Abstract:
Organic farming as a key to sustainable agriculture has captured the attention of many countries worldwide. Nature is a gift of God and one has to follow the law of nature to have socially, culturally, economically and healthy life.

But due to high population in the world there is a need of more production which is satisfied by using chemical input. Organic farming is one of the most important steps of sustainable agriculture based on a set of process that lead to safe and nutritive food along with the balanced ecosystem. For the country like India where majority of the population rely on agriculture, it is necessary to make them aware of the safe farming system for better production. Communication plays an important role in the development of nation. It is a process through which message, ideas, feelings and facts are conveyed to have common understanding. The useful developmental messages need to convey to the target group through various communication approached and should be understood in the context of its social structure. To approach rural farmers to make efficient, productive and sustainable use of their land and other agricultural resources it is necessary to provide information, advice, education and training by using traditional media. In India majority of the population belong to rural area, where these traditional media is grass root culture of the rural population. They serve as a significant tool in the process of motivating people in desired direction. With this concept certain traditional media are identified for making people aware about the concept of organic farming system which includes farm visits, demonstration, street play, motivational tours etc. as it help in making the task of nation building and socio economic development easier and acceptable to rural masses.

Author:
Ms. Jalpa Majmudar,
Lecturer,
Department of Home Management,
Faculty of Home Science,
The M S University of Baroda, Vadodara,
Gujarat, India
Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Key Words:
Organic Farming, Rural Development, Traditional Media

Main Text:
India is a country where agriculture plays an important place in the economic development of the nation. It is observed that after independence the importance of agriculture has decreased but today also 57.2% people rely on agriculture (Shah 2004).

With the green revolution, overall Indian agriculture is now in crisis (Swaminathan 1990, Jaisingh 2000, Dahiya 2001, Devasahayam, 2001) as the growth rate of agricultural production losing momentum. Green Revolution in India was mainly released with introduction of high yielding varieties of various crops and by following intensive cultivation practices with the use of fertilizers, pesticides and other inputs. The fertilizer consumption in the country accordingly has increased from 66000 tones in 1951-52 to about 12.16 million tones in 1992-93. In other terms fertilizers consumption which was only 0.5 kg/ha in 1951-52 increased to 67 kg during 1993-93 (Dhama 1999).

The agricultural inputs, fertilizers and pesticides are causing pollution of soil, ground water and contamination of food commodities. The nitrogenous and phosphatic fertilizers result in deterioration of water quality from accelerated eutrophication. These pesticides are highly toxic and many remain in the environment for long periods, become concentrated as they go up the food and can spread thousand of kilometers from the point of commission (Quijano 1997). He further added that not only accute or immediate effect make pesticides dangerous, but adverse effects of pesticides may manifest only after months or years of exposure. Immediate effects may include dizziness, headache, nausea and vomiting abdominal pain, difficulty of breathing, weakness and many other symptoms which very often may not be readily recognized as pesticides poisoning. Depending on the degree and circumstances of exposure the health effects may be mild, moderate or severe. Pesticides can be brutal killers of farmers who get heavily exposed due to occupational use.

Savaliya and Savaliya (2004) indicated that the food, water and air are contaminated by use of poisonous inputs like chemical fertilizers and pesticides. As we know majority of food is coming from agriculture products. If we look to the situation of use of agrochemicals in farming system and their residues on different food matter, it is very dangerous.

(Source : Different Survey cited in Savaliya and Savaliya 2004)

Serious concerns expressed during the last decade regarding the use of pesticides with reference to its adverse impact on the human health, environment and sustainable farming system. Nature is a gift of God. Everyone should follow the laws of nature to have socially, culturally, economically and healthy life as we all know “Health is wealth”. But in race of meeting growing demand of population, there is over exploitation of natural resources and spoiling them by polluting inputs. We should always remember that,

“Safe Farming System
Gives
Safe and healthy future generation”

Maximum emphasis should be laid on input and production system in agriculture.
Organic farming system is the solution to protect natural resources of the nation.

Organic Farming
Organic farming is a key to sustainable agriculture and it is useful in those areas where degradation of resources essential to agricultural production such as land has occurred. Organic Farming is not merely concerned with the product but the whole system used for production. It is one of the most important steps of sustainable agriculture based upon a set of process which results to safe food, social justice, animal welfare and ultimately balance ecosystem. Organic agriculture, adopt the processes that keep soil fertile and sustainable. Principles and practices lie behind the Organic Farming have been expressed in the standard document of the International Federation of Organic Agriculture Movement (IFOAM) as written under.

• To produce food of high nutritional quality in sufficient quantity.
• To work with natural systems rather than seeking to dominate them.
• To encourage and enhance biological cycles within the farming system involving microorganisms, soil flora and fauna plants and animals.
• To maintain and increase the long term fertility of soil.
• To use as far as possible renewable resources in locally organized agricultural system.
• To work as much as possible with in a dosed system with regard to organic matter and nutrient element.
• To give all livestock conditions of the life that allows them to perform all aspects of their innate behaviour.
• To avoid all forms of pollution that may result from agricultural technique.
• To maintain the generic diversity of the agricultural system and its surroundings including the protection of plant and wild life habitats.
• To allow agricultural productions an adequate return and satisfaction from their work including a safe working environment.
• To consider the wider social and ecological impacts of the farming system.

Agriculture is a system of harnessing nature for sustenance of human being. In pre-independence era, prior to usage of fertilizers and pesticides etc. agriculture was by and large organic and nearer to nature though at a very low population. Post independent era was posed with great population pressure on land, huge demands for food grains leading to increased use of fertilizers and pesticides to boost the production. To fulfill the forcing need of more food during last 4-5 decades campaign of “grow more food or green revolution” with technological intervention in agriculture adopted by farmers. This exploits the nature.

Balakram (2003) indicated that the green revolution has paid rich dividend quadruplicating food grain production from 50 million tones in 1950-51 to 211 million tones in 2001-02 which has enabled India to become self sufficient in food grain. Second green revolution is also in offing to give boost to agricultural production and meet the requirement of 337 million tonnes by 2011-12. This development simultaneously led to increase the use of chemical fertilizers and pesticides, causing serious damage to environment and human health. Besides secondary stalinization decrease in soil fertility, resistance to pesticides in insects, increase cost of production is gradual effects, which are challenging the sustainability of agriculture production at high level.

Organic farming system is directed towards enhancing natural life, protecting natural resources and ecosystems. India is one of the countries where agriculture plays an important role. In ancient time agriculture was not a commercial activity but a way of life. It was strongly based on environment friendly principles and without violating the rules of nature. But today the use of chemical fertilizers is used to meet the need of population. This led to indiscriminate application of the pesticides and fertilizers. The condition is intolerable today and it creates hazards for human health and environment also. To get rid of all these ills, the best option is to use safe agriculture system.

Communication through Traditional Media:
Providing knowledge to the farmers for agriculture plays an important role in achieving food security of nation. It will strengthen and reframe the agricultural system for healthy and better life style. This world consequently help them to protect their natural assets like land and water therefore organic farming practices help rural farmers for sustainable land and other natural resources.

Sustainable development can only take place through an integrated approach in which the present situation is accepted as starting point. While considering agriculture, an understanding of the present farming, and land use systems and natural resource management is necessary. This has to be combined with the limitation and possibilities of natural ecosystem as well as the study of the agricultural knowledge and experience of the farming communities. It is important to develop understanding of the present situation, assessment of the potentials for agriculture development within available physical, biological and human resources in a region.

In rural setting the things are often worse for farmers. Changes from traditional to conventional farming practices did not bring much expected improvement of the lifestyle and income earning capacity. It did not being the much needed neither food security nor it bring harmony between people, and harmony with nature.

Organic farming system is directed towards enhancing natural life, protecting ecosystem and natural resources. The organic movement has a responsibility in empowering farmers to enable them to play an active role in their development and improving life style.

Communication plays an important role in the development of nation. It is an integral part of development Societies can not change the develop without communication, as it is the process of social interaction through which people are influenced by ideas, attitude, knowledge and behaviour of each other (Joshi 1999) Communication has attained a great importance in the development programmes Development is a planned transformation of society from one stage of life and living the well defined and known goal. Communication is a tool of development and it is very important in fostering development in the society. It helps to change society.

Development is nothing but transformation of society from one stage of life to well defined planned stage. And therefore communication becomes key factor in the process of development. It is powerful instrument in changing society. It help to change society. Communication process selected for development should be tailor-made and original.

As communication pattern of any society is a part of its culture, it can be understood in the context of its social structure. Majority of the farmers belonged to rural area in India. To make them aware about the development in agriculture system traditional media are considered an effective tool in rural area. Traditional media as a means of development and educational communication have been discovered about 45 years ago in India. It is significant tool in the process of motivating people in desired direction. It helps rural mass to accept social changes because it is familiar to audience and have positive feeling about what they hear. They are most appropriate for bringing about changes in attitude as they are informal and unscripted in nature.

Traditional media can be the most effective in rural area, tribal area and among illiterates as they do not understand the language of modern communication. Therefore traditional media is nothing but the tool of communication having special characteristics to express socio-cultural, religious, moral and emotional needs of the people of society to which they belong.

Traditional Media used to Sustain Rural Agriculture:
To create awareness about organic farming traditional media plays an important role as it help farmers to make efficient, productive and sustainable use of their land and other agricultural resources through the providing information, training and education. In this reference, certain traditional media need to identify to assist farm people to improve farming methods and techniques, to increase production, efficiency and income which ultimately improve their level of living and lift the social and educational standards of rural life.

In case of farming, the media should work in close cooperation with farmers. There are wide range of media which can be used with rural farmers to make them aware about the importance of organic farming system. Different methods are suitable in different situation which includes.

Farm Visit : Meeting individual farmers or group of farmers in their farm can make them comfortable to share their problems. When group of farmers are present, they can discuss their local problems and solution can be given to them immediately.

Training : To give training of new techniques and methods. Practical knowledge is more effective and remove all doubts and problems. Training can be organized in village farm itself.

Demonstration: Demonstration are useful tool for the transfer of knowledge and encourage farmers to try new ideas and technology which is suitable in their area.

Fair: In case of organic farming system fairs are helpful to create awareness about improved technology among large number of people within a short period of time. It helps farmers to see new technology, methods displayed by other farmers and government and non government agencies. It provide some relevant literature and discuss in a lively and informal atmosphere.

Visit and Motivational Tour: Visit to other farm and research organization or people who are successful in this area give farmers an opportunity to interact directly with experts in this area. Their problems will be solved on the spot and they are motivated also as seen others successful in this field.

Puppet: This is most popular to educate people. It is a dramatic expression with the help of little creatures called puppets. This will add entertainment in the whole process.

Thus, traditional media have capacity to change and adopt the socio political situation. Message is fully realised when it passes through the attitude and behavioural pattern of the people.

These art could be judiciously employed as message carriers to the audience through face to face situation which makes rural communication meaningful and convincing. Nowadays traditional media is blended with electronic media like radio and television i.e. Bhavai, discussion and demonstrations are telecasted on radio or TV in its rural broadcasts. This is good when large audience need to capture.

Traditional media has found an effective tool in rural setup. They are used for educational purpose and as a tool to reform society. It is accepted by rural mass because it convey educational message through entertainment, colour, costume and dance. As it constitute an integral part of the culture, the audience is able to identify itself with the experience provided by traditional media.

Conclusion
Green revolution has developed food crisis and raise need of more agricultural product as population increases. To fulfill the forcing need of more food farmers started using pesticides and chemical fertilizers in agriculture system which exploit the nature.

Organic farming is one of the most important step of sustainable agriculture based upon a set of process that results to safe and nutritive food, justice and ultimately balance eco-system. It is necessary to make progress in the field of organic agriculture which protect and give safe natural resources. As in India agriculture plays an important role. It is necessary to provide proper guidance to the rural farmers. To motivate farmers to move from current farming practices to organic farming practices it is necessary to develop a communication tool which not only convey the message but helps rural mass to accept social changes. Traditional media are considered an important tool for providing information, training and education. Various traditional media used are farm visit, training fair demonstration, motivational tour etc. for educating farmers to improve their farming system. They have been found an effective tool in rural setup and it is convey educational message in their own background, through colour, costume and live performance.

References
Balakram (2003), “Impact of human activities on land use changes in arid Rajasthan : Retrospect and Prospects” cited in Sharma A. K. (2004), “Opportunities and strategies for Promotion for Non Certified Organic farming in the Dry land of India” 6th IFOAM Asia Scientific Conference 7th-11th Sep. Korea pp. 406.
Dahama A. K. (1999), “Organic farming for sustainable Agriculture”, Agro Botanica Publishers, India pp. 22, 278-280.
Dahiya S. B. (2001), “Indian agriculture in crisis, The Tribune Oct., 22.
Devasahyam M. G. (2001), “Question of India’s National Food Security”, The Tribune Jan. 29, Feb. 13.
Jaisingh H. (2000), “Greying of Green Revolution : Faculty Policies, Rusted Tools” The Tribune, October, 26.
Joshi U. (1999), “Textbook of Mass Communication and Media”, Anmol Publication Pvt. Ltd., New Delhi.
Quijaro R. F. (1997), “The health impact of chemical farming”, 3rd IFOAM ASIA, Scientific conference and general assembly, “Food Security in harmony with nature”, 1st-4th Dec. 1997, Banglore India.
Savaliya V. J. and Savaliya N. V. (2004), “Organic Farming : A holistic approach for safe food and sustainable Agriculture”, 6th IFOAM-ASIA Scientific conference “Benign environment and safe food” 7th-11th Sept. 2004, Korea pp. 165-167.
Shah K. (2004), “Sanjv Kheti”, Pauchary Trust Mumbai.
Sharma K. D. and Thakur D. S. (2005), “Organic farming for sustainable Agriculture and meeting the challenges of Food Security in 21st Century : An economic Analysis”, Indian Journal of Agricultural Economics, Vol. 60, No. 2, April-June 2005.
Swaminathan M. S. (1990), “Need for Food Security Act”, The Hindu Survey of Indian Agriculture.
www.ifoam.org
www.ota.org
www.fibl.org

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