Agricultural Broadcasting Media (ABM) for Agricultural Developments and Structural Change within and Across the Countries: A Review

Abstract

Media is a powerful communication tool. The use of media in the field of agricultural marketing offers great opportunities for the buying, selling of agricultural commodities. Agriculture is a vital pillar for sustainable development and poverty reduction; it continues to face challenges and emerging constraints at the global, regional and national levels that require urgent and special attention with the help of media. Broadcasting can be referred as the planned provision of information, education and entertainment to large and heterogeneous audiences through the medium of television. Television has the potential to diffuse development information and supplement the extension effort. The media is an important vehicle through which information can be obtained and exchanged. The emergence of information and knowledge society is a significant intervention with the potential to ensure that both are very important for achieving meaningful development. The scarcity of information on communication channels is a great threat for rural development where majority of the people are illiterate thus, do not know how to access information themselves. The media is critical in shaping public opinion and generating deeper insight into human working. The most important step to prepare the rural people against agricultural development is to create informed communities. Media can play a vital role in informing farmers in the situation of urgency and current development. To agriculture as an industry, the key values of communication that media provides are peer to peer networking, farmer-industry networking, consumer engagement, and crisis communication. Media can play a vital role in informing farmers in the situation of urgency and current development. Hence, media, being source of information and entertainment, can play a vital role to transform attitude and interest.

Keywords: agricultural development, information, media

DOI: 10.7176/NMMC/91-01

Publication date:June 30th 2020