Abstract
Problem statement: Without doubt, it is important to expose and educate farmers with the current and updated agriculture information. To implement this, the related agriculture agencies in Malaysia should consider the best channels for them in spreading the needed valuable agriculture information to the farmers. The question that can be raised now, can the mass media be the right channel for agriculture information dissemination and is the mass media has been utilized in disseminating the agriculture information to the farmers. Approach: This is a conceptual study discussing the usage of mass media in disseminating agriculture information. The data of this study are gained through literature analysis and document analysis. The data is presented descriptively. Results: Based on the analyses done, it was found that majority of Malaysian nowadays can afford to own their own mass media such as television, radio and internet. The number of available television channels, radio channels and newspapers either free or paid are encouraging. Currently, there are three television agriculture programs aired on RTM, while currently there are five agriculture radio programs aired on local radio stations, one program aired on Klasik National FM and the other four programs aired on four different states FM. For newspapers, there are two daily newspapers that provide agriculture information to their readers namely Utusan Malaysia and Berita Harian. Based on the data gained, usage of internet especially on website surfing must be encouraged among the farmers. Mobile web system initiated by five agriculture agencies in Malaysia is seen as a wise step for information dissemination and information sharing. Conclusion: Even though mass media in Malaysia has played its’ role in disseminating agriculture information, the number of programs and spaces produced and provided can be doubled, hence it is recommended that local giant agriculture based companies can play their role in providing more fund or sponsorship in producing more agriculture programs for the farmers.
Highlights
Agriculture has become one of the key factors for development in Malaysia
By having Knowledgeable and Informed Farmers (KIF), it will aid in making all of the agriculture projects to be successful and this can be a mechanism for the government to create a sustainable agriculture projects (Bagheri et al, 2008; Gürel, 2005)
Sci., 5 (3): 389-396, 2010 raised can the mass media be the right channel for agriculture information dissemination
Summary
Agriculture has become one of the key factors for development in Malaysia. In the Eight Malaysia Plan and the Ninth Malaysian Plan, the agriculture sector has recorded encouraging growth. The current situation in Malaysia has proved that mass media is still the main statistics gives us a positive picture that a larger number of people have the possibility to be exposed to agriculture programs aired on television. Salleh et al (2008) have proved that in terms of mass media preference, television is still the main choice for the farmers in seeking information, entertainment, education and other things This is followed by newspaper, radio, journal, internet, book, magazine and CD/VCD/Video. Malaysia recorded a decrease in term of radio possession, the current overall percentage of radio possession is 84.5% which can be considered as high, gives a positive possibility that radio has the same strength as television in disseminating agriculture information (Table 3). According to Burke and Sewake (2008)
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