Communication provides a continuous learning situation in which members of Self Help Group (SHG) can develop better understanding for application of new knowledge and innovation of scientific technology in fullest way. A comprehensive study on information communication Behaviour among the members of livestock-based SHG was conducted in the Nadia district of West Bengal, India. A total of 60 randomly selected members from 6 livestock-based SHGs were covered. Only two enterprises, goat rearing and piggery, were adopted by the studied groups as their economic venture. Among the informal and formal sources, different mass media like television, radio and exhibition were most frequently used information sources but the sources like bank, Non Governmental Organisation (NGO) personnel and newspaper were the least cited information sources. Information sources like member of the other groups, radio, neighbour, exhibition and programme official were most extracted information sources by the SHG members. Members of the SHG perceived that training, local leaders, neighbour and newspaper, were found to have supplied more useful information. They generally preserved the information in their memory. Discussion with family members followed by NGO personnel/facilitator was the most important method of evaluation of information used by Self Help Group members. They also disseminated the information to their family members and fellow group members. After consumption of information, the SHG members gave feedback to the different agencies. Characteristics of SHG members like mass media exposure, economic motivation and innovation proneness had positive and significant influences on information communication behaviour.
Key words: Information communication behaviour, information seeking behaviour, information processing behaviour, information sharing behaviour, self help group.
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