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A Case Study on Hridoye Mati O Manush Perception of Farmers on the Impact of Television Programme in Sustainable Agricultural Development of Bangladesh: A Case Study on Hridoye Mati O Manush PhD Dissertation By Sheikh Mohammad Shafiul Islam PhD Researcher (Session: 2013-2014) Registration Number 104 Department of Mass Communication and Journalism University of Dhaka Supervisor Dr. Md. Golam Rahman Professor Department of Mass Communication and Journalism University of Dhaka April, 2018 Perception of Farmers on the Impact of Television Programme in Sustainable Agricultural Development of Bangladesh: A Case Study on Hridoye Mati O Manush PhD Dissertation By Sheikh Mohammad Shafiul Islam PhD Researcher (Session: 2013-2014) Registration Number 104 Department of Mass Communication and Journalism University of Dhaka Supervisor Dr. Md. Golam Rahman Professor Department of Mass Communication and Journalism University of Dhaka April, 2018 Perception of Farmers on the Impact of Television Programme in Sustainable Agricultural Development of Bangladesh: A Case Study on Hridoye Mati O Manush PhD Dissertation By Sheikh Mohammad Shafiul Islam PhD Fellow (Session: 2013-2014) Registration Number 104 Submitted to the University of Dhaka in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Mass Communication and Journalism Department of Mass Communication and Journalism University of Dhaka April, 2018 ii Dedicated to The Farmers of Bangladesh Whose ceaseless struggle makes us survive iii iv v Acknowledgement My first and foremost gratitude go for my supervisor Dr. Md. Golam Rahman, Professor, Department of Mass Communication and Journalism, University of Dhaka for his support and efficient guidance to accomplish the doctoral study. I would like to record my deepest gratefulness to Mr. Shykh Seraj and Faridur Reza Sagor of Channel i who have extended effective cooperation to work on the television programme Hridoye Mati O Manush. My heartiest gratitude goes for the farmers of various regions who have kindly managed their time to interact with me and provided me with their valuable perspectives on the programme. Similarly, I would like to thank those experts, farmers’ leaders and government, non- government officials, academics, and the member of the civil societies who have shared their valuable views, observations and insights on the programme. I would like to thank Professor Mofizur Rhaman, Chairperson; Professor Dr. Sakhawat Ali Khan, Professor Akhtar Sultana, Professor Dr. Gitiara Nasreen, Professor Robaet Ferdous, Professor Dr. Abul Mansur Ahmed, Professor Dr. Naadir Junaid, Professor Dr. Fahmidul Haque, Dr. A.S.M Asaduzzaman and other faculties from the Department of Mass Communication and Journalism of Dhaka University for their valuable suggestions to accomplish the study properly. I would like to thank Mr. Saleem Ahmed, Associate Professor and Head, Department of Journalism and Mass Communication, Daffodil International University for his kind suggestion regarding the technicalities of the study. My special thanks go for Mr. Aditya Shaheen, News Editor, Channel I and Mr. Taufique Ahmed, Editor, Multimedia, Channel i Online for their kind cooperation, especially, in managing the necessary episodes of the programme. From my family and relatives, I would like to record my sincere thankfulness to my daughter Tanzima Islam, my spouse Latifa Zaman, my maternal aunt late Rehana Jahan, my mother Ummol Wara Begum and my uncle late Zahid Hussain for their enormous supports and encouragement. The Author vi List of the Contents Contents Page No. Declaration iv Certificate v Acknowledgement vi List of Contents vii List of Tables xiv List of Figures xx Abstract xxiii 1-35 Chapter One : The Study Settings 1.1. Introduction 1 1.2. Rationale of the Study 7 1.3. Objectives of the Study 8 1.4. Definition of Key Terms 9 1.5. An Overview of Bangladesh Agriculture 12 1.5.1. Agricultural Landscape of Bangladesh 12 1.5.2. Agricultural Sub-sectors 14 1.5.3. Agricultural Land 22 1.5.4. Use of Pesticides and IPM 23 1.5.5. Cropping Pattern 24 1.5.6. Climate Change Issues Related to Agriculture 24 1.5.7. Sustainable Agriculture in Bangladesh 25 1.5.8. Agricultural Extension and Training 26 1.5.9. Women in Agriculture 27 1.6. Agriculture and TV Media in Bangladesh 28 1.6.1. Tendency of Media Exposure in Bangladesh 28 1.6.2. TV Channels and Agricultural Programme in Bangladesh 31 1.6.3. Role of TV in Bangladesh Agriculture 34 vii Contents Page No. 36-59 Chapter Two: Theoretical Framework and Literature Review 2.1. An Overview of Communication Theories Related to the Study 36 2.2. An Overview of Development Approaches Related to the Study 41 2.3. Theoretical Framework 49 2.4. Literature Review 52 Chapter Three: Methodology of the Study 61-83 3.1. Research Questions 61 3.2. Primary Data: Sources and Planning 61 3.2.1. Audience Survey 61 3.2.1.i. Study Universe and Sample Population 62 3.2.1.ii. Distribution of Sample and Survey Areas 63 3.2.1.iii. Selection Procedure of the Survey Areas 64 3.2.1.iv. Selection of individual respondent/sample 68 3.2.1.v. Demographic Features of the Sample Population 69 3.2.2. Qualitative Approaches: Focus Group Discussion (FGD) 73 3.2.3 Qualitative Approaches: Key Informant Interviews (KII) 74 3.2.4. Qualitative Approaches: Content Analysis 75 3.3. Secondary and Tertiary Data 78 3.4. Study Administering: Data Gathering and Analysis 79 3.4.1.Audience Survey 79 3.4.2. FGD and KII 81 3.4.3. Content Analysis 82 3.5. Report Writing 83 3.6. Limitations of the Study 83 Chapter Four: Findings 84-142 4.1. Findings on Content Analysis (HMOM) 84 4.1.a. General Perspectives : Macro lens 84 4.1.a.1. Characteristics of the Episodes Telecast Under 86 HMOM brand viii Contents Page No. 4.1.a.2. Diversified HMOM 87 4.1.a.2.1. Regular HMOM 87 4.1.a.2.2. Thematic HMOM 88 4.1.b. Discussion of findings on the selected episodes: Micro lens 92 4.1.b.1. Script 92 4.1.b.2. Narration 93 4.1.b.3. Visual 93 4.1.b.4. Sequence 93 4.1.b.5. Synchronization 93 4.1.b.6. Clarity 94 4.1.b.7. Credibility 94 4.1.b.8. Interview 94 4.1.b.9. Participation 95 4.1.b.10. Information quality 95 4.1.b.11. Presentation style 96 4.1.b.12. Projection of male and female farmers, and the experts 96 4.2. Findings Based on Research Questions (RQ) 98 Findings on Research Question (RQ) 01: 4.2.1.1. Farmer’s Exposure to HMOM Programme 99 4.2.1.2. Place of Exposure to HMOM 99 4.2.1.3. Retention of the programme and learning from that 100 4.2.1.3.a. Retention 100 4.2.1.3.b. Learning from the programme 102 4.2.1.3.c. Subjects of learning 102 4.2.1.4. Farmer’s Access to Agricultural Information 104 4.2.1.4.a. Areas of agricultural information 104 received 4.2.1.4.b. Addressing information needs and 106 farmer’s satisfaction ix Contents Page No. 4.2.1.4.c. Degree of addressing information needs 106 4.2.1.4.d. Satisfaction of the farmers 106 4.2.1.4.e. Further information needs 107 Findings on Research Question (RQ) 02: 4.2.2.1. Use of Agricultural Information 108 4.2.2.1.a. Areas of using agricultural information 108 4.2.2.1.b. Reasons for ‘using’ or ‘not using’ 109 information 4.2.2..1.c. Role of opinion leaders in using 112 information Findings on Research Question (RQ) 03: 4.2.3.1. Benefits of using agricultural information 113 4.2.3.2. Types/areas of benefits 113 4.2.3.3. Outcomes of benefits 118 Findings on Research Question(RQ) 04: 4.2.4.1. Programme planning 119 4.2.4.1.a. Time slot/programme length 119 4.2.4.1.b. Alternative preference of broadcasting 120 4.2.4.1.c. Satisfaction with the duration of the 120 programme 4.2. 4.1.d. Expected duration 121 4.2.4.1.e. Preferred programme frequency 121 4.2.4. 1.f. Legibility of message 122 4.2.4.2. Perception on the programme presenter 123 4.2.4.2.a. Retention of the presenter’s name 123 4.2.4.2.b. Personality of the presenter 123 4.2.4.2.c. Communication approaches of the 124 presenter x Contents Page No. 4.2.4.2.d. Knowledge and ideas of the presenter 124 4.2.4.2.e. Credibility of the presenter 125 4.2.4.3. Comparing HMOM with similar TV programmes 125 4.2.4.3.a. Exposure to other agricultural programmes 125 on TV 4.2.4.3.b. Name of other agro-based TV programmes 126 4.2.4.3.c. Similarities and dissimilarities 127 4.2.4.4. Farmers’ inclination to participate in the programme 128 4.2.4.4.a. Inclination to participate 128 4.2.4.4.b. Gender-based interests 128 4.2.4.5. Perception on presenting the female farmers 129 4.2.4.5.a. General opinion on the presentation 129 4.2.4.5.b. Degree/extent of presentation of female 129 4.2.4.5.c.Portrayal of female farmers in the 130 programme Findings on Research Question(RQ) 05: 4.2.5.1.Informing and educating on new crops, employment generation, 131 techniques of agriculture, cooperative farming and dissemination of innovations in agriculture 4.2.5.2. Raising farmer’s voices and their rights 134 4.2.5.3.
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