The Role of Media in Promoting Agricultural Productivity: The Case of Fana Broadcasting Corporate (FBC) “Kemamret Belay” Television Program.
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Date
2024-04
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Addis Ababa University
Abstract
The Ministry of Agriculture Ethiopia is implementing various forms of communication to bring attitude change on the farmers with the aim of transforming the agricultural sector. Hence “Kemamret Belay” Television program has started since 2020. The current study intends to evaluate this television program; the major themes covered, the framing of issues and the role it played. Additionally, the challenges that journalists are experiencing at the time of content production, which hinder quality production and professionalism are addressed. To do so the study followed qualitative research methods. Qualitative framing analysis and in-depth interview are the data collection instruments. Accordingly, the major themes of the program are highly dependent on the agricultural season; seeding and planting, cultivation, harvesting, livestock production, horticulture and irrigation activities took the highest coverage. The programs are also framed with responsibility, importance, urgency, and challenge. The study also revealed the role of the program and the challenges the producing journalists are experiencing. Recommendations are also set based on the findings. The program should focus on livestock and horticultural issues, use different presentation styles, training for the program producers, use mobile phones and radio to reach more farmers. Additionally, program producers should receive discussion agendas from rural communities to foster two-way communication.
Key Words: Agriculture, Media, Communication