Evaluating Sharkiah and Gharbiah Governorates' Opinion Leaders for both the broadcasted Agricultural program "Ard EL-Mahrousah” and The Televised Agricultural Program "Ardena EL - Taibah"
Abstract: The study aimed to recognizing opinion leaders' characteristics of both Sharkiah and Gharbiah Governorates, determining categories of listening to broadcasted programs and watching televised programs among those opinion leaders, beside recognizing their opinions in the elements, of evaluating the Broadcasted Agricultural program “Ard EL –Mahrousa” and Televised Agricultural program “Ardena EL –Taibah”. Then determining differences among their opinions in evaluating these two programs and the levels of such evaluation of those opinion leaders in the two governorates.
To conduct this study both Sharkiah and Gharbiah governorates were chosen, out of them 6 districts were chosen randomly, then 5 mother villages were chosen also randomly from each district with total of 30 villages. From each village 5 opinion leaders were selected from those having Leadership in more than one area with a total of 150 opinion leaders for this study.
A questionnaire through personal interview was utilized for data collection during February and March 1999. Data were presented and analyzed using tables, frequencies, percentages, “T“ test, critical ratio, averages and standard deviation, statistical criteria.

The study revealed the major following results:

1- More than half of the interviewed opinion leaders are from old age categories ranging between 42 to 67 years, the education of more than two thirds of them ranges between 6 to more than 12 years of schooling. The majority of them have strong positive attitude towards modernization and having strong communication with change agents, also more than half of them are exposed to printed information media with a degree ranging between moderate and high.

2- More than three fifth of the interviewees (63.3%) are exposed for listening 3 to 4 broadcasted programs, while those who watch the same number of televised programs amounted to more than four fifth (82.7%) of the interviewed sample.
3- When evaluating the items of the agricultural broadcasted program “Ard EL- Mahrousah”, opinion leaders viewed in the following 5 points.
A. Less than half of interviewees (45.33%) indicated that broadcasting of the studied program is “ some-what regular”.
B. The opinion of the interviewees concerning the evaluation item of “timing and period of the program” that is “not suitable” ranged between 42% to 66.7% .
C. The percentages of the interviewees concerning the item of “broadcasting treatment of extension subjects “ that is just normal” ranged between 57.3% to 58%.
D. the timing of broadcasting the recommendations “is not convenient” with the time of their implementation according to the opinion of 58.7% of the interviewees and is “ somewhat convenient” to the situations and possibilities of their implementation according to the opinion of 58.6% of those interviewees.
E. Opinion leaders listened” sometimes” new ideas and innovations according to the percentages of interviewees” opinion ranged between 45.3% to 70.0% in various elements of this evaluation item.
4- The opinion leaders views in evaluating the items of the agricultural televised program” Ardena EL-Taibah” the following 5 points.
A. The program is “ irregular” according to the opinion of 49.3% of interviewees opinion leaders.
B. The percentages of opinions of interviewees concerning the elements of the item of “ timing and period of program” that is “ not suitable” ranging between 50 to 68 %.
C. The treatment of the televised extension subjects is “ less than normal” in the opinion of 59.3% to 68.0% of the interviewees.
D. “The timing of televising recommendations” in this program “ is not convenient” with the time of their implementation ” in the opinion of (72.7%) of the interviewees. While (53.3%) of them see that the introduced recommendations in this program “co-incide” only to “moderately convenient” with the siruations and possibilities of their implementation.
E. About (66.7%) of the interviewees watch innovations only” sometimes” in this televised program, while (84.0%) of them said “seldomly” only this program presents a summary to the extension subjects at the end, and also (72.0%) of them reported that only this program rarely satisfy their needs of information, and (58.0%) “ seldomly” only see these “ recommendations presented clearly” in this program.
5- The total general average of evaluation of the agricultural broadcasted program “Ard EL- Mahrousah” amounted to (1.724) exceeds its similar for the agricultural televised program “Ardena EL-Taibah” amounting only (1.542).
6- There are significant differences among evaluating the two agricultural programs for majority of the evaluation items-(4 items) on the 0.05 or 0.01 levels and insignificant differences for one item only.
7- About (74.67%) of opinion leaders said that the agricultural broadcasted program have high level. while only (60.67%) of them reported that the agricultural televised program have that high level.
Publication year 1999
Organization Name
City الجيزة
serial title مؤتمر إستراتيجية إنتاج زراعي آمن في الوطن العربي- اتحاد الجامعات العربية - جامعة القاهرة
Author(s) from ARC
External authors (outside ARC)
    د. محمد حسب النبى حبيب كلية الزراعة - جامعة الزقازيق - فرع بنها
Agris Categories Extension
Publication Type Conference/Workshop
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