National Academy of Agricultural Sciences (NAAS)
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PRINT ISSN : 2319-7692
Online ISSN : 2319-7706 Issues : 12 per year Publisher : Excellent Publishers Email : editorijcmas@gmail.com / submit@ijcmas.com Editor-in-chief: Dr.M.Prakash Index Copernicus ICV 2018: 95.39 NAAS RATING 2020: 5.38 |
The study was carried out in one of the hill state of India, Uttarakhand. The research was confined to two hill villages selected at random from Kumaon and Garhwal division respectively. The present paper is centred on understanding the psychological and communication characteristics of opinion leaders identified among the farm women. Out of 298 respondents selected as sample for the study, twenty four respondents were revealed to influence the actions and decisions of fellow farm women. Not only, had they exhibited different degree of influence, but showed relative difference in characteristics. The findings revealed that majority of the opinion leaders had medium level of innovativeness, achievement motivation, economic motivation, decision making ability, scientific orientation, risk preferences, cosmopoliteness and social participation. However, media ownership was found to be low among maximum of the opinion leaders due to the non-availability of media resources. Still, few among them showed high level of psychological and communication characteristics complementing their role as opinion leaders.
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