The Role Of The Mass Media In Developing The Agricultural Cooperative Leaders In El-Beheira Governorate.

Abstract: This research aims mainly at studying the effect of mass-media exposure on developing both knowledge and skills of Agricultural Cooperative leaders related to producing and exporting potato at El- Beheira Governorate. This entails fulfilling the following objectives:

1. Identifying some social and economic characteristic of the respondents, viz: Age, Educational level, Number of family members, Agricultural Land tenure, General awarness, Social participation, Attitude towards change, Degree of Agricultural Mechanization of potato cultivation practices, and Communicative knowledge.
2. Identifying degree of respondents' exposure to mass-media.
3. Identifying respondents' knowledge and skills in the field of potato production and exportation.
4. Elaborating of the mass-media effect on the respondents knowledge and skills for producing and exporting potato crop.

The sample includs 200 respondents who represent members of 35 local Agricultural Co-operative councils. The sample stood for 10% of the total number of Agriculture Cooperative leaders at El-Beheira Governorate, Districts: Kafr El-dawar, Abu Homos, Ity El-Baroud, Shebrakeet, AlRahamanya, Kom Hamada, Dalangat, Osh Eisa, Abu El-Matameer and Ganklees.
A Questionnaire was administered through personal interview to called the primary data of the research. Frequency distribution tables, Percentages, Average (X) Standard Deviation (SD), the Least Significant Difference (L.S.D), Simple Con-elation Coefficient (r), and Sequential Multiple Regression.

The main findings of the study are as follows:
I. Respondents socio-economic characteristics.
1. Age: The average (X) for respondents age was 48 years with Standard Deviation 12, 47 years.
2. Educational level: 6% of the respondents had a high college education whereas 50% of them had a secondary and above secondary education.
3. Number of family members: The average (X) of family members is 7 individuals. It is noticed, however, that 13% of the respondents family have more than 10 individuals
4. Agriculture Land tenure: Results showed that the average tenure of the respondents (X) is 110.88 kerates whereas the average of their holdings ranges between 257-16 kerate (one feddan = 24 kerates). However, 69% of the respondents had a moderate holding.
5. General awareness: The average score of the respondents general awareness was 8.13 degree. However, 64% of the respondents had a moderate general awareness.
6. Social participation: Results showed that the average score of the respondents' social participation is 17.63 degree. However 52% of the respondents had a moderate social participation.
Publication year 1998
Availability location Agricultural Extension And Rural Development Research Institute Library Agricultural Research Center – 8, Cairo University St., - Egypt
Availability number 680
Organization Name
Country Egypt
Publisher Name: جامعة الاسكندرية
Place: كلية الزراعة سابا باشا
Author(s) from ARC
Agris Categories Extension
AGROVOC
TERMS		 Leadership. Mass media.
Publication Type PhD Thesis
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