Content analysis of horticulture informaton in agrowon

1. CONTENT ANALYSIS OF HORTICULTURAL INFORMATION IN AGROWON NEWSPAPER

2. Sakal group’s A growon, touted as India’s first news daily devoted to agriculture. Marathi language Agrowon now plan to expand outside Maharashtra in other languages as well. Nearly 90 per cent readers of Agrowon are farmers. Circulation – one lakh circulation a day. AGROWON

3. It also seen good response from advertisers not only at the local level, but from national brands too. E-edition of Agrowon was launched on the occasion of its fifth anniversary i.e., 19 April 2010. The Agrowon newspaper group conducted more than 200 even activities for farmers. Two hundred farmers were sent to Israel under this programme to get good knowledge of farming. It helps to establish a good connection with the farmers.

4. Offline version of Agrowon newspaper Online version of Agrowon newspaper

5. The Agrowon smart phone application

6. Editor in chief – Shriram pawar Managing director – Mr. Abhijit pawar A brief profile of 'AGROWON' is described as follows. 1. Date of publication : 19 April 2005 2. Language : Marathi 3.Price : 2.00 /-For Monday to Sunday 4.Annual subscription : 720 /- 5.Proprietor : Sakal Paper Ltd., Pune       

7. 8.Paper size  : Overall size :38 cm x 27.4 cm : Size of printed page 35 x 25.5 cm 9.Average number of pages : From Monday to Sunday 16 pages 10.Ratio of text to advertisement : 60:40 11.Source of agricultural and horticultural information : Agricultural universities Development Department Private personnel Other 13.Source non agricultural information : News agencies Reporters 14.Regular features : Two types a. Agricultural and Horticultural b. Non-agricultural

8. Agricultural and horticultural features Editorial Farm articles Farm articles Market rates of daily commodities and weather Farm articles Non-agricultural features Film and drama General information Articles regarding general information Current affairs

9. Content analysis Content analysis is “a wide and heterogeneous set of manual or computer-assisted techniques for contextualized interpretations of documents produced by communication process strictiore sensu (any kind of text, written, iconic, multimedia, etc.) or significant processes (traces and artifacts), having as ultimate goal the production of valid and trustworthy inferences.

10. In a more focused way, “content analysis” refers to a family of techniques oriented to the study of “mute evidence”, that is text and artifacts. Texts come from communication processes strictiore sensu (i.e. types of communication intentionally activated by a sender, using a code sufficiently shared with the receiver). There are 4 types of texts in content analysis : Written text (books, papers, etc.) Oral text (speech, theatre plays, etc.) Iconic text (drawing, painting, icons, etc.) Hypertexts (can be one or more of the texts above, on the internet).

11.       'AGROWON' a farm Marathi newspaper was considered purposefully for the study. The issues of the Agrowon newspaper published in three year during June 1 st 2008 to may, 31 st 2011 were considered for the study, from this selected issues making the size of sample about 122 newspapers were selected randomly for the study. Selection of farm newspaper issues

12. Measuring total space in square centimeters covered by horticultural information, agricultural information, non-agricultural information and advertisement were counted and space occupied in square centimeter was measured. The classification of the horticultural crops was done as per the criteria laid by the Arora (1990) and Gupta and Naik (2002).

13. Sl. No. Newspaper content Space coveredin sq.cm. (n = 1797495) Per cent 1. Information     a. Horticultural 309180 17.20 b. Agricultural 855290 47.58 c. Non-agricultural 431929 24.04   Sub total 1596399 88.82 2. Advertisements     a. Horticultural 32128 01.79 b. Agricultural 51677 02.87 c. Non-agricultural 117291 06.52   Sub total 201096 11.18   Grand total (1+2) 1797495 100.00 Space covered by the information and advertisements in Agrowon

14. Fig. 1. Space covered by the information and advertisements

15. Sr. No Newspapers Percentage of agricultural news 1. The Hindu 1.19 2. Eenadu (Telugu) 0.60 3. Indian Express 2.60 4. The Tribune 2.08 5. Ajit 1.05 6. Jagbani 1.20 7. Punjab Kesri 0.10 8. Punjab Tribune 2.74   Average 1.32 Paranjape (1998) on the basis of research in agricultural journalism during the year 1961 – 85 reported that coverage of agricultural news in different newspapers occurs as follows: :

16. Sl. No. Type of articles Frequency (n =3673) Per cent 1. Agricultural articles 2658 72.36 2. Horticultural articles 893 24.32 3. General farm advice 122 03.32   Total 3673 100.00 Distribution of articles published on agricultural and horticultural information in Agrowon

17. Articles published on agricultural information

18. Sl. No. Type of horticultural Information Frequency(n = 893) Space covered in sq.cm.(n=309180) 1. Fruit crops 487 (54.53) 174811 (56.54) 2. Vegetable crops 275 (30.79) 91191 (29.50) 3. Flower crops 69 (7.73) 24251 (7.84) 4. Spices crops 38 (4.26) 10368 (3.35) 5. Aromatic and Medicinal crops 24 (2.69)   8559 (2.77)   Total 893 (100.00) 309180 (100.00) Distribution of articles published on horticultural information in Agrowon (Figures in the parentheses indicate percentage).

19. Sl . No. Types of fruit crop information Frequency (n = 487) Space covered in sq.cm. (n=174811) 1 . Tropical crops (Banana, Mango, coconut, cashewnut , custard apple, papaya, pineapple, sapota , jackfruit) 171 (35.11) 62707 (35.87) 2 . Sub-tropical crops (Grape, pomegranate, Mandarin orange, Fig, Aonla , Sweet orang, Kagzi lime, Ber , Jamun , Karavanda ) 207 (42.51) 74970 (42.89) 3 . Temperate crops (Strawberry) 07 (1.44) 2695 (1.54) 4 . General 102 (20.94) 34439 (19.70)   Total 487 (100.00) 174811 (100.00) Distribution of crop wise fruit crop information appeared in Agrowon

20. Fruit Crop Information

21. Sl. No. Types of vegetable crop information Frequency (n = 275) Space covereinsq.cm. (n = 91191) 1 . Solanaceous crops ( Chilli , Tomato, Brinjal ) 52 (18.91) 17162 (18.82) 2 . Bulbs crops (Onion, Garlic) 78 (28.36) 15772 (17.30) 3 . Cole and leafy vegetable crops (Leafy Vegetable, Cauliflower, Cabbage) 17 (6.18) 5650 (6.20) 4 . Cucurbitaceous crops (Water melon, Bitter gourd) 15 (5.45) 6687 (7.33) 5 . Other crops (Potato, Drum stick, Okra) 33 (12.01) 12804 (14.04) 6 . General 80 (29.09) 33116 (36.31)   Total 275 (100.00) 91191 (100.00) Distribution of crop wise vegetable crop information appeared in Agrowon

22. Vegetable Crop Information

23. Package of practice wise information on vegetable crops

24. Sl. No. Types of flower crop information Frequency (n = 69) Space covered in sq. cm.(n = 24251) 1. Shrubs (Rose, Jasmine) 15 (21.74) 4361 (17.98) 2. Bulbus ( Jerbera , Orchids, Daliya , Gladiolus) 08 ( 11.59) 2955 ( 12.19) 3. Shade loving plants (Anthurium, Aster) - - 4. Annuals (Aster, Merigold ) 02 ( 2.90) 1247 (5.14) 5. Climbers 02 (2.90) 510 (2.10) 6. General 42 (60.87) 15178 ( 62.59)   Total 69 (100.00) 24251 (100.00) Distribution of crop wise flower crop information appeared in Agrowon

25. Flower Crop Information

26. Sl. No. Type of spices crop information Frequency (n = 38) Space covered in sq.cm. (n=10368) 1 . Major spices (Turmeric, Ginger, Black Paper) 29 ( 76.32) 7897 (76.16) 2 . Tree spices (Cinnamon, Nutmeg) - - 3 . Seed spices (Mustard) 01 (2.63) 380 (3.67) 4 . Herbal spices ( Pudina ) - - 5 . General 08 (21.05) 2091 (20.17)   Total 38 (100.00) 10368 (100.00) Distribution of crop wise spices crop information appeared in Agrowon

27. Spices Crop Information

28. Sl. No. Type of aromatic and medicinal crop information Frequency (n = 24) Space covered in sq.cm. (n = 8559) 1 . Aromatic crops (Java sitronela , Tikhadi , Lamon grass) 01 ( 4.17) 212 (2.48) 2 . Annuals ( Ashwagandha , Khazakhali , SafedhMusali , Khalamegha , Alvora ) 05 (20.83) 1473 (17.21) 3. Shrubs ( Gugul ) - - 4. Climbers ( Shatavari ) - - 5 . Trees 01 ( 4.17) 650 (7.59) 6. General 17 (70.83) 6224 ( 72.72)   Total 24 (100.00) 8559 (100.00) Distribution of crop wise aromatic and medicinal crop information appeared in Agrowon

29. Aromatic and Medicinal Crop Information

30. Types of illustrations Colour of illustration

31. With Illustration Without Illustration

32. Sl.No . Source of article Frequency(n = 6115) Per cent 1. State Agricultural Universities 389 6.36 2. Development Departments 39 0.64 3. Government Institutes 23 0.38 4. Private institutes 21 0.34 5. Private personnel 4210 68.84 6. Editorial 122 2.00 7. Without source 1292 21.13 8. Others 19 0.31   Total 6115 100.00 Source for getting articles for Agrowon

33. Sl. No. State agricultural universities Frequency ( n = 389) Per cent 1. MPKV, Rahuri 237 60.92 2. MKV, Parbhani 71 18.26 3. Dr. PDKV, Akola 26 6.68 4. Dr. BSKKV, Dapoli 24 6.17 5. Animal Husbandry and Fishery, Nagpur 31 7.97   Total 389 100.00 Source for getting farm information from state agricultural universities for Agrowon

34. conclusion The Agrowon newspaper is very useful to farmers. It covers vast subject of agricultural and horticultural information. The expansion of newspaper in vernacular languages and expand to national wide, thus it helps in increase the food production.