THE ROLE OF DIGITAL MEDIA IN PROMOTING SUSTAINABLE AGRICULTURE AMONG AGRICULTURAL EXTENSION WORKERS IN THE NORTHWESTERN COASTAL REGION OF EGYPT

Document Type : Original Article

Authors

1 Faculty of Graduate Studies and Environmental Research, Ain Shams University

2 Faculty of of graduate studies of childhood, Ain Shams University

3 Dept. of Agric. Extension, Division of Economic and Social Studies, Desert Research Center.

Abstract

This study primarily aims to explore the role of digital media—specifically agricultural news websites—in enhancing agricultural extension agents' awareness of sustainable agriculture concepts in the Northwestern Coastal Region of Egypt. It investigates the extent to which the respondents benefit from the content presented on these websites, the journalistic formats used to deliver agricultural topics, the sources of information relied upon, and the persuasive appeals employed. The significance of this research lies in its potential to contribute to the development of digital agricultural journalism, making it a more effective tool for raising awareness about critical environmental issues in agriculture. The study employed the social survey method. Among its key findings, it was revealed that there is no significant correlation between respondents’ engagement with agricultural news websites and their understanding of sustainable agriculture concepts, this indicates the existence of a gap between the content provided through these digital platforms and its effectiveness in influencing the cognitive and behavioral dimensions of the specialized audience. The study recommends enhancing the credibility of digital journalistic content related to agricultural and environmental issues. It emphasizes that increasing the trustworthiness of coverage on sustainable agriculture is essential for building stronger reader trust in digital agricultural journalism.
 
 

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