THE ROLE OF MASS COMMUNICATION IN RURAL DEVELOPMENT: PERSPECTIVES OF AGRICULTURAL EMPLOYEES IN THE DIRECTORATE OF AGRICULTURAL EXTENSION AND TRAINING, BAGHDAD GOVERNORATE

• Dina Thier Jamal Mohmoud Hadees Jassim

  Author

This study was aimed to identify the role of mass communication media in achieving rural development from the perspective of agricultural employees in the Directorate of Agricultural Extension and Training in Baghdad Governorate in general, as well as to determine the role of each mass communication medium in achieving rural development. In addition, the study sought to examine the variation in respondents’ perspectives regarding the role of mass communication in achieving rural development according to personal variables represented by (sex, number of years of service, training in rural development, and sources of information on rural development). A questionnaire was developed consisting of two parts. The first part included a set of independent variables related to the respondents, while the second part comprised (60) statements, each representing the role of mass communication media in achieving rural development. These statements were distributed across five domains: the social, economic, educational, health, and political domains.

The research population included all agricultural employees working in the Directorate of Agricultural Extension and Training in Baghdad Governorate and its related extension farms, in total of 103 employees. A sample of 30 employees was selected as an exploratory sample, and a total of 73 respondents included in the research procedures.

The results indicated that the role of mass communication in achieving rural development, from the perspective of the respondents, was moderate to low. The results also revealed significant differences in respondents’ views regarding the role of mass communication in rural development according to some of the respondents’ personal characteristics, namely (sex, number of years of service, training in rural development, and sources of information on rural development).

The study concluded that there is a need to activate the role of mass communication in achieving rural development through extension programs and the dissemination of scientific recommendations that can influence rural populations’ attitudes and modify their behavior in order to achieve rural development goals within the studied domains. The study recommends giving greater attention to training agricultural extension personnel in methods of preparing extension messages and utilizing mass communication channels for their dissemination. They also recommend developing and diversifying rural development programs through the official website of the Ministry of Agriculture and its YouTube channel to reach the largest possible number of farmers. Furthermore, it is recommended to assign employees with long service experience and those involved in rural development programs to prepare specialized extension messages related to rural development and disseminate them through mass communication media.

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