Asian Research Thesis Index

Abstract

Pakistan is basically an agricultural country, its development is mainly dependent on this sector. Therefore, this sector has been receiving high priority in our development plans because of its significant contribution to the economy. Accelerated government efforts are under way for a rapid breakthrough in agricultural productivity. However, despite accelerated efforts this sector average per hectare yield of various crops obtained in the country is still much lower than that obtained in many other countries of the world. This situation demands proper education of the common farmers about latest agricultural technology, which can be achieved through non-formal education by extension agencies. Extension teaching methods used for this purpose are classified into three categorizes: individual, group and mass contacts. Individual and group methods cannot reach every one who might need and use the information. So mass media (electronic and print) are used to reach large number of people quickly. Among mass media, print media are the important means to convey the latest agricultural information to the farmers. Unlike radio and television, the message conveyed through print media has long life and can be referred to as and when require. With the increase in the literacy rate in Pakistan (57.00%), the print media is no more less important than the electronic media. Keeping in view the importance of print media, the present study was designed to develop a strategy to enhance the role of print media in the dissemination of agricultural information among farmers. The study was conducted in the Punjab province. The population for the study was the subscribers of the top three agricultural magazines (with respect to their circulation) in the Punjab. A sampling frame was constructed by listing all the subscribers of selected agricultural magazines. A sample of 361 respondents was selected from the entire population by using Fitzgibbon and Morris Table. The data were collected with the help of a pre-tested and validated questionnaire especially designed for this purpose and were analyzed by using computer software Statistical Package for Social Sciences (SPSS). Analysis of the data shows that most of the respondents belonged to the middle age group, had education of above graduation level, and farming experience up to 10 years. While a majority of the respondents was owner and had land holdings above 15 acres. Respondents mostly needed information on major crops, and print media were the major sources of information. Among print media magazines were the most preferred form and effective sources of information. Important factors which affected the effectiveness of print media were quality of information, newness, farmers’ interest, in time publication, easy access to print media, relevance of information, literacy level of farmers, comprehensiveness, and cost of print media.

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