CONTENT ANALYSIS

INTRODUCTION

CHAPTER - I

Literacy is an indispensable component of human resource development. It is an essential tool for acquiring and sharing of knowledge-cum-information, a precondition for an individual's growth and for national development. With the spread of literacy and awareness in rural Haryana, Hindi dailies have become the potent means for communicating animal husbandry information to the masses. This helps in the transfer of technology from the source of origin to the ultimate users and act as a great source of guidance and inspiration. Communication technology is emerging, while researches on the observations of farmers are very few, especially the research on supply and demand of farmers. It is an issue needed to be stressed for the industry of animal husbandry. Since content analysis is very important to animal husbandry news for development during the process of cultivating the young freshman of animal husbandry, thus it is the necessity of enhancing the content of animal husbandry news in written material. The data below shows the adult and youth literacy rates of India in 2002(Anonymous, 2008a). Country India Adult Literacy Rate 66.0% (2007) Youth Literacy Rate 82% (2001)

Fig: 1 State wise literacy rate of India

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Table 1: Literacy rate in Urban and Rural area in India Total Literacy rate Rural Literacy rate Urban Literacy rate (Anonymous 2008a) Persons 58.7% 79.9% Males 70.7% 86.2% Females 36.1% 72.9%

The analysis of the properties of written material is referred to content analysis. To conduct a content analysis of any text, the text is coded or broken down into manageable category on a variety of levels i.e. word, word sense, phrase, sentence, or theme and then examined using one of content analysis basic methods: 1. Conceptual analysis 2. Relational analysis. In conceptual analysis, a concept is chosen for examination, and the analysis involves quantifying and tallying its presence. Relational analysis seeks to go beyond exploring the relationships between the concepts identified. Relational analysis has also been termed as semantic analysis. Content analysis, when it is directed towards the magazines or newspapers or materials to which a community is exposed, may be considered as "stimulus" variable. When it is directed towards the analysis of questions or answers put forward by the respondent, then it must be an attempt to identify "response" variable. Holsti (1968) grouped 15 uses of content analysis into three basic categories i.e. make inferences about the antecedents of a communication , describe and make inferences about characteristics of a communication, make inferences about the effects of a communication. Newspaper is an enduring and very popular print media organ. This is because it can be read and re-read at convenience, thus allowing for a full and better understanding of mass contents. In essence, the newspaper is a potent and fundamental tool for technology transfer in aid of animal husbandry and rural development. They serve people in three ways: inform, educate and entertain. The Indian print media was started in 1780. James Augustus Hickey is considered as the "father of Indian press" as he started the first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780 (Jeffrey 2000).

CONTENT ANALYSIS

Indian Readership Survey findings showed that the largest read local language newspapers was Dainik Jagran (with 55.7 million readers) and Dainik Bhaskar (with 33.9 million readers), both published in Hindi (Anonymous 2009). Status of Newspaper: There are so many newspapers published in India. It is pertinent to mention here the important newspapers having highest circulation. The list of important newspapers published in India and its circulation is given below so that a clear picture may be reflected. Table 2: List of the newspapers in India by daily circulation S.No. Newspaper 1. The Times India 2. 2. 3. Dainik Bhaskar Dainik Jagran Punjab Kesari of English Hindi Hindi Various cities 71.32 and states Various cities 128.8 and states Various cities 160.96 and states of 23.25 25.26 70.25 122.29 162.12 Language City, State IRS 2009 (Lakhs) IRS 2010 (Lakhs)

States Hindi Punjab, Harayana (Anonymous 2009, Indian Readership Survey (IRS).

Owner Bennett, Coleman and Co. Ltd. DB Crop Ltd. Jagaran Prakashan Ltd. Founder Jagat Narain

Despite recent industrial development, Haryana is primarily an agricultural state. About 70 per cent of residents are engaged in agriculture. Haryana is selfsufficient in food production and the second largest contributor to India's central pool of food grains. Dairy farming is also an essential part of the rural economy. Haryana has a livestock population of 98.97 lakhs. Milk and milk products form an essential part of the local diet. There is saying " Desaan main des Haryana, jit doodh dahi ka khaana " which means "Best among all the countries in the world is Haryana, where the staple food is milk and yoghurt". Haryana, with 660 grams of availability of milk per capita per day, ranks at number two in the country as against the national average of 222 grams. There is a vast network of milk societies that support the dairy industry. The Murrah breed of water buffalo from Haryana is world-famous for its milk production (Anonymous, 2007). Keeping the importance of contents analysis as well

CONTENT ANALYSIS

as reading behavior of farmers in mind, the present study was undertaken with following objectives: OBJECTIVES: 1 2 To analyze the contents of animal husbandry news covered by selected Hindi Dailies newspapers in Hisar. To make a comparative analysis of nature of animal husbandry news articles and their coverage on the basis of different content categories. Scope of the study: The findings of the study would be of practical utility for Newspaper industries, Extension personnel, scientists of animal husbandry etc., by making them aware of the livestock farmers need, preference of livestock and poultry farmers in relation to various aspects of animal husbandry information required by them for their livestock and poultry farming betterment. Limitations of the study: Though the present study assumes great academic and practical relevance, it has some limitations even after making every effort to make this study as comprehensive as possible. Limitations are as follow: 1. Being a students project, the student suffers from usual limitations of time, money and other resources. 2. The findings are based on ability and honesty of the respondents in providing their responses. Their prejudices and biasness while giving responses cannot be ruled out. 3. The study was carried out in particular situation, system and sample, hence the findings of the study should not be generalized beyond the limitations of the area under investigation and other areas having similar agro-climatic and socioeconomic conditions. 4. Although study included most of the variables relevant for the study, some intervening variables may still be missing. In spite of limitations it is hoped that the findings of the study would be helpful.

CONTENT ANALYSIS

REVIEW OF LITERATURE

CHAPTER - II

The relevant review of literature pertaining to the present study has been given in this chapter which is based on following heads: 2.1 Profile of the respondents in respect to reading content of AH news. 2.2 Content analysis of Newspaper 2.1 Profile of the respondents Socio-personal characteristics of the readers play an important role in

determining their reactions towards contents of the animal husbandry news appeared in newspaper. The observers have an implicit personality which guides the inferences they make about people or events or objects from the information they receive. Thus, the profile characteristics do affect the reactions of persons towards an object, issue or event. Therefore, for the purpose of this study, it will be relevant to investigate as to how the characteristics like age, operational land holding, education of respondents, land holding, herd size, occupation, income, place of reading, marital status, farming experience, family structure, social participation, extension contact, mass media exposure other than newspaper, affect the reading behavior of farmers. Chauhan et al. (2004) observed that 28.00 per cent of dairy farmers were under the age group of 36 45 years, followed by 46 55 years (27%), above 55 years (25 %) and 26 35 years (16 %), while only 4.00 per cent of them were under the age group of below 25 years, 30.00 per cent of dairy farmers were educated upto high school level followed by primary level (27.50 %), middle school level (19 %) and college level (13.50 %), whereas 10.00 per cent of dairy farmers were illiterate. Kumaran et al. (2004) analyzed the utilization of information sources by farmers in Cuddalore district of Tamil Nadu and reported that about 75 per cent respondents were small farmers having less than 2 hac. of water spread area as their farm size and most of their (95%) annual income was less than Rs.50, 000. Majority of the farmers were distributed between low (25%) and high (31.67%) as far as mass media exposure was concerned. The study revealed that mass media channels were optimally utilized for prompt extension services at field level.

CONTENT ANALYSIS

Suresh (2004) conducted study on entrepreneurial behavior of milk producers and revealed that 64.58 per cent of the entrepreneurs were of middle age, whereas 17.92 per cent of them belonged to young age, followed by old age (17.50 %). Patel (2005) reported that a great majority (85.50 %) of the respondents were found to be dependent on farming and animal husbandry, whereas 10.00 per cent of them were engaged in farming and animal husbandry along with service, while only 4.50 per cent had farming and animal husbandry along with business as sources of income and also revealed that slightly more than half of the respondents (52 %) were found to have small size of land holding (1.1 to 2.0 ha. of land), followed by marginal (40 %) size of land holding (up to 1.0 ha. of land). Only 8.00 per cent of the respondents fell in the category of medium size of land holding (2.0 ha of land). 2.2 Content analysis of Newspaper Nandi (1983) on performing content analysis of an agricultural based rural fortnightly found that the agricultural news occupied the major space (79.58%) followed by general news (20.32%). Further, out of the five category of production features, agronomical features occupied the major space (55.75%) followed by horticultural (22.31%), fishery (8.26%), animal husbandry and dairy (7.02%) and poultry (0.61%). Mishra and Verma (1998) analyzed the contents of agricultural and animal husbandry news covered by Indian Dailies and found that maximum coverage was given by Amar Ujala (2.29%) followed by Dainik Jagran (2.91%), National Herald (1.31%), Indian Express(1.23%), The Statement (0.85%), Punjab Kesri (0.70%), Times of India (0.66%) and Hindustan Times (0.53%). They concluded that agricultural and animal husbandry information coverage in local dailies is more as compared to national and regional dailies. Pipy and Olwu (2000) conducted a study on content analysis of womens agricultural activities in Nigerian newspaper. They reported that there was a gradual but steady increase in reporting the womens agricultural activities from 1970 to 1990. Thus, to a large extent there was an indication of increased institutional awareness and recognition of womens agricultural production capacity both at the National and International level. Sinha (2001) studied the content analysis of Yuv Rishman Magazine and readers reactions. The contents of magazine comprised of four modes of presentation viz., articles, tables, photographs, and miscellaneous items. It was reported that majority of

CONTENT ANALYSIS

the space was occupied by articles followed by miscellaneous items, photographs, and tables in their descending order. Roy et al. (2003) analyzed the contents and coverage of farm news in five leading Bengali dailies viz. Ananda Bazar Patrika, Bartaman, Sambad Pratidin, Aaj kaal and Gonashakti and reported that total space devoted under news items was very low in Ananda Bazar Patrika (25.76%) and the same was quite satisfactory in all the other four dailies with Aaj kaal providing as much as 53.21 per cent. Limor and Mary (2004) at Readership Institute analyzed the news and advertising content of 52 newspapers participating in the New Readers study. An average newspaper has roughly 50 percent editorial content, one-quarter paid ads and one-quarter classified ads. Two topics dominate news content Politics / Government and Sports. Politics / Government and Sports make up nearly half of all stories in the newspapers. About one-third of all stories are local. On the front page, nearly half the stories are local (35%). The most common writing approach is straight news (i.e., inverted pyramid style). Local and national stories are found in the papers in roughly the same proportion (about a third each), with the remainder divided among state/region, international and stories with no geographic focus. Smaller papers tend to have proportionately more stories focused on young people than larger papers. The two largest advertising category are for places to go and things to do (26.1% on weekdays and 21.2% on Sunday) with Entertainment ads making up the majority of these ads, and services (22.2% on weekdays and 23.2% on Sunday) with Medicine/Health leading that category. Solomon et al. (2004) analyzed the level of reportage of agricultural news vis-vis other news items in The Pioneer, a newspaper publication of the Akwa- Ibom State Government of Nigeria. Content analysis performed on 133 editions of the newspaper published in 2003 AD, revealed that agricultural news was accorded a very low level of reportage, as they ranked 8th and 7th (out of 9 news items), respectively; in terms of prominence and frequency of reportage. Recommendations have been articulated to enable the newspaper to play its expected facilitator role in furtherance of agricultural and rural development of Akwa- Ibom State and Nigeria, in general. Michelle et al. (2005) conducted a newspaper content analysis as part of an evaluation of a community-based participatory research project focused on increasing physical activity through policies and environmental changes, which included activities related to media advocacy and media-based community education. Daily

CONTENT ANALYSIS

papers (May 2002 to December 2005) from both the intervention and comparison counties were reviewed for topics related to physical activity and an active living environment (e.g. safety, policies, urban design, transportation and recreational resources). A total of 2681 articles from 1763 newspapers were analyzed. The intervention county had a greater proportion of articles on the selected topics. The study demonstrated that media content analysis can be a valuable component in evaluating community-based interventions. Ivana (2005) explored 11 years of content in three well-circulating Croatian newspapers, Vjesnik, Slobodna Dalmacija and Feral Tribune. Utilizing framing theory, the author examined how the three papers differed in their presentation of the Croatian government from 1990 through 2000. Using a sample of 1300 articles, the use of specific frames and the presentation of antagonists and protagonists in the articles content were examined. Ram and Chandra (2005) in their study restricted to small district Ballia (U.P.) having 22.62 lakhs population. There are mainly six newspapers providing their services. Annant Varta and Ajad Patrika are published locally in Ballia in about 11500 and 10000 copies per day, respectively. The present study exhibited that agricultural socio-political news, agro-climatic conditions, agricultural marketing and prices were so far given maximum coverage than the news of horticulture & vegetables, animal husbandry, crop production innovative new technological information etc, while liking and interest of the farmers differed from the policies adopted by newspaper. Farmers really enjoyed and benefited in reading news of horticulture, vegetable and animal husbandry which is concerned to increase the production and net income. But such news was extremely spares in all newspaper during study period. Jaura (2006) conducted a study to analyze the contents of agricultural information covered by Punjab Agricultural University, Ludhiana. The study was conducted with three Punjabi daily newspapers i.e. Ajit, Jagbani and Punjabi Tribune. The findings of the study showed that Ajit was more popular with high age group, Punjabi Tribune with middle age group and Jagbani with the young respondents. The three selected newspapers gave only seven per cent space to farm information with Ajit topping the list followed by Punjabi Tribune and Jagbani. Ifenkwe particularly the (2008) investigated the extent to which of the print media, and newspapers, faced the challenge informing, educating and

championing the rights of the people in rural development and environmental

CONTENT ANALYSIS

education in 2006. It analyzed five leading national newspapers for a period of twelve months to ascertain their level of coverage and reportage of environmental and rural development in formation and specialty events. Rural development news coverage was highest (21.38%) in the fourth quarter, and least in the third quarter (17.79%) of the year. Sixty nine per cent of rural development information/news appeared as features, while others were presented as editorials (12.03%), advertorials (9.27%) and pictorials (8.28%). The Sun newspapers (22.65%) could easily pass as the best print medium in reporting environmental and rural development news, followed by The Punch (22.5%) and The Champion (21.2%) newspapers. Mohamed and Shyma (2010) aimed to provide an overview of the contents and design of the online English newspapers in India. Twelve online English newspapers published daily in India were selected for the study. The study used website content analysis to assess the contents and design of these newspapers. A checklist was developed as the main tool for data collection and Microsoft Excel was used as the tool for data analysis. The study showed that online English newspapers in India have a common pattern of contents, coverage, and design. Contents availability and access to the contents are the most prevalent options in these newspapers. Majority of the newspapers use blog and facebook to connect with their readers. The online newspapers designers should try to arrange news in a more appealing manner. The online versions of the Times of India, The Hindu, The Indian Express and the Statesman have provided information about the most read, commented, and emailed news, which help the readers to assess the value and importance of the news.

CONTENT ANALYSIS

10

MATERIALS AND METHODS

CHAPTER III

Research methodology is an important aspect for conducting any study. A systematic procedure must be followed to come out with valid and reliable results. This chapter on research design, as usual, deals with the procedural steps followed for selection of locale, selection of respondents, collection of data, variables and their measurement, tabulation and analysis of data, to conduct an empirical investigation / research to accomplish the objectives laid down for the present investigation. Therefore, the methodological chapter in a way directs the course of action to be followed, describes and explains operationally the variables, other related terms and also provides justification, wherever necessary. The methodological steps adopted in this research have been described as under: 3.1 3.2 3.3 Locale of the study Research design Content analysis

3.4 Tools and techniques used in data collection 3.5 3.6 3.7 Collection of data Statistical methods used for analysis of data Interpretation of results and data analysis

3. 1 Locale of the study The present study was conducted in Haryana which is situated between 270 29 to 200 55 N latitude and 730 27 8 to 770 26 5 E longitude. Haryana state is divided into four divisions, viz. Ambala, Rohtak, Gurgaon and Hisar on the basis of administrative regions. Hisar division was selected purposely keeping in view the fact that headquarters of CCS HAU and Haryana Veterinary Training Institute (HVTI) are located in Hisar and also keeping in mind the researchers time and money. 3.2 Research design The basic purpose of this investigation is to analyze the Content Analysis of Animal Husbandry news Covered by Hindi Dailies. Hence, the following research

CONTENT ANALYSIS

11

design was used. The present study was conducted in two parts; therefore two types of research design were applied. Descriptive research design was used to analyze the communication content published in selected dailies and ex-post facto research design was adopted to study the socio-economic status of farmers. 3.3 Content analysis Content analysis is vital to the developing science of human behavior. Content analysis has developed as a multipurpose research technique especially for carrying investigation in the field of communication. Definitions of content analysis Waples and Berelson (1941) systematic content analysis attempts to define more casual descriptions of the content, so as to show objectively the nature and relative strength of the stimuli applied to the readers or listener. Kaplan and Goldsem (1943) says that the content analysis aims at quantitative classification of a given body of content, in terms of a system of category devised to yield data relevant to specific hypothesis concerning that content. Riley and Stoll (1968) said that content analysis is a multipurpose research method developed for investigating a wide variety of problems that are encountered in the study of communication. Singh (1976) content analysis, sometimes known as document analysis is a method of communication or of current records or documents. Content analysis will be quantitative if it deals with the frequency of occurrence, trend of coverage of the content and the duration of an event and time. On the other hand, content analysis is qualitative if it deals with the information level of the content and the direction of the content or motives. For the purpose of this study, the distribution of different smallest content units has been measured in terms of the frequencies, percentage and the space occupied by these in pages and column in centimeters. Newspaper readers are important component of this study. They are the receivers of the message. Knowledge of the receiver is essential to communicate the message effectively. Definition of news

CONTENT ANALYSIS
News is what is broadcast or printed in newspapers (Hohenberg, 1978).

12

News is defined as an account of events, or a fact, or an opinion which interests people (Metz, 1977). For this study, the word news is interpreted as the information which is useful for farmers / readers. Definition of animal husbandry news Animal husbandry is the agricultural practice of breeding and raising livestock. As such, it is a vital skill for farmers, and in many ways as much art as it is science. The science of animal husbandry is called animal science. Thus news regarding animal husbandry is considered as animal husbandry news which was selected for content analysis purpose. 3.3.1 Selection of newspapers There are five popular dailies (newspapers) published in Hindi in Haryana state namely Dainik Jagran, Dainik Bhashkar, Punjab Kesri, Dainik Tribune and Hindustan Times. Table 3: Circulation of leading newspapers in Hisar district S.No. Dailies Circulation

1. 2. 3. 4. 5.

Dainik Bhaskar Dainik Jagran Hindustan Times Tribune Punjab Kesheri

250000 per day 250000 per day 75000 per day 55000 per day 12000 per day

(Local agencies reports, 2010) Out of five newspapers, only two newspapers namely; Dainik Jagran and Dainik Bhashkar were selected on the basis of maximum circulation in the Hisar district for this study.

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3.3.2 Selection of the sample

13

The news related to various animal husbandry aspects like occurrence of diseases, management of livestock and poultry in different season, clinical camp, symposium, etc are published on regular basis in the newspapers throughout the year, so that sample of each issue of Dainik Jagran and Dainik Bhaskar for one year period starting from 01.01.2010 to 31.12.2010 were selected for the content analysis purpose. 3.3.3 Selection of the animal husbandry news contents Several types of news are published in the Hindi dailies. These news are related to various field viz., agricultural sector, politics, sports, animal husbandry, etc. Out of these, the present study was confined only to the news pertaining to animal husbandry appeared in the selected newspapers. Moreover, animal husbandry is also very wide sector. According to recent report, the value of output from livestock sector during 2003-05 was Rs. 1, 73,350 crores contributing 23.91 per cent to agricultural GDP and 3.72 per cent to GDP at national level (Anonymous 2006). Therefore, it was decided to analyze two types of contents related to animal husbandry news namely; included and excluded contents: i. Included contents headlines or without headlines and animal husbandry news content present in such articles which were basically non-animal husbandry. b) All editorials, opinion columns and profiles on animal husbandry themes and those which are basically non animal husbandry but carried husbandry content. c) ii. All photographs related to animal husbandry aspects. Excluded contents Excluded content means all advertisement related to Animal Husbandry news. The latter were excluded because the motivation for their publication by newspapers was commercial gain rather than the dissemination of some knowledge. It was also believed that inclusion of such content might distort the findings because some newspapers were preferred more by the people who send more advertisement supplements. 3.3.4 Categorization of news related to Animal Husbandry Categorization of animal husbandry news was the next step of the study. The animal husbandry is very wide field and different type of news articles are published substantial animal

a) Included content means all animal husbandry news articles with animal husbandry

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14

in Hindi dailies. Thus the articles should be categorized / grouped on the basis of similarity of news. The first categorization was based on the subject-matter contained in the news articles. And also subject-matter further categorized into different subcategories. After deliberate discussion, all the news related to animal husbandry and veterinary sciences were categorized and subcategorized as under: I. Animal Production In this category, the news articles pertaining to various aspects namely, Animal Breeding, Livestock Production and Management, Livestock Products Technology, Animal Production Physiology, Animal Products Marketing, etc. were included. II. Animal Health The new items related to various Veterinary diseases, Veterinary Surgery, Veterinary Gynaecology, Veterinary Pathology, Veterinary Parasitology, Veterinary Microbiology, Veterinary Public Health and Epidemiology, Veterinary Pharmacology and Toxicology, Climate: Drought, flood, weather which affect the animal etc. were included III. Entrepreneurship The new articles related with Veterinary Equipment, Supporting services and

Incentives, Dairy Industry Problems, Poultry Industry problems were placed. IV. Government policies In this category following news articles were included: Government policies on incentives to farmers The news articles related with different aspects of milk marketing, dairy industry, biogas plant, etc were classified in this category. Milk/meat/wool production: Policies, Achievement, situation

Similar to above categorye, the news articles on different aspects such as the achievements in milk production, policies related to high milk production, egg production, policies and achievements, price of animal / sheep / goats etc, were placed in this categories. Animal Husbandry Extension Education activity like training, Demonstration, kissan mela, Camps The news related with the extension education activities such as trainings, demonstration, clinical camps, kisan mela, farm darshan, awareness campaign on different diseases, etc. were constituted in this category.

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15

Fig 2: Animal Husbandry news appeared/Publish in Hindi Dailies

CONTENT ANALYSIS

16

Animal husbandry Policies and Social life: Farmers organizations / associations / unions / farmers movements / demonstrations / strikes The news articles related with the farmers organization, activity of different

unions/

association

for

the

welfare

of

animal

husbandry

sector,

news

on

strike/agitation/demonstration of farmers and students (B.V.Sc. and A.H.), social culture, economic aspects of livestock and poultry farmers life etc. were included in the subject matter of this category of news. V. Miscellaneous The animal husbandry news articles or items which have subject matter related to animal welfare and new research, technology etc., were put in this category. Also those articles which fail to fit up in any of the above mentioned category were put up in this category. 3.3.5 Categorization of news on the basis of importance of news The significance of news means the direct implication or utility of news and its effects. The utility may be at four levels such as districts, state, national and international level. Hence the analysis was made to see the implication of the news at different levels. District level: The animal husbandry news article which has direct consequences for a particular region of a district, district as a whole or a small number of districts of a state may be said to have importance at the district levels. State level: The animal husbandry news article which has direct consequences for a good number of districts of the concerned state or a state as a whole. National level : The animal husbandry news article which has direct consequences for good number of states or the country as a whole or some neighbouring states may be deemed to have significance at national level. International level: The animal husbandry news article which has direct consequences for two or more than two nations or news article which involves some nations and some international institution, viz., World Bank may be said to possess importance at the international level. A news article which carries

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17

news about some unique or innovative research findings can also be said to possess significance at international levels, e.g., Animal husbandry news about Cloning of buffalo (Birth of cloned calf) by NDRI Karnal is considered to possess significance at international level in the study. 3.3.6 Categorization of news on the basis of placement of animal husbandry news The animal husbandry news were categorized on the basis of location/ appearance of news i.e. upper and lower half of the newspaper and also news published in main or local edition of the newspaper. 3.3.7 Categorization of news on the basis of with headlines and without headlines of animal husbandry news A cursory look at a glance, it was found that animal husbandry news published in the newspapers in two forms: one with animal husbandry headlines and second with non- animal husbandry headlines or with a headlines which were not sufficient to reveal that the news was related to veterinary and animal husbandry. 3.3.8 Categorization of news on the basis of species of animal The news articles were also categorized on the basis of species of animals. The articles dealing with the following animals were categorized and placed in this category: 1. Bovines 2. Canine and Feline 3. Avian 4. Ovine 5. Swine 6. Wildlife 7. Fish 8. Equine 3.3.9 Categorization of news on the basis of sources of news article published An effort was also made to find out the sources of animal husbandry information published in the selected Hindi dailies and list of various sources was prepared including Hisar correspondent, New Delhi correspondent, international agency, HAU, NDRI, CIRB, ICAR, state department etc. 3.3.10 Categorization of photograph

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18

Photograph which appeared in animal husbandry news article are classified as black and white or colored photographs. 3.3.11 Methodology of codification and measurement of content analysis As per the objectives of the study the published material was analyzed. The various units of different news articles in the different newspapers were compared. The units designated or compared with the different contents appeared in selected Hindi dailies are given as follow: Holsti (1968) listed three types of unit used for the purpose of content analysis which is reproduced as below: i. Recording unit It is a specific segment of content that is characterized by placing it in a given category. ii. Content unit It is the largest body of content that may be searched to characterize a recording unit. It is the body of material surrounding the recording unit. iii. Enumeration unit It is the unit in terms of which quantification is to be performed. The recording unit and enumeration unit may be identical. A cursory glance of a good number of news articles in the selected Hindi dailies revealed that most of animal husbandry news articles in two selected dailies column width differ considerably even difference was also found in same newspaper as well, e.g., in Dainik Jagran, most common column width are 3.7 cm, 4.4 cm, and 5.6 cm, etc while in Dainik Bhaskar most common column width are 5 cm, 5.5 cm, 4.7 cm, etc. So it is very difficult to reach at a standard column width, therefore to avoid this. The total space (Column width x Column length in cm) covered by news article excluding headline was calculated in this study. The context unit was obviously the entire news article. The enumeration unit was measurement of total space in centimeters. The units designated for various communication content, are given in following Table 4. Table 4: Units of analysis for codification and measurement of various types of communication contents S.No. 1. Communication content. Animal husbandry news Recording unit Total space = (Column width x Column length in Content unit News article Enumeration unit Columns length in cms.

CONTENT ANALYSIS
cm) Total space = (Column width x Column length in cm) Total space = (Column width x Column length in cm) Total space = (Column width x Column length in cm)

19

2.

Importance of A.H. news

Entire News article Entire editorials Entire article

3.

Editorials

3.

Opinion columns

Columns length in cms. And frequency count Columns length in cms. And frequency count Columns length in cms. And frequency count

For codification and measurement of animal husbandry news on the basis of the levels of significance, the recording unit was news article minus headline, i.e., headlines were excluded. The headlines were excluded from recording unit because it was presumed that inclusion headline might skew the findings in favor of national and state level. These generally have a good amount of blank space around the news articles when they are lengthy ones. The news article was selected as recording unit because it was found that most of the news articles dealt with only one level. However, some news articles dealt with two levels of significance. In such articles, one level substantially dominated the other. Hence the recessive level could be overlooked in such articles, without affecting the accuracy of results. The context unit was the entire news article. Since the animal husbandry news articles were mostly homogenous in relation to level of significance, so measurement of column length as well as frequency count of news articles were designated as the enumeration unit. For editorials, the recording unit was entire editorial because generally editorials carry only one major theme. The context unit was the entire editorials. The enumeration unit for editorials was designated as measurement of column length in centimeters and frequency count of editorials. For opinion column, the units were same as in case of editorials. 3.3.12 Development of a suitable criterion to judge the coverage and presentation of animal husbandry and veterinary news in selected Hindi dailies The following criteria to judge the coverage and presentation of animal husbandry news in selected Hindi dailies were adopted:

CONTENT ANALYSIS
Methods of measurement for different types of communication content

20

The methodology adopted by Bhati (1980) was used in the study for this purpose. Keeping in mind the different types of communication content and the need of accuracy, the following methods of measurement and recording were adopted: 1. All the non-animal husbandry contents in animal husbandry news articles with animal husbandry headline were discarded. This was done to attain high standard of accuracy in results. 2. While codifying the animal husbandry news items in to various category and subcategories, the animal husbandry news headline were excluded because many animal husbandry headlines integrated to subject matter categories. Hence, it was not possible to include headlines in the process of categorization. 3. All the blank space above and below the text of animal husbandry news article was not taken in to account during the process of animal husbandry news. Inclusion of such space might have distorted the findings. 4. While categorizing the animal husbandry news content present in news articles which were basically non-animal husbandry, only the animal husbandry content was measured. 5. A news article which substantially was non-animal husbandry and whose jump head was animal husbandry considered as animal husbandry news article from the starting point of animal husbandry jump head because appearance of animal husbandry jump head showed the importance of the news and there was every likelihood that it would have caught the eyes of a reader. 6. During the course of pretesting it was observed that one or two news articles possessed a subject matter of two categories. This problem was solved by placing the news content in that category for which it possessed more number of words. If there were equal number of words for two clashing category in such news content was used as the criterion to decide the category. This approach was followed because mostly the news content is presented in the form of inverted pyramid with most important content coming first.

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7.

21

For measurement of the length of an article, may it be editorial, opinion column, etc. the headline and blank space of the text were also measured.

8.

While deciding the location of news article on the upper and lower halves of various pages, it was observed that some news article occupied news columns on both the halves. A news article of such type was coded and scored that half on which it occupied more than 50 per cent of the column length. If news article was almost equally distributed on the two halves, then it was coded and scored for that half on which its headline was located.

3.3.13 Selection of villages/the Locale A list of villages of Hisar district having circulation of the selected newspapers was prepared with the help of local news agencies and two villages namely Aryanagar and Kemeri were selected randomly from the list. Both the villages were located about 6-7 km from Hisar district Headquarter. As of 2001 India Census Kemeri had a population of 7204. Male population is 3853, while female population is 3351. More than 150 copies of the selected newspapers were circulated daily in these villages during the period of study (references period) i.e., from October 2010 to February 2011. 3.3.14 Selection of respondents Incidental sampling approach was adopted for the selection of respondents. A list of all the livestock owners was prepared who read the newspaper. From those, 55 livestock farmers were selected randomly from each village. Thus 110 Livestock farmers (respondents) were selected. In addition to this, 30 poultry farmers who visited college of Veterinary Sciences for taking advice from the scientists were also included in the sample size. Hence, the total numbers of respondents was 140 for the study and considered as sample size for the preset study.

CONTENT ANALYSIS

22

. State (Purposely) Haryana

Divisions (Purposely)

Hisar

Village (Randomly) Livestock and poultry farmers (Randomly)

Aryanagar

Kemeri

HAU

55

55 140

30

Total Respondents =

Fig 3: Selection of respondents study news. 3.5 Statistical methods used for analysis of data Keeping in view the objectives of the study, various relevant statistical tools were used for the purpose of analysis and interpretation of collected data. The data were coded, classified, tabulated, analyzed and presented in such a way to give pertinent, valid and reliable answer to the specific objectives. Frequencies, percentage, etc were used in this study, for drawing the meaningful interpretation (Snedecor and Cochran 1967). Some of the important statistical methods used in the study are given below: the newspappers readrs. AH

CONTENT ANALYSIS

23

RESULTS

CHAPTER IV

This chapter deals with the findings and their interpretation which have emerged on the basis of statistical analysis of the data. An attempt has been made to highlight the findings in a comprehensive and systematic manner on the basis of analytical view of research. The findings of present study have been divided in the following heads for easy understanding: 4.1 Content analysis of animal husbandry news in selected Hindi dailies

4.1.1 Space given to the animal husbandry information To calculate the total space of news articles in the selected Hindi dailies, the total space was measured in column centimeters for the period under study. Per day average

CONTENT ANALYSIS

24

space of each newspaper was also worked out by dividing the total space with 361 day (since the newspapers were not printed / published due to national holiday i.e., Independence day, Republic day etc). Similarly, the space given to animal husbandry news was calculated in column centimeters. The figures in Table 5 indicate that Dainik Jagran devoted 1.13 per cent of the total space to animal husbandry information where as Dainik Bhaskar devoted 1.06 per cent space. However, the overall average space given to animal husbandry information by these two selected Hindi dailies was 1.09 per cent. It was further noticed that Dainik Jagran topped between two for covering farm information. Table 5: Space given to animal husbandry information by selected Hindi of Haryana Hindi dailies Available space (col.cms) Space given to animal husbandry news (col.cms) Average per day 112.83 109.39 222.22 1.13 1.06 1.09 I II Percentage dailies Rank

Total(361 days) Dainik Jagran Dainik Bhaskar Overall 3589547 3706749 7296296

Average per Total(361 day days) 9943.35 10268.00 20211.35 40732.61 39491.53 80224.14

4.1.2

Space given to different subject matter category of animal husbandry news The figures presented in the Table 6 show that out of the total space given to

farm information by the selected Hindi dailies it was found that, In Dainik Jagran, more space was given to animal health aspect (34.20%), followed by animal production (20.12%), government policies (9.4%) and entrepreneurship (2.8%). Likewise, in Dainik Bhaskar, 34.58, 17.37, 12.2 and 3.25 per cent total space were given to animal health, animal production, government policies and entrepreneurship, respectively. The data further revealed that animal health aspect had occupied rank I followed by animal production (rank II), government policies (rank III) and lastly entrepreneurship (rank IV). It is interesting to mention here that one third (33.48%) of the total of the animal husbandry space was covered by miscellaneous news in Dainik

CONTENT ANALYSIS

25

Jagran and almost 32 per cent space was given to these news by Dainik Bhaskar. Under the miscellaneous category, the news related to animal welfare, research and development etc were included. When comparison was made on the basis of number of A.H. news, it was found that, Dainik Bhaskar had more number (540) of animal husbandry news then the Dainik Jagran (461). It can be concluded that information related to animal health earned the maximum space. This may be due to the fact that this sub-area is quite comprehensive practically in all the aspects of maintaining animals in good health. Table S.No. 1. 2. 3. 4. 5. Total 6: Distribution of animal husbandry news in different category (Measurement in column width x column length) Categories Animal health Animal production Entrepreneurship Government policies Miscellaneous No. 138 87 13 48 175 461 Dainik Jagran Space % 13931.90 34.20 8196.47 20.12 1138.55 02.80 3826.95 09.40 13638.74 40732.61 33.48 100.00 RO I II IV III No. 149 86 19 69 217 540 Dainik Bhaskar Space % 13654.40 34.58 6861.43 17.37 1284.37 03.25 4814.55 12.20 12876.78 39491.53 32.60 100.00 RO I II IV III

4.1.3 Space given to sub-category of animal health The total space covered by the information pertaining to animal health was further divided into ten sub-categories and the data is given in Table 7. It is evident from the table that, Dainik Jagran gave maximum coverage of news in veterinary public health and epidemiology (26.10%) and thus occupied rank I. It was followed by preventive measures (19.39%), climate (19.05%) and diseases (14.72%) and occupied II, III and IV ranks accordingly. The minimum space was given to the news related to parasitology to the extent of 4.84 per cent and ultimately got lowest rank VIII followed by surgery (7.99%), gynaecology (7.8%). It is also mentioned here that no single news related to Veterinary microbiology, Veterinary pathology and Veterinary pharmacology appeared in Dainik Jagran during the period of study.

CONTENT ANALYSIS
Table 7: Distribution of animal health news in different

26

subcategory

(Measurement in column width x column length in cms) S.No. Sub-categories 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Total Diseases Preventive measures Surgery Gynaecology Pathology Parasitology Microbiology VPH and Epidemiology Pharmacology Climate No. 18 16 15 09 09 35 36 138 Dainik Jagran Space % 2051.61 14.72 2701.20 19.39 1112.74 1087.89 673.14 3635.98 2669.33 13931.9 07.99 7.80 04.84 26.10 19.15 100.00 Dainik Bhaskar Space % 1608.54 11.79 681.41 04.99 723.86 300.53 112.22 223.5 2046.7 7957.67 13654.40 05.30 02.20 00.82 01.64 14.98 58.28 100.00

RO IV II V VI VII I III

No. 16 11 09 06 02 02 27 76 149

R0 III V IV VI VIII VII II I

In case of Dainik Bhaskar, the largest coverage was given for news about climate (58.28%) followed by veterinary public health and epidemiology (14.98%), diseases (11.79%) and surgery (5.3%) and thus had occupied I, II, III and IV ranks. However, least priority was given for publication of news articles related to preventive measures (4.99%, ranked V), gynaecology (2.2%, ranked VI), parasitology (1.64%) and pathology (00.82%). These areas were ranked at V, VI, VII and VIII from the coverage of news point of view. Similarly no information was published pertaining to sub-category of Veterinary microbiology and pharmacology in Dainik Bhaskar during January to December, 2010. 4.1.4 Space given for news about subareas of animal production The areas of animal production were divided into five sub-categories for analyzing the content of related information. The sub-areas comprised of animal breeding, livestock production management, livestock products technology, animal production physiology and animal products marketing. Table 8: Distribution of animal production news in different subcategory (Measurement in column width x column length in cms)
S.No. Sub- cat egori es No. Dai ni k Jagran Space % RO No. Dai ni k B haskar S pace % RO

1. 2.

Animal breeding Livestock

12 40

1197.24 3312.95

14.60 40.42

III I

16 39

1827.42 3179.48

26.64 46.34

II I

CONTENT ANALYSIS
Production Management Livestock Product Technology Animal production physiology Animal Product Marketing

27

3.

27

3180.03

38.80

II

25

1647.6

24.01

III

4.

5.

08

506.25

06.18

IV

06

206.93

03.01

IV

Total

87

8196.47

100.00

86

6861.43

100.00

According to the data given in Table 8, the news related to Livestock Production Management had occupied maximum space in both the selected Hindi dailies i.e., Dainik Jagran (40.42%) and Dainik Bhaskar (46.34%) and thus got first rank. In Dainik Jagran next preference for news was given to livestock product technology (38.8%) followed by animal breeding (14.6%) and marketing of animal product (6.18%). Accordingly these sub-categories of animal production occupied II, III and IV rank orders. Whereas in Dainik Bhaskar, second most covered area was related to animal breeding news (26.64%) followed by livestock product technology (24.01%), animal product marketing (3.01%). Hence placed at II, III and IV rank orders accordingly. 4.1.5 Space given for news about subareas of government policies Under Government policies all the news pertaining to this category were further divided into four sub-categories. These were government policies on incentives to farmers, Milk/meat/wool production: situation, animal husbandry Extension education: mela, Camps and animal husbandry Policies policies, achievement and and Social life: farmers training, demonstration, kissan

organization/association/unions/farmers movements /demonstration /strike were considered. Both selected dailies got similar rank in coverage areas of all four subcategory of Government policies. The data presented in Table 9 indicated that in Dainik Jagran, 51.24, 25.7, 12.3 and 10.67 per cent were news covered by animal husbandry Extension education (training, demonstration, kisan mela), Milk/meat/wool production (policies, achievement, situation), Government policies on incentives to farmers, and animal husbandry Policies and Social life (farmers organizations / associations / unions / farmers movements / demonstrations /

CONTENT ANALYSIS

28

strikes), respectively. Hence maximum emphasis was given to extension education activities carried out by different extension agencies. Table 9: Distribution of Government policies news in different subcategory (Measurement in column width x column length in cms) S.N o. 1. 2. 3. Subcategories Gov. policies on incentives to farmers Milk/meat/wool production: policies, achievement, situation A.H. policies and social life: farmers organization/association/unions/de monstration/strike A.H.Ext.Edu.: Training, kisan mela, camps. Dainik Jagran % No. Space 08 10 04 470.6 7 983.6 8 411.5 9 1961. 01 3826. 95 12.30 25.70 10.76 Dainik Bhaskar Space % 927.8 1 1173. 94 387.5 2 2325. 28 4814. 55 19.28 24.39 08.04

R O

No .

III II I V I

15 13 06

R O III II IV

4. Total

26 48

51.24 100.0 0

35 69

48.29 100.0 0

Findings related to the coverage of news pertaining to various sub-category of Government policies are also given in Table 9. The results are almost similar to Dainik Jagran with the space being covered by slight variation. Moreover in Dainik Baskar 48.29, 24.39, 19.28 and 8.04 per cent space were covered by the news related to animal husbandry Extension education followed by Milk/meat/wool production, government policies on incentives to farmers, and animal husbandry Policies and Social life, respectively. 4.1.6 Space given for news about subareas of entrepreneurship The information related to sub-category of entrepreneurship is given in Table 10. All this news was divided into four sub-category of entrepreneurship. It was found that as a whole entrepreneurship got least attention by newspapers i.e. only 2.8 per cent space was given in Dainik Jagran and Dainik Bhaskar (3.25%) out of total animal husbandry news coverage. Table 10: Distribution of Entrepreneurship news in different subcategory (Measurement in column width x column length in cms) S.No. Subcategories No. Dainik Jagran Space % RO No. Dainik Bhaskar Space % RO

CONTENT ANALYSIS
1. 2. 3. 4. Total Veterinary equipment Supporting services Dairy industry problem Poultry industry problem 13 1138.49 100.00 19 1284.37 100.00 04 08 01 495.60 615.35 27.6 43.53 54.04 02.43 II I III 01 02 12 04 23.12 104.78 931.08 225.39 01.80 08.16 72.49 17.55 IV III I II

29

In Dainik Jagran, among the sub-category of entrepreneurship the news related to dairy industry problem had occupied maximum space (54.04%) followed by supporting services (43.53%), poultry industry problem (2.43%). None of the space was given for sub-category veterinary equipment in Dainik Jagran. As compared to Dainik Jagran, Dainik Bhaskar had given more space for news published related to dairy industry problem to the extent of 72.49 per cent. It was followed by poultry industry problem (17.55%) which was much higher as compared to Dainik Jagran. 8.16 per cent of the total space was covered by the news pertaining to supporting services which was much lesser as compared to Dainik Jagran. However, very minimum space (1.8%) was given to the news of veterinary equipment. 4.1.7 Distribution of space and numerical count for various level of significance It is evident from the data presented in Table 11 that distribution of news items for various levels of significance, the maximum emphasis has been either on state level or districts level news in both the selected dailies. More number of National level news was published in Dainik Bhaskar (56) as compared to Dainik Jagran (43). More space was covered by the Dainik Bhaskar as far as international level news are concerned to the extent of 11.52 per cent as compared to Dainik Jagran in which these news have only 5.23 per cent space. Table 11: Comparison of total space (Measurement in column width x column length in cms) and numerical count of animal husbandry news for its various level of significance S.No. Levels of significance No. Dainik Jagran Space % Dainik Bhaskar Space %

RO

No.

RO

CONTENT ANALYSIS
1. 2. 3. 4. Total International National State District 31 43 74 313 461 2130.92 3883.03 7456.09 27262.5 40732.61 05.23 09.53 18.30 66.94 100.00 IV III II I 61 56 81 342 540 4548.57 4585.03 7056.77 23301.16 39491.53 11.52 11.61 17.87 59.00 100.00

30

III IV II I

In Dainik Jagran, 66.94, 18.30, 9.53 and 5.23 per cent news were found having the significance of district, state, national and international significance, respectively. While in Dainik Bhaskar, 59.00, 17.87, 11.61 and 11.52 per cent of news were having the respectively. 4.1.8 Distribution of animal husbandry news on the basis of headline It was further decided that the content analysis should be made on the basis of headlines pertaining to animal husbandry and also without headlines but have animal husbandry substance in these news. Therefore, the information on these lines i.e. number and total space (in cms) occupied by animal husbandry news with animal husbandry headlines and without animal husbandry headlines and their respective percentage are given in Table 13. It was observed from the Table 12 that animal husbandry news with headlines occupied maximum space as compared to animal husbandry news without headlines. It was also found that approximately 86 per cent news was published with having animal husbandry headlines in both the Hindi dailies. Remaining almost 14 per cent animal husbandry news was published without headlines, very slight variation was found between both Hindi dailies. Table 12: Distribution of animal husbandry news on the basis of headlines (Measurement in column width x column length in cms)
S.No.

district,

state,

national

and international

level

of

significance,

Category With headlines Without headline No. 337 48 385

1. 2. Total

Dainik Jagran Space % 30001.18 86.99 4485.42

34486.60

RO I II

No. 378 46
424

Dainik Bhaskar Space % RO 27809.71 86.01 I 4520.10

32329.81

13.01
100.00

13.99
100.00

II

It can probably be said that such news (without headline) might have not been able to catch the attention of the readers. However, publication of some animal husbandry news content in basically non-animal husbandry news articles was unavoidable but the appearance of a news article which was substantially animal

CONTENT ANALYSIS

31

husbandry and yet without animal husbandry headline or in which the headline was not clear enough to tell whether the news was animal husbandry implied that its presentation in the newspapers was not satisfactory. 4.1.9 Space devoted to different species of animal consider in news Further animal husbandry news was also categorized on the basis of animal species. The Table 13 shows the distribution of news items and the space occupied by them. It was found that news on bovine has been maximum and it is also interesting to note that second importance was given to wildlife in both selected Hindi dailies. This is perhaps due to the fact that Government is encouraging the saving / conservation of wildlife. In Dainik Jagran, space covered for publication of bovine news was found highest (61.8%), followed by wildlife (17.17%), canine (6.69%), poultry (6.09 %), and ultimately occupied I, II, III and IV ranks. News regarding equine and ovine occupied 3.84 and 2.79 per cent and thus occupied V, VI ranks, respectively. Minimum space was covered by the news related to fish (0.90%) and swine (00.70%) and thus placed these news at VII and VIII ranks, respectively. In case of Dainik Bhaskar, first rank was occupied by bovines (43.58%) followed by wildlife (23.97%), poultry (17.4%), ovine (5.64%) and news related to canine (3.96%). However, 2.77, 1.29 and 1.06 per cent space was covered by news regarding equine, lab animal and fish, respectively. Minimum space was occupied for swine (0.33%) which was automatically given last rank i.e. IX. The examination of data reveals that Dainik Jagran gave more emphasis on bovines as compare to Dainik Bhaskar whereas Dainik Bhaskar has given more space to the news related to poultry production and wildlife as compared to Dainik Jagran. Regarding news pertaining to ovine, more space was covered by Dainik Bhaskar. Table 13: Distribution of space devoted on different animals (Measurement in column width x column length in cms) S.N o. 1. 2. 3. 4. 5. 6. 7. Animals No. Bovine Canine Poultry Wildlife Fish Equine Ovine 252 34 23 74 05 15 09 Dainik Jagran Space % RO 23061.79 2497.26 2276.07 6408.24 340.68 1431.07 1041.85 61.80 06.69 06.09 17.17 00.92 03.84 02.79 I III IV II VII V VI No. 252 30 65 99 06 13 36 Dainik Bhaskar Space % 16415.28 1489.53 6554.93 9026.55 399.84 1043.46 2122.49 43.58 03.96 17.40 23.97 01.06 02.77 05.64 RO I V III II VIII VI IV

CONTENT ANALYSIS
8. 9. Total Swine Lab animal 416 37320.27 100.00 511 37665.25 100.00 4.1.10 Space devoted on the basis placement of animal husbandry news 04 263.24 00.70 VIII 04 06 127.00 485.60 00.33 01.29 IX VII

32

Besides other indicators of assessing the significance of a news item, an indicator is also its placement on the page i.e., upper and lower half of the page and also edition in which animal husbandry news published i.e., main and local edition. It is evident from the data given in Table 14 that both the Hindi dailies were published two-third of the news related to animal husbandry on the upper half of the paper. Very minor variation of percentage of space covered was observed. In Dainik Jagran, the distribution of news items in upper and lower half was 62.75 and 37.25 per cent, respectively. While in case of Dainik Bhaskar, these news were published on upper and lower half to the tune of 63.93 and 36.07 per cent. Table 14: Comparison of the location of animal husbandry news article on the upper and lower half of various pages in the Hindi dailies S.No. 1. 2. Total Location No. Upper Lower
258 203 461

Dainik Jagran Space % RO

25560.56 15172.05 40732.61 62.75 37.25 100.00 I II

No.
332 208 540

Dainik Bhaskar Space % RO

25244.40 14247.13 39491.53 63.93 36.07 100.00 I II

Table 15: Comparison of the placement of animal husbandry news articles on edition of (Measurement in column width x column length in cms) the newspapers:
S.No. 1. 2. Tot al Edit i on Mai n Local No. 242 219 461 Dai ni k Jagran Space 18753.46 21979.35 40732.61 % 46.04 53.96 100.00 RO II I No. 219 321 540 Dai ni k B haskar Space 17296.75 22194.78 39491.53 % 43.80 56.20 100.00 RO II I

With respect to edition, data given in Table 15 indicated that, Dainik Jagran has coverage of 53.96 per cent news on local edition and remaining 46.04 per cent news appeared on main edition. Dainik Bhaskar covered 43.8 per cent news on main edition and 56.2 per cent news on local edition. Hence the coverage of news by both dailies was found to have slight variation and majority of the news related to animal husbandry science appeared in main edition in both the newspapers. 4.1.11 Space covered by different sources of animal husbandry information

CONTENT ANALYSIS

33

An effort was also made to find out the sources of animal husbandry information for the selected Hindi dailies. The data given in Table 16 indicate that maximum space as well as number of news in both the selected dailies was contributed by their respective press correspondents i.e., 70.80 and 64.78 per cent in Dainik Jagran and Dainik Bhaskar, respectively. Other important sources contributing animal husbandry news in Dainik Jagran were HAU (9.75%), international agency (5.06%), State Dept. of Animal Husbandry and Dairying (4.55%), NDRI (4.35%) and Delhi correspondents (3.42%). Very minimum space was covered by news given by National Research Center on Equine (1.48%) and Indian Council of Agricultural Research (0.59%). Table 16: Distribution of space devoted and numerical count of animal husbandry news articles contributed by various sources (Measurement in column width x column length in cms) S.No. 1. 2. 3. 4. 5. 6. 7. 8. 9. Total Sources
No.

Dainik Jagran
S pace % RO No.

Dainik Bhaskar
S pace % RO

Hisar correspondent New delhi International agency HAU NDRI State dept. ICAR NRCE CIRB

322 19 22 48 18 24 04 04 461

28839.45 1393.83 2061.95 3972.18 1769.27 1852.25 239.46 604.15 40732.6

70.80 03.42 05.06 09.75 04.35 04.55 00.59 01.48 100.0

I VI III II V IV VI II VI I -

352 32 60 47 20 21 03 03 02
540

25580.14 2541.21 4436.34 2858.12 2004.18 1383.47 190.25 316.23 181.59

39491.53

64.78 06.43 11.24 07.24 05.07 03.50 00.48 00.80 00.46

100.00

I IV II III V VI VI II VI I IX

In respect to Dainik Bhaskar, majority of animal husbandry news were reported by press correspondents of newspaper (64.78%) followed by international agency (11.24%), HAU (7.24%), Delhi correspondents (6.43%), NDRI (5.07%) and State Dept. of Animal Husbandry and Dairying (3.55%). However some news was also given by NRCE (0.80%), ICAR (0.48%) and CIRB (0.46%). Thus it can be concluded that majority of the news were reported by their press correspondents followed by international agencies. HAU and NDRI also contributed significantly about their resource and extension activities being the premier institution of animal

CONTENT ANALYSIS
husbandry sector. 4.1.12 Space devoted for animal husbandry photographs

34

It was also considered to measure the space covered by the photographs related to animal husbandry. The data given in Table 17 indicated that almost 80 per cent of space was covered by black and white photographs and remaining 20 per cent space was occupied by color photographs in Dainik Jagran. However, in case of Dainik Bhaskar, slight variation in percentage was noticed i.e., 64.60 and 35.40 per cent space was covered by black and white and color photographs, respectively. Table 17: Distribution of space devoted on photograph (Measurement in column width x column length in cms)
S .No . Phot ographs No.

Dainik Jagran
S pace 12673.19 3183.26 15856.45 % 79.93 20.07 100.00 RO I II No. 205 97 302 231 64 295

Dainik Bhaskar
S pace 9747.23 5342.81 15090.04 % 64.60 35.40 100.00 RO I II

1.

Black &

white 2. Color Total

4.1.13 Space devoted for editorials on animal husbandry The data pertaining to space devoted for editorials on animal husbandry are given in Table 18. Table reveals that very less emphasis was given on animal husbandry based editorials. During the reference period only three editorials were published in both selected Hindi dailies, out of which one was published in Dainik Jagran and two were published in Dainik Bhaskar. Editorials were published on wildlife conservation, white revolution and animal welfare. The space covered by these editorials was calculated as 01.01 and 1.5 per cent in Dainik Jagran and Dainik Bhaskar, respectively. Table 18: Comparative total space (in cms) and number of animal husbandry editorials out of the total space and number of editorials published in the newspaper S. No . 1. 2. News papers Dainik Jagran Dainik Bhaskar Total No. of editorial 258 302 13261.41 21674.34 II I
S pace RO No. of A.H. edi t ori al S pace

RO

01 02

134.67 324.44

II I

01.01 01.50

CONTENT ANALYSIS
Total 560 34935.75 03 459.11 01.32

35

In Dainik Jagran total of 258 editorials published in one year period, out of that only one editorial (1.01%) about animal husbandry while in Dainik Bhaskar 302 editorials were appeared in a year, out of that only two editorials (1.5%) were published about animal husbandry. Overall, animal husbandry editorials occupied only 1.32 per cent space out of total space devoted for editorials. 4.1.14 Space devoted for opinion columns on animal husbandry The number of letters to editors (opinion columns) and the space devoted under them show a response of the public towards various news items, editorials, short comments, etc. published in the newspapers and their general feeling towards various facets of the respondents life. An analysis of opinion columns may reveal an awakening of the public towards animal husbandry news items. With this point of view, the opinion columns related to animal husbandry were also sorted out. Their distribution is present in the table given below. The Table 19 shows that comparatively their number has been very less (4 out of 502). In Dainik Jagran none of the opinion column was published about animal husbandry. While in Dainik Bhaskar (4 out of 304 opinion column) 5.59 per cent space was given for animal husbandry opinion column. Table 19: Comparative total space (in cms) and number of animal husbandry opinion column out of the total space and number of opinion column published in the newspaper
S.No. Newspap ers Tot al No. of Opi ni on col um n Space RO No. of A.H. Opi ni on col um n Space RO %

1. 2.

Dainik Jagran Dainik Bhaskar Total

198 304 502

4567.14 8754.34 13321.48

II I

00 04 04

00 489.46 489.46

05.59 05.59

DISCUSSION

CHAPTER V

In this chapter, an attempt has been made to discuss and interpret the findings

CONTENT ANALYSIS

36

of the research in the light of previous similar studies. For the sake of convenience, the part of the present investigation is highlighted under the following heads 5.1 Content analysis of animal husbandry news in selected Hindi dailies 5.1.1 Space given to animal husbandry information: It was found that out of total space covered by the news, only 1.09 per cent space was occupied by the news pertaining to animal husbandry aspects. However, various Governments agencies have given maximum emphasis on animal husbandry sector. The share of animal husbandry to the total GDP of the country is approximately 4.07 per cent. Though, animal husbandry is an important sector, only 1.09 per cent of the animal husbandry news is published by selected Hindi dailies under its programme of farm diversification. Similar findings were also reported by Minocha (1979) which revealed that, out of total space covered by agricultural news 1.45 per cent space was occupied by animal husbandry news. The study conducted by Bhati (1980) and Jaura (2006) reported that out of total space covered by agricultural news, 5.61 and 7 per cent of the space was occupied by animal husbandry information, respectively. 5.1.2 Space given to different subject matter category of animal husbandry news: In case of farm information related to sub-areas of animal husbandry it was observed that, in Dainik Jagran, more space was given to animal health aspect (34.20%), followed by animal production (20.12%), Government policies (9.4%) and entrepreneurship (2.8%). Likewise, in Dainik Bhaskar, 34.58, 17.37, 12.2 and 3.25 per cent of total space was given to animal health, animal production, Government policies and entrepreneurship, respectively. Results of both the selected Hindi dailies were almost similar. The results further revealed that news pertaining to animal health had occupied first position followed by animal production. This may be due to the fact that these are the two dominating areas of animal husbandry and news related to animal health and animal production covered most of the field applicable aspects of animal husbandry sector. These results get support from the findings reported by Jaura (2006), in which they also reported that animal health care occupied first rank (approx. 25%) followed by livestock product management (approx. 23%). 5.1.3 Space given to sub-category of animal health: The findings related to subcategory of animal health, as it is evident from the previous chapter that, coverage of news about Veterinary Public Health and Epidemiology and Climate, Preventive

CONTENT ANALYSIS

37

Measures and Diseases were found to be the maximum. While Veterinary Surgery, Veterinary Gynaecology and Veterinary Parasitology got minimum attention and thus covered less space as compared to above. Not even single news related to Veterinary Microbiology and Veterinary Pharmacology was published. It is inferred from the findings that the news having the practical utility of animal husbandry from the farmers point of view had occupied maximum space / coverage then the news related to research aspects which were having importance to the scientific community. It is also mentioned here that the livestock and poultry farmers have more interest in such news like prevention of diseases, treatment of diseases, vaccination, AI practices etc, which may help them in their routine activities of animal husbandry and ultimately enhancing productivity of livestock and poultry. Therefore, it may be concluded that animal health is very important area which should be given more attention. 5.1.4 Space given for news about subareas of animal production: The results showed that livestock production and management, livestock products technology and animal breeding had occupied major space. However, no news on animal product marketing was published. It implies that news related to different aspects such as management of livestock and poultry, products of livestock and poultry and evolves of superior breed of milch animal preferred by news agency as well as farmers. Marketing aspect of animal was husbandry is also one of the important area in which the information should be given to the farmers on regular basis. 5.1.5 Space given for news about subareas of Government policies: The findings further revealed that among this sub-category, animal husbandry Extension education which included training, demonstration, kissan mela, Camp and animal husbandry Policies and Social life including farmers organizations / associations / unions / farmers movements / demonstrations / strikes had occupied maximum space. The probable reason for such results may be that training, demonstration, Camps, kisan mela etc, had occupied maximum space because these news have direct bearing for the farmers benefit and also to livestock and poultry farmers.

5.1.6 Space given for news about subareas of entrepreneurship: The information related to sub-category of entrepreneurship got least attention by newspapers i.e. on an average 3.02 per cent of total space given to animal husbandry news was occupied

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by both selected dailies. This may be due to less awareness and knowledge of newspaper industries as well as livestock and poultry farmers towards animal insurance policies, marketing, transport and storage of livestock and poultry product, supporting services, subsidies etc. However, entrepreneurship is one of the important issues related to animal husbandry sector. Government provides different subsidies to livestock owners for insurance their animals under different animal welfare schemes. Subsidies are also given to farmers on mineral mixture, vaccination of various diseases, cash incentives for rearing murrah buffalo calve and for establishment of hitech dairies, etc. Hence more space should be given to the news related to Government policies. 5.1.7 Distribution of space and numerical count for various levels of significance : The findings of the study revealed that maximum emphasis has been on district level news (2/3rd) followed by state level by both the selected Hindi dailies. Proportion of national and international level of news was higher in Dainik Bhaskar as compared to Dainik Jagran. Findings imply that newspapers have given more coverage to local and regional news because such news has more relevance and concerned with local population. Furthermore these news have more significance because livestock and poultry owners are more aware with the activities carried out surrounding them. These findings get support from the findings of Bhati (1980), who reported that 75 per cent space under agricultural news has been on district and state level news items. However, some contradictory findings were reported by Minocha (1979) who revealed that national level news (45%) occupied maximum space followed by state level (34.66%). 5.1.9 Space devoted to different species of animal consider in news: Further animal husbandry news was also categorized on the basis of animal species. The maximum news on bovines was published in both dailies. Similar results were also observed by Bhati (1980), in his study who reported that maximum space was given to the news related to cow followed by buffalo. It is also interesting to note that second importance was given to wildlife by both selected Hindi dailies. The probable reason may be that Government is encouraging the wild life conservation. News on canine and poultry occupied next order of preference by the newspaper while ovine and equine had got little attention. News on fish, swine and lab animal got minimum space, in the newspapers. However, this finding contradicts those reported earlier by

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Bhati (1980) who reported that coverage of news related to fishery occupied second maximum space and not a single news on piggery were published in newspaper during the reference period. Fishery is also one of the most important areas now a days. Lab animals are required for experiments by various research unit. Being the important aspect, it is suggested that the news on these aspects regarding techniques, latest development and beneficial schemes launched by the Government should be published and more emphasis should be given to acquaint the farmers. The scientific institution and fishery department of Haryana should publish more news in Hindi dailies for the welfare of farmers. 5.1.10 Space devoted on the basis placement of animal husbandry news: Placement refers to the space given to animal husbandry information in each edition by the newspapers viz. local and main edition and also its placement (appearance) on the page i.e., upper and lower half of the newspapers. The finding reveals that the animal husbandry news coverage on upper half was higher in both dailies than lower half. Contradictory to these findings, Bhati (1980) reported that coverage of news on upper and lower half was equal. It can, therefore, be interpreted that these papers have specific preference with regards to the location of animal husbandry news. Moreover, when we compare space given to animal husbandry news with regards to edition, space covered by news in local edition was (Av. 55.18%) higher than the main edition (44.82%) in both the selected Hindi dailies. These results were similar to the observations of Jaura (2006). It inferred that more space was given to animal husbandry news in local edition. This may be due to the fact that the farmers generally read and take interest in local news. So more space should be provided to animal husbandry news by the newspapers especially in local edition. 5.1.11 Space covered by different sources of animal husbandry information: The contribution of Haryana Agricultural University, Hisar, state departments, different animal husbandry institution and newspaper correspondents in disseminating the animal husbandry information through selected Hindi dailies was also described in precision chapter. The findings indicate that more than 60 per cent animal husbandry news items in Dainik Bhaskar and Dainik Jagran were contributed by their respective press correspondents. Almost similar result was reported by Bhati (1980). However, this finding differ those reported earlier by Jaura (2006) who found that maximum space (60.16%) was covered by the Punjab Agricultural University, Ludhiana. Next in order, Haryana Agricultural University, Hisar disseminated the animal husbandry

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information to the farmers through these papers. The other sources identified were; International agency, Delhi agencies, State Dept. of Animal husbandry and dairying, National Dairy Research Institute, Karnal, Indian Council of Agricultural Research, National Research Center on Equine and Central Institute of Research on Buffalo. From the findings of the study, it may be inferred that the share of contribution of Haryana Agricultural University and other research institutions is not so satisfactory as compare to press correspondents of newspapers. Therefore, it is suggested that the scientists of HAU and other scientific institutions should take lead and should provide more information about their researches and technologies to the media for publication. The various departments of state Government like animal husbandry, fishery, and rural development should also encourage for publishing Government policies and other schemes so that farmers may be benefited. 5.1.12 Distribution of animal husbandry news on the basis of headline: It was found that about 13 per cent of animal husbandry news appeared without animal husbandry headlines in both the Hindi dailies. Almost similar result was reported by Minocha (1979) and Bhati (1980), they also reported that 10.0 and 12.5 per cent of news were published without specific headlines, respectively. It would be commendable on the part of papers if they take steps to reduce the percentage of such news because such news hinder the reading habit of farmers. 5.1.13 Space devoted for animal husbandry photographs: The findings related to space devoted for animal husbandry photographs reveals that the number of photographs on animal husbandry in Dainik Bhaskar were higher than Dainik Jagran. However, very few colored photographs on animal husbandry were published. So more space should be given by the news agencies to relevant photographs because photographs immediately attract the farmers / readers and ultimately improve the reading behavior. 5.1.14 Space devoted for editorials on animal husbandry: The findings revealed that about 1.32 per cent of the total editorial space was covered under editorials related to animal husbandry. It does not seem commensurate with the importance of animal husbandry in the country and there seems to be a need for devoting more space under editorials related to animal husbandry. Very few editorials were published on wildlife conservation, white revolution and animal welfare. It is suggested that editors of the newspapers should analyze the activities carried out by various department and they

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should express their free, frank and fair observation to improve the quality of work / performance for the development of livestock and poultry farmers. 5.1.15 Space devoted for opinion columns on animal husbandry: An analysis of opinion columns revealed an awakening of the public towards animal husbandry news items. With this point of view, the opinion columns related to animal husbandry were also sorted out. The finding reported that comparatively their number was very less (4 out of 502). Therefore, this point should keep in mind by the publishing agencies that more opinion columns should be kept published after inviting from the leading personalities in the related field.

SUMMARY AND CONCLUSION

CHAPTER - V

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Livestock is an essential part of the rural India as a source of livelihood and provider of draught power, manure and energy. The role of livestock in human development is enormous. Protein from livestock is needed for physical and intellectual development as well as for developing immunity against disease. Livestock production is also an instrument for socio-economic change to improve income and quality of life. The importance of this sector in India with distinct features of having very large number of livestock (485 million) is ever-increasing in terms of productivity, employment generation and contribution to the economy. India has also the distinction of having largest number of cattle and buffalo in the World (Anonymous 2007). The contribution of livestock and livestock products to national economy is continuously increasing. It has been found that the livestock sector is more stable and has vast potential of employment generation with lesser investment as compare to the agriculture sector. Realizing the growth potential of Livestock sector, greater attention is being paid to bring further improvements in this sector. In Haryana, the crossbred cattle population forms nearly 37 per cent of the total cattle population of the state. Murrah breed of buffaloes is one of the most extensively found breed in almost all the districts of the state in general and Jind in particular. In Haryana poultry farming, is taken up by diverse group of people, from young to old, educated to uneducated as well as people of all caste. The population of poultry has increased from 0.4 million to 13.619million during 1966 to 2003. The total poultry population in the country is 489 million out of which 13.619 million were in Haryana which constitutes 2.78 per cent to the countrys total poultry population and thus Haryana ranked tenth in the country during 2003. Currently the population of poultry in Haryana is estimated to be 29.869 million which is almost double of 2003 (Anonymous, 2007). Various schemes aimed at increasing the availability of genetically improved quality of livestock and poultry, control of diseases, assisting and encouraging of farmers to go for genetically upgraded animals and assured protection against loss of such animals through an established mechanism etc. have been initiated. Livestock plays a vital role for upliftment of livestock farmers in India as well as Haryana. Among the mass media, source of information for rural India, newspaper is one of the most commonly used medium. Newspaper is primarily a means of disseminating news and influencing public on the current events. It also serves as an educational and

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entertainment medium. Newspaper plays an important role in the field of agricultural development including animal husbandry by informing the farmers about new techniques and helping farmers to interpret information of animal husbandry to rest of the society (Nanjappa and Ganapathy, 1986). Keeping in view the above facts in mind, a study on Content Analysis Animal Husbandry news covered by Hindi Dailies was undertaken in Hisar district of Haryana with the following specific objectives: 1 2 To analyze the contents of animal husbandry news covered by selected Hindi Dailies newspapers in Hisar. To make a comparative analysis of nature of animal husbandry news articles and their coverage on the basis of different content categories.

Major findings of the study: The following conclusions have emerged from the present study: Content analysis 1. The coverage of animal husbandry news throughout the year was found only 1.09 per cent in selected Hindi dailies. Dainik Jagran devoted more (1.13%) space to animal husbandry news than Dainik Bhaskar (1.06%). Dainik Jagran released special issue containing agricultural and animal husbandry news only on every Monday SANJHI while no such specific issue was are being published by Dainik Bhaskar. 2. Among the category of animal husbandry aspects, news related to animal health occupied first rank having maximum space followed by animal production, Govt. policies and entrepreneurship. 3. Among the sub-category of animal health, news related to various aspects of Veterinary Public Health and Epidemiology occupied maximum space (26.10%) followed by Preventive Measures (19.39%), Climate affect on animal (19.05%) and Diseases (14.72%). It is also mentioned here that not a single news related to Veterinary Microbiology, Veterinary Pathology and Veterinary Pharmacology appeared in Dainik Jagran during the period of study. In case of Dainik Bhaskar, the largest coverage was given for news pertaining to Climate (58.28%) followed by Veterinary Public Health and Epidemiology (14.98%), Diseases (11.79%) and

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Surgery (5.3%). Similarly no articles were published related to sub-category of Veterinary Microbiology and Pharmacology in Dainik Bhaskar during January to December, 2010. 4. The news related to sub-category of animal production, news on Livestock Production and Management occupied maximum space in both the selected Hindi dailies i.e. Dainik Jagran (40.42%) and Dainik Bhaskar (46.34%) and thus got first rank. In Dainik Jagran, next preference for news was given to Livestock Product Technology (38.8%) followed by Animal Breeding (14.6%) and Marketing of Animal Product (6.18%). Whereas in Dainik Bhaskar, the second most preferred area for news was Animal Breeding (26.64%) followed by Livestock Product Technology (24.01%) and Animal Product Marketing (3.01%). 5. Under Govt. policies, in Dainik Jagran, 51.24, 25.7, 12.3 and 10.67 per cent of total space were covered by the news related to Animal Husbandry Extension Education (training, demonstration, kissan mela), Milk / meat / wool production (policies, achievement, situation), Government policies on incentives to farmers, and Animal Husbandry Policies and Social life (farmers organizations / associations / unions / farmers movements / demonstrations / strikes), respectively. Moreover, in Dainik Bhaskar, 48.29, 24.39, 19.28 and 8.04 per cent space was covered by the news related to Animal Husbandry Extension Education followed by Milk/meat/wool production, Government policies on incentives to farmers, and Animal Husbandry Policies and Social life respectively. 6. In Dainik Jagran, among the sub-category of entrepreneurship, the news related to the problems of dairy industry occupied maximum space (54.04%) followed by supporting services (43.53%) and poultry industry problems (2.43%). As compare to Dainik Jagran, Dainik Bhaskar had also given more space for news published related to dairy industry problems to the extent of 72.49 per cent. It was followed by poultry industry problems (17.55%). However, very minimum space (1.8%) was given to the news related to veterinary equipments. 7. In case of levels of significance of news in both newspapers, maximum emphasis had been either on state level or districts level news. More number of National level news was published in Dainik Bhaskar (56) as compared to Dainik Jagran (43). In Dainik Jagran, 66.94, 18.30, 9.53 and 5.23 per cent news were found to have the significance of district, state, national and international significance,

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respectively. While in Dainik Bhaskar, 59.00, 17.87, 11.61 and 11.52 per cent of news were having the district, state, national and international levels of significance, respectively. 8. It was observed from the findings that animal husbandry news with headlines occupied maximum space as compared to animal husbandry news without headlines. It was also found that approximately 86 per cent news was published with headlines of animal husbandry in the both the Hindi dailies. very slight variation was found between both Hindi dailies. 9. Animal husbandry news was also classified on the basis of animal species involved. In Dainik Jagran, maximum space (61.8%) was covered by the bovine news, followed by wildlife (17.17%), canine (6.69%) and poultry (6.09 %). News regarding equine and ovine occupied 3.84 and 2.79 per cent space. Least space was covered by the news related to fish (0.90%) and swine (00.70%). In case of Dainik Bhaskar, first rank was occupied by the news related to bovines (43.58%) followed by wildlife (23.97%), poultry (17.4%), ovine (5.64%) and canine (3.96%). However, 2.77, 1.29 and 1.06 per cent space was covered by news regarding equine, lab animal and fish, respectively. Minimum space was occupied by news items of swine (0.33%) which automatically got last rank. 10. On the basis of placement, two-third of the news related to animal husbandry was published on the upper half of the paper. In Dainik Jagran, the distribution of news items in upper and lower half of the newspaper was 62.75 and 37.25 per cent, respectively. While in case of Dainik Bhaskar, these news were published on upper and lower half of paper to the tune of 63.93 and 36.07 per cent. In respect to edition, data reported that Dainik Jagran had coverage of 53.96 per cent news in local edition and remaining 46.04 per cent news appeared in the main edition. Dainik Bhaskar covered 43.8 per cent news on main edition and 56.2 per cent news on local edition. 11. As far as the sources of animal husbandry information for the selected Hindi dailies was concerned, the maximum space as well as number of news in both the selected dailies was contributed by their respective press correspondents, i.e. 70.80 and 64.78 per cent in Dainik Jagran and Dainik Bhaskar, respectively. Other important sources contributing to animal husbandry news in Dainik Jagran were HAU (9.75%), international agency (5.06%), State Dept. of Animal Remaining almost 14 per cent animal husbandry news were published without headlines and

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Husbandry and Dairying (4.55%), NDRI (4.35%) and Delhi correspondents (3.42%). With respect to Dainik Bhaskar, international agency contributed 11.24 per cent of the news followed by HAU (7.24%), Delhi correspondents (6.43%), NDRI (5.07%) and State Dept. of Animal Husbandry and Dairying (3.55%). 12. Regarding the space covered by the photographs related to animal husbandry, it was found that almost 80 per cent of space was covered by black and white photographs and remaining 20 per cent space was occupied by colored photographs in Dainik Jagran. However, in case of Dainik Bhaskar, 64.60 and 35.40 per cent of the total space was covered by black and white and colored photographs, respectively. 13. The data pertaining to space devoted for editorials on animal husbandry revealed that very less emphasis was given on animal husbandry based editorials. During the reference period, only three editorials were published in both selected Hindi dailies. These were wildlife conservation, white revolution and animal welfare. The space covered by these editorials was calculated as 01.01 and 1.5 per cent in Dainik Jagran and Dainik Bhaskar, respectively. Overall, animal husbandry editorials occupied only 1.32 per cent space out of total space devoted for editorials. 14. The opinion columns and the space devoted under these show a response of the public towards various news items, editorials, short comments, etc. An analysis of opinion columns revealed an awakening of the public towards animal husbandry news items. In Dainik Jagran, none of the opinion column was published on animal husbandry. While in Dainik Bhaskar 5.59 per cent space was given for animal husbandry opinion columns.

Strategies / suggestions for overall improvement of contents of Hindi dailies regarding animal husbandry news and reading behavior of farmers

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The real value of any research lies in the practical utility of its research findings. Hence, an attempt has been made in this study to develop an extension strategy / suggestion for betterment. The focus of the study is to improve the coverage of animal husbandry news in Hindi dailies and their reading behavior of farmers about animal husbandry news. The study also highlighted certain areas of animal husbandry where the Hindi dailies news coverage was very poor. Hence, these is need to take actions on the part of newspaper industries, scientists, farmers and all those who have a concern for better prospects of animal husbandry in Haryana. Besides this, the respondents were asked to give valuable suggestions for making further improvements in the animal husbandry information contents covered by the newspapers. Moreover, on the basis of findings of the study and based on the observations noticed during data collection, the following measures are suggested for better prospects of animal husbandry in Haryana: 1. The results of study revealed that very less space was given for the coverage of news related to animal husbandry in the selected dailies, so it is suggested that more space should be provided to the news related to different aspects of animal husbandry by the various news agencies at least as per its contribution in total GDP of the country. The study further revealed that very less space was given for news regarding entrepreneurship related to animal husbandry sector while this category provides valuable information on supporting services on animal husbandry, problems related to dairying and poultry farming etc, which may be useful to livestock and poultry farmers for betterment of their livelihood. 2. Minimum emphasis was also given by the news agencies to publish news related to the disciplines of Veterinary Microbiology, Veterinary Pathology and Veterinary Pharmacology, though these are very important areas of animal health. Therefore, it is suggested that the scientists of disciplines concerned and the State Department of Animal Husbandry and Dairying should put their efforts to give relevant and local specific technologies to the news agencies so that the farmers may adopt these technologies, quickly. 3. It is also reported by the respondents that animal husbandry news published in newspapers were impracticable in field conditions, so the technology

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generators should provide the news to the news agencies / press correspondents which are simple to understand and which may be practically adopted by the livestock and poultry farmers. 4. Dainik Jagran published the news on various agricultural aspects on every Monday in the form of SANJHI which was very useful for farmers. On the same line, farmers suggested that newspapers agencies should be given specific page in their newspapers related to various aspects of animal husbandry, on specified day in a week. This would encourage the popularity of newspaper in rural areas on one hand and will also help in transfer of technology for the national development on the other side. 5. The results of the study also revealed that majority of farmers were categorized in low level of reading behavior regarding animal husbandry news. So for enhancing the reading behavior of the farmers, the following points may be kept in mind while publishing animal husbandry news: a. They should publish the animal husbandry news with suitable

photographs. b. Season wise information pertaining to animal husbandry should be published in the Hindi dailies. c. Question-answer columns reflecting the interaction between farmers and veterinary surgeon / scientists on different aspects of animal husbandry should be published in the Hindi dailies. d. More news on livestock insurance scheme, livestock and its products marketing, etc should be published. e. As far as possible, the use of technical terms should be avoided. It will enhance the readability and understandability of the contents of the Hindi dailies. The above mentioned points will not only help the livestock and poultry farmers for getting the news on latest technologies of animal husbandry but also widen their general knowledge and thus, increase their participation and

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