Promoting Agricultural Literacy Based on Media Performance in Drought and Water Shortage Conditions in Isfahan (Case: Promotional Media)

Mousavi, Seyyed Mohammad; Taghipour, Faezeh; Golparvar, Ahmad Reza

doi:10.22082/cr.2022.539488.2239

Promoting Agricultural Literacy Based on Media Performance in Drought and Water Shortage Conditions in Isfahan (Case: Promotional Media)

Document Type : Original Article

Authors

Seyyed Mohammad Mousavi ¹

Faezeh Taghipour ²

Ahmad Reza Golparvar ³

¹ Social Communication Sciences

² Associate Prof. In Social Communication Sciences, Communication and Business Department, Faculty of Humanity & Law, Islamic Azad Uni.Isfahan, Iran

³ Associate Prof. In Plant Production and Genetics, Faculty of Agriculture, Islamic Azad Uni., Isfahan, Iran

https://doi.org/10.22082/cr.2022.539488.2239

Abstract

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.

Keywords

Agricultural Literacy

Agricultural Improvement

Agricultural and Environmental Journalism

Agricultural Education and promotion

Media promotion

20.1001.1.25382977.1400.28.108.3.1

Subjects

Crisis Communications

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