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The study aims to assess the role of mass media in changing the attitude level of farmers  on organic farming. A sample of 180 certified organic farmers was selected from the districts  of Coimbatore, Erode and Tiruppur, Tamil Nadu. Majority of the respondents in the study  area had medium level of mass media exposure. Findings revealed that majority of the  certified organic farmers was found to possess moderately favourable attitude towards  organic farming, followed by highly favourable attitude towards organic farming. Different  media were sought by the respondents for getting information on organic cultivation aspects.  Even though most of the respondents were literates, limited availability of magazines, journals  and periodicals related to organic and the problems on their subscription were acting as the  limiting factors for accessing agricultural information. Leveraging traditional mass media  and modern ICT technologies will help in the long run to increase the adoption levels among  farming communities and help in devising and disseminating organic farming cultivation  practices.

Role of Mass Media in Changing the Attitude Level of Farmers towards Organic Farming in the Western Zone of Tamil Nadu