PhD
on
Electronic Media and Agriculture Development
Thesis Papers Summary
It was my special aspiration to work in the field where I could associate with media and agriculture as from long time back there is no muscular logical and real relation between two exterior. Commencing the long time our agriculture is rundown from media campaign expansion. The maxim goes: Advertisement makes the expansion. If the farmers belonging, farmer’s technology, fanner’s findings are not painted properly, then no target will be carried out for valid development. So I have started this work in the field of electronic media for discovering a new era and opening a new beat related to agricultural development in Bangladesh.
This is the first time in Bangladesh; this kind of work is being done. So far I feel bigheaded as I have started to open new doors and windows for searching mass media based different scene for actual agricultural development. Specially to identify the best performing media, to identify the best state of art techniques, to identify the best time and period, to determine the problems and prospects and to recognize the best agricultural media management system (AMMS) to attain modern and stipulate driven target and achievement. I feel proud, yes, I could find out answers and result of the entire field as I desired.
Information change life style which is the part of development. Again Information is the key elements of electronic media. Electronic media of every category has a great role for disseminating all kinds of information. In the context of Bangladesh it is most useful than that of any other means. I may cite an example of mobile phone magnetism in our country. Just within very short time it extended all over the country with very essential demeanor. In this way media campaign can also be possible for advanced development.
Our farmers are always grudging from modern facilities and benefit. At least by using mixed form of media for disseminating agricultural information and technology throughout the country to fix up the target people that is our national heroes FARMER. By choosing and using suitable media we could make marvelous change in our agricultural segment. But it should be finished by proper planning, designing and manageable way. In the midst of the use of best form of mixed media, program content and art or style of presentation, problem over coming technique and agricultural media management system are most important for technology transfer. Technology transfer should be emphasized on dissemination that is same technology or information through print, electronic, popular, traditional, modern media, high tech etc. possibly same time.
Consequently all of the farmers can pull off information and technology throughout the country.
Chapter One explains overall situation of Bangladesh economy, agricultural situation and media activities customary at present situation. The intention of the study is also mentioned in the chapter also. In general text readers can realize why the study done and what kinds of achievement will get after the completion of the work.
Chapter Two is a chapter of unique flavor as our literature is full of agricultural inputs. We have to collect, cook all inputs in delicious way and disseminate throughout the country for tangible users as basic resource of agriculture, tried to correlate with modern agriculture. This chapter includes agriculture in subcontinent, agricultural technique and tools used in ancient time, Agriculture in Medieval literature, our traditional forms of presentation like Drama, Street drama, Folksong, transferring information and as a tool of communication, agriculture in Bangla song, in Khona’sbochon, Mymensing-geetika, Jogigan, Baro-mashi, agriculture in Tribal Community are discussed and the way of implementing convention is explained with logical and valid argument. Respondents said they preferred this traditional performance is the most effective form of presentation for promoting agricultural development in Bangladesh.
In chapter Three research methodologies which includes desk study, questionnaire survey, focus group discussion and other technique followed for study was included. Alongside these criteria of selecting respondents of the study, study area, population of the study, data collection and analysis, review of related research and publications and significance of the study are described.
The foremost purpose of this study is to determine the role of the electronic media in providing agricultural information and transfer of agricultural technologies to all categories of farmers, especially the Poor, Marginal, Small ones, obviously Medium and Large farmers, as well as extension workers. The overall objective of the present study is to determine mass media that is effective for providing agricultural extension messages and agricultural technologies to the target people for agricultural development in Bangladesh.
As a part of the doctoral thesis entitled Bangladesh agriculture sector development role of electronic media, the intention of the study is to determine the role of the different mass media in providing agricultural information and transfer of agricultural technologies to all categories of the farmers as well as extension workers. The findings of this study are expected to be used for planning, designing and developing appropriate electronic media line up. This could help speed up of agricultural development in Bangladesh, ultimately leading to up-scaling the livelihood the vast majority of the people related to agriculture as well as to diminish poverty to achieve millennium development goal.
Researcher believes that among public-sector departments AIS is a government organization under the Ministry of Agriculture, dependable to disseminate agricultural information to the country. Individually or in partnership with different organization, AIS disseminates agricultural information using electronic and print media, act as a ware-house or cooking-house of agricultural information. AIS collects agricultural information from all of the possible sources like Researchers, Scientists, Teachers, Extensionists, Service Providers, Farmers and other Stakeholders to process it in a palatable way and broadcast to proper channel for the target people.
Population of the study was covered 83 upazila of 34 districts of Bangladesh including China tour. Total Respondent or contact person were 816 including FGD, FTs, FFS, CIG, CIC, AICC, Farmers Groups/club & other agricultural Group of which male respondents 611 and female respondents were 205. Besides prior Visitor &Individual Genaral Farmer, Gardener, Nurseryman, Fish farm owner, Poultry farm owner, Dairy farm owner, Teachers, Students, Stakeholders, Other Service Providers, Advanced farmers, Researchers, Planners, Administrators, Politicians, Agriculturists, Media personnel, Journalists, Agribusiness man and Intellectualsodalities were also considered as valuable contributors.
All the primary data and necessary information were collected through KeyInformant Interview (KII), Focus Group Discussion (FGD), Seminar, Workshop Training, Meeting, Discussion, and Interview. Different training and workshop: facilitated by different categories of people were also reviewed. Moreover, 12 year working experience of the present researcher on the role of Electronic media for agriculture development in Bangladesh helped to collect data and analyze the findings. The research was basically conducted on primary data on the practical experience of socialworkers, general farmer, advanced farmers, agricultural service provider stakeholders, agro-businessman, media personnel, journalists, extension worker researchers, scientists, planners, and development workers in the selected areas inside the country.
With the help of the questionnaire along with multiple choice techniques, data were collected and the data was structured into tables, charts and graphs. Scientific popular approach was applied in doing data analysis. The total number of respondents, interview, farmers and directly and indirectly related personnel agriculture is mentioned in the charts. To ensure gender balance respondents were categorized into male and female.
Chapter Four is the leading chapter among the thesis. Its includes effective media for agricultural technology transfer for real development, coverage in Bangladesh with special priority to agricultural media, information transfer through entertaining way that is infotainment is discussed ornately. Print media is traditional media for information dissemination. In this chapter role of print me coverage of print media, news paper and other publication and magazine. In case of electronic media Radio plays a vital role. from the very beginning of the media campaign. And simultaneously television plays a most vital roledue to its audio and video responsibilities. So in both field coverage, most listened or accepted agricultural radio and television program, Effective format of radio and television, Agriculturally focused radio and television program, Suitable time for airing the program, Terrestrial and satellite TV program, Community radio, Film show on cinema van, Interview for electronic media considering both Radio and Television.
We do believe farmers are the real heroes in Bangladesh and agriculture. From the very ancient time farmer’s movement for agriculture in the British regime that is 17th centuries to 20th centuries, restoration of indigenous resources, present agricultural status in Bangladesh, globalization and agriculture described in Chapter Five.History, sacrifices and contribution of ancient agriculture and farmers is the backbone of future agriculture and also burning assets of our development. So we must correlate these history and contribution with modern agriculture. Then we could go fast on forward within authentic track.
In Chapter Four popular and modern methods of propagation are mentioned logically. Field Discussion and Demonstration, Exhibition and Fair, Agricultural Slogan, Agricultural Training, Mobile phone, Phone in program, Talk show, Teleconference, Videoconference, ICT in agriculture, E-agriculture, Community information Centre, Agricultural Advertising were properly considered in context of the country. The findings of the study were appreciated to make effective form of presentation techniques to be followed by the concern authority.
The last chapter is the finishing presentation in concluding manner deals with the results and discussion, concrete recommendations and findings made by the researcher on role of Bangladesh Agriculture sector Development Role of Electronic Media. On the basis of outcome and dialogue the conclusion is made for future implementation.
Mass media of every category has a great role for disseminating all kinds of information. In the perspective of Bangladesh it is most useful than that of any other means. Our farmers are always lagging behind modern facilities and benefit. At least by using mixed form of media for disseminating agricultural information and technology throughout the country to fix up the target people that is our national heroes FARMER.
Time of broadcasting & telecasting is very important as our farmers are always busy with their routine and necessary works. They have not enough and extra time to spare. So we have to fix time and date for technological information dissemination. Respondents said evening time (7-9 pm) is the best for fresh broadcasting and telecasting and morning time (7-9 am) is the best for repetition of agricultural program. Terrestrial channel are more preferred than satellite channel.
On the other hand scope of interpersonal communication is not sufficient and frequent due to the limitations and inadequacies of agricultural GO-NGO initiatives and linkage. The study also finds that a single channel communication system does not function well for bringing efficiency of the farmers and the sector as well. Multidimensional approach has proved as more effective. So an overall communication strategy should be taken by the concern authority, which emphasizes on combined effort of print and audio-visual mass-media, traditional forms of communication. In literature like folk songs and drama, group and interpersonal communication to reach out the farmer with information on technological changes, more pragmatic and by hand training and face to face activities are needed to bring positive changes in the behavioral pattern and to motivate the farmers towards a developed position.
To achieve target, we must give special priority on modern technology like Print, Mobile phone, Phone in program, SMS, MMS, BM, AM, IVR, radio, Community radio, Television, Web-TV and Web-Radio, Cinema van, Infomercial, Infotainment, Edutainment, Talk show, Interview, Teleconference, Videoconference, E-agriculture, Community Information Centre under ICT. By any means we have to tag on modern and popular technology for speedy, horizontal and demand driven information’s.
From the research work analyzing the content of the selected media the present study has identified the necessity of a complete communication policy and strategy in the field of agriculture that includes agricultural knowledge and information especially on agricultural technology links people and institutions to promote mutual learning and generate, share and utilize agriculture-related information and technology.
A shared responsiveness to rural people and an orientation towards their goals ensures synergies in the activities of agricultural Educators, Researchers, Extensionists,Agricultural Policymakers, Administrators and Development workers. Farmers and other rural people are partners within the combined and systematic communication activities, not simply recipients.
The study has identified the necessity of a complete communication strategy in the field of agriculture that includes agricultural knowledge and information. Especially on agricultural technology links people and institutions to promote mutual understanding.
Existing print and electronic media coverage on agriculture were also reviewed and the study found that, among the electronic media, still radio is considered as the most appropriate media for farmers as this is cheaper” and conveniently useable even where there is no electricity especially in remote and rural areas. Based on the opinion of the respondents the communication model for disseminating agricultural related information to the farmers has been found.
This is found as constraints as per the findings of the research that-all the target audiences and viewers do not have access to mass media and ICT including all of modern available facilities; there are still significant number of farmers in media darkness; presentation styles of the agricultural contents on the media like TV/Radio/Newspapers/others Print materials are still not learning oriented; media contents are somehow easy and understandable but access is still limited. On the other hand film show though it’s popular does not cover wide range of audience and viewers.
Meanwhile characteristics of priority interaction groups are found as there is a dominance of resource poor farmers in the priority interaction groups and use of media is hardly affordable for them; media darkness is high vis a vis literacy rate is low; farmers’ dependence largely on traditional technology for learning.
This is found as constraints as per the findings of the research that-all the target audiences and viewers do not have access to mass media and ICT including all of modern available facilities; there are still significant number of farmers in media darkness; presentation styles of the agricultural contents on the media (TV/Radio/Newspapers/others Print materials) are still not learning oriented; media contents are somehow easy and understandable but access is still limited. On the other hand film show (though it’s popular) does not cover wide range of audience and viewers.
