MASS MEDIA AS AN AGRICULTURAL INFORMATION SOURCE FOR FARMERS IN PUNJAB, PAKISTAN: AN EFFECTIVENESS ANALYSIS ACROSS AGRO-ECOLOGICAL REGIONS

Authors

  • Adeel Mustafa of Agricultural Extension & Rural Studies, College of Agriculture, University of Sargodha
  • Muhammad Luqman Department of Agricultural Extension & Rural Studies, College of Agriculture, University of Sargodha https://orcid.org/0000-0002-8225-1369
  • Muhammad Yaseen Department of Agricultural Extension & Rural Studies, College of Agriculture, University of Sargodha https://orcid.org/0000-0002-6907-0627
  • Tahir Munir Butt Department of Agricultural Extension, University of Agriculture, Faisalabad, Constituent College
  • Sami Ullah Applied Statistics, College of Agriculture, University of Sargodha

DOI:

https://doi.org/10.18623/rvd.v23.n1.4282

Keywords:

Information Sources, Mass Media, Agriculture Information, Farmers, Pakistan

Abstract

This research aims to investigate the effectiveness of mass media as a source of agricultural information for farmers across the agro-ecological regions of Punjab, Pakistan. The study was conducted in five purposively selected agro-ecological zones of the province. Data were collected from 500 randomly selected respondents through face-to-face interviews using an interview schedule and analyzed using SPSS. Descriptive and inferential statistics were used for the interpretation of data. Respondents across different agro-ecological zones showed significant variation in the use of different mass media information sources. This has been concluded that different mass media information sources serve diverse information needs of farmers. Findings concluded that mass media shows significant effectiveness in various aspects of agricultural development, particularly in increasing farm yield, income, and knowledge, improving farmer confidence, and enhancing linkages with other stakeholders. The role of mass media in enhancing agricultural practices varies significantly by agro-ecological regions. The regression model significantly predicted the effectiveness of mass media information sources (R² = 0.742, p < 0.001), with frequency of use, usefulness, relevancy of information received, and time of usage making statistically significant positive predictors. These findings recommended that there is a need to improve rural digital infrastructure, develop region-specific and accessible content, increase media diversity and frequency, and promote digital literacy among farmers. Additionally, fostering collaboration with agricultural institutions, leveraging mobile platforms, and using a multi-channel communication approach can significantly improve the reach, relevance, and adoption of agricultural information by the farmers.

References

Adeyeye, B., & Salawu, A. (2025). From Airwaves to Farmlands: How Radio Programmes in Indigenous Languages Are Shaping Agricultural Development in North-Central Nigeria. World, 6(1), 9.

Aker, J. C. (2011). Dial “A” for agriculture: A review of information and communication technologies for agricultural extension in developing countries. Agricultural Economics, 42(6): 631–647.

Akhtar, M.S., Ahmad, S., Tarar, M.A., Akhtar, S., Imran, S., and Akhtar, N. (2022). Role of media in addressing the challenges of climate change in the Rice-Wheat cropping zone in the Punjab Province, Pakistan. Journal of Arable Crops & Marketing, 4(1): 01-10.

Akhter, P., Hussain, T., & Ahsan, H. (2021). Mass Media as a Source of Agricultural Information: An Overview of Literature. Global Regional Review. https://doi.org/10.31703/grr.2021(vi-ii).08.

Akwiwu, U., & Patrick, R. (2020). Agricultural Development Programme's (ADP's) effectiveness in the use of mass media for agricultural information dissemination to farmers in Imo State, Nigeria. Journal of Agriculture and Food Sciences, 17, 34-44. https://doi.org/10.4314/jafs.v17i2.4.

Ali, J., & Kumar, S. (2021). Digital technologies and agricultural extension: A conceptual framework. Technology in Society, 66, 101655.

Ariyo, O., Ariyo, M., Okelola, O., Aasa, O., Awotide, O., Aaron, A., & Oni, O. (2013). Assessment of the Role of Mass Media in the Dissemination of Agricultural Technologies among Farmers in Kaduna North Local Government Area of Kaduna State, Nigeria. Journal of Biology, Agriculture and Healthcare, 3, 19-28.

Bawa, D.B., Ani, A. O., and Bzugu P.M. (2014). Influence of Sources of Agricultural Information on Maize Farmers in Southern Borno, Nigeria. New Media and Mass Communication, 31(01): 68-72.

Blumler, J. G., & Katz, E. (Eds.). (1974). The Uses of Mass Communications: Current Perspectives on Gratifications Research. Beverly Hills, CA: Sage Publications.

Chapman, R., & Slaymaker, T. (2002). ICTs and rural development: Review of the literature, current interventions and opportunities for action. Overseas Development Institute.

Creswell, J.W. (2014). Research design: qualitative and quantitative, and mixed methods approach. (4th edition). Sage publication.

Dawid, I., & Boka, E. (2025). Farmers’ adaptation strategies to climate change on agricultural production in Arsi zone, Oromia National Regional State of Ethiopia. Frontiers in Climate, 7, 1447783.

Dhakal, A. (2025). The Need for a Multi-Media Approach in Agricultural Communication: Bridging Socioeconomic Gaps. European Journal of Theoretical and Applied Sciences. https://doi.org/10.59324/ejtas.2025.3(1).01.

FAO (2019). Agro-Ecological Zones of Punjab-Pakistan. Food and Agriculture Organization of United Nations.

FAO. (2019). Digital Agriculture: Farmers in the Digital Age. Food and Agriculture Organization, Rome, Italy.

Glendenning, C. J., Babu, S., & Asenso Okyere, K. (2010). Review of agricultural extension in India: Are farmers' information needs being met? IFPRI Discussion Paper 01048.

Government of Pakistan. (2024). Economic Survey of Pakistan, Economic Advisor’s Wing, Islamabad, Pakistan.

Harry, A. T., & Chukuigwe, O. (2025). The role of mass media in vegetable production in Khana Local Government Area, Rivers State, Nigeria. BW Academic Journal.

Islam, M. S., & Grönlund, Å. (2011). Bangladesh Calling: Can ICTs Help Achieve the Millennium Development Goals?" Information Technology for Development, 17(3): 208–232.

Javaid, U. (2017). Role of mass media in promoting agricultural information among farmers of the district Nankana. Pakistan Journal of Agricultural Sciences, 54(3), 711-715.

Khan, N., Siddiqui, B. N., Khan, N., Ullah, N., Ismail, S., Ali, S., ... & Ahmad, Z. (2020). Impact of newspaper and radio in promoting agricultural information among farmers. A case study of Pakistan. International Journal of Advanced Research and Biological Sciences, 7(4), 192-198.

Kizito, J., Donovan, K., & Maxon, M. (2010). Mobile-based agricultural extension services: The case of Esoko in Ghana. World Bank e-Transform Africa.

Madhushekar, B., Rani, V., Padmaveni, C., Reddy, M., & Kumar, B. (2024). Effectiveness of Agricultural Information Disseminated Through Mobile Apps and Social Media. International Journal of Bio-resource and Stress Management. https://doi.org/10.23910/1.2024.4990.

Meitei, L. S., & Devi, T. P. (2009). Farmers’ information needs in rural Manipur: An assessment. Annals of Library and Information Studies, 56(1): 35–40.

Mittal, S., and Mehar, M. (2016) Socio-economic Factors Affecting Adoption of Modern Information and Communication Technology by Farmers in India: Analysis Using Multivariate Probit Model, The Journal of Agricultural Education and Extension, 22(2): 199-212.

Naveed, M. A., & Anwar, M. A. (2013). Agricultural information needs of Pakistani farmers. Malaysian Journal of Library and Information Science, 18(3), 13-23.

Naveed, M. A., & Anwar, M. A. (2014). Non-agricultural information needs of rural Pakistanis. Pakistan Library and Information Science Journal, 45(2), 2-11.

Naveed, M. A., & Anwar, M. A. (2015). Understanding cotton growers’ information needs from rural Bahawalpur. Pakistan Journal of Information Management and Libraries, 16, 21-28.

Naveed, M. A., & Hassan, A. (2021). Sustaining agriculture with information: an assessment of rural Citrus farmers’ information behaviour. Information Development, 37(3), 496-510.

Naveed, M. A., & Suhaib, A. (2019). Empowering women with information: An investigation of rural desert women’s information behaviour in Pakistan. Information Development, 35(4), 601-611.

Naveed, M. A., Anwar, M. A., & Bano, S. (2012). Information seeking by Pakistani farmers: A review of published research. Pakistan Journal of Information Management and Libraries, 13, 12-19.

Nwabueze, Q. I. (2024). Applying community mass media for the promotion of agribusiness in Nigeria. Mdooter Journal of Communication and Digital Technologies, 1(1), 13-23.

Ohara, E., Obu, O., & Ogar, O. (2023). Mass Media Perception And Utilization For Accessing Agricultural Information Among Farmers In Ogoja Agricultural Zone, Cross River State, Nigeria. Global Journal of Pure and Applied Sciences. https://doi.org/10.4314/gjpas.v29i2.1.

Pathak, S., & Patel, M. (2022). Farmers Perception about Print Media in Agricultural Information Dissemination: A Review. Bhartiya Krishi Anusandhan Patrika. https://doi.org/10.18805/bkap544.

Qamar, M. K. (2005). Modernizing national agricultural extension systems: A practical guide for policy-makers of developing countries. Food and Agriculture Organization of the United Nations.

Rahman, M., Islam, M., & Rashid, M. (2024). Assessing farmers' awareness, technology adoption, barriers, and effective media sources in agricultural journalism for technology transfer. Khulna University Studies. https://doi.org/10.53808/kus.2024.21.01.1137-ls.

Rivera, W. M., & Qamar, M. K. (2003). Agricultural extension, rural development and the food security challenge. Food and Agriculture Organization of the United Nations.

Rogers, E. M. (2003). Diffusion of Innovations (5th ed.). New York: Free Press.

Sandeep, G., Prashanth, P., Sreenivasulu, M., & Madavilata, A. (2022). Effectiveness of Agricultural Information Disseminated through Social Media. Indian Journal of Extension Education. https://doi.org/10.48165/ijee.2022.58244.

Shaikh, S., Hassan, A., & Forooqui, Y. (2020). Role of Mass Media in Dissemination of Agricultural Information among Farmers of Hyderabad, Sindh - Pakistan. Global Economics Review. https://doi.org/10.31703/GER.2020(V-III).09.

Shitaye, Z., Tadesse, B., & Enkuahone, K. (2025). Intensity of agricultural information utilization among small holder farmers in East Gojjam Zone, Amhara Region, Ethiopia. Heliyon.

Tambo, J. A., Mugambi, I., Onyango, D. O., Uzayisenga, B., & Romney, D. (2023). Using mass media campaigns to change pesticide use behaviour among smallholder farmers in East Africa. Journal of Rural Studies, 99, 79-91. https://doi.org/10.1016/j.jrurstud.2023.03.001.

Velten, S., Leventon, J., Jager, N., and Newig, J. (2015). What is sustainable agriculture? A Systematic review. Sustainability, 7(6): 7833–7865.

World Bank. (2017). ICT in Agriculture: Connecting Smallholders to Knowledge, Networks, and Institutions (Updated Edition). Washington, DC: World Bank.

Yadav, V., Yadav, S., Mishra, A., & Sachan, P. (2020). Impact of Mass Media on Agriculture Practices in District Lucknow (U.P). International Journal of Current Microbiology and Applied Sciences, 9, 1313-1319. https://doi.org/10.20546/ijcmas.2020.904.155.

Zhai, Y., Xu, C., Wang, M., & Zeng, Y. (2018). Agricultural information dissemination using ICTs: A review and analysis of information dissemination models. Information Processing in Agriculture, 5(1): 1–9.

Zijp, W. (1994). Improving the transfer and use of agricultural information: A guide to information technology (World Bank Discussion Papers No. 247). World Bank.

Downloads

Published

2026-01-07

How to Cite

Mustafa, A., Luqman, M., Yaseen, M., Butt, T. M., & Ullah, S. (2026). MASS MEDIA AS AN AGRICULTURAL INFORMATION SOURCE FOR FARMERS IN PUNJAB, PAKISTAN: AN EFFECTIVENESS ANALYSIS ACROSS AGRO-ECOLOGICAL REGIONS. Veredas Do Direito, 23, e234282. https://doi.org/10.18623/rvd.v23.n1.4282

Issue

Vol. 23 (2026): Veredas do Direito, v. 23, 2026

Section

Articles

License

I (we) submit this article which is original and unpublished, of my (our) own authorship, to the evaluation of the Veredas do Direito Journal, and agree that the related copyrights will become exclusive property of the Journal, being prohibited any partial or total copy in any other part or other printed or online communication vehicle dissociated from the Veredas do Direito Journal, without the necessary and prior authorization that should be requested in writing to Editor in Chief. I (we) also declare that there is no conflict of interest between the articles theme, the author (s) and enterprises, institutions or individuals.

I (we) recognize that the Veredas do Direito Journal is licensed under a CREATIVE COMMONS LICENSE.

 

Licença Creative Commons Attribution 3.0