content analysis
TRANSCRIPT
CONTENT ANALYSIS 1
INTRODUCTION CHAPTER - I
Literacy is an indispensable component of human resource development. I t is an
essential tool for acquiring and sharing of knowledge-cum-information, a pre-
condition for an individual 's growth and for national development. With the spread of
l i teracy and awareness in rural Haryana, Hindi dail ies have become the potent means
for communicating animal husbandry information to the masses. This helps in the
transfer of technology from the source of origin to the ult imate users and act as a
great source of guidance and inspiration. Communication technology is emerging,
while researches on the observations of farmers are very few, especially the research
on supply and demand of farmers. I t is an issue needed to be stressed for the industry
of animal husbandry. Since content analysis is very important to animal husbandry
news for development during the process of cult ivating the young freshman of animal
husbandry, thus i t is the necessity of enhancing the content of animal husbandry news
in writ ten material .
The data below shows the adult and youth l i teracy rates of India in
2002(Anonymous, 2008a).
Country Adult Literacy Rate Youth Literacy Rate
India 66.0% (2007) 82% (2001)
Fig: 1 State wise l iteracy rate of India
CONTENT ANALYSIS 2
Table 1: Literacy rate in Urban and Rural area in India
Total Literacy rate Persons Males Females
Rural Literacy rate 58.7% 70.7% 36.1%
Urban Literacy rate 79.9% 86.2% 72.9%
(Anonymous 2008a)
The analysis of the properties of writ ten material is referred to content analysis.
To conduct a content analysis of any text, the text is coded or broken down into
manageable category on a variety of levels i .e. word, word sense, phrase, sentence, or
theme and then examined using one of content analysis basic methods:
1. Conceptual analysis
2. Relational analysis.
In conceptual analysis, a concept is chosen for examination, and the analysis
involves quantifying and tal lying i ts presence. Relational analysis seeks to go beyond
exploring the relationships between the concepts identified. Relational analysis has
also been termed as semantic analysis. Content analysis, when i t is directed towards
the magazines or newspapers or materials to which a community is exposed, may be
considered as "st imulus" variable. When i t is directed towards the analysis of
questions or answers put forward by the respondent, then i t must be an attempt to
identify "response" variable. Holsti (1968) grouped 15 uses of content analysis into
three basic categories i .e. make inferences about the antecedents of a communication,
describe and make inferences about characterist ics of a communication, make
inferences about the effects of a communication.
Newspaper is an enduring and very popular print media organ. This is because
i t can be read and re-read at convenience, thus allowing for a full and better
understanding of mass contents. In essence, the newspaper is a potent and fundamental
tool for technology transfer in aid of animal husbandry and rural development. They
serve people in three ways: inform, educate and entertain. The Indian print media was
started in 1780. James Augustus Hickey is considered as the "father of Indian press"
as he started the first Indian newspaper from Calcutta , the Calcutta General Advertise
or the ‘Bengal Gazette ’ in January, 1780 (Jeffrey 2000).
CONTENT ANALYSIS 3
Indian Readership Survey findings showed that the largest read local language
newspapers was Dainik Jagran (with 55.7 mill ion readers) and Dainik Bhaskar (with
33.9 mill ion readers), both published in Hindi (Anonymous 2009).
Status of Newspaper:
There are so many newspapers published in India. I t is pert inent to mention
here the important newspapers having highest circulation. The l ist of important
newspapers published in India and i ts circulation is given below so that a clear picture
may be reflected.
Table 2: List of the newspapers in India by daily circulation
S.No.Newspaper Language City, State
IRS 2009 (Lakhs)
IRS 2010 (Lakhs) Owner
1.The Times of India
EnglishVarious cities and states
71.32 70.25
Bennett, Coleman and Co. Ltd.
2. Dainik BhaskarHindi
Various cities and states
128.8 122.29DB Crop Ltd.
2.Dainik Jagran
HindiVarious cities and states
160.96 162.12Jagaran Prakashan Ltd.
3.Punjab Kesari
HindiStates of Punjab, Harayana
23.25 25.26Founder Jagat Narain
(Anonymous 2009, Indian Readership Survey (IRS).
Despite recent industrial development, Haryana is primarily an agricultural
state. About 70 per cent of residents are engaged in agriculture. Haryana is self-
sufficient in food production and the second largest contributor to India 's central pool
of food grains. Dairy farming is also an essential part of the rural economy. Haryana
has a l ivestock population of 98.97 lakhs. Milk and milk products form an essential
part of the local diet . There is saying " Desaan main des Haryana, j i t doodh dahi ka
khaana" which means "Best among all the countries in the world is Haryana, where
the staple food is milk and yoghurt". Haryana, with 660 grams of availabil i ty of milk
per capita per day, ranks at number two in the country as against the national average
of 222 grams. There is a vast network of milk societies that support the dairy industry.
The Murrah breed of water buffalo from Haryana is world-famous for i ts milk
production (Anonymous, 2007). Keeping the importance of contents analysis as well
CONTENT ANALYSIS 4
as reading behavior of farmers in mind, the present study was undertaken with
following objectives:
OBJECTIVES:
1 To analyze the contents of animal husbandry news covered by selected Hindi
Dail ies newspapers in Hisar.
2 To make a comparative analysis of nature of animal husbandry news art icles
and their coverage on the basis of different content categories.
Scope of the study:
The findings of the study would be of practical uti l i ty for Newspaper industries,
Extension personnel, scientists of animal husbandry etc. , by making them aware of the
l ivestock farmers need, preference of l ivestock and poultry farmers’ in relation to
various aspects of animal husbandry information required by them for their l ivestock
and poultry farming betterment.
Limitations of the study:
Though the present study assumes great academic and practical relevance, i t has
some limitations even after making every effort to make this study as comprehensive
as possible. Limitations are as follow:
1. Being a student’s project , the student suffers from usual l imitations of t ime,
money and other resources.
2. The findings are based on abil i ty and honesty of the respondents in providing
their responses. Their prejudices and biasness while giving responses cannot be
ruled out.
3. The study was carried out in part icular si tuation, system and sample, hence the
findings of the study should not be generalized beyond the l imitations of the
area under investigation and other areas having similar agro-climatic and socio-
economic condit ions.
4. Although study included most of the variables relevant for the study, some
intervening variables may st i l l be missing.
In spite of l imitations i t is hoped that the findings of the study would be
helpful.
CONTENT ANALYSIS 5
REVIEW OF LITERATURE CHAPTER - II
The relevant review of l i terature pertaining to the present study has been given in
this chapter which is based on following heads:
2.1 Profile of the respondents in respect to reading content of AH news.
2.2 Content analysis of Newspaper
2.1 Profile of the respondents
Socio-personal characterist ics of the readers play an important role in
determining their reactions towards contents of the animal husbandry news appeared
in newspaper. The observers have an implicit personali ty which guides the inferences
they make about people or events or objects from the information they receive. Thus,
the profile characterist ics do affect the reactions of persons towards an object , issue
or event. Therefore, for the purpose of this study, i t will be relevant to investigate as
to how the characterist ics l ike age, operational land holding, education of respondents,
land holding, herd size, occupation, income, place of reading, marital status, farming
experience, family structure, social part icipation, extension contact , mass media
exposure other than newspaper, affect the reading behavior of farmers.
Chauhan et al . (2004) observed that 28.00 per cent of dairy farmers were under
the age group of 36 – 45 years, followed by 46 – 55 years (27%), above 55 years (25
%) and 26 – 35 years (16 %), while only 4.00 per cent of them were under the age
group of below 25 years, 30.00 per cent of dairy farmers were educated upto high
school level followed by primary level (27.50 %), middle school level (19 %) and
college level (13.50 %), whereas 10.00 per cent of dairy farmers were i l l i terate.
Kumaran et al . (2004) analyzed the uti l ization of information sources by
farmers in Cuddalore district of Tamil Nadu and reported that about 75 per cent
respondents were small farmers having less than 2 hac. of water spread area as their
farm size and most of their (95%) annual income was less than Rs.50, 000. Majority of
the farmers were distributed between low (25%) and high (31.67%) as far as mass
media exposure was concerned. The study revealed that mass media channels were
optimally uti l ized for prompt extension services at f ield level.
CONTENT ANALYSIS 6
Suresh (2004) conducted study on entrepreneurial behavior of milk producers
and revealed that 64.58 per cent of the entrepreneurs were of middle age, whereas
17.92 per cent of them belonged to young age, followed by old age (17.50 %).
Patel (2005) reported that a great majority (85.50 %) of the respondents were
found to be dependent on farming and animal husbandry, whereas 10.00 per cent of
them were engaged in farming and animal husbandry along with service, while only
4.50 per cent had farming and animal husbandry along with business as sources of
income and also revealed that sl ightly more than half of the respondents (52 %) were
found to have small size of land holding (1.1 to 2.0 ha. of land), followed by marginal
(40 %) size of land holding (up to 1.0 ha. of land). Only 8.00 per cent of the
respondents fell in the category of medium size of land holding (2.0 ha of land).
2.2 Content analysis of Newspaper
Nandi (1983) on performing content analysis of an agricultural based rural
fortnightly found that the agricultural news occupied the major space (79.58%)
followed by general news (20.32%). Further, out of the five category of production
features, agronomical features occupied the major space (55.75%) followed by
horticultural (22.31%), f ishery (8.26%), animal husbandry and dairy (7.02%) and
poultry (0.61%).
Mishra and Verma (1998) analyzed the contents of agricultural and animal
husbandry news covered by Indian Dailies and found that maximum coverage was
given by Amar Ujala (2.29%) followed by Dainik Jagran (2.91%), National Herald
(1.31%), Indian Express(1.23%), The Statement (0.85%), Punjab Kesri (0.70%), Times
of India (0.66%) and Hindustan Times (0.53%). They concluded that agricultural and
animal husbandry information coverage in local dail ies is more as compared to
national and regional dail ies.
Pipy and Olwu (2000) conducted a study on content analysis of women’s
agricultural activit ies in Nigerian newspaper. They reported that there was a gradual
but steady increase in reporting the women’s agricultural activit ies from 1970 to 1990.
Thus, to a large extent there was an indication of increased insti tutional awareness and
recognition of women’s agricultural production capacity both at the National and
International level.
Sinha (2001) studied the content analysis of Yuv Rishman Magazine and readers
reactions. The contents of magazine comprised of four modes of presentation viz. ,
art icles, tables, photographs, and miscellaneous i tems. I t was reported that majority of
CONTENT ANALYSIS 7
the space was occupied by art icles followed by miscellaneous i tems, photographs, and
tables in their descending order.
Roy et al . (2003) analyzed the contents and coverage of farm news in five
leading Bengali dail ies viz. Ananda Bazar Patrika, Bartaman, Sambad Pratidin, Aaj
kaal and Gonashakti and reported that total space devoted under news i tems was very
low in Ananda Bazar Patrika (25.76%) and the same was quite satisfactory in all the
other four dail ies with Aaj kaal providing as much as 53.21 per cent.
Limor and Mary (2004) at Readership Insti tute analyzed the news and
advertising content of 52 newspapers part icipating in the New Readers study. An
average newspaper has roughly 50 percent editorial content, one-quarter paid ads and
one-quarter classified ads. Two topics dominate news content – Poli t ics / Government
and Sports. Poli t ics / Government and Sports make up nearly half of al l stories in the
newspapers. About one-third of al l stories are local . On the front page, nearly half the
stories are local (35%). The most common writ ing approach is straight news (i .e. ,
inverted pyramid style). Local and national stories are found in the papers in roughly
the same proportion (about a third each), with the remainder divided among
state/region, international and stories with no geographic focus. Smaller papers tend
to have proportionately more stories focused on young people than larger papers. The
two largest advertising category are for “places to go and things to do” (26.1% on
weekdays and 21.2% on Sunday) with Entertainment ads making up the majority of
these ads, and services (22.2% on weekdays and 23.2% on Sunday) with
Medicine/Health leading that category.
Solomon et al . (2004) analyzed the level of reportage of agricultural news vis-
à-vis other news i tems in The Pioneer, a newspaper publication of the Akwa-Ibom
State Government of Nigeria. Content analysis performed on 133 edit ions of the
newspaper published in 2003 AD, revealed that agricultural news was accorded a very
low level of reportage, as they ranked 8th and 7th (out of 9 news i tems), respectively;
in terms of prominence and frequency of reportage. Recommendations have been
art iculated to enable the newspaper to play i ts expected facil i tator role in furtherance
of agricultural and rural development of Akwa- Ibom State and Nigeria, in general .
Michelle et al . (2005) conducted a newspaper content analysis as part of an
evaluation of a community-based participatory research project focused on increasing
physical activity through policies and environmental changes, which included
activit ies related to media advocacy and media-based community education. Daily
CONTENT ANALYSIS 8
papers (May 2002 to December 2005) from both the intervention and comparison
counties were reviewed for topics related to physical activity and an active l iving
environment (e.g. safety, policies, urban design, transportation and recreational
resources). A total of 2681 art icles from 1763 newspapers were analyzed. The
intervention county had a greater proportion of art icles on the selected topics. The
study demonstrated that media content analysis can be a valuable component in
evaluating community-based interventions.
Ivana (2005) explored 11 years of content in three well-circulating Croatian
newspapers, Vjesnik, Slobodna Dalmacija and Feral Tribune. Util izing framing theory,
the author examined how the three papers differed in their presentation of the Croatian
government from 1990 through 2000. Using a sample of 1300 art icles, the use of
specific frames and the presentation of antagonists and protagonists in the art icles’
content were examined.
Ram and Chandra (2005) in their study restricted to small district Ball ia (U.P.)
having 22.62 lakhs population. There are mainly six newspapers providing their
services. Annant Varta and Ajad Patrika are published locally in Ball ia in about 11500
and 10000 copies per day, respectively. The present study exhibited that agricultural
socio-poli t ical news, agro-climatic condit ions, agricultural marketing and prices were
so far given maximum coverage than the news of horticulture & vegetables, animal
husbandry, crop production innovative new technological information etc, while l iking
and interest of the farmers differed from the policies adopted by newspaper. Farmers
really enjoyed and benefited in reading news of horticulture, vegetable and animal
husbandry which is concerned to increase the production and net income. But such
news was extremely spares in all newspaper during study period.
Jaura (2006) conducted a study to analyze the contents of agricultural
information covered by Punjab Agricultural University, Ludhiana. The study was
conducted with three Punjabi daily newspapers i .e. Ajit , Jagbani and Punjabi Tribune.
The findings of the study showed that Ajit was more popular with high age group,
Punjabi Tribune with middle age group and Jagbani with the young respondents. The
three selected newspapers gave only seven per cent space to farm information with
Ajit topping the l ist followed by Punjabi Tribune and Jagbani.
Ifenkwe (2008) investigated the extent to which the print media, and
particularly the newspapers, faced the challenge of informing, educating and
championing the rights of the people in rural development and environmental
CONTENT ANALYSIS 9
education in 2006. I t analyzed five leading national newspapers for a period of twelve
months to ascertain their level of coverage and reportage of environmental and rural
development in formation and specialty events. Rural development news coverage was
highest (21.38%) in the fourth quarter, and least in the third quarter (17.79%) of the
year. Sixty nine per cent of rural development information/news appeared as features,
while others were presented as editorials (12.03%), advertorials (9.27%) and pictorials
(8.28%). The Sun newspapers (22.65%) could easily pass as the best print medium in
reporting environmental and rural development news, followed by The Punch (22.5%)
and The Champion (21.2%) newspapers.
Mohamed and Shyma (2010) aimed to provide an overview of the contents and
design of the online English newspapers in India. Twelve online English newspapers
published daily in India were selected for the study. The study used website content
analysis to assess the contents and design of these newspapers. A checklist was
developed as the main tool for data collection and Microsoft Excel was used as the
tool for data analysis. The study showed that online English newspapers in India have
a common pattern of contents, coverage, and design. Contents availabil i ty and access
to the contents are the most prevalent options in these newspapers. Majority of the
newspapers use blog and facebook to connect with their readers. The online
newspapers designers should try to arrange news in a more appealing manner. The
online versions of the Times of India, The Hindu, The Indian Express and the
Statesman have provided information about the most read, commented, and emailed
news, which help the readers to assess the value and importance of the news.
CONTENT ANALYSIS 10
MATERIALS AND METHODS CHAPTER III
Research methodology is an important aspect for conducting any study. A
systematic procedure must be followed to come out with valid and reliable results.
This chapter on research design, as usual, deals with the procedural steps followed for
selection of locale, selection of respondents, collection of data, variables and their
measurement, tabulation and analysis of data, to conduct an empirical investigation /
research to accomplish the objectives laid down for the present investigation.
Therefore, the methodological chapter in a way directs the course of action to be
followed, describes and explains operationally the variables, other related terms and
also provides justif ication, wherever necessary. The methodological steps adopted in
this research have been described as under:
3.1 Locale of the study
3.2 Research design
3.3 Content analysis
3.4 Tools and techniques used in data collection
3.5 Collection of data
3.6 Statistical methods used for analysis of data
3.7 Interpretation of results and data analysis
3.1 Locale of the study
The present study was conducted in Haryana which is si tuated between
270 29’ to 200 55’ N lati tude and 730 27’ 8” to 770 26’ 5” E longitude. Haryana state
is divided into four divisions, viz. Ambala, Rohtak, Gurgaon and Hisar on the basis of
administrative regions. Hisar division was selected purposely keeping in view the fact
that headquarters of CCS HAU and Haryana Veterinary Training Insti tute (HVTI) are
located in Hisar and also keeping in mind the researcher’s t ime and money.
3.2 Research design
The basic purpose of this investigation is to analyze the “Content Analysis of
Animal Husbandry news Covered by Hindi Dail ies. Hence, the following research
CONTENT ANALYSIS 11
design was used. The present study was conducted in two parts; therefore two types of
research design were applied. Descriptive research design was used to analyze the
communication content published in selected dail ies and ex-post facto research design
was adopted to study the socio-economic status of farmers.
3.3 Content analysis
Content analysis is vital to the developing science of human behavior. Content
analysis has developed as a multipurpose research technique especially for carrying
investigation in the field of communication.
Definitions of content analysis
Waples and Berelson (1941) systematic content analysis at tempts to define
more casual descriptions of the content, so as to show objectively the nature and
relative strength of the st imuli applied to the readers or l istener.
Kaplan and Goldsem (1943) says that the content analysis aims at quanti tat ive
classification of a given body of content, in terms of a system of category devised to
yield data relevant to specific hypothesis concerning that content.
Riley and Stoll (1968) said that content analysis is a multipurpose research
method developed for investigating a wide variety of problems that are encountered in
the study of communication.
Singh (1976) content analysis, sometimes known as document analysis is a
method of communication or of current records or documents.
Content analysis will be quanti tat ive if i t deals with the frequency of
occurrence, trend of coverage of the content and the duration of an event and t ime. On
the other hand, content analysis is quali tat ive if i t deals with the information level of
the content and the direction of the content or motives.
For the purpose of this study, the distribution of different smallest content units
has been measured in terms of the frequencies, percentage and the space occupied by
these in pages and column in centimeters. Newspaper readers are important component
of this study. They are the receivers of the message. Knowledge of the receiver is
essential to communicate the message effectively.
Definition of news
News is what is broadcast or printed in newspapers (Hohenberg, 1978).
News is defined as an account of events, or a fact , or an opinion which interests
people (Metz, 1977).
CONTENT ANALYSIS 12
For this study, the word news is interpreted as the information which is useful
for farmers / readers.
Definition of animal husbandry news
Animal husbandry is the agricultural practice of breeding and raising l ivestock.
As such, i t is a vital skil l for farmers, and in many ways as much art as i t is science.
The science of animal husbandry is called animal science. Thus news regarding animal
husbandry is considered as animal husbandry news which was selected for content
analysis purpose.
3.3.1 Selection of newspapers
There are five popular dail ies (newspapers) published in Hindi in Haryana state
namely Dainik Jagran, Dainik Bhashkar, Punjab Kesri , Dainik Tribune and Hindustan
Times.
Table 3: Circulation of leading newspapers in Hisar district
S.No. Dail ies Circulation
1. Dainik Bhaskar 250000 per day
2. Dainik Jagran 250000 per day
3. Hindustan Times 75000 per day
4. Tribune 55000 per day
5. Punjab Kesheri 12000 per day
(Local agencies reports, 2010)
Out of f ive newspapers, only two newspapers namely; Dainik Jagran and Dainik
Bhashkar were selected on the basis of maximum circulation in the Hisar district for
this study.
3.3.2 Selection of the sample
The news related to various animal husbandry aspects l ike occurrence of
diseases, management of l ivestock and poultry in different season, cl inical camp,
symposium, etc are published on regular basis in the newspapers throughout the year,
CONTENT ANALYSIS 13
so that sample of each issue of Dainik Jagran and Dainik Bhaskar for one year period
start ing from 01.01.2010 to 31.12.2010 were selected for the content analysis purpose.
3.3.3 Selection of the animal husbandry news contents
Several types of news are published in the Hindi dail ies. These news are related
to various field viz. , agricultural sector, poli t ics, sports, animal husbandry, etc. Out of
these, the present study was confined only to the news pertaining to animal husbandry
appeared in the selected newspapers. Moreover, animal husbandry is also very wide
sector. According to recent report , the value of output from livestock sector during
2003-05 was Rs. 1, 73,350 crores contributing 23.91 per cent to agricultural GDP and
3.72 per cent to GDP at national level (Anonymous 2006).
Therefore, i t was decided to analyze two types of contents related to animal
husbandry news namely; included and excluded contents:
i . Included contents
a) Included content means all animal husbandry news art icles with animal husbandry
headlines or without headlines and animal husbandry news content present in
such art icles which were basically non-animal husbandry.
b) All editorials, opinion columns and profiles on animal husbandry themes and
those which are basically non animal husbandry but carried substantial animal
husbandry content.
c) All photographs related to animal husbandry aspects.
i i . Excluded contents
Excluded content means all advertisement related to Animal Husbandry news.
The lat ter were excluded because the motivation for their publication by newspapers
was commercial gain rather than the dissemination of some knowledge. I t was also
believed that inclusion of such content might distort the findings because some
newspapers were preferred more by the people who send more advertisement
supplements.
3.3.4 Categorization of news related to Animal Husbandry
Categorization of animal husbandry news was the next step of the study. The
animal husbandry is very wide field and different type of news art icles are published
in Hindi dail ies. Thus the art icles should be categorized / grouped on the basis of
similari ty of news. The first categorization was based on the subject-matter contained
in the news art icles. And also subject-matter further categorized into different sub-
CONTENT ANALYSIS 14
categories. After deliberate discussion, al l the news related to animal husbandry and
veterinary sciences were categorized and subcategorized as under:
I. Animal Production
In this category, the news art icles pertaining to various aspects namely, Animal
Breeding, Livestock Production and Management, Livestock Products Technology,
Animal Production Physiology, Animal Products Marketing, etc. were included.
II. Animal Health
The new items related to various Veterinary diseases, Veterinary Surgery,
Veterinary Gynaecology, Veterinary Pathology, Veterinary Parasitology, Veterinary
Microbiology, Veterinary Public Health and Epidemiology, Veterinary Pharmacology
and Toxicology, Climate: Drought, f lood, weather which affect the animal etc. were
included
III. Entrepreneurship
The new art icles related with Veterinary Equipment, Supporting services and
Incentives, Dairy Industry Problems, Poultry Industry problems were placed.
IV. Government policies
In this category following news art icles were included:
� Government policies on incentives to farmers
The news art icles related with different aspects of milk marketing, dairy
industry, biogas plant, etc were classified in this category.
� Milk/meat/wool production: Policies, Achievement, situation
Similar to above categorye, the news art icles on different aspects such as the
achievements in milk production, policies related to high milk production, egg
production, policies and achievements, price of animal / sheep / goats etc, were placed
in this categories.
� Animal Husbandry Extension Education activity l ike training,
Demonstration, kissan mela, Camps
The news related with the extension education activit ies such as trainings,
demonstration, cl inical camps, kisan mela, farm darshan, awareness campaign on
different diseases, etc. were consti tuted in this category.
CONTENT ANALYSIS 15
Fig 2: Animal Husbandry news appeared/Publish in Hindi Dailies
CONTENT ANALYSIS 16
� Animal husbandry Policies and Social l ife: Farmer’s organizations /
associations / unions / farmers movements / demonstrations / strikes
The news art icles related with the farmers organization, activity of different
unions/ association for the welfare of animal husbandry sector, news on
strike/agitat ion/demonstration of farmers and students (B.V.Sc. and A.H.), social
culture, economic aspects of l ivestock and poultry farmers l ife etc. were included in
the subject matter of this category of news.
V. Miscellaneous
The animal husbandry news art icles or i tems which have subject matter related
to animal welfare and new research, technology etc. , were put in this category. Also
those art icles which fail to fi t up in any of the above mentioned category were put up
in this category.
3.3.5 Categorization of news on the basis of importance of news
The significance of news means the direct implication or uti l i ty of news and i ts
effects. The uti l i ty may be at four levels such as districts, state, national and
international level. Hence the analysis was made to see the implication of the news at
different levels.
� District level: The animal husbandry news art icle which has direct
consequences for a part icular region of a district , district as a whole or a small
number of districts of a state may be said to have importance at the district
levels.
� State level: The animal husbandry news art icle which has direct consequences
for a good number of districts of the concerned state or a state as a whole.
� National level : The animal husbandry news art icle which has direct
consequences for good number of states or the country as a whole or some
neighbouring states may be deemed to have significance at national level.
� International level: The animal husbandry news art icle which has direct
consequences for two or more than two nations or news art icle which involves
some nations and some international insti tution, viz. , World Bank may be said
to possess importance at the international level. A news art icle which carries
news about some unique or innovative research findings can also be said to
possess significance at international levels, e.g. , Animal husbandry news about
CONTENT ANALYSIS 17
“Cloning of buffalo (Birth of cloned calf)” by NDRI Karnal is considered to
possess significance at international level in the study.
3.3.6 Categorization of news on the basis of placement of animal husbandry
news
The animal husbandry news were categorized on the basis of location/
appearance of news i .e. upper and lower half of the newspaper and also news
published in main or local edit ion of the newspaper.
3.3.7 Categorization of news on the basis of with headlines and without headlines
of animal husbandry news
A cursory look at a glance, i t was found that animal husbandry news published
in the newspapers in two forms: one with animal husbandry headlines and second with
non- animal husbandry headlines or with a headlines which were not sufficient to
reveal that the news was related to veterinary and animal husbandry.
3.3.8 Categorization of news on the basis of species of animal
The news art icles were also categorized on the basis of species of animals. The
art icles dealing with the following animals were categorized and placed in this
category:
1. Bovines
2. Canine and Feline
3. Avian
4. Ovine
5. Swine
6. Wildlife
7. Fish
8. Equine
3.3.9 Categorization of news on the basis of sources of news article published
An effort was also made to find out the sources of animal husbandry
information published in the selected Hindi dail ies and l ist of various sources was
prepared including Hisar correspondent, New Delhi correspondent, international
agency, HAU, NDRI, CIRB, ICAR, state department etc.
3.3.10 Categorization of photograph
Photograph which appeared in animal husbandry news art icle are classified as
black and white or colored photographs.
3.3.11 Methodology of codification and measurement of content analysis
CONTENT ANALYSIS 18
As per the objectives of the study the published material was analyzed. The
various units of different news art icles in the different newspapers were compared.
The units designated or compared with the different contents appeared in selected
Hindi dail ies are given as follow:
Holsti (1968) l isted three types of unit used for the purpose of content analysis
which is reproduced as below:
i . Recording unit
It is a specific segment of content that is characterized by placing i t in a given
category.
i i . Content unit
It is the largest body of content that may be searched to characterize a recording
unit . I t is the body of material surrounding the recording unit .
i i i . Enumeration unit
It is the unit in terms of which quantification is to be performed. The recording
unit and enumeration unit may be identical .
A cursory glance of a good number of news art icles in the selected Hindi dail ies
revealed that most of animal husbandry news art icles in two selected dail ies column
width differ considerably even difference was also found in same newspaper as well ,
e .g. , in Dainik Jagran, most common column width are 3.7 cm, 4.4 cm, and 5.6 cm, etc
while in Dainik Bhaskar most common column width are 5 cm, 5.5 cm, 4.7 cm, etc. So
i t is very difficult to reach at a standard column width, therefore to avoid this. The
total space (Column width x Column length in cm) covered by news art icle excluding
headline was calculated in this study. The context unit was obviously the entire news
art icle. The enumeration unit was measurement of total space in centimeters. The units
designated for various communication content, are given in following Table 4.
Table 4: Units of analysis for codification and measurement of various types of
communication contents
S.No. Communication content. Recording unit Content unit Enumeration unit
1. Animal husbandry news Total space = (Column width x Column length
in cm)
News article Columns length in cms.
2. Importance of A.H. news
Total space = (Column width x Column length
in cm)
Entire News article
Columns length in cms. And frequency
count3. Editorials Total space = (Column Entire Columns length in
CONTENT ANALYSIS 19
width x Column length in cm)
editorials cms. And frequency count
3. Opinion columns Total space = (Column width x Column length
in cm)
Entire article Columns length in cms. And frequency
count
For codification and measurement of animal husbandry news on the basis of the
levels of significance, the recording unit was news art icle minus headline, i .e . ,
headlines were excluded. The headlines were excluded from recording unit because i t
was presumed that inclusion headline might skew the findings in favor of national and
state level. These generally have a good amount of blank space around the news
art icles when they are lengthy ones. The news art icle was selected as recording unit
because i t was found that most of the news art icles dealt with only one level.
However, some news art icles dealt with two levels of significance. In such art icles,
one level substantial ly dominated the other. Hence the recessive level could be
overlooked in such art icles, without affecting the accuracy of results. The context unit
was the entire news art icle. Since the animal husbandry news art icles were mostly
homogenous in relation to level of significance, so measurement of column length as
well as frequency count of news art icles were designated as the enumeration unit .
For editorials, the recording unit was entire editorial because generally
editorials carry only one major theme. The context unit was the entire editorials. The
enumeration unit for editorials was designated as measurement of column length in
centimeters and frequency count of editorials.
For opinion column, the units were same as in case of editorials.
3.3.12 Development of a suitable criterion to judge the coverage and presentation
of animal husbandry and veterinary news in selected Hindi dail ies
The following cri teria to judge the coverage and presentation of animal
husbandry news in selected Hindi dail ies were adopted:
Methods of measurement for different types of communication content
The methodology adopted by Bhati (1980) was used in the study for this
purpose. Keeping in mind the different types of communication content and the need
of accuracy, the following methods of measurement and recording were adopted:
CONTENT ANALYSIS 20
1. All the non-animal husbandry contents in animal husbandry news art icles with
animal husbandry headline were discarded. This was done to attain high standard
of accuracy in results.
2. While codifying the animal husbandry news i tems in to various category and
subcategories, the animal husbandry news headline were excluded because many
animal husbandry headlines integrated to subject matter categories. Hence, i t was
not possible to include headlines in the process of categorization.
3. All the blank space above and below the text of animal husbandry news art icle was
not taken in to account during the process of animal husbandry news. Inclusion of
such space might have distorted the findings.
4. While categorizing the animal husbandry news content present in news art icles
which were basically non-animal husbandry, only the animal husbandry content
was measured.
5. A news art icle which substantial ly was non-animal husbandry and whose jump head
was animal husbandry considered as animal husbandry news art icle from the
start ing point of animal husbandry jump head because appearance of animal
husbandry jump head showed the importance of the news and there was every
l ikelihood that i t would have caught the eyes of a reader.
6. During the course of pretesting i t was observed that one or two news art icles
possessed a subject matter of two categories. This problem was solved by placing
the news content in that category for which i t possessed more number of words. If
there were equal number of words for two clashing category in such news content
was used as the cri terion to decide the category. This approach was followed
because mostly the news content is presented in the form of inverted pyramid with
most important content coming first .
7. For measurement of the length of an art icle, may i t be editorial , opinion column,
etc. the headline and blank space of the text were also measured.
8. While deciding the location of news art icle on the upper and lower halves of
various pages, i t was observed that some news art icle occupied news columns on
both the halves. A news art icle of such type was coded and scored that half on
which i t occupied more than 50 per cent of the column length. If news art icle was
CONTENT ANALYSIS 21
almost equally distributed on the two halves, then i t was coded and scored for that
half on which i ts headline was located.
3.3.13 Selection of vil lages/the Locale
A list of vil lages of Hisar district having circulation of the selected newspapers
was prepared with the help of local news agencies and two vil lages namely Aryanagar
and Kemeri were selected randomly from the l ist . Both the vil lages were located about
6-7 km from Hisar district Headquarter. As of 2001 India Census Kemeri had a
population of 7204. Male population is 3853, while female population is 3351. More
than 150 copies of the selected newspapers were circulated daily in these vil lages
during the period of study (references period) i .e. , from October 2010 to February
2011.
3.3.14 Selection of respondents
Incidental sampling approach was adopted for the selection of respondents. A
l ist of al l the l ivestock owners was prepared who read the newspaper. From those, 55
l ivestock farmers were selected randomly from each vil lage. Thus 110 Livestock
farmers (respondents) were selected. In addit ion to this, 30 poultry farmers who
visi ted college of Veterinary Sciences for taking advice from the scientists were also
included in the sample size. Hence, the total numbers of respondents was 140 for the
study and considered as sample size for the preset study.
CONTENT ANALYSIS 22
.
Fig 3: Selection of respondents
3.5 Statistical methods used for analysis of data
Keeping in view the objectives of the study, various relevant stat ist ical tools
were used for the purpose of analysis and interpretation of collected data. The data
were coded, classified, tabulated, analyzed and presented in such a way to give
pertinent, valid and reliable answer to the specific objectives. Frequencies,
percentage, etc were used in this study, for drawing the meaningful interpretation
(Snedecor and Cochran 1967). Some of the important stat ist ical methods used in the
study are given below:
Haryana
HisarDivisions
(Purposely)
State
(Purposely)
Aryanagar Kemeri HAUVillage
(Randomly)
Livestock and poultry farmers
(Randomly)
study the newspappers readrs. AH news.
55 55 30
140Total Respondents =
CONTENT ANALYSIS 23
RESULTS CHAPTER IV
This chapter deals with the findings and their interpretation which have
emerged on the basis of stat ist ical analysis of the data. An attempt has been made to
highlight the findings in a comprehensive and systematic manner on the basis of
analytical view of research.
The findings of present study have been divided in the following heads for easy
understanding:
4.1 Content analysis of animal husbandry news in selected Hindi dail ies
4.1.1 Space given to the animal husbandry information
To calculate the total space of news art icles in the selected Hindi dail ies, the total
space was measured in column centimeters for the period under study. Per day average
space of each newspaper was also worked out by dividing the total space with 361 day
(since the newspapers were not printed / published due to national holiday i .e. ,
CONTENT ANALYSIS 24
Independence day, Republic day etc). Similarly, the space given to animal husbandry
news was calculated in column centimeters. The figures in Table 5 indicate that
“Dainik Jagran” devoted 1.13 per cent of the total space to animal husbandry
information where as “Dainik Bhaskar” devoted 1.06 per cent space. However, the
overall average space given to animal husbandry information by these two selected
Hindi dail ies was 1.09 per cent. I t was further noticed that Dainik Jagran topped
between two for covering farm information.
Table 5 : Space given to animal husbandry information by selected Hindi dailies of Haryana
Hindi dailies Available space (col.cms) Space given to animal husbandry news
(col.cms)
Percentage Rank
Total(361 days)
Average per day
Total(361 days)
Average per day
Dainik Jagran
3589547 9943.35 40732.61 112.83 1.13 I
Dainik Bhaskar
3706749 10268.00 39491.53 109.39 1.06 II
Overall 7296296 20211.35 80224.14 222.22 1.09
4.1.2 Space given to different subject matter category of animal husbandry
news
The figures presented in the Table 6 show that out of the total space given to
farm information by the selected Hindi dail ies i t was found that , In Dainik Jagran,
more space was given to animal health aspect (34.20%), followed by animal
production (20.12%), government policies (9.4%) and entrepreneurship (2.8%).
Likewise, in Dainik Bhaskar, 34.58, 17.37, 12.2 and 3.25 per cent total space were
given to animal health, animal production, government policies and entrepreneurship,
respectively. The data further revealed that animal health aspect had occupied rank I
followed by animal production (rank II) , government policies (rank III) and lastly
entrepreneurship (rank IV). I t is interesting to mention here that one third (33.48%) of
the total of the animal husbandry space was covered by miscellaneous news in Dainik
Jagran and almost 32 per cent space was given to these news by Dainik Bhaskar.
Under the miscellaneous category, the news related to animal welfare, research and
development etc were included.
CONTENT ANALYSIS 25
When comparison was made on the basis of number of A.H. news, i t was found
that , Dainik Bhaskar had more number (540) of animal husbandry news then the
Dainik Jagran (461).
I t can be concluded that information related to animal health earned the
maximum space. This may be due to the fact that this sub-area is quite comprehensive
practically in all the aspects of maintaining animals in good health.
Table 6: Distribution of animal husbandry news in different category
(Measurement in column width x column length)
S.No. Categories Dainik Jagran Dainik Bhaskar
No. Space % RO No. Space % RO
1. Animal health 138 13931.90 34.20 I 149 13654.40 34.58 I
2. Animal production 87 8196.47 20.12 II 86 6861.43 17.37 II
3. Entrepreneurship 13 1138.55 02.80 IV 19 1284.37 03.25 IV
4. Government
policies
48 3826.95 09.40 III 69 4814.55 12.20 III
5. Miscellaneous 175 13638.74 33.48 217 12876.78 32.60
Total 461 40732.61 100.00 540 39491.53 100.00
4.1.3 Space given to sub-category of animal health
The total space covered by the information pertaining to animal health was
further divided into ten sub-categories and the data is given in Table 7. I t is
evident from the table that , Dainik Jagran gave maximum coverage of news in
veterinary public health and epidemiology (26.10%) and thus occupied rank I . I t
was followed by preventive measures (19.39%), cl imate (19.05%) and diseases
(14.72%) and occupied II , III and IV ranks accordingly. The minimum space was
given to the news related to parasitology to the extent of 4.84 per cent and
ult imately got lowest rank VIII followed by surgery (7.99%), gynaecology (7.8%).
I t is also mentioned here that no single news related to Veterinary microbiology,
Veterinary pathology and Veterinary pharmacology appeared in Dainik Jagran
during the period of study.
Table 7: Distribution of animal health news in different subcategory
(Measurement in column width x column length in cms)
CONTENT ANALYSIS 26
S.No
.
Sub-categories Dainik Jagran Dainik Bhaskar
No. Space % RO No. Space % R0
1. Diseases 18 2051.61 14.72 IV 16 1608.54 11.79 III
2. Preventive
measures
16 2701.20 19.39 II 11 681.41 04.99 V
3. Surgery 15 1112.74 07.99 V 09 723.86 05.30 IV
4. Gynaecology 09 1087.89 7.80 VI 06 300.53 02.20 VI
5. Pathology - - - - 02 112.22 00.82 VIII
6. Parasitology 09 673.14 04.84 VII 02 223.5 01.64 VII
7. Microbiology - - - - - - - -
8. VPH and
Epidemiology
35 3635.98 26.10 I 27 2046.7 14.98 II
9. Pharmacology - - - - - - - -
10. Climate 36 2669.33 19.15 III 76 7957.67 58.28 I
Total 138 13931.9 100.00 149 13654.40 100.00
In case of Dainik Bhaskar, the largest coverage was given for news about
cl imate (58.28%) followed by veterinary public health and epidemiology
(14.98%), diseases (11.79%) and surgery (5.3%) and thus had occupied I , II , III
and IV ranks. However, least priori ty was given for publication of news art icles
related to preventive measures (4.99%, ranked V), gynaecology (2.2%, ranked VI),
parasitology (1.64%) and pathology (00.82%). These areas were ranked at V, VI,
VII and VIII from the coverage of news point of view. Similarly no information
was published pertaining to sub-category of Veterinary microbiology and
pharmacology in Dainik Bhaskar during January to December, 2010.
4.1.4 Space given for news about sub–areas of animal production
The areas of animal production were divided into five sub-categories for
analyzing the content of related information. The sub-areas comprised of animal
breeding, l ivestock production management, l ivestock products technology, animal
production physiology and animal products marketing.
Table 8 : Distribution of animal production news in different subcategory (Measurement in column
width x column length in cms)
S.No. Sub-categories Dainik Jagran Dainik BhaskarNo. Space % RO No. Space % RO
CONTENT ANALYSIS 27
1. Animal breeding
12 1197.24 14.60 III 16 1827.42 26.64 II
2. Livestock Production Management
40 3312.95 40.42 I 39 3179.48 46.34 I
3. Livestock Product Technology
27 3180.03 38.80 II 25 1647.6 24.01 III
4. Animal production physiology
- - - - - - - -
5. Animal Product Marketing
08 506.25 06.18 IV 06 206.93 03.01 IV
Total 87 8196.47 100.00 86 6861.43 100.00
According to the data given in Table 8, the news related to Livestock
Production Management had occupied maximum space in both the selected Hindi
dail ies i .e. , Dainik Jagran (40.42%) and Dainik Bhaskar (46.34%) and thus got f irst
rank. In Dainik Jagran next preference for news was given to l ivestock product
technology (38.8%) followed by animal breeding (14.6%) and marketing of animal
product (6.18%). Accordingly these sub-categories of animal production occupied
II , III and IV rank orders. Whereas in Dainik Bhaskar, second most covered area
was related to animal breeding news (26.64%) followed by l ivestock product
technology (24.01%), animal product marketing (3.01%). Hence placed at II , III
and IV rank orders accordingly.
4.1.5 Space given for news about sub–areas of government policies
Under Government policies al l the news pertaining to this category were
further divided into four sub-categories. These were government policies on
incentives to farmers, Milk/meat/wool production: policies, achievement and
si tuation, animal husbandry Extension education: training, demonstration, kissan
mela, Camps and animal husbandry Policies and Social l ife: farmers
organization/association/unions/farmers movements /demonstration /strike were
considered. Both selected dail ies got similar rank in coverage areas of al l four sub-
category of Government policies. The data presented in Table 9 indicated that in
Dainik Jagran, 51.24, 25.7, 12.3 and 10.67 per cent were news covered by animal
husbandry Extension education (training, demonstration, kisan mela),
CONTENT ANALYSIS 28
Milk/meat/wool production (policies, achievement, si tuation), Government policies
on incentives to farmers, and animal husbandry Policies and Social l ife (farmers
organizations / associations / unions / farmers movements / demonstrations /
str ikes), respectively. Hence maximum emphasis was given to extension education
activit ies carried out by different extension agencies.
Table 9: Distribution of Government policies news in different subcategory
(Measurement in column width x column length in cms)
S.No.
Subcategories Dainik Jagran Dainik BhaskarNo. Space % R
ONo.
Space % RO
1. Gov. policies on incentives to farmers
08 470.67
12.30
III 15 927.81
19.28
III
2. Milk/meat/wool production: policies, achievement, situation
10 983.68
25.70
II 13 1173.94
24.39
II
3. A.H. policies and social life: farmers organization/association/unions/demonstration/strike
04 411.59
10.76
IV
06 387.52
08.04
IV
4. A.H.Ext.Edu.: Training, kisan mela, camps.
26 1961.01
51.24
I 35 2325.28
48.29
I
Total 48 3826.95
100.00
69 4814.55
100.00
Findings related to the coverage of news pertaining to various sub-category of
Government policies are also given in Table 9. The results are almost similar to
Dainik Jagran with the space being covered by sl ight variation. Moreover in Dainik
Baskar 48.29, 24.39, 19.28 and 8.04 per cent space were covered by the news
related to animal husbandry Extension education followed by Milk/meat/wool
production, government policies on incentives to farmers, and animal husbandry
Policies and Social l ife, respectively.
4.1.6 Space given for news about sub–areas of entrepreneurship
The information related to sub-category of entrepreneurship is given in Table
10. All this news was divided into four sub-category of entrepreneurship. I t was
found that as a whole entrepreneurship got least at tention by newspapers i .e. only
2.8 per cent space was given in Dainik Jagran and Dainik Bhaskar (3.25%) out of
total animal husbandry news coverage.
Table 10: Distribution of Entrepreneurship news in different subcategory
CONTENT ANALYSIS 29
(Measurement in column width x column length in cms)
S.No. Subcategories Dainik Jagran Dainik Bhaskar
No. Space % RO No. Space % RO
1. Veterinary
equipment
- - - - 01 23.12 01.80 IV
2. Supporting
services
04 495.60 43.53 II 02 104.78 08.16 III
3. Dairy industry
problem
08 615.35 54.04 I 12 931.08 72.49 I
4. Poultry industry
problem
01 27.6 02.43 III 04 225.39 17.55 II
Total 13 1138.49 100.00 19 1284.37 100.00
In Dainik Jagran, among the sub-category of entrepreneurship the news related to
dairy industry problem had occupied maximum space (54.04%) followed by
supporting services (43.53%), poultry industry problem (2.43%). None of the space
was given for sub-category veterinary equipment in Dainik Jagran.
As compared to Dainik Jagran, Dainik Bhaskar had given more space for news
published related to dairy industry problem to the extent of 72.49 per cent. I t was
followed by poultry industry problem (17.55%) which was much higher as
compared to Dainik Jagran. 8.16 per cent of the total space was covered by the
news pertaining to supporting services which was much lesser as compared to
Dainik Jagran. However, very minimum space (1.8%) was given to the news of
veterinary equipment.
4.1.7 Distribution of space and numerical count for various level of
significance
It is evident from the data presented in Table 11 that distribution of news i tems for
various levels of significance, the maximum emphasis has been either on state
level or districts level news in both the selected dail ies. More number of National
level news was published in Dainik Bhaskar (56) as compared to Dainik Jagran
(43). More space was covered by the Dainik Bhaskar as far as international level
news are concerned to the extent of 11.52 per cent as compared to Dainik Jagran in
which these news have only 5.23 per cent space.
CONTENT ANALYSIS 30
Table 11: Comparison of total space (Measurement in column width x column
length in cms) and numerical count of animal husbandry news for its various
level of significance
S.No. Levels of
significance
Dainik Jagran Dainik Bhaskar
No. Space % RO No. Space % RO
1. International 31 2130.92 05.23 IV 61 4548.57 11.52 III
2. National 43 3883.03 09.53 III 56 4585.03 11.61 IV
3. State 74 7456.09 18.30 II 81 7056.77 17.87 II
4. District 313 27262.5 66.94 I 342 23301.16 59.00 I
Total 461 40732.61 100.00 540 39491.53 100.00
In Dainik Jagran, 66.94, 18.30, 9.53 and 5.23 per cent news were found having the
significance of district , state, national and international significance, respectively.
While in Dainik Bhaskar, 59.00, 17.87, 11.61 and 11.52 per cent of news were
having the district , state, national and international level of significance,
respectively.
4.1.8 Distribution of animal husbandry news on the basis of headline
It was further decided that the content analysis should be made on the basis of
headlines pertaining to animal husbandry and also without headlines but have
animal husbandry substance in these news. Therefore, the information on these
l ines i .e. number and total space (in cms) occupied by animal husbandry news with
animal husbandry headlines and without animal husbandry headlines and their
respective percentage are given in Table 13. I t was observed from the Table 12 that
animal husbandry news with headlines occupied maximum space as compared to
animal husbandry news without headlines. I t was also found that approximately 86
per cent news was published with having animal husbandry headlines in both the
Hindi dail ies. Remaining almost 14 per cent animal husbandry news was published
without headlines, very sl ight variation was found between both Hindi dail ies.
Table 12: Distribution of animal husbandry news on the basis of headlines
(Measurement in column width x column length in cms)
S.No. Category Dainik Jagran Dainik Bhaskar
No. Space % RO No. Space % RO
1. With 337 30001.18 86.99 I 378 27809.71 86.01 I
CONTENT ANALYSIS 31
headlines
2. Without
headline
48 4485.42 13.01 II 46 4520.10 13.99 II
Total 385 34486.60 100.00 424 32329.81 100.00
It can probably be said that such news (without headline) might have not been able
to catch the attention of the readers. However, publication of some animal
husbandry news content in basically non-animal husbandry news art icles was
unavoidable but the appearance of a news art icle which was substantial ly animal
husbandry and yet without animal husbandry headline or in which the headline was
not clear enough to tel l whether the news was animal husbandry implied that i ts
presentation in the newspapers was not satisfactory.
4.1.9 Space devoted to different species of animal consider in news
Further animal husbandry news was also categorized on the basis of animal
species. The Table 13 shows the distribution of news i tems and the space occupied
by them. It was found that news on bovine has been maximum and i t is also
interesting to note that second importance was given to wildlife in both selected
Hindi dail ies. This is perhaps due to the fact that Government is encouraging the
saving / conservation of wildlife.
In Dainik Jagran, space covered for publication of bovine news was found highest
(61.8%), followed by wildlife (17.17%), canine (6.69%), poultry (6.09 %), and
ult imately occupied I , II , III and IV ranks. News regarding equine and ovine
occupied 3.84 and 2.79 per cent and thus occupied V, VI ranks, respectively.
Minimum space was covered by the news related to fish (0.90%) and swine
(00.70%) and thus placed these news at VII and VIII ranks, respectively. In case of
Dainik Bhaskar, f irst rank was occupied by bovines (43.58%) followed by wildlife
(23.97%), poultry (17.4%), ovine (5.64%) and news related to canine (3.96%).
However, 2.77, 1.29 and 1.06 per cent space was covered by news regarding
equine, lab animal and fish, respectively. Minimum space was occupied for swine
(0.33%) which was automatically given last rank i .e. IX.
The examination of data reveals that Dainik Jagran gave more emphasis on bovines
as compare to Dainik Bhaskar whereas Dainik Bhaskar has given more space to the
news related to poultry production and wildlife as compared to Dainik Jagran.
Regarding news pertaining to ovine, more space was covered by Dainik Bhaskar.
CONTENT ANALYSIS 32
Table 13 : Distribution of space devoted on different animals (Measurement in column width x
column length in cms)
S.N
o.
Animals Dainik Jagran Dainik Bhaskar
No. Space % RO No. Space % RO
1. Bovine 252 23061.79 61.80 I 252 16415.28 43.58 I
2. Canine 34 2497.26 06.69 III 30 1489.53 03.96 V
3. Poultry 23 2276.07 06.09 IV 65 6554.93 17.40 III
4. Wildlife 74 6408.24 17.17 II 99 9026.55 23.97 II
5. Fish 05 340.68 00.92 VII 06 399.84 01.06 VIII
6. Equine 15 1431.07 03.84 V 13 1043.46 02.77 VI
7. Ovine 09 1041.85 02.79 VI 36 2122.49 05.64 IV
8. Swine 04 263.24 00.70 VIII 04 127.00 00.33 IX
9. Lab
animal
- - - - 06 485.60 01.29 VII
Total 416 37320.27 100.00 511 37665.25 100.00
4.1.10 Space devoted on the basis placement of animal husbandry news
Besides other indicators of assessing the significance of a news i tem, an indicator
is also i ts placement on the page i .e. , upper and lower half of the page and also
edit ion in which animal husbandry news published i .e. , main and local edit ion.
I t is evident from the data given in Table 14 that both the Hindi dail ies were
published two-third of the news related to animal husbandry on the upper half of
the paper. Very minor variation of percentage of space covered was observed. In
Dainik Jagran, the distribution of news i tems in upper and lower half was 62.75
and 37.25 per cent, respectively. While in case of Dainik Bhaskar, these news were
published on upper and lower half to the tune of 63.93 and 36.07 per cent.
Table 14 : Comparison of the location of animal husbandry news article on the upper and lower
half of various pages in the Hindi dailies
S.No. Location Dainik Jagran Dainik Bhaskar
No. Space % RO No. Space % RO
1. Upper 258 25560.56 62.75 I 332 25244.40 63.93 I
2. Lower 203 15172.05 37.25 II 208 14247.13 36.07 II
Total 461 40732.61 100.00 540 39491.53 100.00
CONTENT ANALYSIS 33
Table 15: Comparison of the placement of animal husbandry news articles on edition of (Measurement in column width x column length in cms) the newspapers:
S.No. Edi t ion Dainik Jagran Dainik Bhaskar
No. Space % RO No. Space % RO
1. Main 242 18753.46 46.04 II 219 17296.75 43.80 II
2. Local 219 21979.35 53.96 I 321 22194.78 56.20 I
Total 461 40732.61 100.00 540 39491.53 100.00
With respect to edit ion, data given in Table 15 indicated that , Dainik Jagran has
coverage of 53.96 per cent news on local edit ion and remaining 46.04 per cent
news appeared on main edit ion. Dainik Bhaskar covered 43.8 per cent news on
main edit ion and 56.2 per cent news on local edit ion. Hence the coverage of news
by both dail ies was found to have sl ight variation and majority of the news related
to animal husbandry science appeared in main edit ion in both the newspapers.
4.1.11 Space covered by different sources of animal husbandry information
An effort was also made to find out the sources of animal husbandry information
for the selected Hindi dail ies. The data given in Table 16 indicate that maximum
space as well as number of news in both the selected dail ies was contributed by
their respective press correspondents i .e. , 70.80 and 64.78 per cent in Dainik
Jagran and Dainik Bhaskar, respectively. Other important sources contributing
animal husbandry news in Dainik Jagran were HAU (9.75%), international agency
(5.06%), State Dept. of Animal Husbandry and Dairying (4.55%), NDRI (4.35%)
and Delhi correspondents (3.42%). Very minimum space was covered by news
given by National Research Center on Equine (1.48%) and Indian Council of
Agricultural Research (0.59%).
Table 16: Distribution of space devoted and numerical count of animal
husbandry news articles contributed by various sources (Measurement in
column width x column length in cms)
S.No. Sources Dainik Jagran Dainik Bhaskar
No. Space % RO No. Space % RO
1. Hisar
correspondent
322 28839.45 70.80 I 352 25580.14 64.78 I
2. New delhi 19 1393.83 03.42 VI 32 2541.21 06.43 IV
3. International 22 2061.95 05.06 III 60 4436.34 11.24 II
CONTENT ANALYSIS 34
agency
4. HAU 48 3972.18 09.75 II 47 2858.12 07.24 III
5. NDRI 18 1769.27 04.35 V 20 2004.18 05.07 V
6. State dept. 24 1852.25 04.55 IV 21 1383.47 03.50 VI
7. ICAR 04 239.46 00.59 VI
II
03 190.25 00.48 VI
II
8. NRCE 04 604.15 01.48 VI
I
03 316.23 00.80 VI
I
9. CIRB - - - - 02 181.59 00.46 IX
Total 461 40732.6 100.0 540 39491.53 100.00
In respect to Dainik Bhaskar, majority of animal husbandry news were reported by
press correspondents of newspaper (64.78%) followed by international agency
(11.24%), HAU (7.24%), Delhi correspondents (6.43%), NDRI (5.07%) and State
Dept. of Animal Husbandry and Dairying (3.55%). However some news was also
given by NRCE (0.80%), ICAR (0.48%) and CIRB (0.46%). Thus i t can be
concluded that majority of the news were reported by their press correspondents
followed by international agencies. HAU and NDRI also contributed significantly
about their resource and extension activit ies being the premier insti tution of animal
husbandry sector.
4.1.12 Space devoted for animal husbandry photographs
It was also considered to measure the space covered by the photographs related to
animal husbandry. The data given in Table 17 indicated that almost 80 per cent of
space was covered by black and white photographs and remaining 20 per cent space
was occupied by color photographs in Dainik Jagran. However, in case of Dainik
Bhaskar, sl ight variation in percentage was noticed i .e. , 64.60 and 35.40 per cent
space was covered by black and white and color photographs, respectively.
Table 17: Distribution of space devoted on photograph (Measurement in column
width x column length in cms)
S.No
.
Photographs Dainik Jagran Dainik Bhaskar
No. Space % RO No. Space % RO
1. Black &
white
231 12673.19 79.93 I 205 9747.23 64.60 I
2. Color 64 3183.26 20.07 II 97 5342.81 35.40 II
CONTENT ANALYSIS 35
Total 295 15856.45 100.00 302 15090.04 100.00
4.1.13 Space devoted for editorials on animal husbandry
The data pertaining to space devoted for editorials on animal husbandry are given in
Table 18. Table reveals that very less emphasis was given on animal husbandry based
editorials. During the reference period only three editorials were published in both
selected Hindi dail ies, out of which one was published in Dainik Jagran and two were
published in Dainik Bhaskar. Editorials were published on wildlife conservation,
white revolution and animal welfare. The space covered by these editorials was
calculated as 01.01 and 1.5 per cent in Dainik Jagran and Dainik Bhaskar,
respectively.
Table 18 : Comparative total space (in cms) and number of animal husbandry editorials out of the total
space and number of editorials published in the newspaper
S.
No
.
News
papers
Total No.
of
editorial
Space RO No.
of A.H.
edi tor ia l
Space RO %
1. Dainik
Jagran
258 13261.41 II 01 134.67 II 01.01
2. Dainik
Bhaskar
302 21674.34 I 02 324.44 I 01.50
Total 560 34935.75 03 459.11 01.32
In Dainik Jagran total of 258 editorials published in one year period, out of that
only one editorial (1.01%) about animal husbandry while in Dainik Bhaskar 302
editorials were appeared in a year, out of that only two editorials (1.5%) were
published about animal husbandry. Overall , animal husbandry editorials occupied
only 1.32 per cent space out of total space devoted for editorials.
4.1.14 Space devoted for opinion columns on animal husbandry
The number of let ters to editors (opinion columns) and the space devoted under
them show a response of the public towards various news i tems, editorials, short
comments, etc. published in the newspapers and their general feeling towards
various facets of the respondent’s l ife. An analysis of opinion columns may reveal
an awakening of the public towards animal husbandry news i tems. With this point
CONTENT ANALYSIS 36
of view, the opinion columns related to animal husbandry were also sorted out.
Their distribution is present in the table given below.
The Table 19 shows that comparatively their number has been very less (4 out of
502). In Dainik Jagran none of the opinion column was published about animal
husbandry. While in Dainik Bhaskar (4 out of 304 opinion column) 5.59 per cent
space was given for animal husbandry opinion column.
Table 19: Comparative total space (in cms) and number of animal husbandry opinion column out
of the total space and number of opinion column published in the newspaper
S.No. Newspap
ers
Total No.
of
Opinion
column
Space RO No. of
A.H.
Opinion
column
Space RO %
1. Dainik Jagran
198 4567.14 II 00 00 - -
2. Dainik Bhaskar
304 8754.34 I 04 489.46 I 05.59
Total 502 13321.48 04 489.46 05.59
DISCUSSION CHAPTER – V
In this chapter, an attempt has been made to discuss and interpret the findings
of the research in the l ight of previous similar studies. For the sake of convenience,
the part of the present investigation is highlighted under the following heads
5.1 Content analysis of animal husbandry news in selected Hindi dail ies
5.1.1 Space given to animal husbandry information: I t was found that out of total
space covered by the news, only 1.09 per cent space was occupied by the news
pertaining to animal husbandry aspects. However, various Governments agencies have
given maximum emphasis on animal husbandry sector. The share of animal husbandry
to the total GDP of the country is approximately 4.07 per cent. Though, animal
husbandry is an important sector, only 1.09 per cent of the animal husbandry news is
published by selected Hindi dail ies under i ts programme of farm diversification.
Similar f indings were also reported by Minocha (1979) which revealed that , out of
total space covered by agricultural news 1.45 per cent space was occupied by animal
husbandry news. The study conducted by Bhati (1980) and Jaura (2006) reported that
CONTENT ANALYSIS 37
out of total space covered by agricultural news, 5.61 and 7 per cent of the space was
occupied by animal husbandry information, respectively.
5.1.2 Space given to different subject matter category of animal husbandry news:
In case of farm information related to sub-areas of “animal husbandry” i t was
observed that , in Dainik Jagran, more space was given to animal health aspect
(34.20%), followed by animal production (20.12%), Government policies (9.4%) and
entrepreneurship (2.8%). Likewise, in Dainik Bhaskar, 34.58, 17.37, 12.2 and 3.25
per cent of total space was given to animal health, animal production, Government
policies and entrepreneurship, respectively. Results of both the selected Hindi dail ies
were almost similar. The results further revealed that news pertaining to animal health
had occupied first posit ion followed by animal production. This may be due to the fact
that these are the two dominating areas of animal husbandry and news related to
animal health and animal production covered most of the field applicable aspects of
animal husbandry sector. These results get support from the findings reported by Jaura
(2006), in which they also reported that animal health care occupied first rank
(approx. 25%) followed by l ivestock product management (approx. 23%).
5.1.3 Space given to sub-category of animal health: The findings related to sub-
category of animal health, as i t is evident from the previous chapter that , coverage of
news about Veterinary Public Health and Epidemiology and Climate, Preventive
Measures and Diseases were found to be the maximum. While Veterinary Surgery,
Veterinary Gynaecology and Veterinary Parasitology got minimum attention and thus
covered less space as compared to above. Not even single news related to Veterinary
Microbiology and Veterinary Pharmacology was published. I t is inferred from the
findings that the news having the practical uti l i ty of animal husbandry from the
farmers’ point of view had occupied maximum space / coverage then the news related
to research aspects which were having importance to the scientific community. I t is
also mentioned here that the l ivestock and poultry farmers have more interest in such
news l ike prevention of diseases, treatment of diseases, vaccination, AI practices etc,
which may help them in their routine activit ies of animal husbandry and ult imately
enhancing productivity of l ivestock and poultry. Therefore, i t may be concluded that
animal health is very important area which should be given more attention.
5.1.4 Space given for news about sub–areas of animal production: The results
CONTENT ANALYSIS 38
showed that l ivestock production and management, l ivestock products technology and
animal breeding had occupied major space. However, no news on animal product
marketing was published. I t implies that news related to different aspects such as
management of l ivestock and poultry, products of l ivestock and poultry and evolves of
superior breed of milch animal preferred by news agency as well as farmers.
Marketing aspect of animal was husbandry is also one of the important area in which
the information should be given to the farmers on regular basis.
5.1.5 Space given for news about sub–areas of Government policies: The findings
further revealed that among this sub-category, animal husbandry Extension education
which included training, demonstration, kissan mela, Camp and animal husbandry
Policies and Social l ife including farmer’s organizations / associations / unions /
farmers movements / demonstrations / str ikes had occupied maximum space. The
probable reason for such results may be that training, demonstration, Camps, kisan
mela etc, had occupied maximum space because these news have direct bearing for the
farmers benefit and also to l ivestock and poultry farmers.
5.1.6 Space given for news about sub–areas of entrepreneurship: The information
related to sub-category of entrepreneurship got least at tention by newspapers i .e. on
an average 3.02 per cent of total space given to animal husbandry news was occupied
by both selected dail ies. This may be due to less awareness and knowledge of
newspaper industries as well as l ivestock and poultry farmers towards animal
insurance policies, marketing, transport and storage of l ivestock and poultry product,
supporting services, subsidies etc. However, entrepreneurship is one of the important
issues related to animal husbandry sector. Government provides different subsidies to
l ivestock owners for insurance their animals under different animal welfare schemes.
Subsidies are also given to farmers on mineral mixture, vaccination of various
diseases, cash incentives for rearing murrah buffalo calve and for establishment of hi-
tech dairies, etc. Hence more space should be given to the news related to Government
policies.
5.1.7 Distribution of space and numerical count for various levels of significance :
The findings of the study revealed that maximum emphasis has been on district level
news (2/3rd) followed by state level by both the selected Hindi dail ies. Proportion of
CONTENT ANALYSIS 39
national and international level of news was higher in Dainik Bhaskar as compared to
Dainik Jagran. Findings imply that newspapers have given more coverage to local and
regional news because such news has more relevance and concerned with local
population. Furthermore these news have more significance because l ivestock and
poultry owners are more aware with the activit ies carried out surrounding them. These
findings get support from the findings of Bhati (1980), who reported that 75 per cent
space under agricultural news has been on district and state level news i tems.
However, some contradictory findings were reported by Minocha (1979) who revealed
that national level news (45%) occupied maximum space followed by state level
(34.66%).
5.1.9 Space devoted to different species of animal consider in news: Further animal
husbandry news was also categorized on the basis of animal species. The maximum
news on bovines was published in both dail ies. Similar results were also observed by
Bhati (1980), in his study who reported that maximum space was given to the news
related to cow followed by buffalo. I t is also interesting to note that second
importance was given to wildlife by both selected Hindi dail ies. The probable reason
may be that Government is encouraging the wild l ife conservation. News on canine
and poultry occupied next order of preference by the newspaper while ovine and
equine had got l i t t le at tention. News on fish, swine and lab animal got minimum
space, in the newspapers. However, this f inding contradicts those reported earl ier by
Bhati (1980) who reported that coverage of news related to fishery occupied second
maximum space and not a single news on piggery were published in newspaper during
the reference period. Fishery is also one of the most important areas now a days. Lab
animals are required for experiments by various research unit . Being the important
aspect, i t is suggested that the news on these aspects regarding techniques, latest
development and beneficial schemes launched by the Government should be published
and more emphasis should be given to acquaint the farmers. The scientific insti tution
and fishery department of Haryana should publish more news in Hindi dail ies for the
welfare of farmers.
5.1.10 Space devoted on the basis placement of animal husbandry news:
Placement refers to the space given to animal husbandry information in each edit ion
by the newspapers viz. local and main edit ion and also i ts placement (appearance) on
the page i .e. , upper and lower half of the newspapers. The finding reveals that the
CONTENT ANALYSIS 40
animal husbandry news coverage on upper half was higher in both dail ies than lower
half . Contradictory to these findings, Bhati (1980) reported that coverage of news on
upper and lower half was equal. I t can, therefore, be interpreted that these papers have
specific preference with regards to the location of animal husbandry news. Moreover,
when we compare space given to animal husbandry news with regards to edit ion, space
covered by news in local edit ion was (Av. 55.18%) higher than the main edit ion
(44.82%) in both the selected Hindi dail ies. These results were similar to the
observations of Jaura (2006). I t inferred that more space was given to animal
husbandry news in local edit ion. This may be due to the fact that the farmers generally
read and take interest in local news. So more space should be provided to animal
husbandry news by the newspapers especially in local edit ion.
5.1.11 Space covered by different sources of animal husbandry information:
The contribution of Haryana Agricultural University, Hisar, state departments,
different animal husbandry insti tution and newspaper correspondents in disseminating
the animal husbandry information through selected Hindi dail ies was also described in
precision chapter. The findings indicate that more than 60 per cent animal husbandry
news i tems in Dainik Bhaskar and Dainik Jagran were contributed by their respective
press correspondents. Almost similar result was reported by Bhati (1980). However,
this f inding differ those reported earl ier by Jaura (2006) who found that maximum
space (60.16%) was covered by the Punjab Agricultural University, Ludhiana. Next in
order, Haryana Agricultural University, Hisar disseminated the animal husbandry
information to the farmers through these papers. The other sources identified were;
International agency, Delhi agencies, State Dept. of Animal husbandry and dairying,
National Dairy Research Insti tute, Karnal, Indian Council of Agricultural Research,
National Research Center on Equine and Central Insti tute of Research on Buffalo.
From the findings of the study, i t may be inferred that the share of contribution of
Haryana Agricultural University and other research insti tutions is not so satisfactory
as compare to press correspondents of newspapers. Therefore, i t is suggested that the
scientists of HAU and other scientific insti tutions should take lead and should provide
more information about their researches and technologies to the media for publication.
The various departments of state Government l ike animal husbandry, f ishery, and rural
development should also encourage for publishing Government policies and other
schemes so that farmers may be benefited.
5.1.12 Distribution of animal husbandry news on the basis of headline: I t was
CONTENT ANALYSIS 41
found that about 13 per cent of animal husbandry news appeared without animal
husbandry headlines in both the Hindi dail ies. Almost similar result was reported by
Minocha (1979) and Bhati (1980), they also reported that 10.0 and 12.5 per cent of
news were published without specific headlines, respectively. I t would be
commendable on the part of papers if they take steps to reduce the percentage of such
news because such news hinder the reading habit of farmers.
5.1.13 Space devoted for animal husbandry photographs: The findings related to
space devoted for animal husbandry photographs reveals that the number of
photographs on animal husbandry in Dainik Bhaskar were higher than Dainik Jagran.
However, very few colored photographs on animal husbandry were published. So more
space should be given by the news agencies to relevant photographs because
photographs immediately attract the farmers / readers and ult imately improve the
reading behavior.
5.1.14 Space devoted for editorials on animal husbandry: The findings revealed that
about 1.32 per cent of the total editorial space was covered under editorials related to
animal husbandry. I t does not seem commensurate with the importance of animal
husbandry in the country and there seems to be a need for devoting more space under
editorials related to animal husbandry. Very few editorials were published on wildlife
conservation, white revolution and animal welfare. I t is suggested that editors of the
newspapers should analyze the activit ies carried out by various department and they
should express their free, frank and fair observation to improve the quali ty of work /
performance for the development of l ivestock and poultry farmers.
5.1.15 Space devoted for opinion columns on animal husbandry: An analysis of
opinion columns revealed an awakening of the public towards animal husbandry news
i tems. With this point of view, the opinion columns related to animal husbandry were
also sorted out. The finding reported that comparatively their number was very less (4
out of 502). Therefore, this point should keep in mind by the publishing agencies that
more opinion columns should be kept published after invit ing from the leading
personali t ies in the related field.
CONTENT ANALYSIS 42
SUMMARY AND CONCLUSION CHAPTER - V
Livestock is an essential part of the rural India as a source of l ivelihood and
provider of draught power, manure and energy. The role of l ivestock in human
development is enormous. Protein from livestock is needed for physical and
intellectual development as well as for developing immunity against disease.
Livestock production is also an instrument for socio-economic change to improve
income and quali ty of l ife. The importance of this sector in India with dist inct features
of having very large number of l ivestock (485 mill ion) is ever-increasing in terms of
productivity, employment generation and contribution to the economy. India has also
the dist inction of having largest number of catt le and buffalo in the World
(Anonymous 2007). The contribution of l ivestock and l ivestock products to national
economy is continuously increasing. I t has been found that the l ivestock sector is more
stable and has vast potential of employment generation with lesser investment as
compare to the agriculture sector. Realizing the growth potential of Livestock sector,
greater at tention is being paid to bring further improvements in this sector.
CONTENT ANALYSIS 43
In Haryana, the crossbred catt le population forms nearly 37 per cent of the total
catt le population of the state. Murrah breed of buffaloes is one of the most extensively
found breed in almost al l the districts of the state in general and Jind in part icular. In
Haryana poultry farming, is taken up by diverse group of people, from young to old,
educated to uneducated as well as people of al l caste. The population of poultry has
increased from 0.4 mill ion to 13.619mill ion during 1966 to 2003. The total poultry
population in the country is 489 mill ion out of which 13.619 mill ion were in Haryana
which consti tutes 2.78 per cent to the country’s total poultry population and thus
Haryana ranked tenth in the country during 2003. Currently the population of poultry
in Haryana is est imated to be 29.869 mill ion which is almost double of 2003
(Anonymous, 2007).
Various schemes aimed at increasing the availabil i ty of genetically improved
quali ty of l ivestock and poultry, control of diseases, assist ing and encouraging of
farmers to go for genetically upgraded animals and assured protection against loss of
such animals through an established mechanism etc. have been init iated. Livestock
plays a vital role for upliftment of l ivestock farmers in India as well as Haryana.
Among the mass media, source of information for rural India, newspaper is one of the
most commonly used medium. Newspaper is primarily a means of disseminating news
and influencing public on the current events. I t also serves as an educational and
entertainment medium. Newspaper plays an important role in the field of agricultural
development including animal husbandry by informing the farmers about new
techniques and helping farmers to interpret information of animal husbandry to rest of
the society (Nanjappa and Ganapathy, 1986).
Keeping in view the above facts in mind, a study on “Content Analysis Animal
Husbandry news covered by Hindi Dail ies” was undertaken in Hisar district of
Haryana with the following specific objectives:
1 To analyze the contents of animal husbandry news covered by selected Hindi
Dail ies newspapers in Hisar.
2 To make a comparative analysis of nature of animal husbandry news art icles
and their coverage on the basis of different content categories.
Major findings of the study:
CONTENT ANALYSIS 44
The following conclusions have emerged from the present study:
Content analysis
1. The coverage of animal husbandry news throughout the year was found only 1.09
per cent in selected Hindi dail ies. Dainik Jagran devoted more (1.13%) space to
animal husbandry news than Dainik Bhaskar (1.06%). Dainik Jagran released
special issue containing agricultural and animal husbandry news only on every
Monday “SANJHI” while no such specific issue was are being published by
Dainik Bhaskar.
2. Among the category of animal husbandry aspects, news related to animal health
occupied first rank having maximum space followed by animal production, Govt.
policies and entrepreneurship.
3. Among the sub-category of animal health, news related to various aspects of
Veterinary Public Health and Epidemiology occupied maximum space (26.10%)
followed by Preventive Measures (19.39%), Climate affect on animal (19.05%)
and Diseases (14.72%). I t is also mentioned here that not a single news related
to Veterinary Microbiology, Veterinary Pathology and Veterinary Pharmacology
appeared in Dainik Jagran during the period of study. In case of Dainik Bhaskar,
the largest coverage was given for news pertaining to Climate (58.28%) followed
by Veterinary Public Health and Epidemiology (14.98%), Diseases (11.79%) and
Surgery (5.3%). Similarly no art icles were published related to sub-category of
Veterinary Microbiology and Pharmacology in Dainik Bhaskar during January to
December, 2010.
4. The news related to sub-category of animal production, news on Livestock
Production and Management occupied maximum space in both the selected Hindi
dail ies i .e. Dainik Jagran (40.42%) and Dainik Bhaskar (46.34%) and thus got
f irst rank. In Dainik Jagran, next preference for news was given to Livestock
Product Technology (38.8%) followed by Animal Breeding (14.6%) and
Marketing of Animal Product (6.18%). Whereas in Dainik Bhaskar, the second
most preferred area for news was Animal Breeding (26.64%) followed by
Livestock Product Technology (24.01%) and Animal Product Marketing (3.01%).
5. Under Govt. policies, in Dainik Jagran, 51.24, 25.7, 12.3 and 10.67 per cent of
total space were covered by the news related to Animal Husbandry Extension
Education (training, demonstration, kissan mela), Milk / meat / wool production
(policies, achievement, si tuation), Government policies on incentives to farmers,
CONTENT ANALYSIS 45
and Animal Husbandry Policies and Social l ife (farmers organizations /
associations / unions / farmers movements / demonstrations / str ikes),
respectively. Moreover, in Dainik Bhaskar, 48.29, 24.39, 19.28 and 8.04 per cent
space was covered by the news related to Animal Husbandry Extension
Education followed by Milk/meat/wool production, Government policies on
incentives to farmers, and Animal Husbandry Policies and Social l ife
respectively.
6. In Dainik Jagran, among the sub-category of entrepreneurship, the news related
to the problems of dairy industry occupied maximum space (54.04%) followed
by supporting services (43.53%) and poultry industry problems (2.43%). As
compare to Dainik Jagran, Dainik Bhaskar had also given more space for news
published related to dairy industry problems to the extent of 72.49 per cent. I t
was followed by poultry industry problems (17.55%). However, very minimum
space (1.8%) was given to the news related to veterinary equipments.
7. In case of levels of significance of news in both newspapers, maximum emphasis
had been either on state level or districts level news. More number of National
level news was published in Dainik Bhaskar (56) as compared to Dainik Jagran
(43). In Dainik Jagran, 66.94, 18.30, 9.53 and 5.23 per cent news were found to
have the significance of district , state, national and international significance,
respectively. While in Dainik Bhaskar, 59.00, 17.87, 11.61 and 11.52 per cent of
news were having the district , state, national and international levels of
significance, respectively.
8. It was observed from the findings that animal husbandry news with headlines
occupied maximum space as compared to animal husbandry news without
headlines. I t was also found that approximately 86 per cent news was published
with headlines of animal husbandry in the both the Hindi dail ies. Remaining
almost 14 per cent animal husbandry news were published without headlines and
very sl ight variation was found between both Hindi dail ies.
9. Animal husbandry news was also classified on the basis of animal species
involved. In Dainik Jagran, maximum space (61.8%) was covered by the bovine
news, followed by wildlife (17.17%), canine (6.69%) and poultry (6.09 %).
News regarding equine and ovine occupied 3.84 and 2.79 per cent space. Least
space was covered by the news related to fish (0.90%) and swine (00.70%). In
case of Dainik Bhaskar, f irst rank was occupied by the news related to bovines
CONTENT ANALYSIS 46
(43.58%) followed by wildlife (23.97%), poultry (17.4%), ovine (5.64%) and
canine (3.96%). However, 2.77, 1.29 and 1.06 per cent space was covered by
news regarding equine, lab animal and fish, respectively. Minimum space was
occupied by news i tems of swine (0.33%) which automatically got last rank.
10. On the basis of placement, two-third of the news related to animal husbandry
was published on the upper half of the paper. In Dainik Jagran, the distribution
of news i tems in upper and lower half of the newspaper was 62.75 and 37.25 per
cent, respectively. While in case of Dainik Bhaskar, these news were published
on upper and lower half of paper to the tune of 63.93 and 36.07 per cent. In
respect to edit ion, data reported that Dainik Jagran had coverage of 53.96 per
cent news in local edit ion and remaining 46.04 per cent news appeared in the
main edit ion. Dainik Bhaskar covered 43.8 per cent news on main edit ion and
56.2 per cent news on local edit ion.
11. As far as the sources of animal husbandry information for the selected Hindi
dail ies was concerned, the maximum space as well as number of news in both the
selected dail ies was contributed by their respective press correspondents, i .e .
70.80 and 64.78 per cent in Dainik Jagran and Dainik Bhaskar, respectively.
Other important sources contributing to animal husbandry news in Dainik Jagran
were HAU (9.75%), international agency (5.06%), State Dept. of Animal
Husbandry and Dairying (4.55%), NDRI (4.35%) and Delhi correspondents
(3.42%). With respect to Dainik Bhaskar, international agency contributed 11.24
per cent of the news followed by HAU (7.24%), Delhi correspondents (6.43%),
NDRI (5.07%) and State Dept. of Animal Husbandry and Dairying (3.55%).
12. Regarding the space covered by the photographs related to animal husbandry, i t
was found that almost 80 per cent of space was covered by black and white
photographs and remaining 20 per cent space was occupied by colored
photographs in Dainik Jagran. However, in case of Dainik Bhaskar, 64.60 and
35.40 per cent of the total space was covered by black and white and colored
photographs, respectively.
13. The data pertaining to space devoted for editorials on animal husbandry revealed
that very less emphasis was given on animal husbandry based editorials. During
the reference period, only three editorials were published in both selected Hindi
dail ies. These were wildlife conservation, white revolution and animal welfare.
The space covered by these editorials was calculated as 01.01 and 1.5 per cent in
CONTENT ANALYSIS 47
Dainik Jagran and Dainik Bhaskar, respectively. Overall , animal husbandry
editorials occupied only 1.32 per cent space out of total space devoted for
editorials.
14. The opinion columns and the space devoted under these show a response of the
public towards various news i tems, editorials, short comments, etc. An analysis
of opinion columns revealed an awakening of the public towards animal
husbandry news i tems. In Dainik Jagran, none of the opinion column was
published on animal husbandry. While in Dainik Bhaskar 5.59 per cent space
was given for animal husbandry opinion columns.
Strategies / suggestions for overall improvement of contents of Hindi dail ies
regarding animal husbandry news and reading behavior of farmers
The real value of any research l ies in the practical uti l i ty of i ts research
findings. Hence, an attempt has been made in this study to develop an extension
strategy / suggestion for betterment. The focus of the study is to improve the coverage
of animal husbandry news in Hindi dail ies and their reading behavior of farmers about
animal husbandry news. The study also highlighted certain areas of animal husbandry
where the Hindi dail ies news coverage was very poor. Hence, these is need to take
actions on the part of newspaper industries, scientists, farmers and all those who have
a concern for better prospects of animal husbandry in Haryana. Besides this, the
respondents were asked to give valuable suggestions for making further improvements
in the animal husbandry information contents covered by the newspapers. Moreover,
on the basis of f indings of the study and based on the observations noticed during data
collection, the following measures are suggested for better prospects of animal
husbandry in Haryana:
1. The results of study revealed that very less space was given for the coverage of
CONTENT ANALYSIS 48
news related to animal husbandry in the selected dail ies, so i t is suggested that
more space should be provided to the news related to different aspects of animal
husbandry by the various news agencies at least as per i ts contribution in total
GDP of the country. The study further revealed that very less space was given
for news regarding entrepreneurship related to animal husbandry sector while
this category provides valuable information on supporting services on animal
husbandry, problems related to dairying and poultry farming etc, which may be
useful to l ivestock and poultry farmers for betterment of their l ivelihood.
2. Minimum emphasis was also given by the news agencies to publish news related
to the disciplines of Veterinary Microbiology, Veterinary Pathology and
Veterinary Pharmacology, though these are very important areas of animal
health. Therefore, i t is suggested that the scientists of disciplines concerned and
the State Department of Animal Husbandry and Dairying should put their efforts
to give relevant and local specific technologies to the news agencies so that the
farmers may adopt these technologies, quickly.
3. It is also reported by the respondents that animal husbandry news published in
newspapers were ‘impracticable’ in field condit ions, so the technology
generators should provide the news to the news agencies / press correspondents
which are simple to understand and which may be practically adopted by the
l ivestock and poultry farmers.
4. Dainik Jagran published the news on various agricultural aspects on every
Monday in the form of “SANJHI” which was very useful for farmers. On the
same line, farmers suggested that newspapers agencies should be given specific
page in their newspapers related to various aspects of animal husbandry, on
specified day in a week. This would encourage the populari ty of newspaper in
rural areas on one hand and will also help in transfer of technology for the
national development on the other side.
5. The results of the study also revealed that majority of farmers were categorized
in low level of reading behavior regarding animal husbandry news. So for
enhancing the reading behavior of the farmers, the following points may be kept
in mind while publishing animal husbandry news:
a. They should publish the animal husbandry news with suitable
photographs.
b. Season wise information pertaining to animal husbandry should be
CONTENT ANALYSIS 49
published in the Hindi dail ies.
c. Question-answer columns reflecting the interaction between farmers and
veterinary surgeon / scientists on different aspects of animal husbandry
should be published in the Hindi dail ies.
d. More news on l ivestock insurance scheme, l ivestock and i ts products
marketing, etc should be published.
e. As far as possible, the use of technical terms should be avoided. I t will
enhance the readabil i ty and understandabil i ty of the contents of the
Hindi dail ies.
The above mentioned points will not only help the l ivestock and
poultry farmers for gett ing the news on latest technologies of animal husbandry
but also widen their general knowledge and thus, increase their part icipation and
involvement in national building.
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