Research and Polling Center of I.R.I.B Communication Research 2538-2977 28 108 2022 01 21 Promoting Agricultural Literacy Based on Media Performance in Drought and Water Shortage Conditions in Isfahan (Case: Promotional Media) Promoting Agricultural Literacy Based on Media Performance in Drought and Water Shortage Conditions in Isfahan (Case: Promotional Media) 69 99 249329 10.22082/cr.2022.539488.2239 FA Seyyed Mohammad Mousavi Social Communication Sciences 0000-0002-7826-882X Faezeh Taghipour Associate Prof. In Social Communication Sciences, Communication and Business Department, Faculty of Humanity & Law, Islamic Azad Uni.Isfahan, Iran Ahmad Reza Golparvar Associate Prof. In Plant Production and Genetics, Faculty of Agriculture, Islamic Azad Uni., Isfahan, Iran Journal Article 2021 10 01 The growing population and importance of food security in the world and the development of communication technologies and the World Wide Web have marked a new era in the history of mass communication. The present study seeks to use the capacity of the media in general and agricultural media in particular to promote agricultural literacy. Using grounded theory method and with the systematic approach of Strauss and Corbin, 42 in-depth interviews were conducted whom selected by purposful sampling from experts in the fields of agriculture, media and communication sciences. Also, in order to evaluate the validity, the model was provided to 10 professors separately to obtain their views for correction and adjustment. The main idea of the research was called media exploitation for the development and improvement of agriculture. Causes of drought and water scarcity were identified lack of expertise, lack of commitment to responsibility, lack of interaction, inability of public opinion, secrecy and gatekeeping. Interfering factors of filtering issues and lack of free access to some media, including Telegram and Facebook, along with the lack of a national association of active journalists in the field of agriculture, the diversity of agricultural audiences and the diversity of agricultural media audiences were achieved in three coding stages. The growing population and importance of food security in the world and the development of communication technologies and the World Wide Web have marked a new era in the history of mass communication. The present study seeks to use the capacity of the media in general and agricultural media in particular to promote agricultural literacy. Using grounded theory method and with the systematic approach of Strauss and Corbin, 42 in-depth interviews were conducted whom selected by purposful sampling from experts in the fields of agriculture, media and communication sciences. Also, in order to evaluate the validity, the model was provided to 10 professors separately to obtain their views for correction and adjustment. The main idea of the research was called media exploitation for the development and improvement of agriculture. Causes of drought and water scarcity were identified lack of expertise, lack of commitment to responsibility, lack of interaction, inability of public opinion, secrecy and gatekeeping. Interfering factors of filtering issues and lack of free access to some media, including Telegram and Facebook, along with the lack of a national association of active journalists in the field of agriculture, the diversity of agricultural audiences and the diversity of agricultural media audiences were achieved in three coding stages.

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