Content analysis of malayalam farm magazine

Abstract

Print media, like magazines, have long served as a vital instrument for disseminating knowledge, shaping public discourse, and influencing cultural and societal norms. This study, titled "Content analysis of a Malayalam farm magazine," examines the role of agricultural magazines in technology dissemination, using Kerala Karshakan—Kerala’s most widely read farm magazine—as a reference. The research was conducted across three districts (Palakkad, Kannur, and Kollam) with a sample of 90 farmers (30 respondents per district). It offers a detailed evaluation of farmers’ demographic and socio-economic profiles, content usefulness, readability of the magazine, and distribution mechanisms to assess how print media can be used to spread agricultural knowledge. The study employed a mixed-methods research design, integrating both qualitative and quantitative approaches. Data collection was conducted through semi-structured interviews with Kerala Karshakan subscribers. The analysis employed statistical tools, including frequency distribution, percentages, mean, standard deviation, and quartile deviation. Additionally, Oliver’s Readability Index (1985) was applied to assess readability. For content analysis, 36 magazine editions published between 2021 and 2023 were examined, comprising a total of 798 articles. The subscriber data indicates a largely older audience, with 75.6 per cent of respondents aged 51 or above and no participants below 35. This trend may reflect the region's demographics and the outmigration of younger residents from rural areas. Males dominate the gender distribution at 70 per cent, while females account for just 30 per cent, reflecting a disparity, even though women contribute substantially to farming. A vast majority (85.6 per cent) of respondents have more than a decade of farming experience, with no participants below five years, indicating that the survey primarily captured traditionally engaged farmers who may have been doing farming for generations. In terms of education, over half (52.2 per cent) have primary schooling, followed by high school (27.8 per cent), higher secondary (7.8 per cent), and graduates (12.2 per cent). Kerala's high literacy rate is reflected in the complete absence of illiterate respondents, while the lack of postgraduate participants points to relatively low participation in advanced education, which is quite contrary to the present youth trend. The results revealed varied levels of extension contact, with 56.7 per cent reporting moderate contact, while 21.1 per cent had low and 22.2 per cent had high interaction. These figures differ across districts, with Kannur demonstrating more effective outreach. Mass media utilization is predominantly moderate (74.4 per cent), with 16.7 per cent low and 8.9 per cent high, consistent across districts. The occupational status reveals that 57.8 per cent of respondents rely exclusively on farming, while 23.3 per cent supplement farming with business, 7.8 per cent with government jobs, and 11.1 per cent with private-sector work. Notably, no respondents identified as agricultural labourers, indicating a landowner-dominated sample that remains largely dependent on farming for income. While social participation is high (70-80 per cent), most engagement is occasional (80.96-86.96 per cent), except in Kannur, where regular engagement (19.04 per cent) surpasses other areas. Although most respondents (75.6 per cent) show high motivation, Palakkad's significant minority (24.4 per cent) with low motivation calls for focused interventions to address this regional disparity. Respondents show the strongest engagement with content on crop production (38.9 per cent), success stories (24.4 per cent), and crop protection (23.3 per cent), while demonstrating lower preference for case studies or policy-related schemes. WhatsApp dominates social media usage (84.4 per cent), while Facebook and Instagram see lower adoption (33.3 per cent and 12.2 per cent, respectively) which may be due to the easiness of using WhatsApp. Notably, 15.6 per cent report no social media activity at all. While the majority in Kollam and Kannur (over 75 per cent) consider the magazine affordable, Palakkad shows a contrast, with nearly half reporting less affordability. Timeliness of delivery varies by region, with Kannur and Kollam showing reliable service (80 per cent on-time delivery), while Palakkad lags behind at just 56.7 per cent. Accessibility favours print over digital, despite online availability, due to preferences for physical copies and limited digital literacy. Content analysis reveals that success stories (14.03 per cent), agronomy (8.40 per cent), and dairy farming (8.40 per cent) receive the most coverage, while emerging themes like sustainability (7.90 per cent) and plant protection (7.40 per cent) show growing prominence. Data reveals significant gaps in coverage, with specialized topics like apiculture (0.4 per cent) and poultry farming (0.74 per cent) receiving minimal attention. Research institutions/KVKs and agricultural officials emerge as leading contributors (16.54 per cent each), while boards represent the smallest authorship group (1.9 per cent). Space allocation shifted from text-heavy (55.22 per cent) in 2021 to image-focused (46.80 per cent) in 2022, then back to text-dominant (59.60 per cent) in 2023, indicating dynamic editorial adjustments. Advertisement space rose from 22,230 sq cm (2021) to 23,135.8 sq cm (2022), then fell significantly to 18,772 sq cm (2023), showing fluctuating trends. Technology acceptance was highest in Kannur (80 per cent) and Kollam (76.7 per cent), contrasting with Palakkad's lower adoption rate (46.7 per cent), despite an overall high acceptance rate of 67.8 per cent across districts. Readability analysis confirms a "Very Easy" category (RI = 0.186), effectively serving readers ranging from primary school to graduate education levels. The magazine uses FML Revathi font (size 11) and high-quality paper (54 gsm glazed newsprint for covers, 100 gsm Indian art paper for inner pages), enhancing readability. Policy recommendations include region-specific content, practical guides with visuals in a step-by-step manner, partnerships, strengthened distribution networks, and hybrid print-digital models with QR codes. Collaboration with research institutes, inclusion of underrepresented groups, and feedback mechanisms are emphasized to improve engagement and technology adoption.