1. bookVolume 26 (2020): Issue 1 (December 2020)
Journal Details
License
Format
Journal
First Published
25 Jan 2010
Publication timeframe
1 time per year
Languages
English
access type Open Access

The Environmental and Educational Topics in Agricultural TV Broadcasts

Published Online: 03 Dec 2020
Page range: 229 - 257
Journal Details
License
Format
Journal
First Published
25 Jan 2010
Publication timeframe
1 time per year
Languages
English
Abstract

The sustainable use and efficient management of natural resources are reflected in the introduction of modern production practices and agro-ecological measures. The new challenges facing farmers require new approaches to the transfer of agricultural knowledge, technologies and information. Television is an important medium for providing timely information and communication with farmers in developing countries, where other sources of information are less available. Therefore, television represents one of the most relevant sources of raising public awareness and concern for the environment. This paper seeks to investigate whether and to what extent specialised TV programmes for farmers of four national TV networks in Serbia cover topics related to the agro-environment. Content analysis was employed to determine the differences in the offer of environmental and educational contents of agricultural TV programmes broadcast by public and commercial television stations in Serbia. Research results reveal significant differences between public and commercial broadcasters in terms of the topics covered, which are especially evident with regard to environmentally and educationally related contents. As the educational value of the content is determined by the choice of subjects, a difference in the frequency with which certain groups of subjects are shown speaking in broadcasts is also noted.

Keywords

Akca, H., Sayili, M. & M. Yilmazcoban 2007 ‘Rural Awareness of Environmental Issues: the Case of Turkey’ Polish J. of Environ. Stud. 16(2): 177–182.Search in Google Scholar

Asenso-Okyere, K., Davis, K. & D. Aredo 2008 Advancing Agriculture in Developing Countries through Knowledge and Innovation, Synopsis of an International Conference p. 32. International Food Policy Research Institute.Search in Google Scholar

Babić-Erleman, J. 1974 Stav gledalaca o emisiji „Znanje imanje“ – Centar za istraživanje javnog mnenja, programa i auditorijuma, Beograd – Unpublished audience research.Search in Google Scholar

Berelson, B. 1952 Content analysis in communication research. Glencoe, IL: Free Press.Search in Google Scholar

Bogdanov, N. 2015 ‘Efficiency of National Knowledge Transfer Systems – Serbian experience in the field of agriculture: 25 Years of Transformation Process in Central South-Eastern and Eastern European Countries’ Hohenheim.Search in Google Scholar

Buren E. D. 2000 Cultural Aspects of communication for development. Translator: Falsafi, S. Teheran. IRIB Press, Iran, pp. 110–114.Search in Google Scholar

Chhachhar, A., Hassan, S. & S. Omar 2012 ‘The Role of Television in Dissemination of Agriculture Information among Farmers’ Journal of Applied Environmental and Biological Sciences 2(11): 586–591.Search in Google Scholar

FAO 2001 Knowledge and information for food security in Africa from traditional media to internet. Communication for Development Group, Sustainable Development Department, Rome.Search in Google Scholar

Ghatak, P. 2010 ‘Development of mass media and its extension in agriculture: a feedback review of audience research survey’ in Air, Murshidabad, West Bengal. Global Media Journal: Indian Edition; Jun 2010, p. 1.Search in Google Scholar

Godin, B. 2006 ‘The linear model of innovation: The historical construction of an analytical framework’ Science, Technology & Human Values 31(6): 639–667.Search in Google Scholar

Hall, A. 2005 ‘Capacity development for agricultural biotechnology in developing countries: An innovation systems view of what it is and how to develop it’ Journal of International Development 17(5): 611–630.Search in Google Scholar

Jegde, A. G; Jegde, E. and I. Harris 2018 ‘Agricultural extension communication and the question of rural change; A beacon on naerl’ Abu Zaria International Journal of Integrative Humanism 10(2).Search in Google Scholar

Josifović, S. & N. Senić 2012 Gledanost TV programa prema podacima dobijenim sekundarnom obradom elektronske baze podataka AGB Nielsen Audience Measurement (neobjavljeno istraživanje gledanosti). Beograd: Centar za istraživanje javnog mnenja, programa i auditorijuma.Search in Google Scholar

Kapoor, N. 2011 Role of mass media in promotion of environmental awareness along with skill development among the rural people of Shringverpur, Allahabad district, India. In International Conference on Chemical, Biological and Environment Sciences (ICCEBS, 2011), pp. 264–268.Search in Google Scholar

Knickel, K., Brunori, G., Rand, S. & J. Proost 2009 ‘Towards a better conceptual framework for innovation processes in agriculture and rural development: from linear models to systemic approaches’ Journal of Agricultural Education and Extension 15(2): 131–146.Search in Google Scholar

Kushwaha, V. S. 2015 ‘Mass Media in Disseminating Environmental Awareness’ Social Issues and Environmental Problems 3(9).Search in Google Scholar

Leeuwis, C. 2013 Communication for rural innovation: rethinking agricultural extension, John Wiley & Sons.Search in Google Scholar

Leeuwis, C. & N. Aarts 2011 ‘Rethinking Communication in Innovation Processes: Creating Space for Change in Complex Systems’ Journal of Agricultural Education and Extension 17(1): 21–36.Search in Google Scholar

Leeuwis, C. & A. van den Ban 2004 Communication for Rural Innovation: Rethinking Agricultural Extension, Oxford: Blackwell.Search in Google Scholar

Lemiš, D. 2008 Deca i televizija. Beograd: Klio.Search in Google Scholar

Lokhandwala, I., Koshy, S., Varghese, V., Sharaf, S., Sindhav, M. & S. Koshy 2010 The environmental role of media can play in the Gulf ’, Manara: Reigniting Growth. 1st conference proceedings of Academy of International Business, Middle East and North Africa Chapter, Academy of International Business, Dubai, pp. 45–45Search in Google Scholar

Mek Kvin, D. 2000 Televizija, [Television], Beograd.Search in Google Scholar

Macnamara, J. R.2005 ‘Media content analysis: Its uses, benefits and best practice methodology’ Asia-Pacific Public Relations Journal 6(1): 1–34.Search in Google Scholar

Miletić, M. 2005 Medijski kompleks-novi obrazovni system, Zbornik radova Informatika, obrazovna tehnologija i novi mediji u obrazovanju, knjiga 2, Učiteljski fakultet, Sombor.Search in Google Scholar

Murch, A. W. 1971 ‘Public concern for environmental pollution’ The Public Opinion Quarterly 35(1): 100–106.Search in Google Scholar

Parthaap, D. P. & K. A. Ponnusamy 2006 ‘Effectiveness of four mass media channels on the knowledge gain of rural women’ J. Int. Agric. Ext. Edu. 13(1): 73–81.Search in Google Scholar

National Association of Broadcasters. 114th Congress: Broadcasters’ Policy Agenda, Available at 2http://www.nab.org/documents/advocacy/spectrumManagement/Rural_Communities_1012.pdf (last accessed on 10 October 2017).Search in Google Scholar

Nazari, M. R., Bin, H. J. & S. Hassan, S. 2011 ‘The role of television in the enhancement of farmers’ agricultural knowledge’ African Journal of Agricultural Research 6(4): 931–936.Search in Google Scholar

Neuman, W. 1997 Social research methods: qualitative and quantitative approaches, Needham Heights, MA: Allyn & Bacon, p. 272.Search in Google Scholar

Šarković, A. 2016 Uloga televizije u širenju ekološke svesti stanovnika ruralnih podrućja Srbije [The role of television in spreading environmental awareness of inhabitants within the rural areas of Serbia], Doktorska disertacija, Univerzitet u Beogradu.Search in Google Scholar

Stemier, S. 2000 An overview of content analysis, Practical Assessment, Research, and Evaluation, 7, Article 17, DOI. org/10.7275/z6fm-2e34. Available at https://scholarworks.umass.edu/pare/vol7/iss1/17.Open DOISearch in Google Scholar

Van den Ban, A. W. & S. Hawkins 1996 Agricultural Extension. 2nd edition, Oxford: Blackwell Science.Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo