Print media coverage of agricultural information in Zambia: a comparative study of Times of Zambia and Zambia daily mail newspapers.
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Date
2023
Authors
Kabuya, Dorcas
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Journal ISSN
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Publisher
The University of Zambia
Abstract
The primary objective of this research study is to compare the coverage of agricultural information by print media in Zambia. Specifically, the study was aimed to analysing the importance accorded to agricultural information in terms of length, placement and prominence. To achieve this objective, the study employed a mixed-methods approach, combining both quantitative and qualitative methods. In this study, two local daily newspapers (Times of Zambia and Zambia Daily Mail) were analysed using content analysis to ascertain their coverage of agricultural information. The researcher analysed a total of 358 newspaper editions for the two named publications on the coverage of agricultural information for a total period of six months namely December of the year 2018, February, June, and December of the year 2019, and February and June of the year 2020 for the two agricultural seasons namely 2018/2019 and 2019/2020 season. It should be noted that dates sampled for each month for both publications were the same so as to enable effective comparative content analysis. In addition to content analysis, a semi-structured questionnaire was used to collect data from journalists. Data collected was analysed using Microsoft excel and Statistical Package for Social Sciences (SPSS). The findings show that a total of 374 agricultural news stories were published during the period of coverage selected. Research findings revealed that the frequency of reportage of agricultural information was highest (55.6 percent) in the Zambia Daily Mail. The study concluded that the selected two local daily newspapers did not give significant prominence to agricultural information. This was evidenced by the fact that out of the 17, 597 news stories that were published by the two selected newspapers over a given period, only 374 agricultural stories were published representing 2.1 percent. The study also provided insights on the challenges faced by print media outlets in disseminating agricultural information to farmers and the wider public in Zambia. Based on the findings of the research, it was recommended that more inspirational stories of farmers in agriculture were needed to create more awareness of agriculture and to motivate the youth to take up agriculture as an occupation. Secondly, capacity building workshops should be organised for journalists with a passion for reporting of agriculture information. Least but not last, the Ministry of Agriculture, Ministry of Fisheries and Livestock, working with other agricultural stakeholders need to be more active, interactive and give out information the media is looking for in a timely manner.
Description
Thesis of Master of Mass Communication.