Role of Mass Media in transfer of technology, FEX-502, Md Kaif Ali

Mass media are those channels of communication which can expose large numbers of people to the same information at the same time. They include media which convey information by sound (radio, audio cassettes); moving pictures (television, film, video); and print (posters, newspapers). And when it comes to technology transfer, the more people who know about a particular innovation or idea, the greater the chances that it will be adopted and put into use.

1. A seminar on: Role of Mass Media in Transfer of Technology FEX-502 Submitted by, MD KAIF ALI Reg. No. 6441 of 2018-19 M.F.Sc . 1 st yr FACULTY OF FISHERY SCIENCES Dr. Moumita Ray (Sarkar) Dept. of FEX FFSC., WBUAFS Submitted to,

2. Contents Introduction Role of Mass Media in Technology Transfer Types of Mass Media and their role in TOT Impacts  Challenges and Limitations Case study Recommendations  Future trends and Innovations Conclusion  References 

3. Introduction Technology transfer is the process of sharing knowledge, skills, and ideas between individuals, organizations, and countries to promote innovation and development. Mass media are those channels of communication which can expose large numbers of people to the same information at the same time. They include media which convey information by sound (radio, audio cassettes); moving pictures (television, film, video); and print (posters, newspapers). And when it comes to technology transfer, the more people who know about a particular innovation or idea, the greater the chances that it will be adopted and put into use. As we all know, technology is constantly evolving and changing the way we live our lives. But how does this technology actually get transferred from one place to another? And why is mass media so important in this process?

4. R ole of Mass Media in TOT 1 2 3 4 Dissemination of information: Through news articles, TV programs, and online platforms, mass media brings the latest technological developments to the attention of the public, industries, and policymakers. Creating awareness: By highlighting successful case studies, and addressing potential concerns, mass media fosters a receptive and enthusiastic audience ready to embrace technological changes. B ridging the digital divide: Mass media, especially radio and television, can reach remote and underprivileged communities that may lack internet access. By broadcasting information about technology, it helps bridge this divide, empowering individuals with knowledge and opportunities. Education and skill development: Educational TV shows, online tutorials, and podcasts can help people gain valuable insights into using and adopting new technologies, ultimately contributing to a more tech-literate society. 1 2 3 4

5. Types of Mass Media P rint media Television Radio

6. Radio  Radio is a powerful tool for technology transfer. It can reach remote areas where other forms of media may not be available. Radio programs can be designed to provide information on new technologies, best practices, and market trends. Farmers can listen to these programs while working in their fields or during their commute.

7. Radio It is relatively inexpensive compared to other forms of media. Radio programs can be produced in local languages, making them more accessible to farmers who may not speak the national language. It is an audio-only medium, which means that visual aids cannot be used to supplement the information being presented. D isadvantage A dvantages

8. Television The visual and auditory nature of television makes it an effective medium for disseminating information to a large audience. Various agricultural shows and channels, like DD Kisan, air informative content covering farming practices, innovations, and success stories. These programs effectively reach farmers across the country and facilitate technology transfer.

9. Television A dvantages Television can reach people in remote areas who may not have access to other forms of media. Television programs can be designed to target specific audiences based on their interests and needs. One challenge is that it can be expensive to produce high-quality television programs. Another challenge is that viewers may not always pay attention to the information being presented. D isadvantages

10. Print Media Print media has been a critical component in the dissemination of information related to technology transfer. Agricultural publications in India, such as "Krishi Jagran" and "Farm n Food," disseminate agricultural information and updates on new technologies. These magazines are widely read by farmers and extension workers, keeping them informed about the latest developments in the agricultural and allied sector. State and Central Extension Departments publish brochures, manuals, and extension materials that are distributed to farmers, providing them with valuable insights into new farming technologies.

11. Print media A dvantages D isadvantages It can be expensive to produce and distribute, particularly in rural areas where access to printing facilities may be limited. Additionally, print media may not be as accessible to certain segments of the population, such as those with low literacy rates or visual impairments. It allows for detailed and comprehensive coverage of complex topics, which can be difficult to achieve through other forms of mass media. Print media, such as newspapers and magazines, also have a longer shelf life than other forms of media, allowing readers to refer back to information at a later time.

12. Internet and Social Media Social media has revolutionized the way we access and share information, and it has the potential to play a critical role in technology transfer. Farmers and extension agents can join social media like WhatsApp groups and Facebook communities to discuss farming practices and learn from each other's experiences. Several government and private organizations maintain websites and portals dedicated to extension services. Portals like “ https://kvk.icar.gov.in/ " and " https://www.manage.gov.in/ ” offer information on best practices, agri -inputs, and market trends, enabling technology transfer through digital means. 

13. Digital media One of the biggest advantages of digital media is its ability to reach a large and diverse audience quickly and inexpensively. With the rise of smartphones and social media platforms, farmers in even the most remote areas can now access information on new technologies and farming practices with just a few clicks. One of the biggest challenges is ensuring that the information being disseminated is accurate and reliable. With so much information available online, it can be difficult for farmers to determine which sources are trustworthy and which are not. Additionally, there may be issues with internet connectivity or access to devices that can limit the effectiveness of digital media campaigns in certain areas. A dvantages D isadvantages

14. I mpact of Mass Media in TOT Global connectivity facilitates the transfer of technology by enabling scientists, researchers, and innovators from different countries to share their findings, collaborate on projects, and learn from each other's expertise. G lobal connectivity Mass media shapes how people perceive technology by portraying its potential benefits, risks, and implications. P ublic perception Thoughtful media coverage can push for the formulation of appropriate policies and regulations that support the effective transfer and utilization of technology, ensuring its responsible and safe implementation. I nfluence policy and decision By showcasing successful technological innovations and inspiring stories of progress, mass media can foster a culture of innovation. F ostering innovation

15. Challenges and Limitation  Language and Cultural Barriers: India is a linguistically diverse country, and information needs to be translated into regional languages to effectively reach farmers.  Biases and Ethical Concerns: Mass media may sometimes portray technology with certain biases or ethical concerns. This could lead to a skewed perception of certain technologies and may impact their acceptance and implementation in society. Accuracy and Credibility of Information: Ensuring the accuracy and credibility of information shared through mass media is essential to prevent the spread of misinformation and avoid potential adverse impacts on adoption of beneficial innovations.

16. Step 3 Best Practices: Experts from CMFRI shared best practices for sustainable fishing, such as selective fishing methods, responsible use of fishing gear, and seasonal fishing patterns. Adoption of Modern Technologies: Fisherfolk who listened to the radio programs showed a keen interest in adopting modern fishing technologies. The use of GPS tracking systems and FADs increased, leading to more efficient and targeted fishing, reducing bycatch, and preserving fish stocks. C ase study: Emporing fisher folk through Radio broadcast Technological Innovations : The radio programs showcased various technological innovations, such as GPS-based fishing gear tracking systems, fish aggregating devices (FADs), and improved fishing nets. Weather and Climate Information : Regular weather updates and information on climate change impacts were included in the broadcasts to help fisherfolk plan their fishing trips more effectively and safely. Economic Benefits: The adoption of modern technologies resulted in improved catch quality and higher market prices for fisherfolk. This led to enhanced income and economic well-being within fishing communities. Step 1 Step 2 Step 4 Step 5

17. Recommendations 1 Responsible Journalism and Fact-Checking 3 Feature Success Stories and Best Practices 4 Encourage Technology Literacy Programs 2 Collaborate with Experts and Researchers 5 Use Social Media for Technology Outreach

18. F uture trends and innovation Integration of Emerging Technologies: Artificial Intelligence (AI), Virtual Reality (VR), and Augmented Reality (AR) can be incorporated into mass media channels to enhance the effectiveness of technology transfer. Cross-media Approaches: Combining multiple mass media channels for comprehensive outreach can lead to a more holistic approach to technology transfer . Customization and Personalization of Content: Mass media platforms can utilize data analytics to tailor content according to individual farmers' preferences and needs.

19. Mass media plays a pivotal role in the TOT, acting as a powerful catalyst for disseminating knowledge, information, and innovations on a global scale. Through television, radio, newspapers, magazines, the internet, and social media, it facilitates the rapid spread of technological advancements, making them accessible to diverse audiences. It is important for extension workers and other stakeholders to understand the advantages and disadvantages of different types of mass media, and to design effective campaigns that address the specific challenges facing their target audience. By doing so, they can ensure that their technology transfer programs are successful and sustainable in the long term. Mass media influences public perception, policy-making, and fosters innovation by showcasing success stories and inspiring technological progress. However, challenges, such as misinformation and biases, must be addressed to ensure responsible reporting and accurate dissemination of technology-related news. Conclusion

20. References Brown, K. (2016). Using Digital Media to Promote the Adoption of New Technologies in Agriculture. Agricultural Extension Today, 25(3), 12-18.​ Huang, J., Wang, M., & Hu, G. (2017). Transfer of Technology and Innovation through Media. Jones, M. (2015). Successful Radio Programs for Promoting Agricultural Productivity. International Journal of Agricultural Communication, 89(4), 67-78. Smith, J. (2018). The Role of Mass Media in Technology Transfer in Agriculture Extension. Journal of Agricultural Communications, 103(2), 45-56.​ Rogers, E. M. (1995). Diffusion of innovations. Simon and Schuster. UNESCO. (2009). The Role of the Media in Disseminating Research Findings. UNESCO Publishing.

21. Thank you