Role of Mass Media in Dissemination of Agricultural Information among Farmers of Hyderabad, Sindh - Pakistan

Abstract

This study inspects the role of mass media in terms of spreading information related to agricultural activities in Hyderabad district (Sindh) Pakistan. It also aims to explore the most preferred medium of information among farmers. Three areas including Tando Jam, Hosri and Hatri are chosen from Hyderabad district. The total sample data collected through purposive sampling technique from 180 farmers, whereas 60 farmers are equally selected from each area. The study found a significant role of mass media in disseminating agricultural information. In mass media the most likely source is print media where the daily Kawish and the daily Ibrat are having more readership as compare to other newspapers. Moreover, the newspaper's contents help farmers to get latest information regarding agriculture activities. This study will help public and private institutions in policy making regarding agricultural awareness of farmers. It also helps the mass media stack holder to make policies related to audiences and contents publishing.