Basics of Agricultural Journalism
Definition: Agricultural journalism is a specialized form of communication that involves the collection, editing, and dissemination of information related to agriculture through various mass media channels, aimed at educating, informing, and influencing farmers and stakeholders.
Key Concepts and Definitions
- Journalism: A communication process involving collection, editing, and dissemination of information through different media.
- Journalistic Information: A class of information mostly based on on-the-spot reporting, analysis, and interpretation of current events in social, economic, and political contexts.
- Investigative Journalism: Responsible for in-depth reporting, uncovering hidden issues.
- Photojournalism: Captures and presents news through photographs with captions; focuses on visual storytelling.
- Yellow Journalism: Use of sensationalism and lurid content to attract readers, often lacking credibility.
- Development Journalism: Focuses on long-term developmental issues rather than short-term events. It covers themes like rural development, agriculture, education, etc.
Key Components:
Component | Description |
Content | Should be accurate, simple, and farmer-friendly. |
Language | Preferably local/regional language or simple Hindi/English. |
Medium | Print (newspapers, magazines), electronic (radio, TV), digital (websites, social media). |
Target Audience | Farmers, rural youth, extension workers, agricultural students, and policymakers. |
Professionals in Journalism; Generally known as: Reporters, Journalists, Correspondents
What is NEWS? A report of recent events. Main component of journalistic information
NEWS Acronym:
- N – Newness
- E – Empathy
- W – What, Where, When
- S – Spread
Elements of Newsworthiness (Behrens & Evans)
- Timeliness – Relevance to current time
- Nearness (Proximity) – Geographical or emotional closeness
- Consequence – Impact or outcome of the news
- Human Interest – Emotional appeal to readers
- Prominence – Importance of person or event
- Editorial Policy – Media house’s guidelines and ethics
Types of News
Type | Description |
Hard News | Recently occurred events with serious consequences (e.g., disasters, war) |
Soft News | Informative and features (e.g., agriculture, health, education) |
🔹 Hard News emphasizes consequences.
🔹 Soft News appeals to emotion and lifestyle.
Types of Newspapers
- Small Newspaper: Typically local, fewer pages, and low circulation.
- Large Newspaper: Broad coverage, higher circulation, and national/international news.
Media Used in Agricultural Journalism:
Media Type | Examples |
Print Media | Krishi Jagran, Agriculture Today, local newspapers. |
Radio | All India Radio (Krishi Darshan), community radios. |
Television | Doordarshan Kisan, Krishi Darshan, private agri-channels. |
Digital Media | Websites (e.g., IndianAgriExam.com), YouTube channels, apps like Kisan Suvidha. |
Social Media | Facebook, WhatsApp groups, Twitter for agri-updates. |
📚 Important Book; “Professional Journalism” – M.V. Kamath
Other Key Concepts
- Salience: Degree to which a news event is perceived as important by individuals.
- COIK Fallacy (Edgar Dale, 1965): “Clear Only If Known” – when information seems clear only to those who already understand it.
- CONA: Community Oriented Need Assessment – helpful in understanding local information needs in rural/agricultural journalism.
