Usage of Media for Agricultural Information in Hyderabad (Sindh) Pakistan: A Farmer’s Perspective

Abstract

The widespread distribution of information critically depends on the media's intent to analyze the impact of Pakistan’s mainstream media on farmer's information related to agriculture in the country. This study explores farmers prefer mainstream media as a source of information in agricultural development. A total of 200 respondents were chosen from the semi-structured survey by applying the purposive sampling technique. The data was collected from five rural areas of Hyderabad including Hosri, Hatri, Tandojam, Tandohyder, and Tandoqasier (Sindh) Pakistan from 1st June 2022 to 30th June 2022. The data was evaluated by SPSS version 26 and applied regression techniques. The results revealed that Pakistan’s mainstream media significantly impacts farmer’s agricultural information (p<0.001). However, farmers preferred mobile phones, followed by radio and television, for agricultural information. Moreover, the majority of the farmers, on average (42%), 18 to 40, had a primary to secondary level of education. Therefore, they mostly preferred regional radio and television channels for informative agricultural programs, which impacted farmers' perceptions. As a result, this study has suggested a qualitative research approach for determining an in-depth examination of farmers’ communication channel preferences.