ROLE OF AGRICULTURAL JOURNALISM IN DIFFUSION OF FARMING TECHNOLOGIES.

Agricultural journalism considered an effective tool in diffusion of agricultural technologies among the farming communities. Various forms of agricultural journalism are used by different organizations in order to address the community problems and provide solutions to them. The present study was conducted to analyze the role of agricultural journalism in the dissemination of agricultural information in year 2018. The universe of the study was district Sargodha from which a sample of 100 farmers was collected with the help of pre-tested, validated and expert reviewed interview schedule. The collected data were analyzed by running computer-based software "statistical package for social sciences" (SPSS). The results of the present study revealed that majority of the respondents (64.6%) were middle aged (31-50 years), also indicates a high (73.23%) literacy rate above middle level education, most (78.3%) of the respondents were connected with the occupation of farming. In various forms of agricultural journalism Radio/T.V./ F.M is used by 99.4% of the respondent, mobile phones 96%, Magazine/Newspaper/periodical 66.4% and social media 60.9%. As for as areas focused by agriculture journalism "Help farmers to enhance their productivity" is on the highest level with mean of (x =3.98/5.00). The regression model of famer's education and various forms of agricultural journalism facilities used was found to be significant. [ABSTRACT FROM AUTHOR]