If employment under the scheme is not provided within fifteen days of receipt of the application, daily unemployment allowance will be paid to the applicant.

Introduction

Gender is a topic that cuts across all subjects and should be considered. The generational dimensions of rural and agricultural growth, whether we’re talking about kids, teenagers, or the elderly, have also grown in importance in recent years. Therefore, it is not surprising that a specific focus should be given on the issues of gender and youth and their relevance to the growth of agriculture. However, it is our custom to start with a few points to lay a foundation of thoughts. Nations Like India where majority of farmers practise subsistence agriculture, rural development is the cornerstone of agricultural development. According to the type of the problem in each country, an assessment of the present global response to the food crisis has indicated that various strategies are being implemented with varying degrees of success and failure. Different tactics are being used to shield the underprivileged from the rise in price shocks. Investment in the agricultural sector is consequently important for rural development and a rise in agricultural output. The contribution of women is also essential to the overall success of initiatives aimed at rural development to boost agricultural production in India. In sub-Saharan Africa, Women engage in more agricultural work than men do and supply the bulk of the labour for a variety of agricultural tasks. Women make up around 90% of the workers directly involved in producing arable crops (Ogunlela and Aisha, 2009). Therefore, rural development will occur when different pertinent institutions are given attention, including cooperative societies, the system of land tenure, banks and credit, the creation of sustainable local governments, educational institutions, medical institutions, and agricultural marketing outlets.

Introduction

A concept focused on crop and livestock production with minimal environmental impact has emerged as a result of the paradigm shift in Indian agriculture from traditional to sustainable agriculture. This concept also supports the farm economy and helps farmers improve their tactics and quality of life. This has sparked farmers’ interest in learning traditional technology skills that draw on local knowledge that people have acquired from their ancestors to address issues in agriculture and activities associated with natural processes. Indigenous Technical Knowledge (ITK), which is a component of using natural products to address agricultural problems and integrate activities, has attracted interest since the concept of sustainable agriculture began to emerge in the Indian state of agriculture in the late 1980s. ITK is regional knowledge unique to a particular culture or community.

At the beginning of the 21st century, the world is facing a number of major global challenges. On the development side one of these challenges is the establishment of sustainability. In the context of agricultural development, a new agenda has been set to achieve the goals of producing and disseminating economically viable, socially acceptable and environmentally sound technologies that are geographically sound. , even local agricultural schools cannot teach such knowledge because of its size and diversity (Pereira, 1993).

Introduction

Krishi Vigyan Kendras (KVKs) have marked their presence across India by executing various scientific as well as institutional reforms for the agrarian mass of our country. Right from its beginning in 1970s, farmers were actively trained for adopting different innovative tools and methods and were also provided with proper assistance in implementing them. The farmers were adapted to technical know-how of an introduced technology and produced significant results in the real f ield conditions.

KVKs provided proper training programmes on need-based curriculum in order to cater to the local and regional needs. This has also led to need assessment of various training needs and efficacies to make improvement in policies and future interventions. KVK can be instrumental in nurturing the process of gender empowerment by inviting and involving the farm women in the process of technological adaptation, adoption and socialization. There are methodological innovations as to how we can involve the farm women by employing and applying gender-sensitive KVK technologies as suitable for their job environment and climate. Especially in areas of value addition, rural crafts, women crafts, f ishery, horticulture and micro-finance, their roles are becoming more prominent and decisive. This is positive achievement in making them free from gender discrimination and impoverishment.

The knowledge score gained by respondents after training was more satisfactory in all aspects (58.33% had medium and 48.67% had high level of knowledge). The socio-economic factors of the participants viz. Education level played a significant positive role on the knowledge gain of the participants. (Upamanya et.al., 2020) Most of the farmers, i.e., 66.67 per cent with theoretical knowledge suggested that more field visits can be arranged, 63.33 per cent of the respondents suggested the training should be conducted in their own villages because the farm women cannot able to come to KVK by leaving their children and their regular household work and around sixty per cent (60.83 per cent) of the respondents suggested that organizing continuous and frequent training programmes for effective participation and retention of knowledge. (Chakkaravarthy and Balakrishnan, 2020)