Agricultural communication is lifeline of agriculture. Communication intervention is phenomenal for agricultural development. Without an effective communication system agriculture itself would be in jeopardy. Well thought out effective, perspective based and meaningful communication intervention is a must for development of sustainable agriculture. Since agricultural development is inevitably linked with rural development, communication intervention in the former sector would articulate into the latter. India in fact the real India dwells in villages. Rural development basically articulates in the meaningful development of most of India. Rural character of India and agriculture at the heart of rural India represent soul of India. The book presented to the academic world of agricultural communication attempts to explore many opportunities for sustainable agriculture and rural development applying the many facets of communication intervention. Trends in agricultural extension, participatory rural appraisal, community radio, cyber extension, technology adoption, role of ICT, sustainable development models, ITK utility of mass media, poverty alleviation, Knowledge management, communicational attributes, communicational behaviour, animate energy, gender-based development, public-private partnership, etc. are some of the crucial issues elaborated in different chapters contributed by eminent scholars active in the field of communication and rural development. This book could be regarded as one of the landmark publications in communication intervention for sustainable agriculture and rural development.
